1

Mobile Campaign & Sweeps for Dr. Seuss’ The Lorax

Overview Zynga’s Draw Something and Words with Friends were two of the top social

mobile games with over 13MM daily active players. Universal launched a one-week campaign across the two popular games - the

first-ever in-game integration across multiple Zynga properties. Players received power-ups and in-game items and could instant instantly win

AMEX cards, books, Blu-rays, Lorax Converse shoes and more. Lastly, $30,000 worth of Dr. Seuss books and movies were be donated to local

libraries or schools based on consumers’ choice.

Highlights Zynga & UNI Partnership delivered nearly $500k in Barter Media Support Highly Integrated: Promotions, Publicity, Media (TV & Online) & Product Integrated Game Play: “Lorax” color pallet and term in Draw Something; Featured

“Words of the Day” in Words with Friends Heavy Support on Lorax, Draw Something and Words Facebook Pages

(estimated 32MM impressions)

Results Massive Reach: Several Hundred Million Impressions During Release Week Game Play Provided High Engagement: Millions interacted with The Lorax Unreal Mobile Ad Results: CTR 10X to 20X norms; Significant increases in brand

metrics and purchase intent after ad exposure. Spike in Zynga stock price from announcement covered by financial press

Ad campaign & promotion across popular social mobile games reaches and engages millions with beloved children’s property.

2

Minion Madness for Despicable Me Blu-ray & DVD

Objectives Continually Engage Fans and Create Advocates Drive Pre-Sales & Purchase Bridge Fans from Theaters to Stores

Overview 4 Month, Multi-Layered Reward Program: Award Sweeps Entries for

Completing Activities and Sharing Over 50 activities included submitting user-generated content, playing games,

sending photos from mobile phone, redeeming unique codes in product and more.

Supported by Despicable Me & Minions Facebook Pages (~6MM Likes)

Highlights Largest USHE Digital Marketing Promotion Highly Integrated – Promotions, Publicity, Media (TV & Online) & Product Unified and Aggregated Multiple Despicable Me Consumer Touch Points

Results Over 6,000 pieces of UGC content created and shared Increased Facebook Likes by 2MM Estimated $1.3 million additional media created Significantly out-performed sales goals and comparable titles Link to Limited Portfolio Site

Huge promotion delivered 6.1MM impressions from shares, was visited by nearly 700k consumers & created $1.3MM media value.

3

Public Enemies Week on Zynga’s Mafia Wars

Overview Mafia Wars is one of the top social games on Facebook with over 30 million active monthly users. For one week in December 2009, Mafia War players went on Public Enemies themed jobs and could collect

limited-time only loot. Acquiring this loot improved their virtual status and gameplay. Movie images, movie synopsis, movie clips and John Dillinger factoids added to the gaming experience. Fans could share info with their friends by posting achievements on their Facebook News Feed.

Highlights Zynga promoted the event via their Facebook advertising and

several announcements via Facebook fan page (2.1 million fans) Significant amount of gamer blog and twitterverse coverage

Results 1.6 billion impressions (13 times over goal) 45 million movie-themed jobs completed by 19 million players Estimated 1 billion earned impressions via Facebook News Feed Estimated $2.1 million additional media created Public Enemies was third most efficient selling title in December

09 (ratio of sales volume to box office rev.)

Awards

Link: http://appssavvy.com/publicenemies/

Ground-breaking promotion over-delivered on impression goal by 13 times and created an estimated $2.1 million in additional media.

4

Jointhe300.com

Overview In summer 2007, fans raced to www.jointhe300.com to complete various 300-related tasks such as

submitting original videos, creating DVD fan sites, completing an online scavenger hunt, answering trivia and etc.

Two winners were randomly selected to attend Comic-Con and compete against each other for the final grand prize - a set visit on Zack Synder’s next film, “Watchmen.”

Highlights Zack Synder filmed a JoinThe300.com “shout out” streamed just for

fans who landed on the site. Weekly winners were awarded DVDs and original artwork

exclusively created for this contest and signed by the director.

Results Massive online PR coverage due on popular gamer lifestyle sites,

such as IGN.com, UGO.com, SuperHeroFlix.com, and more. Thousands of fans viewed 300 content, registered, created profiles

and/or opted-in to receive future marketing efforts. Thousands pieces of original content were created and shared. DVD site won first place at 37th Annual Hollywood Reporter

Movie Marketing Key Art Awards. One of the Best Selling DVDs of 2007

Link: http://300.tealab.com/ Username: thorgrim; Password: password (View in Internet Explorer)

Nearly 100k fans viewed, shared and/or created 300 content and reignited the online buzz surrounding the film.

5

Freedom! Forever! Giveaway

Overview Enter code words and you might be instantly rewarded with framed posters, custom iPods and a home

entertainment system. Also, each valid code word will reveal more of V’s story. An actual V costume from the film was rewarded after 50k fans register.

Highlights In Q3 06, codes were delivered via online and TV ads, radio

promotions, MySpace pages, V for Vendetta Web site and media partners. Two online media partners, iFilm and IGN, were provided exclusive

passwords in exchange for millions of editorial home page impressions.

Results Consumers were engaged with the promotion and relived (or discovered)

the film. Substantially bested “time spent” goals. Consumers actively posted on the MySpace page and provided hints

and codes to others. Double average opt-in rate Substantial lowered development costs

Tens of thousands of V for Vendetta fans joined the revolution and searched for V.

6

Corpse Bride Poetry Contest

Overview In February 2006, fans submitted and promoted poetry entries through the site, their blogs,

MySpace pages and ecards. Winners received puppets from the film, signed poster sand/or Ipods.

Highlights Fans actively promoted their poems to their social network –

nearly 100 votes for every approved poem. Once-in-a-lifetime prize (movie pro) was very valued by fans. Fans actively downloaded and watched clips via podcast

and MySpace page to get inspiration for their poetry entries.

Results Over half a million votes from thousands of poems Online ads with promo call-to-action had double

normal response rate. DVD sales performed better than predicted

Thousands of fans viewed, voted and submitted Corpse Bride poems to win a priceless prize - actual puppets from the film.

7

Harry Potter and the Order of the Phoenix

Overview In December 2007, Harry Potter – Compete for the House Cup Facebook application was

re-launched two months before the DVD release.

Highlights Fans installed the application and after answering a few questions are sorted into a House. Application includes film clips, movie trivia, spell game, new House

competition and sweepstakes to win a trip to the movie set Viral Marketing: Fans could cast spells, send owls

or howlers or send trivia to friends.

Results Hundreds of thousands of application installs increased

product awareness and renewed interested in the film. Application is still live and will be used for future films. DVD was one of the top-selling of 2007.

Link: http://apps.new.facebook.com/harrypotterfilms/

Hundreds of thousands of fans installed a custom Facebook application, learned about the DVD and cast spells on others!

8

Harry Potter and Goblet of Fire Giveaway

Overview In Q1 2006, fans could win a week-long England trip to meet the Harry Potter cast or

instantly win 250 other prizes. Go to www.harrypotter.com or text “goblet” on a mobile phone to enter. Also, fans can vote for a friend for more chances to win.

Highlights Fans used clips and approved images to virally promoted the

giveaway (and DVD) on message boards, blogs and etc. See image at the bottom for an example.

Once-in-a-lifetime grand prize drove high consumer response.

Results Online ad click rates 2x better than company average Top 10 Most Popular Podcast on iTunes Custom MySpace page had over 100k friends

Fans used approved HP images on blogs and MySpace to rack millions of entries.