EXECUTIVE SUMMARY

Multiplatform release of a movie-based game with the Smurfs license, based on and timed

with the Smurfs 2 Movie (Sony Pictures Entertainment)

THE GAME

GAME TITLE === The Smurfs 2 GENRE ====== 2D Platformer PLATFORMS ====== X360

====== PS3 ====== Wii ====== WiiU ====== DS

DEV ======= UbiSF / WayForward

RELEASE DATE ==== 7/16/2013

189K Units on Wii (US)

338K Units on DS (US)

18M Installs 9M Fans WW

2011

30M Installs WW

• Sony Pictures largest movie of 2011

• Star studded cast – including Neal Patrick Harris, Sofia Vergara and George Lopez

• Massive movie marketing budget

• Huge brand equity and recognition

• Kids Games over index during console transitions

SITUATIONAL ANALYSIS

• $142M DOMESTIC

• $563M WW

SMURF’S WERE EVERYWHERE IN 2011!!!

96% AWARENESS W/ ADULTS

66% AWARENESS W/ KIDS

THE STARS RETURN FOR SEQUEL AND ADD CHRISTINA RICCI

10% OF VG SALES ON AVG

11%-12% DURING TRANSITIONS

MOVIE OVERVIEW

Gargamel has created an evil version of Smurfs called the Naughties. Together the Naughties kidnap Smurfette and imprison her in Paris.

Its now up to Papa Smurf and friends to return to our world, save the day and prevent Smurfette from turning into a Naughty herself!

GAME OVERVIEW

KEY FEATURES

Play up to 4 players with 8 different playable Smurfs each equipped with one special ability

KEY FEATURES

Experience the Smurfs adventure from the movie

playing thru 6 different worlds: Smurf Village, NYC,

Paris…

ONLY ON Wii U

Join in as a 5th player on the GamePad and control Clockwork Smurf on the touchscreen to help your friends by dropping pickup

items and by defeating enemies on their behalf.

TARGET

Messaging: • Relive the fun of the

Smurfs 2 movie!

Messaging: • A great, accessible game,

for you and your kids to play together!

POSITIONING

Relive the exciting adventures of SMURFS 2 the movie and travel the world as your favorite Smurfs

to defeat Gargamel

SWOT ANALYSIS

• People will immediately think of 2011’s Dance game

• End of console life cycle is a huge opportunity for license kids games

• Smurf’s 2 license partners

• Potential market is smaller due to console cycle ending

• Weak launch time frame • Gameplay can be

perceived as too easy • No access to movie talent

• Strong IP awareness • Successful first game • Proven genre / style • Movie marketing

campaign

S W

T O

COMPETITIVE LANDSCAPE (Movies)

MAY JUN JULY AUG SEPT

OTHER NOTEABLE RELEASES SPLITING EFFECTING MS%

COMPETITIVE LANDSCAPE (Games)

MAY JUN JULY AUG SEPT

Q3 EST RELEASE JUST ANNOUNCED &

CONFIRMED

ASSUMED MOVIE GAMES

FY 2011 KIDS MOVIE TITLES (HISTORICAL)

A MOVIE BOX OFFICE HELPS SPUR VG UNIT SALES, BIGGER B.O. = BIGGER SALES

$191

$143 $165

$144 $149

$123 $133

$64 $78

$-

$50

$100

$150

$200

$250

0.0

0.2

0.4

0.6

0.8

1.0

1.2

1.4

1.6

Mill

ion

s

Mill

ion

s

Total Sales Box Office

LTD 2012 KIDS MOVIE TITLES (HISTORICAL BY PLATFORM)

$237

$179

$216

$161

$0

$50

$100

$150

$200

$250

-

20

40

60

80

100

120

140

Brave Wreck-It-Ralph Madagascar 3 Ice Age 4

Mill

ion

s

Tho

usa

nd

s

Wii DS 3DS X360 PS3 Box Office

NINTENDO IS THE CLEAR PLATFORM OF CHOICE FOR KIDS GAMES

MARKETING STRATEGY

OPPORTUNITES

• Promotional opportunities to piggyback on existing movie partners: McDonald’s Happy Meal, Haribo candies, or the Live Smurfs tour (malls and theme parks nationwide)

