The Leader in Real-World Entertainment

Michael Thieling, AE Media Salesmichaelt@corp.booyah.com | 201.400.2733

• Many of Booyah’s designers, creators and developers are former Blizzard talent, including the three co-founders

• Worked on World of Warcraft, Diablo and Starcraft Series

• What does this mean for our games?– Gamer-Focused

– Addicting

– Rewarded Repeat Gaming

– Engaging

– High Time Spent

The Blizzard Pedigree

The Fastest growing location-based mobile social game!

• 3.2 million unique users• 65 min average time spent per day• 62 million check-ins/month

MyTown provides a fun & interactive social gaming experience that brings together elements of the digital world with real-world benefits!

Audience Demo• 24% - 17 & under• 31% - 18-24• 24% - 25-34• 20% - 35+ • 65% Male / 35% Female

“MyTown turns the real world into Monopoly!” – New York Times

MyTownLaunch Screen

GPS Check-in

Buy Real Locations

What is MyTown

Virtual Item Reward

MyTown: The Most Popular US Social Location Game!

• MyTown Ranked #1 LBS App. Surveyed 1,500 users of location-based apps/games

Results Breakdown:• 56% MyTown• 12% Loopt• 8% Foursquare• 8% Gowalla• 6% Yelp• 5% Buzzed• 4% BrightKite• 1% Scavenger Source: Myxer – LBS Mobile Study

56% of LBS users have used MyTown, beating out all competitors!!!

Time of DayPrimetime HoursWeekend Nights

Time of DayPrimetime HoursWeekend Nights

CategoriesDrop items in Relevant

Categories (Restaurants, Bars, Shopping, Movie Theaters, etc.)

CategoriesDrop items in Relevant

Categories (Restaurants, Bars, Shopping, Movie Theaters, etc.)

ProximityHigher value items are

dropped closer to proximity of specified locations

ProximityHigher value items are

dropped closer to proximity of specified locations

ValidationDrop items after specific

validated behavior

ValidationDrop items after specific

validated behavior

Confidential: Do Not Distribute6

State of the Art Targeting

H&M Case StudyCampaign Objectives:Drive awareness and in-store visits for The Blues product line launch.

Campaign Summary:By focusing on branding through proximity & category targeting, MyTown was able to create a fun experience for the users to engage with the H&M brand, but most important we were able to drive over 800,000 real life in-store check-ins.

Results:• Drove over 800,000 in-store check-ins• H&M elevated to #1 search term in MyTown• H&M items have become elite collectibles traded & gifted between players

H&M – #1 Searched Term in MyTown!Start of Campaign End of Campaign

Pantene Case StudyCampaign Objectives:Drive engagement with the consumer, drive deep WAP site engagement, and drive users to seek out the Pantene products through the product check-in item.

Campaign Summary:Through targeted integrations on MyTown, Pantene achieved engagement and brand awareness for their products. By focusing on branding within targeted locations and an integrated WAP Site, we pushed Pantene’s messaging and items to the forefront of the user experience. Through the six dynamic virtual items, users were successfully educated on the newest Pantene products, and the new Product Check-in item allowed users to scan real Pantene product barcodes to unlock new items.

Results: • 1,342,155 Pantene branded items used!• Over 45,000 Total Clicks to the Pantene WAP Site • 532,671 Pantene Product Check-in Items Dropped• 252,308 Pantene barcodes scanned, a 47% engagement rate.• Campaign presently live!

Virtual Item - Advertising OpportunitiesVirtual items can be dropped to our users based on selected targeting and can unlock the following benefits

• Power-ups within MyTown

• In-Store Discounts/Offers

• Video Trailers/Surveys/Sweepstakes

• Scratchers & Product Check-ins

Get the Blues at your H&M

Show this and get 20%

In-Store Discounts

Scratchers Video Trailers Surveys Sweepstakes

Integration Opportunities

Virtual Item to Video Trailer

Targeted User Receives a Branded Virtual Item

The virtual item will drives users to watch a trailer

Branded Virtual Items leads the users to the In-App Sweepstakes.

*Powermat campaign

Virtual Items -> Sweepstakes

Targeted User Receives a Branded

Virtual Item

Drives users to the in-app Sweepstakes

Users will be entered in the Sweepstakes to win a prize

Collect items at different locations to create an exclusive stamp/item!

