Rules Of Engagement

Slide 1: HOW TO ENGAGE A YOUNG AUDIENCE XBOX (HALO 3) NIKE JOGA BONITO REDBULL

Slide 2: XBOX: HALO 3 GAME LAUNCH $170 MILLION IN SALES WITHIN THE FIRST 24 HOURS 1.7M COPIES PRE-ORDERED BIGGEST ENTERTAINMENT LAUNCH IN HISTORY IN TERM OF SALES

Slide 3: HALO 3 - 5 PRONGED CAMPAIGN PHASE 1 PHASE 2 PHASE 3 PHASE 4 PHASE 5 PROMOTIONA TV AND VIRAL TEASE THE BETA L PARTNER ONLINE CAMPAIGN ACTIVITY CAMPAIGN KICK OFF THE RECRUIT AN INTEREST FOR ARMY OF BETA INVOLVE CREATE A MEDIA CASUAL AND TESTERS AND HARDCORE MUST-HAVE DOMINATION HARDCORE AMBASSADOR FANS FEELING FANS S DRIVE PRE- DRIVE TO STORE SALES CREATE BELONGING FEELING / ENCOURAGE UGC

Slide 4: PHASE 1: TEASE LAUNCHES WITH A SINGLE SOLUS 60’ SEC TV SPOT DURING MONDAY NIGHT FOOTBALL (6 MONTHS PRE-LAUNCH) PUT ON YOUTUBE THE NEXT DAY. IT HAS BEEN SEEN BY MORE THAN 5 MILLION PEOPLE

Slide 5: PHASE 2: RECRUIT AMBASSADORS VIA THE BETA TEST – 3-4 MONTH PRE-RELEASE BEING INVITED TO PLAY THE BETA WAS COMMUNICATED AS AN HONOUR AND NEEDED TO BE DESERVED. 3 WAYS TO BE INVITED: Fans could enter to win a chance to try a multiplayer beta version at Halo3.com. A third of a million people entered. Anyone who purchased the title ‘Crackdown’ would get a special code to allow them to download and play the beta A Halo 2 online competition was held, giving an invitation for the 13,333 best players Before the beta expired on June 10, 820,000 participants spent more than 12 million hours of playing online

Slide 6: PHASE 3: VIRAL CAMPAIGN THIS VIRAL CAMPAIGN, TARGETING HARD CORE FANS, INVOLVED AN ONLINE/OFFLINE SCAVENGER HUNT THAT INCLUDED CRYPTIC FORUM POSTS, FAKE ADVERTISING, CRYPTIC EMAILS AND PEOPLE HOLDING SIGNS IN THE STREET, ALL POINTING TO A WEBSITE CONTAINING A PUZZLE FANS HAD TO SOLVE.

Slide 7: PHASE 4: PROMOTIONAL PARTNER ACTIVITIES MUCH LIKE MOVIE FRANCISES LOOK TO SECURE KEY CATEGORY PARTNERS, SO DID HALO 3. IT LOCKED A NUMBER OF KEY COMPANIES THAT ALL COMMITTED MEDIA MONEY TO THE GAME’S LAUNCH

Slide 8: PHASE 4: PROMOTIONAL PARTNER ACTIVITIES MOUNTAIN DEW MARKETING EFFORTS INCLUDED TV SPOTS, ONLINE VIRALS AND BANNERS AS WELL AS A COMPETITION AND A DEDICATED HALO 3 FLAVOUR

Slide 9: PHASE 5: TV CAMPAIGN FINALE, WEEK-LONG CAMPAIGN, TERMED ‘UNITE TO FIGHT WEEK’, DESIGNED TO MAKE CASUAL FANS INTERESTED AND CORE FANS EXCITED Leading to the ‘Believe’ campaign, with several new TV spots on TV and online Re-run of the first TV spot LAUNCH DAY EVENT

Slide 10: LAUNCH DAY STORE EVENTS 10,000 STORES OPENED AT MIDNIGHT TO GIVE FANS THE CHANCE TO BUY THE PRODUCT FIRST THEY INCLUDED MANY IN-STORE ACTIVITIES: LIKE COSTUMES, GIFTS, TOURNAMENTS, PERFORMANCES…

Slide 11: ALONGSIDE ACTIVITIES THE CAMPAIGN HAS INSPIRED TONS OF UGC. GENUINE OR NOT, THEY HAVE STRONGLY CONTRIBUTED TO EXTENDING THE MOMENTUM AFTER LAUNCH

Slide 12: CALENDAR OF ACTIVITIES SEPT 25TH DEC 4TH MAY JUNE JULY SEPT LAUNCH DATE BRAND CREATED CONTENT MIDNIGHT PHASE 1: TEASE MADNESS PHASE 2 EVENTS INVOLVE AMBASSADOR S PHASE 3 THE BETA VIRAL PHASE 4 CAMPAIGN PROMOTIONA L PARTNER ACTIVITY USER GENERATED PHASE 5 CONTENT BELIEVE FIRST TALKS RUMOURS ON GAMING OPINIONS AND ABOUT THE UGC WEBSITES, VIDEO PICTURES GAME VIDEOS LEAKED FROM BETA ONLINE TESTERS

Slide 13: KEY LEARNINGS ACTIVE CALL-TO-ACTION: ‘FINISH THE FIGHT’ LOT OF NON-LINEAR BUT CONNECTED, MICRO-ACTIVITIES BESPOKE CONTENT FOR THE HARD-CORE GAMERS EACH PHASE IS A MINI-CAMPAIGN IN ITS OWN RIGHT TV IS STILL KEY TO CREATE EXCITEMENT, BUT ONLINE IS NOW THE KEY MEDIA TO ENGAGE. CONSISTENCY OF THE IDEA, COMPLEXITY OF THE EXECUTIONS

