A detailed description of FanChatter's Scoreboard Photo Sharing event feature and its 5 brand touchpoints across in-venue, mobile, and social media.

1. FanChatter lets fans interact with the games and events they attend using the latest in mobile and social technology…

2. Contents I. Scoreboard Photo Sharing p. 3 a. Scoreboard/PA Call to Action (brand touchpoint #1) p. 4 b. SMS Reply (brand touchpoint #2) p. 5 c. Photo Approval p. 6 d. Scoreboard Slideshow (brand touchpoint #1 repeated) p. 7 e. Online Event Gallery (brand touchpoint #3) p. 8 f. Send to a Friend (brand touchpoint #4) p. 9 g. Social Media Sharing (brand touchpoint #5) p. 10 h. Statistics p. 12 i. Fan Data p. 13 j. Scoreboard Photo Sharing vs Video Fan Cam p. 14 k. Testimonials p. 15 l. Requirements p. 16 II. Beyond Scoreboard Photo Sharing p. 17 III. Mobile/Social Message Manager p. 18 IV. The Mobile/Social Playing Field p. 19 V. Contact/Current Clients p. 20

3. FanChatter specializes in a user-generated reinvention of the traditional “fan cam” called Scoreboard Photo Sharing that offers no less than 5 distinct brand touchpoints …

4. Scoreboard Photo Sharing: Call to Action First, fans at an event see and hear a branded scoreboard message similar to the samples below: “ Fans, text your photos to [email_address] for a chance to see them on the scoreboard and online at (team).com ! Courtesy of (sponsor).” Scoreboard/public address is brand touchpoint #1

5. Scoreboard Photo Sharing: SMS Reply Next, every fan that participates receives an instant text message reply capable of containing: • brand messaging • coupons or coupon codes • special announcements and offers • web addresses/links to branded websites • opt-in instructions for a mobile alert program (see page 18) and more… The SMS reply is brand touchpoint #2

6. Scoreboard Photo Sharing: Photo Approval Then, an operator* manually approves incoming photos and exports them for inclusion in a scoreboard slideshow. * If an operator is not provided by the team or organization, FanChatter can supply an operator for an additional fee.

7. Scoreboard Photo Sharing: Slideshow Recommended Scoreboard Slideshow Sequence*: 1. Branded Intro (:05 or less) “ Fans, it’s time to see your mobile photos, presented by (sponsor)!” 2. Branded Mobile Photo Slideshow (:20 - 1:15) Slideshow of 10 - 35 mobile photos including sponsor logo 3. Branded Address Reminder (:05 - :10)** “ Text more photos to [email_address] ” 4. REPEAT*** Sponsor Logo Overlay * See sample video at http://events.fanchatter.com/features ** Showing an address reminder at the end of a slideshow attracts the greatest number of photos ( triggering the most branded reply messages ) but it also indicates that more slideshows will follow. *** FanChatter recommends multiple interactive slideshows per event in place of the single-touchpoint “fan cam”.

9. Scoreboard Photo Sharing: Send to a Friend From the online event gallery, fans can share photos with their friends using the Send to a Friend button . Friends receive an email containing a link to the shared photo as well as a hyperlinked brand message … The Send to a Friend email is brand touchpoint #4

10. Scoreboard Photo Sharing: Social Media Also from the online event gallery, fans can use photo embedding/downloading tools to share their favorite photos on web pages, blogs, and social media platforms like and Social Media Sharing is brand touchpoint #5

11. And it’s all completely measurable…

12. Scoreboard Photo Sharing: Statistics At left is a partial snapshot of FanChatter’s control panel statistics display. CASE STUDY: During their 81-game 2008 home schedule, the Minnesota Twins and sponsor Qwest collected: 15,041 total photos from 9,031 unique fans resulting in 13,336 Qwest branded reply messages (one reply sent per unique fan per game) That’s a per-game average of 185 photos received from 165 unique fans with a single-game high of 636 photos from 525 unique fans. And there were 2,912 unique visitors to the Qwest branded gallery microsite (meaning roughly 1/3 of the number of participating fans visited the site). There’s almost always more than one fan involved per picture, so fan totals should be adjusted up by a factor of 2 or 3 AND THESE ARE ALL HIGHLY ENGAGED IN-VENUE IMPRESSIONS! Visits increase when galleries are incorporated into- or linked from a team, event, or sponsor site.