*Powermat campaign

Scavenger Hunt & Recipes

User will receive different HP Items at

targeted locations

Once users collect enough HP items they will be able to create a new

item

This will unlock a Limited Edition HP Balloon stamp item

Product Check-In User Experience

Users Check-In to a store and driven to scan any

product

Scan UPC barcode(In-game barcode app)

Users will unlock a the lock box after scanning

the UPC

Social GiftingUsers can gift their friends, rewarding both parties with power-up!

Users will receive additional power-up/enter

into sweeps

Inventory page to send friends an item

“The Best Facebook Game of 2010!”

Having launched in just April 2010, NightClub City has quickly become the fastest growing social game on Facebook and is paving the way for the next generation of social games!

Users can prove their business savvy in the entertainment world by starting off with a beginner’s lounge and turning it into one of the hottest nightclub’s in town!

• Hire the right staff (Facebook Friends)• DJ sets to keep the night poppin!• Snazzy décor to keep the patrons happy• Stocking the place with drinks & goodies• Booking A-List celebrity appearances!

A Cutting-Edge Music Social Experience!

-Inside Social Games

Fastest Growing Games on Facebook!

• 8.6 million monthly active users• 2.5 million daily active users• Gaining 100K new users per day!• 30 minutes of engagement per

session

User Profile:• 51% female, 49% male• 79% between 13-24 *sweet spot*• 37% between 13-17• 42% between 18-24• 17% between 25-34

Projected to hit over 12 million monthly active users by end of 2011!

Nightclub City Sponsorship Integrations

• #1 Marketing tool for new DJs and Artists!!• Branded In-Game Theme Packs

– Avatar Item branding– In-Game branded items

• In-Game Consumable items and Power-ups• Video Integration Opportunities

Promote and Advertise real world venues and brands in Nightclub City!!

Promote New Artists & DJs music!!!

**NCC has increased Artist Fans by 10x**Viral Promotion through social mediaoutlets like Facebook, Twitter, Buzz, Digg, etc.

Step Up 3D CampaignBranded Splash Screen

Over 14 Million Impressions in 2-weeks!

Reached 1 Million Daily Active Users!

Step Up 3D Music Integration

• Featured Music on Nightclub City Playlist

• Over 9.3 million “Plays” on the Step Up Playlist

• Over 270 million minutes of engagement in first week of campaign

• Over 36% of music played by users was the Step Up 3D playlist

Over 270 million minutes time spent of engagement in 2 weeks!

Step Up 3D Facebook Integration

• Drove over 204,900 Fans to the Step Up 3D Fan Page!

• Drove over 1000 Fans per Hour during day-1 of campaign!

Integration Opportunities

Splash Page TakeoverSplash Page Takeover

Maximize brand awareness with a high-impact, disruptive Splash Page Takeover that is seen by all users entering NightClub City!

• Branded Party Splash Page• Drive users to other campaign elements

• Video Trailers• Launch Parties• Custom Theme Packs• Cross-promote other events tied

to the product/campaign

Virtual PartyNCC Players LOVE to Party!

Parties in the first 2-weeks of August• Over 1 Million parties queued • Over 700,000 parties started

Kick off the launch of your special event with red-carpet Launch Party on NightClub City! Users will be able to host the launch party at their clubs to increase their A-List status and to ultimately become the hottest club in town!

• Branded Party Splash Page• Special Party Effects & Décor• Special Avatar Costumes or Apparel• Celebrity Visitors during the Party

Custom Theme Packs

Underwater Theme Pack

Art Deco Theme Pack

Disco Theme Pack

Pop Art Theme Pack

Exclusive City or LocationExclusive City/Location on NCC!

Introduce a brand new city or location into the game that’s tied to the storyline of the movie or brand! Users will be able to move their clubs to the city, creating for huge brand awareness.

• Fully Custom City Background• City Exclusive Theme-Packs

Video OpportunitiesHigh-Impact Video Opportunities:

Users will be able to unlock special items within the game by engaging with a sponsor video - Showcase Video & Product Info- Ability to include links to external sites- Viral Promotion through Facebook Likes, Twitter feeds, Buzz, etc.

Users will be rewarded with a branded virtual item after viewing the trailer

Celebrity Appearances• Celebrity NPC will be featured at the club• Users can win a special virtual item if they find &

talk to one of the celebrity!• Celebrities will boost the total revenue you can

earn at your club!

Feature guest celebrity appearances in NightClub City that will allow users to double or triple their earnings during their visits!

Sponsored Celebrity Appearances

• Users will be able to share Vitamin Water celebrity appearances with their friends through the Facebook Newsfeeds!

Viral Promotion on Facebook Newsfeeds