(red)rush to zero recap 2012

CAMPAIGN RECAP

THANK YOU.

THANK YOU FOR BEING PART OF OUR VERY FIRST (RED)RUSH TO ZERO.

YOU HELPED US RAISE INCREDIBLE AWARENESS FOR OUR FIGHT TO DELIVER AN AIDS FREE GENERATION BY 2015.

FOR 10 DAYS, PEOPLE – MANY NEW TO (RED) – SHOPPED, CHECKED-IN, PLAYED GAMES, DROVE ACROSS EUROPE, BID ON CONCERT TICKETS, WENT TO GIGS, DOWNLOADED SONGS, DONATED, TWEETED & DID SO MUCH MORE TO HELPFIGHT AIDS.

THERE WERE MORE WAYS THAN EVER TO BE (RED).

(RED)RUSH: 10 DAYS. 10 WAYS TO FIGHT AIDS.

JUNE 1 JUNE 10

CASH & ROCKET (RED) TOURTHE (RED)RUSH GAMES

(RED) MUSIC THE (RED)RUSH FOURSQUARE CHECK-IN PROGRAM

4 MAJOR INITIATIVES DEFINED (RED)RUSH

(RED)RUSH HAD 1.54 BILLION IMPRESSIONS ACROSS PR, MEDIA & SOCIAL MEDIA.

WE REACHED NEARLY 300 MILLION PEOPLE ON TWITTER & FACEBOOK ALONE.

WE SET NEW RECORDS RAISING THE LARGEST AMOUNT OF MONEY EVER FROM CHECK-INS ON FOURSQUARE WITHSTARBUCKS, PENFOLDS & BUGABOO - RAISING $250,000 IN 8 DAYS WITH STARBUCKS ALONE. EACH PARTICIPATING PARTNER AND RETAILER SAW A SIGNIFICANT UPLIFT IN CHECK-INS.

THE BIGGEST CELEBRITIES & INFLUENCERS WERE PART OF (RED)RUSH – FROM MUSICIANS TO DJS TO ACTORS TOENTREPRENEURS. THEY INCLUDED COLDPLAY, ASHTON KUTCHER, ELLEN DEGENERES, DAVID GUETTA, THE BLACK KEYS,LEONARD COHEN, MAXWELL, THE KILLERS AND DENNIS CROWLEY.

WE SECURED OVER 190 MILLION IMPRESSIONS IN PRO-BONO MEDIA AT A VALUE OF OVER $1 MILLION.

WE ENTERED NEW MARKETS AND LAUNCHED NEW PARTNERS WITH CLARO AND TELCEL IN 15 SOUTH AMERICANMARKETS.

HOW DID WE DO?

GENERAL HIGHLIGHTS

Ellen talks about (RED)RUSH on her show

12,032,631 FOLLOWERS

11,027,407 FOLLOWERS

Times Square turns (RED)

GENERAL HIGHLIGHTS

(RED)’s new PSA - ‘Tears’ – gained more than 30 million broadcast impressions (secured pro-bono through Hill Holliday) and nearly 120,000 views on YouTube in just 4 days.

Director: Arni & KinskiArtist: Sigur RosAgency: Hill Holliday

You can view the PSA at: www.youtube.com/joinRED

GENERAL HIGHLIGHTS

CELEBRITIES TWEETED, POSTED & ASKED THEIR FANS TO (RED)RUSH

AND MEDIA OUTLETS PROMOTED (RED)RUSH TO THEIR AUDIENCES

(RED) MUSICTHE WORLD’S GREATEST ARTISTS HELP FIGHT AIDS

(RED) ROWS l (RED) HOT + FELA l (RED) VENUES

(RED)ROWSThe world’s greatest artists auctioned offtickets to their shows (some of which were toSOLD OUT shows) and VIP packages for (RED).

Fans bid on auctions for: Coldplay The KillersThe Black KeysLeonard CohenColdplayElvis CostelloSheryl CrowK'NAANDiana KrallMaxwellTim McGrawMetricPhishPink MartiniPunch BrothersSwedish House MafiaTedeschi Trucks BandTom Petty and the HeartbreakersThe Tragically HipRufus WainwrightThe xxBryan Adams

(RED)ROWS was created in partnershipwith Crowdsurge.