13. Scoreboard Photo Sharing: Fan Data A unique FanChatter Mobile User Profile is automatically created for every participating phone/email address consisting of area code and phone number (or email address), region by area code, mobile service provider, and a full record of mobile participation data including frequency and dates. MOBILE USER PROFILE Phone Number/Email Address: (952) 270 7922 Area Code Locator: (952) Minneapolis metro area, Bloomington, MN Mobile Service Provider: Verizon Feature Log: (952) 270-7922 Date: 01/30/09 Time: 19:32 Feature: Scoreboard Photo Sharing Action/Content: Sent Photo (approved) Date: 01/30/09 Time: 19:44 Feature: Scoreboard Photo Sharing Action/Content: Sent Photo (exported) Date: 01/30/09 Time: 20:54 Feature: Scoreboard Photo Sharing Action/Content: Sent Photo (approved) Date: 02/06/09 Time: 03:27 Feature: Scoreboard Photo Sharing Action/Content: Sent Photo (deleted) Date: 02/06/09 Time: 03:35 Feature: Scoreboard Photo Sharing Action/Content: Sent Photo (exported) Date: 02/13/09 Time: 01:50 Feature: Scoreboard Photo Sharing Action/Content: Sent Photo (approved) Summary: (952) 270-7922 Total Dates: 3 (01/30/09; 02/06/09; 02/13/09) Average Interactions per date: 2.0 Scoreboard Photo Sharing: 3 dates, 5 approved photos, 2 exported photos, 1 deleted photo FanChatter can also export data by phone number or email address to augment existing customer databases.

14. Scoreboard Photo Sharing vs Video Fan Cam In review, a side-by-side comparison of brand touchpoints… Scoreboard Photo Sharing wins 5-1* with higher engagement and solid metrics! * score does not reflect possible Scoreboard Photo Sharing brand touchpoints including printed team or event collectibles (branded photo prints, t-shirts, coffee mugs, etc.), concourse TVs, video billboards, and more… Video Fan Cam 1. Scoreboard logo visibility/PA mention Scoreboard Photo Sharing 1. Scoreboard logo visibility/PA mention 2. Branded text message reply to all participants 3. Branded online event photo gallery 4. Send to a Friend branded email 5. Branded social media photo sharing

16. Scoreboard Photo Sharing: Requirements FanChatter’s tools are web-based and easy to operate . Graphics and animation are NOT included* so Scoreboard Photo Sharing is display technology agnostic. System requirements are as follows: 1. A large HD or SD videoboard display 2. A computer with a high-speed internet connection 3. A way of transferring JPEG photo files from the internet-enabled computer to the computer controlling the videoboard display (if they are different). On older systems, this can be done using a simple USB drive. 4. An operator assigned to monitor and process the photos for display. FanChatter will train team personnel for this role or provide FanChatter personnel upon request. * FanChatter will provide skilled graphic design and slideshow animation elements upon request.

17. Beyond Scoreboard Photo Sharing FanChatter enables a wide variety of other mobile/social event features including: • Text Message Voting (Best Fan Photo, Player of the Game, etc.) • Scoreboard Messaging via Text Message and/or • Text Message Trivia • Text to Win Contests • Mobile Video Sharing And that’s just the beginning of what’s possible. FanChatter’s skilled technology team can turn any interactivity idea driven by SMS (text messaging), MMS (photo and video messaging), email, and/or social media into a functional, affordable reality.

18. Mobile/Social Message Manager Innovative feature ideas like Scoreboard Photo Sharing increase fan participation and trigger more branded text message replies. FanChatter’s Mobile/Social Message Manager allows a team, tour, or sponsor to: • Convert those replies into mobile alert program participants • Manage and track multiple lists of fan opt-ins • Send smart, sponsorable message blasts across multiple platforms including SMS (to mobile program participants), Facebook , Twitter , FriendFeed , and other RSS-enabled feeds and widgets • Conduct surveys and invite participation in fan research studies • Drive sales, attendance, and interest with timely announcements that can’t wait for email, and “83% of text messages are read within the first hour of receipt” Source: Tribune Direct • Extend engagement beyond the events by supplying targeted content when its most relevant

19. The Mobile/Social Playing Field 85% of Americans have a mobile phone (there are actually more US mobile phones than Americans age 13 and older) Source: CTIA Wireless Association 66% of cell phones in America are equipped with a camera Source: comScore 40% of Americans with cell phones send/receive text messages ( 80% among 13-24 year olds; 63% among 18-27 year olds) Source: Pew Internet & American Life Project 24% of Americans with cell phones send/receive photo or video messages ( up 60% in the past year) Source: M:Metrics Over 13 million iPhones had been purchased as of October 2008 Source: Wikimedia Commons 45 million new iPhones are projected to be sold in 2009 Source: DoApps As of January 2009, Facebook has 138.6 million users Source: Facebook

20. Contact Marty Wetherall FanChatter 952 270 7922 [email_address] For more information about Scoreboard Photo Sharing and the rest of FanChatter’s innovative mobile/social media tools, please visit: http://events.fanchatter.com Current FanChatter Clients/Sponsors 31 January 2009