• Join retail meetings involving all licensees and extend game exposure / integration

• Participate in bundles and GWPs with Sony or other licensees

• DVD in-box inserts and retail stories for Holiday 2013

STRATEGY

OBJECTIVES

- Achieve Sell Through objectives (TBD) across all SKUs - Achieve at least 1 cross licensee partnership - Integrate into at least 1 Sony Marketing event

CROSS-PROMOTE AT RETAIL

Partner with other Smurf’s 2 licensees and gain

incremental placement and sell-in at retail

LEVERAGE THE MOVIE CAMPAIGN

Work closely with Sony Pictures to leverage and

piggy back on their existing movie marketing

campaign

ACTIVATE AND EDUCATE OUR FANBASE

Develop a strong Digital / CRM outreach plan

utilizing our Facebook database

TEAM GOALS & TACTICS

SHOPPER MARKETING

CROSS-PROMOTE AT RETAIL LEVERAGE THE MOVIE CAMPAIGN

GOALS

- Explore and confirm licensee partnerships - Approach retailers with Sony + partners to maximize exposure - Develop a circular and pricing story to support in-store initiatives

- Confirm and integrate at retailers investing in The Smurfs 2 - Develop a Holiday DVD promotional plan

- Promote Smurfs through retailers web and social media outlets

ACTIVATE AND EDUCATE OUR FANBASE

FY12 MS% Walmart Target Amazon TRU GameStop BestBuy

DS 27.1% 19.6% 2.8% 19.7% 19.9% 10.1%

Wii 32.3% 22.8% 3.9% 15.4% 10.4% 8.3%

SHOPPER MARKETING

BIG IDEA

Develop and promote a retailer exclusive SKU with a licensee or movie partner

PROMOTIONS CROSS-PROMOTE AT RETAIL LEVERAGE THE MOVIE CAMPAIGN

GOALS

- Develop 360 plans with Licensees and Shopper Marketing - Find non-Retailer focused partnership to extend the brand

- Incorporate the SMURF’S games into events (White House Egg Roll, Promotional Tour)

- Create a presence at Comic-Con SD for one final push before launch

ACTIVATE AND EDUCATE OUR FANBASE

DIGITAL MARKETING CROSS-PROMOTE AT RETAIL LEVERAGE THE MOVIE CAMPAIGN

GOALS

- Support and extend any current retail plans and promotions

- Integrate and leverage Smurfs 2 movie campaign

- Develop a simple and functional website

ACTIVATE AND EDUCATE OUR FANBASE

CRM / LOYALTY CROSS-PROMOTE AT RETAIL LEVERAGE THE MOVIE CAMPAIGN

GOALS

- Integrate into any and all CRM campaigns for Smurfs 2

- Develop a CRM campaign targeting the 15M+ SMURF fans acquired through the FB game

ACTIVATE AND EDUCATE OUR FANBASE

PUBLIC RELATIONS CROSS-PROMOTE AT RETAIL LEVERAGE THE MOVIE CAMPAIGN

GOALS

- Integrate a gameplay demo or mention into all events or alerts

- Work to create buzz around Comic-Con SD

ACTIVATE AND EDUCATE OUR FANBASE

MEDIA CROSS-PROMOTE AT RETAIL LEVERAGE THE MOVIE CAMPAIGN

GOALS

- Secure a targeted TV media buy to support game launch AFTER the movie campaign has ended

- Support TV campaign with a online media and search word spend

- Leverage spends across Ubisoft portfolio to increase value added opportunities for Smurfs 2

ACTIVATE AND EDUCATE OUR FANBASE

CREATIVE

FOR

REVIEW

COMMUNICATION CALENDAR

MARKETING CALENDAR

FEB Smurf’s Fashion Show at NY Fashion Week

MAR White House Easter Egg Roll (3/31) Est Game Announcement

MAY Trailer #2 releases in theater

JUN Full Movie Campaign (Outdoor, in-theater, TV, Print)

JUL Comic-Con, Premiere and Game Release

AUG Start targeted game TV buy supported with online ads and search