Nearly thirty (30) case studies reflecting our lean group's (MobileBehavior staff) topical expertise, unique approach to solving business challenges with campaigns that either enable or enhance the experience of youth in their online, offline and mobile communities of interest, and volume of work performed on behalf of sister agencies (common asset model) and direct-to-client.

1. Dec 08, 2008
Mobile Behavior
Case Studies

2. AT&T Messaging Devices - JUMBLI
• Jumbli is an interactive word search game
that simultaneously lives across the web,
mobile and outdoor media
 Digital OOH in New York’s Times Square
 DOOH in over 1200 locations in bars
and restaurants nationwide
 Application on Facebook
• MB built a customized version of Jumbli
for AT&T in support of the launch of their
new message friendly mobile devices
• Direct consumer engagement through
guerilla street teams, cross-promotional
Jumbli “pub crawls” and online PR
outreach and message seeding
• Over 100,000 game plays in less than 2
weeks since program launch

3. MySpace Mobile
• MB conceptualized and managed the
development of the MySpace mobile
application to enable users to read/post
blogs, upload photos, edit their profiles,
search friends, add friends, add
comments, read and send mail, create
bulletins, add kudos, view profiles, and
more
 Launched December 18, 2006 sold
4,715 units in the first day
 Fastest selling mobile application in
history – hit 200,000 OTA downloads in
first weekend (News Corp. included
results on earnings call)
• Initially developed the Cingular and
MySpace SMS Alerts Program
 5MM signups have been recorded and
500MM messages sent

4. MySpace Mobile Music Studio
• Youth demand brands that provide
something that is useful to them, be it
an online utility or widget
• MB took this concept to heart,
working with MySpace and Cingular
to give unsigned artists the
opportunity to have Cingular convert
their original music into ringtones to
sell and promote to their friends/fans
• Results:
• Average of 40 new bands joined
program each week
• 900+ Mobile Music studio artists;
274,074,777 editorial
impressions; 20,000+ Ringtone
sales; 374,072 page views,
(34,000 a week); 100 forums with
1,500 comments
• Total friends: 12,451 and 84% of
the total 74,000 Cingular friends
are between the ages of 14-24

5. Facebook Developers Challenge
• With the launch of their open API in 2007,
Facebook offered brands and outside
developers a unique environment to create
added utility for site users
• MB used this new open platform for AT&T,
challenging developers through a contest to
create an application that incorporated
AT&T wireless services into user Facebook
profiles
• Stats
894 Users installed the Developer’s
Challenge application
120 Developer Challenge submissions
280K Unique user impressions of the
Sponsored Story
2.4K Total user impressions of the
Sponsored Story
* From 9/21-10/1

6. Campus MovieFest
• MB partnered with Campus MovieFest,
the world’s largest student film festival
reaching over 50,000 students, to bring
user-generated content to the AT&T’s
mobile deck for the first time.
• By texting a shortcode, AT&T customers
can watch CMF movies on their phones
and receive updates when new CMF
movies become available.
• We also created a “Best Use of Mobile
Award” that gave students hands-on
experience with the latest 3G Video
Phones to integrate into their films.
• Each school’s finale event integrated
mobile elements:
– Live Video Share feed,
– SMS voting for the Audience Choice Winner
on-site,
– Text-2-screen messages where students
could comment in real-time on videos.
• To date, we’ve received thousands of
entries and have had over one million
unique impressions.

7. My Video Battle
• MB developed the My Video Battle to
position Cingular as telecom leader in
emerging UGC space
• Monthly contest to create lip-sync
videos of AT&T featured mobile
artists. Winning entries were then
available on the Cingular mobile deck
• Results:
• MySpace Lip Sync 300K unique
visitors to MyVideoBattle.com
from online outreach
• More than 1MM page views and
2MM “votes”
• More than 250K views of My
Video Battle entries posted on
YouTube, iFilm, and Yahoo!

8. Wireless Enablement of Teen Retail
• Mobile couponing offers retailers
the next great step interactive
store experiences
• MB worked with Cingular and
youth targeted retailers on the
“Insider Deals” program a POS
mobile coupon program
• 3-month loyalty program at
Quiksilver 110 stores, f.y.e. 727
stores, and 130 Mandee stores
• Results:
 97,900,000 in-store
impressions
 160,000,000 online outreach
impressions
 36% conversion rate for
immediate in-store discount
coupon to purchase

9. Virtual Laguna Beach
• MB brokered a strategic partnership
between AT&T and MTV to create a
groundbreaking engagement program
in MTV’s virtual world, Virtual Laguna
Beach.
• Tony Fresh, the first ever branded
avatar, was created by our MB to roam
VLB as an AT&T promoter and establish
a connection with users.
• Through Tony and our pioneering virtual
brand ambassador program, users could
gain access to exclusive branded
rewards and free mobile content.
• In fact, he gained so much recognition,
MTV used him in their on-air
commercials for the virtual world!

