Google partnered with Ellen's Heads Up! app to promote the Google Play store. This included a custom "Play Your Heart Out" game deck and co-branded cards and scorecards. The campaign resulted in over 1.8 million new users for Heads Up! and over 1.9 million game plays of the custom deck, providing 35,000 hours of branded exposure for Google Play. The custom deck became the 6th most played out of 30 total decks in the app.

2. 2
AGENDA
“Play Your Heart Out” Wrap-Up Report
Executive Summary
Activation Calendar
Integrated Activations
Key Findings
1.8MM+
Total Game
Plays*
Campaign Dates: June 26 – September 17, 2014

3. EXECUTIVE SUMMARY
Google Play Partnership with Ellen’s Heads Up! App Breaks Records
3
Google Play integrated their brand directly into
Ellen’s wildly popular Heads Up! App.
Campaign Strategy:
o Custom “Play Your Heart Out” deck
o Co-branded game cards
o Co-branded scorecard with clickable results linking
users to Google Play Store
Program Results:
o Total increase of Heads Up! user base by
1.76MM+
o 39% increase since campaign launch
o 1.92MM+ total game plays
o 5.3% interaction rate on Android scorecard
o “Play Your Heart Out” deck ranked 6th overall most
played deck out of 30 total decks in app
Watch the “Play Your Heart Out” Deck in Action!
Source: Ellen Internal Reporting Metrics from June 26 – September 17, 2014;
*Branded Exposure Formula: Ave. Game Time (65 Sec.) * Total Game Plays (1,9020,715) / 60 (min.)/ 60 (hours)
35K
Hours of
Branded
Exposure*

4. 4
6/26
ACTIVATION CALENDAR
9/6
“Play Your Heart Out” Program
Homepage Editorial Post
Google Play Deck Goes Live on
iPhone
Google Play Deck Goes Social Media Promotion
Live on Android
7/7
Co-Branded Rotational Media Social Media Promotion

5. FREE DECK DOWNLOADS
Free “Play Your Heart Out” Deck Downloads for Android and iPhone Users
5
1.7 MM+
App Installs
39%
Increase in
User Base
Free Heads Up! App
Downloads for Android
users throughout
campaign flight
Source: Ellen Internal Reporting Metrics from June 26 – September 17, 2014

6. IN-APP BRANDING
Google Play Branding Throughout “Play Your Heart Out” Game Experience
6
2.3MM+
Total Deck
Taps
Branded Deck and Game Description
82%
Play Rate
In-Game Card Branding
Source: Ellen Internal Reporting Metrics from June 26 – September 17, 2014

7. HYPERLINKED
SCORECARD Scorecard Linked Directly to Google Play Store for Android Users
7
Clickable Scorecard Google Play Store
51K+
Scorecard
Clicks
5.3%
CTR
Source: Ellen Internal Reporting Metrics from June 26 – September 17, 2014

8. HOMEPAGE EDITORIAL
On Thursday, POST 6/26 the “Play Your Heart Out” Deck was Featured on
EllenTV.com
8
38K+
Page Views
Source: Ellen Internal Reporting Metrics from June 26 – September 17, 2014

9. SOCIAL MEDIA
PROMOTION On 6/26 and 7/7, @TheEllenShow Posted Promotional Tweets
9
29.5 MM
Followers
29K+
Favorites
600
Re-Tweets
Source: Ellen Internal Reporting Metrics from June 26 – September 17, 2014

10. SOCIAL MEDIA
PROMOTION On 7/7, Ellen’s Facebook Page featured the Google Play Partnership
10
15.5 MM
Followers
4.4K+
Likes
133
Shares
Source: Ellen Internal Reporting Metrics from June 26 – September 17, 2014

11. TOP TEN DECK ON
ANDROID “Play Your Heart Out” Becomes One of the Most Popular Decks on Heads Up!
11
Ranked
6 out of 30
Total Decks!
Most Played Decks on Heads Up!
1. Just for Kids
2. Act it Out
3. Animals Gone Wild
4. Superstars
5. Accents & Impressions
6. Play Your Heart Out
7. Adult Supervision
8. Blockbuster Movies
9. Mix it Up
10.Hey Mr. DJ
Source: Ellen Internal Reporting Metrics from June 26 – September 17, 2014

12. CO-BRANDING
Rotational Media Support on Ellen Mobile and EllenTV.com from 6/26 - 7/6
12
14MM+
Web
Impressions
6MM+
Mobile
Impressions
13.56% CTR High for Mobile vs.
Industry Average of 2.2%
Source: Ellen Internal Reporting Metrics from June 26 – September 17, 2014
2.54%
Campaign
Average CTR