blue bite media kit (april 2010)

Blue Bite Overview Brand Promotion

• Advertisers will have the ability to provide various digital content to the consumer

• Some examples include:

– Videos: Movie and video game trailers, music videos, interviews

– Games: Mobile games (partial free play, purchase full game)

– Images: Character wallpapers, photos

– Ringtones: Soundtracks, tailored character/actor/actress “Voice-Tones”

– Applications: Mobile Apps

– Coupons: Discounts and offers for consumer product purchases

– Calendar Appointments: Reminders of future events / product launches

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Delivering content to a mobile phone is a powerful method to personally

engage with and influence individuals

Blue Bite Overview Why Blue Bite?

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Most experienced and established Proximity Marketing company in the United States

Hundreds of successful campaigns across multiple markets

Large scale events (Macy’s Thanksgiving Day Parade, NASCAR, Sporting Events, Concerts)

Simultaneous multi-city campaigns (RMG Networks)

Multi-event campaigns (Def Leppard US Tour: 40+ dates)

Largest Proximity Marketing reach in the US

Numerous relationships with top OOH Companies

• DOOH (RMG Networks, Panel Media Group & Others)

• OOH (InWindow Outdoor, Ace Marketing, Van Wagner, Titan, JCDecaux & Others)

Hundreds of thousands of downloads possible each month on current network

Over 1,000,000 interactions to date

Industry best technology and service

2009 Mobile Excellence Award Winner for Best Mobile Advertising Platform (December 2009)

Blue Bite OverviewMobile Space is Crowded: Why Proximity Marketing?

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55%

14%

31%

Search Display

SMS/MMS

Proximity

$1,421 MM

$359 MM

$806 MM

55%

14%

31%

Search Display

SMS/MMS

Proximity

$1,421 MM

$359 MM

$806 MM

2009 2014

** Source: eMarketer, December 2009

US Local Mobile Advertising Spending, by Format, 2009 & 2014**

MobileApplications

Proximity Marketing

Feature :

Push multimedia content to mobile devices

Rich media content delivery (videos, ringtones, wallpapers, etc.)

Always free to consumers

Does not require external application

Automatically deliver and change content based on location and time

Does not require user information (privacy)

Wireless carrier-free interaction

Ability to micro-target location (<50ft.)

SMS WAP

56%

42%

2%

Search Display

SMS/MMS

Proximity

$92 MM$122 MM

$4 MM

Blue Bite OverviewHow It Works

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Call-To-Action

To receive exclusive FREE James

Bond content turn ON your

Bluetooth Visibility or set

Bluetooth to Discoverable; or

connect to “Bond 007 WiFi”

Consumer enters venue and spots Call-To-Action

Consumer’s mobile device prompted with an “opt in/out” message (e.g. “Would you like to receive video from James Bond via Bluetooth”)

Consumer selects “YES” and receives free content directly to mobile device

Consumer enters venue and spots Call-To-Action

Consumer connects to branded WiFi network (e.g. “Bond 007 WiFi”)

Consumer opens browser, connects to any webpage and rich media content is viewed and/or downloaded to mobile device

Download a FREE clip to your mobile phoneTurn on Bluetooth visibility or connect to “Bond 007 WiFi”

Blue Bite Overview Timeless Advertising – The Journey of a Digital File

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Blue Bite Overview Ability to Reach the Most Customers

Our technology is compatible with over 1,600 mobile phones from all major manufacturers ensuring the largest customer reach

We support popular models such as the Apple iPhone™, Blackberry Bold™, Google G1™, and Palm Pre™

Our technology also allows for connection through Wi-Fi for advanced handsets

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CompetitionBlue Bite

Blue Bite OverviewBlue Bite Advantages

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Feature

Compatibility with over 1,600 mobile phones

Digital media is formatted for each mobile phone type

Bluetooth and WiFi in all units

Proprietary campaign creation software to target specific audience

Availability of 4 different models including touchscreen model

Significant production capacity

Ability to supplement traditional-out-of-home and digital-out-of-home with proximity marketing

Blue Bite Overview Current Network Overview

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Current Reach Overview Metrics

Concentration in top 5 DMAs

850+ coffeehouses and upscale delis

Relevant, real time dynamic content from The New York Times – Top Stories, Best Sellers, Business, Travel, Technology, Fashion, etc.