10. Vans Warped Tour
• Each Summer, the Vans Warped Tour brings
together some of today’s hottest punk and
hard rock acts, along with tons of extreme
sports to audiences nationwide
• For the past four years, MB has helped make
AT&T the “Official Wireless Provider” of the
festival and strategically designed a mobile-
focused on-site presence at the program’s
40+ tour stops across the country.
• AT&T customers are offered
exclusive Warped Tour mobile content,
including ringtones, live tones, concert video
and SMS schedule updates
• Unique event experiences activated by the
handset:
 Invitations to VIP back stage performances
by artists performing at the festival
 Mobile gaming competitions featuring
popular properties like Guitar Hero

11. NYU Socialight Channel
• Socialight is a location-based utility
that lets users digitally tag and
interact with content in the physical
spaces around them
• We developed a “channel” for NYU
students to navigate their way
around campus
• Lets students find relevant, right
now information about things
around you from your phone
• They can also rate, tag and leave
comments on the things they find

12. American Idol
• American Idol is one of AT&T’s highest
profile mobile programs, providing high
visibility to potential customers and strong
in-show wireless integration
• Each season MB works with AT&T to the
show’s mobile elements, including the ever-
popular SMS voting, SMS Sweepstakes,
Trivia, and Hosted Chats with voted-off
contestants
• A wide range of American Idol mobile
content is available to AT&T users, including
ringtones and other downloadable content
such as Live Idol ringtones, streaming video
American Idol logo graphics and American
Idol funpacks (tone + graphic)
• Results
• 38MM messages
 20,000+ ringtones and answertones
 1.7M views of video clips on CV
 Was the #1 viewed channel through much of
the AI season, enjoying on average 30k unique
viewers/week and 100k clips/week

13. Jones Apparel Group - l.e.i.
• For Jones Apparel Group, MB created
an innovative wireless program to
introduce their l.e.i. brand to
consumers
• MB partnered with Mobot, a leader in
mobile visual search technology, to
create the back-end wireless
application that served weekly fashion
tips via SMS to anyone who opted in
• The personalized mobile technology
created knowledge and excitement
around l.e.i. and helped further
position the new brand as a leader and
innovator among youth.

14. • ExecTxt is a communications tool
that lets employees receive
important company updates from
AT&T officers in text message format
— free of charge — on their AT&T
wireless handsets.
• MB worked with AT&T to design an
implement the SMS-powered
ExecTxt communications tool for
employees
• These short text message updates
keep employees up to speed on the
most significant company events,
launches and milestones while
they’re away from the office or their
computers.
AT&T ExecTxt

15. Varsity Spirit Cheerleading
• When Cingular “The New AT&T” sponsored the
Varsity Spirit Cheerleading and Dance events,
MB strategically planned an ultra-effective on-
site presence that integrated wireless into the
cheerleading experience.
• On-site participants were able to preview
cheerleading highlights on the newest video
phones, receive a free ringtone on their Cingular
phones and text message their favorite teams
on-site using text2screen capabilities.
• The campaign was a major success in reaching
the teen market and helping Cingular “The New
AT&T” resonate with this core audience.
• Research demonstrated that event
attendees had more awareness of the
Cingular/AT&T merger versus non-
attendees,
• They were also more willing to choose the
brand for themselves and they were more
willing to recommend the brand to others.

16. Three-Screen Integration - One Tree Hill
• MB brokered a three year program with
popular youth TV drama “One Tree Hill,”
working to prominently integrate mobile
into all aspects of the show
• Mobile integration included on-air product
placement of newest client handsets in
episodes, SMS voting on the show’s
storyline and soundtrack
• Users also had an opportunity to vote for
the band that would play at the “One Tree
Hill” prom episode
• MB also tied into our Mobile Music Studio
and MySpace network
• Editorial impressions: 55,651,979
• Total votes in 5 day period: 16,184
• Page views: 154,157

17. Olympic Gymnastics Championships
• MB helped AT&T provide a strategy
for mobile at the Olympics, for the
Gymnastics Championship Event
series.
• AT&T was on site for 14 different
events in 6 cities including New York,
San Antonio, Houston, Boston, and
Philadelphia. Each event drew crowds
between 25,000 and 40,000 people,
most of whom were mothers and
girls under the age of 18.
• AT&T set up a table and kiosk that
provided information on products,
services and rate plans in high traffic
areas of the arena. The event
provided AT&T with a receptive and
relevant audience in tweens and
parents.

18. NCAA – Guitar Hero III Mobile
• Guitar Hero is one of the world’s most
popular console games. In 2007, Guitar
Hero went mobile, offering players a
condensed version of the game they
could play on-the-go
• MB worked to bring a live interactive
Guitar Hero experience to attendees at
the high-profile 2008 NCAA Final Four
College Basketball tournament
• MB gave event attendees the chance to
play mobile head-to-head match ups of
Guitar Hero II and create customized
web photos they could send to friends
via MMS.
• Users could instantly purchase the game
on their AT&T handset by texting GH3 to
386

19. Cingular Short Film Festival
• MB worked with Cingular to promote
the company’s very first handset with
built-in video capabilities through an
engaging onsite experience at the
Sundance Film Festival
• MB went to Sundance with Cingular’s
new video-enabled handsets and
challenged young people to create
short films with the devices.
• Top vote-getters each week received
free ringtones, CD's, etc., and one
grand prize winner received the V551
phone stocked with ringtones, ten
free movie passes, and $5000.

