Virtual, viral and visual marketing for a high-profile product launch. Social media and traditional outreach integration during pre-launch and launch to drive registrations and page visits.

1. Cisco ASR 9000 Product Launch Strategy Overview Public launch: November 11, 2008

3. ASR Launch Strategy Use Drivers Creating Need for ASR to Promote ASR Create a Comprehensive Campaign around ASR 9000, Turning Launch Day into Weeks See Compare Download Play Anticipate Talk Experience Cisco ASR 9000 Series

7. Day of Launch/Ongoing Theme

15. ASR Launch Strategy Use Drivers Creating Need for ASR to Promote ASR Dynamic Web Site iPhone App Widget EdgeQuest 2 Teaser Ads & Videos Viral Video & Web Ads & Social Media Technical Test Drive See Compare Download Play Anticipate Talk Experience

16. What Are We Communicating Externally ? Cisco ASR 9000 After Internal, Before External After External External Launch Day Before Internal Stylized site reveal (Beautifully engineered) Stylized site linked to Cisco.com pages Viral videos, Teaser ads, Banners, SM Internal Launch Day Marketing/Human Network Effect Registration for 11/11 site reveal EBC, TP, Cisco Days, etc Customer Comms Rolling Thunder (web-based tools, assets, news, events) All Media, CDC Buzz Campaign Registration Site (Get a sneak peek)

20. Pre-Launch Communication Flow Drive registrations to view exclusive content Get a sneak peek Registration Page “ Get a sneak peek” Countdown clock Share with a friend Facebook, Twitter Digg, Delicious Exclusive Content www.techedgeweekly.com Cisco Sales Direct Email Online Media & Web Social Media PR AR

21. Launch Communication Flow Drive visitors to reveal portal, continue onto Solution page Share with a friend Facebook, Twitter Digg, Delicious Interactive brochure Link to detailed ASR 9000 solution page on Cisco.com www.techedgeweekly.com Cisco Sales Direct Email Online Media & Web Social Media PR AR

22. External Communication Tactics Inform Act Participate Read Watch Listen Direct Email Web (Traditional & Social Networking Sites) 3 rd Party Online Media Socialize Web 2.0 (e.g., widget) EBC*: Virtual Demos, Speakers, Videos, Agenda Integration Banners Technical Test Drive Theater Partnerships (Viral) videos Edge Quest 2 Physical Trade Shows Discussion Forums iPhone Applet Light Reading Virtual Channel Cisco Days *Executive Briefing Center SMR, Twitter, SP360, Cross promote Blogs TelePresence

24. ASR Post-Launch Strategy Targeted and Web 2.0 Programs Keep ASR 9000 momentum going with innovative marketing iPhone App EdgeQuest 2 Teaser Ads & Videos Technical Test Drive Dynamic Web Site Widget Viral Video & Web Ads & Social Media See Compare Download Play Anticipate Talk Experience Cisco ASR 9000 Series

26. Example 2 Valentine’s Day Video Pre Launch Post “ Clever marketing from the folks at Cisco (CSCO)…. If even only a few them smile and think of Cisco more as a funny cool friend than a stodgy IT firm, it was worth it.” “ This is some serious metal… meant for large service providers sending out vast streams of data…. Because nothing says ‘forever’ like up to 6.4 terabits per second,” says the Cisco voiceover in the ad. 130,000+ viewings in three weeks Strong Field Reviews “ This is fantastic” “ I shared it with my customer’s CMO…” “ Keep them coming. This is sure to attract the right kind of attention for us.“ Happy Valentine’s Day! I hope it’s an ASR 9000!!! Talk