125 landmark bars, clubs and lounges in New York City

Reach urban trend setters 21-39 year-olds

Branding in upscale environments

Content: Fashion TV

Street-level OOH billboards

Prime storefront locations

Work directly with landlords in 18 of the top US markets

Over 1,000 unique installations to date

11MM+ monthly signage impressions

135K+ monthly mobile downloads

14 minute average dwell time

300+ Blue Bite equipped locations

9MM+ monthly signage impressions

30K+ monthly mobile downloads

110+ Blue Bite equipped locations

10K+ mobile downloads on average per campaign/month

Highly captivating & targeted

All locations Blue Bite equipped

Blue Bite OverviewSelected Campaigns

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Life Is Wild (NYC) November 2007

Gossip Girl (NYC) September 2007

Gossip Girl (NYC) October 2007

Life Is Wild (LA) December 2007

31 Days of Oscar (NYC) February 2008

31 Days of Oscar (NYC) February 2008

Flat Rate Moving (NYC) March 2008

Robin Hood (LA) April 2008

Robin Hood (NYC) April 2008

Blue Bite OverviewSelected Campaigns (contd.)

Canada Tourism (NYC) May 2008



Bourne Conspiracy (NYC)June 2008

Bourne Conspiracy (NYC)June 2008

Bourne Conspiracy (Chicago)June 2008

LONESTAR (Atlanta, GA)July 2008

CokeZero 400 (Daytona, FL)July 2008

Def Leppard (Detroit)August 2008 11


Fashion Week (NYC)September 2008

NHRA Nationals (Dallas)September 2008

NHL Face Off Rocks (Detroit)October 2008

Madison Square Garden (NYC)November 2008

Macy’s Thanksgiving Day Parade (NYC) November 2008

IMAX Experience – Watchmen (NYC)December 2008

12ABC’s Dancing With the Stars (LA)

March 2009LiveNation – Fall Out Boy (LA)

March 2009Nickelback (Kansas City)

April 2009


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Electronic Arts – Sims 3 (LA)April 2009

Macy’s Flower Show (NYC)April 2009

History Channel – Life After People (LA)April 2009

Canada Tourism (NYC)May 2009

FOX – Glee (LA)May 2009

Alienware - Dell Gaming (LA)June 2009

Def Leppard (U.S. Tour)June - September 2009

CW Vampire Diaries (NYC, LA)September 2009

Hallmark (NYC, LA)October 2009


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Cirque du Soleil – KOOZA (Santa Monica) October – December 2009

Macy’s Santaland (NYC)December 2009

Cirque du Soleil – OVO (San Francisco) November 2009 – January 2010

Cirque du Soleil/Van Wagner (Las Vegas)December 2009 – February 2010

Dunkin Donuts (NYC)January 2010

NADA (Orlando, FL)February 2010

Crocs (Vancouver, Canada)February 2010

Consumer Reports (NYC)April 2010

Blue Bite Overview Blue Bite DOOH Partner Case Studies

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Description

Campaign to promote upcoming TV series debut by leveraging RMG network to deliver exclusive video trailer of the show

Launch Date: 2009

DMA’s:

NYC / LA

Length: 13 Days

Total Venues: 39

TotalAvg /

Venue

Downloads 8,555 220

Rejections 1,670 43

Detections 29,594 759

Downloads Per Day

678 17

DetectionsPer Day

2,346 60

Opt-in 28.9%

PositiveEngagement

83.7%

Rejection Rate

5.6%

Campaign Impressions

~260K ~7K

Description

Campaign to promote release of new Album and upcoming tour by leveraging RMG DOOH network to deliver ringtone for music band

Launch Date: 2009

DMA’s:

NYC / LA

Length: 16 Days

Total Venues: 39

TotalAvg /

Venue

Downloads 10,630 273

Rejections 2,246 58

Detections 34,109 875

Downloads Per Day

679 17

DetectionsPer Day

2,177 56

Opt-in 31.2%

PositiveEngagement

82.6%

Rejection Rate

6.6%

Campaign Impressions

~320K ~8K

RMG Networks / NYTimes.com TodayTV Show Teaser

RMG Networks / NYTimes.com TodayMusic Band Ringtone

Blue Bite Overview Blue Bite Event Case Studies

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Description

To increase fan engagement and provide attendees free multimedia content during a Def Leppard concert in Detroit, Michigan

Strategy

Bluetooth & WiFi access points were placed in 10 strategic locations along with 2 roaming units and delivered videos, free T-shirt coupons, and one grand prize backstage pass to meet the band after the show

Result

Huge success for Def Leppard, interacting with over 1,600 people (18% of audience) with a 50% overall opt-in rate and positive engagement rate of 93%