(RED)MUSICMusic venues around the US turned (RED) with promotions to drive funds and awareness to the 2015 goal.

(RED)MUSICMusic venues around the US turned (RED) with promotions to drive funds and awareness to the 2015 goal.

(RED) HOT + FELA The remake of Fela Kuti’s iconic song ‘Lady,’ by tUnE-yArDs and Questlove, was recorded at Converse’s Rubber Tracks studio in Brooklyn, and released exclusively on iTunes. It’s the first track from the upcoming (RED) HOT + FELA album and was sold with proceeds going to fight AIDS.

PRESS HIGHLIGHTS

SET A NEW RECORD FOR SOCIAL MEDIA ACTIONS RAISING MONEY FOR A CAUSE

CHECK-INS ON FOURSQUARE

BUGABOO l STARBUCKS l PENFOLDS

We created the check-in program with three aims in mind: 1/. Drive traffic to partners2/. Drive contributions to the Global Fund via social media.3/. Drive user engagement with (RED) & participating partners

During June 1-10, every time you checked-in on foursquare at participating Starbucks, Bugaboo and Penfolds stores and retailers, they contributed $1 / £1 / €1 to the Global Fund. And foursquare users unlocked a limited edition (RED)RUSH badge.

DRIVING TRAFFIC TO PARTNERS & THEIR RETAILERS

DRIVING TRAFFIC TO PARTNERS & THEIR RETAILERSTracked real-time progress to the goal on redrush.com

RESULTS

Our goal with Starbucks was to raise $250,000 in 10 days – we achieved it on Day 8 –2 days early!

This is foursquare’s largest non-profit campaign ever.

All participating partners saw a significant uplift in the number of check-ins during (RED)RUSH when compared to similar time-periods both before and after (RED)RUSH.

The program drove engagement between users, participating partners and (RED)’s cause – in addition to unlocking the limited edition foursquare badge - there were tens of thousands of tweets about people checking-in.

PRESS HIGHLIGHTS

“It’s nice to check-in to battle to be the mayor of your favorite burger joint, or to get 30 percent off a purchase, but it’s much more satisfying to check-in and feel as if you’ve actually done some good in the world. That’s because the AIDS battling organization (RED) has announced today that it will be partnering with Foursquare to leverage check-ins and social media awareness in the largest check-in campaign to date.” - Rip Emerson, TechCrunch

“This is a perfect execution of the “donation by action” model where a platform lets its service turn into a way to get its users and other partners involved. With Starbucks putting the money up and foursquare users taking the action, it’s a perfect marriage of social good.” - Drew Olanoff, TheNextWeb

“In terms of money donated, this will be Foursquare’s largest nonprofit check in effort to-date. We reached out to the Soho-based startup to find out why (RED) and got some email enlightenment from Ashley Simon, who manages Foursquare’s media partnerships. She explained, ‘We were inspired by the (RED) mission and have been talking to them for a while about partnering. The (RED)RUSH campaign is a perfect alignment of our missions. We’re extremely excited to give our community an opportunity to get involved in the fight against AIDS.’” -Kelly Faircloth, BetaBeat

“For the Foursquare-obsessed, checking in to every possible venue you enter is an absolute must even if there aren’t any perks at the particular location. Now, you can add a good cause to your social media activity if you check into participating Starbucks locations between June 1 and 10, 2012. The coffee giant is teaming up with Foursquare and (RED) global fund to donate $1 for every check-in received during that time period.” - Natt Garun, Digital Trends

PRESS HIGHLIGHTS

THE (RED)RUSH GAMES

FIGHTING AIDS FROM YOUR COUCH

(RED)RUSH GAMES

(RED) wanted to raise awareness and reach a new audience – gamers – and give people the chance to play their favorite celebrities on Xbox 360 and PlayStation 3.

(RED) partnered with E3 and had a physical presence at this leading gaming conference. IGN, the leading games publication, was the official media sponsor.