20. Show Me Your Cingular
• Mobile is ultimately a tool for social
interaction; MB furthered this
connection for its client Cingular
through a VIP mobile program called
“Show Me Your Cingular”
• The Show Me Your Cingular (SMYC)
loyalty program turned mobile
handsets into passes to exclusive
youth-targeted events and tickets, VIP
upgrades, special celeb “Meet and
Greets,” and special offers.
• These customer rewards helped retain
young Cingular consumers at a time
when many are moving off their
family plans and choosing their own
carriers.

21. • To promote texting and IM
services on Cingular handsets,
MB devised an interactive on-
site game in Simon Malls
across the U.S, which garner
2.4 billion U.S. shopper visits
annually.
• Mall visitors could play the
game in real time using their
mobile handsets, interacting
with an offline game board
• Prizes were provided by
Cingular, as well as Journeys,
AOL, Nokia and Hewlett
Packard.
Buddy Bash Mall Tour

22. Rucingular.com
• We provided messaging and
creative direction for Cingular’s
youth website, rucingular.com,
which provided information and
access to products/services and
events.
• The website was the first in the
wireless arena that specifically
catered to the youth population.

23. Nokia Unwired at the Hard Rock
• As part of our plan for a blow-out
“Back to School” music initiative, MB
hooked up with Nokia for their
“Unwired” events at Hard Rock Cafe
locations.
• Cingular customers were offered
exclusive access to these concerts,
which were later aired on MTV.
• The program successfully immersed
Cingular within an MTV exclusive
broadcast experience while
rewarding customer loyalty.

24. DemoDaze VIP Summer Concert Tour
• We organized a concert series for
Cingular featuring emerging
artists such as The Adored, High
Speed Scene, Squad Five-O and
Charlie Mars.
• Cingular customers were invited
to exclusive shows when they
participated in the customer
loyalty program, Show Me Your
Cingular (SMYC).

25. Hip-Hop Supa Star
• The Hip Hop Supa Star was a
multi-regional youth talent search
we developed in conjunction with
Sony Ericsson, Sony Music, BET
and BET.com to promote new
handsets and SMS services from
Cingular.
• Consumers voted for their
favorites on the Cingular website
and the top 10 finalists were
flown to NY for a final showdown.
• The winner took away demo
recording sessions and a contract
with Sony Music producers,
clothing, CDs and concert tickets.

26. Urban Tonz Chicago
• To make the Cingular brand
relevant for urban youth, we
pitted top artists and DJs against
one another in a battle for the
best mix.
• DJ launch parties provided radio
listeners and Cingular customers
the opportunity to hear the
tracks live. They were then voted
on by the public and the winners
were sold as ringtones for
Cingular phones.

27. Nokia N-Gage Influencer Launch
• When Nokia launched its N-Gage
device, it was the first handset
dedicated to gaming.
• MB made sure youth could
experience the revolutionary device
firsthand (and win cool prizes) at
exclusive on-site events.
• MB Held events where our target
could demo the mobile games at
youth-centric venues such as the
Triple Crown, Hard Rock Cafe and an
Oklahoma State football game
• The events got young people
buzzing—and buying.

28. • We promoted Cingular’s pre-paid
wireless service, “GoPhone,” through
on-campus listening parties at
Historically Black Colleges and
Universities (HBCU) like Louisiana,
Texas A&M, Florida A&M, Texas State
University and Xavier.
• Events featured the video and music
of artists such as Trey Songz and prize
packs from marketing partners
including Akademiks and Vibe
magazine.
HBCU Tour

29. All American Rejects Arizona
• All American Rejects, one of the
hottest acts of the last few years,
draw millions of young fans to
their shows.
• MB helped enhance the
experience for Cingular
customers with meet and greet
opportunities, exclusive concert
footage, sound check clips, back
stage footage and interviews with
band members.
• We also employed Hypertag’s
innovative Bluetooth technology
to beam exclusive AAR wallpaper
to fans’ handsets.

30. Danger: Contents Hot!
• Danger Inc. tasked MB with restoring
media enthusiasm over its T-Mobile
Sidekick device after product delays
and a leaked newspaper review
threatened to dampen its official
launch.
• MB developed a phased strategy to
restore credibility around Danger and
Sidekick by targeting influential
reviewers and offering one-one-one
sessions to ensure positive coverage
when the product was made
available.
• Our efforts enabled Danger to
achieve its yearly sales goals, create
new carrier partnerships, and receive
dozens of enthusiastic reviews and
awards.