Def Leppard ConcertJoe Louis Arena, Detroit, MI

Description

Promotional campaign for Sprint and Nickelback to enhance the fan experience by delivering relevant multimedia content to attendees

Strategy

Implement Bluetooth & WiFi access points within 6 key locations, delivering digital videos, coupons, and sound clips. The rich content included special offers for merchandise and behind-the-scenes footage of the band

Result

Extremely successful campaign , interacting with over 27% of the audience. More than 3,700 downloads – acceptance rate of 48% and a positive engagement rate of 81%

Nickelback ConcertSprint Center, Kansas City, MO

Blue Bite Overview Blue Bite Out-of-Home Case Studies

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Description

To launch and promote the new and successful BBC America series “Robin Hood” with a multi format out-of-home campaign

Strategy

To promote the “Robin Hood” premiere with time and TV channel by transmitting a 15 second promotional video spot from 2 outdoor billboards for 4 weeks – located within the major markets of LA and NYC

Result

Huge success for BBC America, with over 6,100 downloads and a 39.7% acceptance rate with a positive engagement rate of 87.3%

BBC America’s “Robin Hood”Hollywood, CA & New York, NY

Canada Tourism Commission (CTC)NYC – University Pl, Columbus Ave, 57th St

Description

To enhance CTC’s current out-of-home media initiative by implementing proximity marketing within 3 billboards. Each location delivered unique content to increase web traffic to CanadaTourism.com

Strategy

Implement Bluetooth & WiFi access points within 3 locations, delivering a digital video to supplement the street level billboards for 4 weeks. The videos promoted tourist attractions within Ottawa, Toronto, and Niagara Falls

Result

Extremely successful campaign with over 9,600 downloads with an overall acceptance rate of 40.3% and a positive engagement rate of 88.2%

Blue Bite Overview Major Brand Case Studies

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DescriptionWarner Bros. released teen-horror flick, One Missed Call. Was a surge of teen-horror releases around this time and had to ensure a competitive box office market share

StrategyTarget audience of 15-19 year olds allowing user to download the movie trailer as well as a calendar reminder set for the release date

ResultAchieved 161,465 unique content downloads during month of March across 55 Cineworld’s

DescriptionDeliver viral video clips for two months in outdoor advertising locations consisting of bus shelters and pay phone kiosks across six major U.S. cities

StrategyPartner with out of home media networks including CBS Outdoor, JC Decaux, Clear Channel Outdoor, and Prime Point Media, integrating Bluetooth into their street furniture

ResultDuring first week opt-in rates to download content were 27% across the network

DescriptionDrive sales of consoles among the core 16-34 audience. Formed campaign in Q4 2008 during Christmas holiday

StrategySent Xbox 360 trailers, wallpapers and other game-specific content. Distributed content at cinemas, bars and shopping centers

ResultCampaign ran for 10 weeks and achieved 1.9 million unique downloads

PepsiUnited States (National)

Warner Bros.United Kingdom

Microsoft (Xbox)United Kingdom

DescriptionPromote the Chevrolet Spark LPG in Bangalore mall targeting men between 25-32 (key demographic for compact car segment in India)

StrategyConsumers in the mall could download wallpapers, car details, specifications in animated format and details about the dealerships selling the vehicles

ResultCampaign ran for a single weekend and achieved approximately 10,500 unique downloads for the content

GM’s ChevroletBangalore, India

Blue Bite Overview What the Industry is Saying

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ERIC HARBER, Pres. & COO, HipCricketMr. Harber has 20 years of industry expertise spans mobile,telecommunications, networking, ecommerce, mediaand entertainment. Mr. Harber holds an MBA fromDuke and a BS in Engineering from Stanford.

Can Blue BiteObservation Help?

The areas for improvement in 2010 are in standardized measurement for mobile campaigns

Do not let mobile sit on an island – it works best when part of an integrated program. View results in real-time, then optimize

Next year invest in mobile campaigns that allow for the creation of programs that lead to on-going, opted-in relationships with consumers

Laura Marriot, Mobile ConsultantMs. Marriott has held leadership positions at the Mobile Marketing Association, Intrado, Cyneta Networks and Cell-Loc Inc/TimesThree. Ms. Marriott graduated from the University of Alberta.


