The Entertainment Weekly preview issues generate tremendous interest and increased circulation. EW uses mobile videos of the movie trailers to further engage their readers and provide added value to what can appear in print. With the video playlist, EW readers could quickly see a thumbnail image of each movie preview and a short description of the film. The thumbnails are automatically generated by Nellymoser’s Mobile Engagement Platform. Selecting the movie launches the video automatically. After the video plays, the mobile campaign incorporated Nellymoser’s exclusive post-roll technology. Unlike other systems that keep the viewer on their branded page or can move the viewer to an unknown video, the post-roll technology brings the viewer to a branded page with an opportunity to play the same video again or share it via Facebook, Twitter or Email.

1. TM
2011 Summer Movie Preview Issue
• 30 Action Codes span the entire
issue
▫ Advertising and editorial
▫ More codes increase participation
• 19 Codes used in Editorial Sections
▫ Movie preview videoss enhance Summer
Preview editorial feature
• 11 Codes used in Advertisements
▫ Leads to advertiser content and videos framed
in EW experience
• Video with Post-Rolls, Playlists
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 1

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Action Codes are Promoted Throughout the Issue
• Central page provides instructions for
scanning
• Code provides a link to the main mobile
page
• Features advertisers
• Scan to subscribe to magazine
• Code and instructions featured in
the Letter from the Editor
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 2

3. TM
Action Codes bring the Summer Movie Issue to life
See clips and trailers from this
summer’s new releases
Codes in advertising and
editorial lead to increased
overall engagement
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 3

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Action Codes Lead to Interactive Sponsor Pages
Link to Entertainment
Weekly homepage
Watch Video
Share, Twitter, and
Email sharing
Link to Movie
Trailers
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 4

5. TM
Summer Movie Feature Enhanced by Content
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 5

6. TM
Action Codes Lead to Interactive Movie Pages
Link to Entertainment
Weekly homepage
Watch
exclusive video
Facebook, Twitter,
and email sharing
Provides release
date and movie
information
Link back to the
main page
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 6

7. TM
Redirects After Video to Illustrated Menu Page
Access all preview pages from menu
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 7

8. TM
Menu Page Also Connects to Sponsor Video Pages
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 8

9. TM
We turn action codes into mobile engagement on any mobile phone.
Thank you.
Nellymoser, Inc.
john@nellymoser.com
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515