(RED)RUSH GAMES

Kris Allen

Wayne Brady

E3 Booth

Avalon Hollywood

PRESS HIGHLIGHTS

KerliJorge Garcia Rob Riggle

Scott Porter

John SalleyKenny JohnsonAutumn Reeser

Kris Allen

Cobi Jones

Jessica Stroup

Shane Walker

Wayne Brady

Kate Upton

Tiesto

Lamorne Morris

CELEBRITIES & BRANDS IN THE GAMES

THE CASH & ROCKET (RED) TOURDRIVING ACROSS EUROPE TO FIGHT AIDS

45 WOMEN. 1,100 MILES. 4 CITIES. 1 GOALLONDON l PARIS l MILAN l MONTE CARLO

CASH & ROCKET (RED) TOUR

THE DRIVERS RAISED FUNDS ON CROWDRISE

PRESS HIGHLIGHTS

31

PRESS HIGHLIGHTS

BROADWAY & (RED)

BROADWAY SUPPORTS (RED)RUSH WITH A $25,000 DONATION

BROADWAY: A LEADER IN THE FIGHT AGAINST AIDS Broadway has been a leader in raising awareness and funds in the fight against AIDS. To mark (RED)RUSH, Broadway Cares donated $25,000 to the Global Fund and helped raise awareness by including (RED)RUSH ads in Playbills across theatres on Broadway.

THE NEW (RED) E-COMMERCE STORE

(RED) PRODUCTS UNDER ONE (RED) ROOF

LAUNCHED THE (RED) STORE Showcasing all (RED) products and sending visitors to partner websites to purchase.

(PRODUCT)RED PARTNERS

ACTIVATED (RED)RUSH ACROSS THE WORLD

(RED) IS NOW IN 15 SOUTH AMERICAN COUNTRIES WITH THE LAUNCH OF CLARO & TELCEL

(CLARO)RED and (TELCEL)RED debuted the launch of their (RED) wireless products and packages at the start of (RED)RUSH. The packages will be available throughout 15 major markets in Latin America, including Brazil, Mexico, Argentina, Colombia and Peru.

In just 8 days, (STARBUCKS)RED led the (RED)RUSH check-in program on foursquare and raised $250,000 for the Global Fund. Starbucks donated $1 on every check-in on Foursquare at US & Canada stores and supported the program across stores with (RED)RUSH posters and table top cards to drive customer participation. They also turned their robust digital & social channels (RED), helping to drive millions of followers to (RED)RUSH.

(RED)RUSH FOURSQUARE CHECK‐IN

(APPLE)RED continued to feature their (RED) suite of products in stores globally, including the (RED) nano and the (RED) iPad cover throughout (RED)RUSH.

To close (RED)RUSH, Apple announced the launch of the new polyurethane (PRODUCT)RED iPad Smart Case, available for both iPad 2 and 3.

VIKTOR & ROLF DESIGN COLLABORATION

Bugaboo launched their latest Cameleon stroller custom created by high-end fashion designers Viktor & Rolf, featuring a ‘my first car’ theme. The global launch of the exclusive stroller tied into the Cash & Rocket Road Tour’s Paris event at the Park Hyatt Hotel, and a stroller was auctioned off in Monte Carlo during the program’s charity auction.

Viktor Horsting, Deborah Dugan, Boris Becker, and Rolf Snoeren at the Paris launch of the (My First Car) Viktor & Rolf for Bugaboo

stroller

(BUGABOO)RED contributed $1 (1 Euro and 1 GBP in EU/UK) for every check-in on foursquare at over 25 key retailers in the US, UK, Spain and Australia. Bugaboo retailers supported the program with POS and in-store signage, and window displays as well as overall (RED)RUSH support through their social media channels.

(RED)RUSH FOURSQUARE CHECK‐IN

(RED)RUSH FOURSQUARE CHECK‐IN

(BELVEDERE)RED AT THE CANNES FILM FESTIVAL

(BELVEDERE)RED kicked-off the (RED)RUSH season and hosted its second annual (RED) celebrity event at the Cannes Film Festival on May 18th. The event was held in the VIP Room at the JW Marriott Cannes, where the (BELVEDERE)RED 2012 special edition bottle was unveiled and Grammy-winning pop icon Cyndi Lauper performed.