Ability to measure consistently and effectivelyacross wireless carriers, technology platforms and advertisers is a challenge for mobile marketers

A best practice for mobile inclusion in multichannel marketing efforts is to integrate mobile as a media element into traditional/digital campaigns

Embedding a call-to-action greatly improves mobile portion of multichannel marketing efforts

Kim Luegers, Dir. of Media Innovations, Draftfcb Chicago’s MC MediaMs. Luegers currently leads the charge in evangelizing and executing innovative emerging solutions such as mobile, video gaming, digital OOH and interactive television for Draftfcb Chicago’s MC Media.


When planning/managing a mobile program and campaign, validation of usage is key to earning budgets for mobile

Next year invest in mobile campaigns that allow for a small test-and-learn program activated in the near term

Must be able to prove the consumer is actively engaging with the mobile function in question

Joe Laszlo, Dir. of Research, IABMr. Laszlo began his IAB career in September, 2007,following an eight-year tenure as a research directorat JupiterResearch. Mr. Laszlo is widely acknowledged as as an authority on numerous aspects of interactive media.


The benefits of mobile marketing are increasingly obvious, and some marketers and agencies definitely get it, but the education continues

Mobile works best when it can extend or enhance a broader multichannel campaign

Seek out experts who know the platform and can build creative and media strategies to further your overall campaign goals

Source: Mobile Marketing in 2010: Up, Down or Flat? Experts offer strategic advice for campaign planning and management. A MobileMarketerWebinar; December 2, 2009.

Blue Bite Overview What is Bluetooth and WiFi?

• Bluetooth is a universal communications protocol primarily designed for low power consumption enabling devices to communicate with each other when they are in range

– Devices do not have to be in line of sight (transmission range of up to 300ft)

– Popular devices include mobile phones, laptops, smart-phones, headsets, video-game controllers

– Bluetooth is the most common method of wireless data transmission

– Bluetooth saturation and consumer adoption grew exponentially as a result of hands-free driving legislation

• Most feasible and cost-effective method of delivering media to mobile devices

– FCC compliant– Not considered SPAM advertising– Effective method of delivering numerous types of digital

media

WiFi allows for compatibility with additional handsets via HTML web browsing

– WiFi is the only way to communicate with Apple’s iPhone(Bluetooth not capable of file transfer)

– Apple has sold an estimated 42 million iPhones to date– Newer more advanced models are integrating WiFi

(Blackberry Bold, Google G1)

WiFi has important complements to Bluetooth– Interactive browsing of content – Allows users to choose the content they want (push vs.

pull)– Fast transmission speeds– Strong signal enables longer transmission range

WiFi usage is familiar to consumers – Most users have a pre-existing knowledge base and

experience connecting to and utilizing WiFi networks (short learning curve)

• High prevalence and rapid growth of Bluetooth and WiFi– Billionth Bluetooth device shipped in November of 2006– According to a 2008 Millward Brown study, consumer awareness of Bluetooth and WiFi is at an all-time high– By 2010 Bluetooth and WiFi will be present in over 86% and 25% of mobile handsets in the U.S., respectively– Bluetooth SIG has predicted that 10 billion Bluetooth devices will ship by 2011– WiFi gaining traction with mobile carriers as it reduces strain on network bandwidth

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Blue Bite Overview Advantages of Bluetooth and WiFi Over Other Media

• Low cost– Free for end-user and can offer more complete content than SMS or MMS– Same overhead whether reaching 100 or 100,000 people

• Robust tracking– Unparalleled out-of-home advertising tracking– Ability to track number of users who have been targeted (impressions), and who have accepted / rejected the content– Proprietary analysis of shopper behavior (i.e. walking patterns, time spent at location, most utilized entrances / exits)– Will lead to strong ROIs for customer retention purposes

• Rapidly growing consumer acceptance– Consistent campaign opt-in rates of 40%+ and positive engagement rates of 80%+– Inherent value in the download itself

• Flexibility and targeting– Best geo-targeting available and ability to change hierarchy / timing of advertisement transmissions – Ability to transmit any type of media (images, videos, ringtones, mp3s, coupons, applications, games and more) – Maintains user response history to prevent duplicate transmissions and retarget users with personalized campaigns– Only technology with micro-targeting capability (under 5ft) for proactive consumer engagement – Ability to create unique personalized interactions – thousands of times over

• Timeless advertising– Media remains in device until proactively removed by user (multiple views)– Advertisement can be spread exponentially around the world via Bluetooth, Email, SMS, MMS (“Demographic

sorting”)

“With traditional media continuously challenged to reach audiences, the out-of-home space is being re-invigorated through Bluetooth technology”

– Westwind Partners“Mobile phones are the

primary contact platform

for today’s modern

consumer. It’s always with

you and it’s always on”

– Bluetooth SIG

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