Slide 14: NIKE’s JOGA BONITO CAMPAIGN’S OBJECTIVE Become number 1 in Football by overcoming Adidas, official 2006 World Cup official partner, using the Internet and non-traditional media GLOBAL BUDGET ESTIMATED AT $100 MILLION

Slide 15: NIKE JOGA BONITO: ENGAGEMENT PLAN 1. BUILD AN EMOTIONAL CONNECTION EPIC TV EXECUTIONS USING FAMOUS FOOTBALLERS 2. DEEPEN ENGAGEMENT CREATE A CREATE A HUB GET PEOPLE TO COMMUNITY OF FOR THE IDEA PARTICIPATE INTEREST 3. DRIVE FURTHER TRAFFIC AND BUZZ TO THE WEB AND PHYSICAL PRESENCES VIRAL AND TACTICAL TECHNIQUES

Slide 16: 1. BUILD AN EMOTIONAL CONNECTION LAUNCH WITH MULTI TV EXECUTIONS TO PROMOTE THE IDEA OF ‘JOGA BONITO’, AND DRIVE TRAFFIC TO NIKE FOOTBALL WEBSITE 6 MORE CLIPS WERE RELEASED ON TV AND VIDEO SITES, EACH FEATURING ONE VALUE OF ‘JOGA BONITO’ THEY ALL INCLUDED A DISTINCTIVE ‘JOGA TV’ LOGO AS WELL AS A CALL-TO-ACTION TO VISIT THE WE BSITE

Slide 17: 2. DEEPEN ENGAGEMENT NIKE CREATED 3 ACTIVITIES FOR PEOPLE TO FURTHER ENGAGE WITH THE CAMPAIGN IN PARTNERSHIP WITH NIKEFOOTBALL.COM JOGA3 JOGA.COM THE HUB OF THE FOOTBALL THE COMMUNITY CAMPAIGN TOURNAMENTS INCLUDED 30 VIDEO REGROUP LIKE-MINDED GIVE THE OPPORTUNITY SEGMENTS FURTHER INDIVIDUALS AROUND A FOR KIDS TO ‘PLAY BUILDING THE WORLD OF PLATFORM TO TALK AND BEAUTIFUL’ ‘JOGA BONITO’ DISCUSS

Slide 18: 3. DRIVE FURTHER TRAFFIC AND BUZZ TO THE WEB AND PHYSICAL PRESENCES NIKE DEVELOPED A MULTITUDE OF ACTIVITIES, MAINLY ONLINE, TO DRIVE TRAFFIC TO THES 3 ACTIVITIES E SPONSORING NATIONAL A SPECIAL ‘JOGA TEAMS LIKE THE US, MEXICO BONITA’ FIREFOX BROWSER ‘NIKE CHAIN’ A VIDEO COMPILATION FEATURING FAMOUS VIRAL VIDEOS FOOTBALLERS AS WELL ‘BRAZILIAN PING AS INDIVIDUALS SHOWING PONG’ OFF THEIR SKILLS VIRAL VIDEOS LAUNCH EVENS IN BIG CITIES ‘BRAZILIAN PING PONG’

Slide 19: NIKE’s JOGA BONITO: SUMMARY OF ACTIVITIES

Slide 20: JOGA BONITO RESULTS IN JUNE 2006, NIKEFOOTBALL.COM REGISTERED 2 MILLION VISITS PER WEEK 448,000 PARTICIPATED IN THE TOURNAMENT US FOOTBALL SALES INCREASED BY 50%

Slide 21: KEY LEARNINGS STRONG, INSPIRING AND PROVOCATIVE POINT OF VIEW AT THE HEART OF THE CAMPAIGN MULTIPLE TV EXECUTIONS TO KEEP PEOPLE INTERESTED CREATE COMPELLING AND IN-DEPTH ONLINE EXPERIENCES CREATE A PARTICIPATION DYNAMIC USE ONLINE ADVERTISING AND VIRAL TO KEEP THE MOMENTUM GOING

Slide 22: RED BULL – GIVES YOU WIINGS

Slide 23: RED BULL ENGAGEMENT PLAN PHASE 1 PHASE 2 PHASE 3 PARTICIPATE PULL PUSH DEVELOP AND PROMOTE BROADCAST CONTENT ON TV AND ONLINE TO USE TV ADVERTISING EVENTS TO ENGAGE REACH BROADER WHEN OPINION FORMERS AUDIENCE MARKET MATURES

Slide 24: PHASE 1: PARTICIPATE RED BULL FLUGTAG RED BULL AIR RACE OVER 40 TEAMS ENTERED 1M+ GLOBAL SPECTATORS 150,000+ SPECTATORS DEVELOP AND PROMOTE EVENTS TO ENGAGE OPINION FORMERS

Slide 25: PHASE 2: PULL RED BULL ART OF CAN RED BULL AIR RACE 1.25M YOUTUBE VIEWERS 500,000+ UK TV AUDIENCE 4-STAR RATED BROADCAST CONTENT ON TV AND ONLINE TO REACH BROADER AUDIENCE

Slide 26: PHASE 3: PUSH MASS MARKET TV SPOTS REINFORCE BRAND PROPOSITION

Slide 27: REDBULL – KEY LEARNINGS CREATE SPECTACULAR EXPERIENCES MARKET THESE EXPERIENCES AS CONTENT FOR BROADCASTERS TARGET INFLUENCERS AND OPINION LEADERS USE TV TO REACH A MASS AUDIENCE, ONLY WHEN MARKET IS DEEMED MATURE