In addition to the main event, Belvedere also hosted a press panel on the afternoon of May 18th designed to engage and educate global press attending Cannes about the 2015 mission driving that evening’s event. Panel speakers included: Dr. Patricia Nkansah Asamoah- former Director, PMTCT Clinic at Tema Hospital in Accra, Ghana; Guillaume Grosso- France Director, ONE; Sheila Roche- Chief Communications Officer, (RED); Charles Gibb- President, Belvedere Vodka.

Belvedere also participated in (RED)RUSH by pouring at major (RED)RUSH events.

(PENFOLDS)RED made a $1 donation to the Global Fund for every check-in on foursquare at Bonefish Grill restaurants in the US. Bonefish and Penfolds supported the program through their social media channels, which helped provide a significant uplift in check-ins for Bonefish Grill throughout (RED)RUSH.

Penfolds also released new special edition (PRODUCT)RED bottles for the Koonunga Hill line, which hit shelves at the start of (RED)RUSH. The new bottles were also featured and poured at major (RED)RUSH events.

(BEATS BY DR. DRE)RED hosted a (RED)RUSH kick-off event for 150 celebrities and influencers at their Flagship SoHo, NYC, store to promote the (RED)RUSH TO ZERO campaign. Guests enjoyed cocktails, wine and beverages provided by Belvedere, Penfolds and Coca-Cola. Beats also created a limited edition (RED) t-shirt as an added-value gift with purchase of (BEATS)RED headphones during (RED)RUSH, which was also available for purchase on joinred.com. Beats also joined the (RED)RUSH Games and supported (RED)RUSH overall with messaging to their social media channels.

(CONVERSE)RED joined the (RED)RUSH Games as part of a team and supported (RED)RUSH overall with messaging to their social media channels. They also supported (RED)MUSIC with social media support of the (RED)HOT & Fela track, recorded at Converse’sRubber Tracks studio, and pushed out messaging in support of (RED)ROWS.

(SAP)RED supported (RED)RUSH with a donation of VIP US Open tickets for the Monte Carlo auction as part of the Cash & Rocket Road Tour, which generated €3500 for the Global Fund. They also joined the (RED)RUSH Games as part of a team and supported (RED)RUSH overall with messaging to their social media channels.

(BOTTLETOP)RED launched it’s (RED) partnership with the (BOTTLETOP)RED Luciana Clutch Bag, Kibe Belt, Kristina handbag and Eduardo keychain, all created out of recycled pull tabs. The products are created by locally trained workers in impoverished communities in Brazil. Bottletop programs in Brazil and Africa empower young people to protect themselves from STD’s like HIV/AIDS.

Kristina Handbag

Luciana Clutch Bag

Kibe Belt

Eduardo keychain

(GIRL)RED turned all sales on their e-commerce site (RED) with a portion from the sale of every product going to the Global Fund. They also launched new grip tape as an added-value gift with (RED) purchase, which was made available at 10 key retailers throughout the US. Girl hosted skateboard signings with their pro-skaters during (RED)RUSH at select key retailers and joined the (RED)RUSH Games as part of a team and helped support with messaging to their social media channels.

TOUS contributed (TOUS)RED bracelets to the participants of the Cash & Rocket (RED) Road Tour. They also continued to push the (TOUS)RED bracelets across their stores worldwide.

(MOPHIE)RED continued to push their recently launched (MOPHIE)RED juicepacks for iPhones and juicepack universal battery line. They also contributed juicepacks to the participants of the Cash & Rocket (RED) Road Tour and joined the (RED)RUSH Games as part of a team with messaging to their social media channels.

(SHAZAM)RED joined the (RED)RUSH Games as part of a team and supported (RED)RUSH overall with a press release around the (RED)RUSH TO ZERO campaign as well as messaging to their social media channels.

(FEED)RED continued to push the (FEED)RED Love 30 bag, and also joined the (RED)RUSH Games as part of a team. They supported (RED)RUSH overall with messaging to their social media channels.

(NANDA HOME)RED continued to push the (TOCKY)RED and (CLOCKY)RED alarm clocks as well support (RED)RUSH and The (RED)RUSH Games with messaging to their social media channels.

THANK YOU.

(RED) PARTNERS AND EVENTS HAVE RAISED OVER $190 MILLION TO THE GLOBAL FUND.GLOBAL FUND (RED) SUPPORTED GRANTS HAVE IMPACTED 14 MILLION LIVES.