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© Blyk Tuesday, March 3, 2009 1 Blyk

Blyk Works

Industry leading response rates

Maximising engagement

Some examples


A range of industry leading response rates

10% 72%

Based on 2,000+ interactive campaigns

25%


Cost-effective engagement

Sources: E-consultancy September 2007, trade estimates Feb 2008

Blyk: for a typical Blyk SMS-SMS-MMS dialogue (1000 x 7p + 25% x 7p + 250 x 22p = £142.5 CPM)

Medium Average Response Rate

(%) Average Cost per

Response (£)

Online advertising 0.5 £1.50

Email 2.5 £2.00

Direct Mail 2.0 £12.50

Mobile (SMS Push unprofiled) 4.5 £2.22

Blyk 25 £0.57


To move upwards in a downturn, invest in cost-efficient channels

“In a deflationary environment, advertisers have three options: to return budget to the bottom line, to tackle more media

value, or to experiment with emerging vehicles.” Billetts: Media Forecasts 2009

“When times are tough, it's the time to invest not cut”

Sir Martin Sorrell, October 2008


Maximising effectiveness – key findings

^  Blyk members are responsive and receptive

^  Industry leading response rates •  SMS generate higher response rates

•  MMS result in higher engagement, receptivity and memorability

^  Value and reward increase engagement •  Seek their opinion; there is value in being heard

^  Good timing is appreciated and increases engagement

^  Members are more receptive to well known brand propositions •  Spell out the benefits and avoid obscurity

^  Build frequency through re-engagement •  Minimises wastage

•  Builds a core customer super group


A successful campaign on Blyk should be

Relevant

Considered

Rewarding

Timely

Relevant content to the right audience in the right location

Time messages in line with activities, lifestyle and mindset

Perceived value is not just monetary

Clear, simple copy and include the right images where relevant

Complementary Amplify and build on other media activity, don’t just repeat

Skip


Some examples

Relevant

Considered

Rewarding

Timely

Complementary

Visit http://media.blyk.com for full case studies


Brylcreem b:Range: increasing relevance through understanding

^  Demonstration of b:Range through engaging animation

^  Targeting 16-24 males on a Friday evening

^  Respondents sent follow up product relevant to their response

^  Analysis of sub-groups reveals distinct user types for future marketing

49% Response


Dizzee Rascal: driving sales by engaging a relevant audience

34% Response

^  Promoting Dizzee’s new single direct to fans, independent of a record label

^  Teaser SMS sent 2 weeks before launch followed by a range of messages

^  “Help Dizzee get to No.1” sent on day of release to members who had engaged

^  Research showed 2,500 Blyk members bought the single that week

^  Equates to 6% of total sales

“This age group in particular is difficult to get to, and Blyk allows us to talk to them on their own terms. They’re media savvy and choose what they want to listen to and when so the Blyk network is perfect for spreading the message about our artists”.

Richard Willis, Head of Synchs Brands and Mobile at [PIAS]UK


Sky Sports: delivering a timely call to action

^  Drive subscriptions to the PPV Box Office event that night

^  Convert awareness from all other media activity to sale

^  Lower barriers to sale by delivering a number straight to the phone

13% Response


Hostelling International: driving membership through timely dialogue

35% Response

^  Sent to an 18+ audience in early June (post-exams)

^  Free membership with low barrier to entry

^  Simple, aspirational SMS drove responses

^  Cost-effective to follow-up with rich content to those who have engaged

11% Click-through


The Futureheads: supporting independent music talent

^  Create a Blyk audience of ‘The Futureheads’ and other Indy music fans

^  Delivered a range of valued and engaging content via SMS and WAP links ^  Ticket giveaways, priority information and booking, downloads

^  Competition to ask the band a question – the best win an album ^  Over 3,500 in-depth questions received from over 10% of recipients

24% Response


Lucozade: driving sampling through free offer redemption

^  Delivering a voucher for a free drink while out and about

^  Blyk developed educational MMS and WAP pages to aid redemption

^  Blyk generated 35% of voucher requests for 1% of media spend

10% Click-through


Gorilla recruitment: simple, relevant use of text

51% Response

69%

20% ^  Driving awareness of Gorilla

^  Telephone number & URL

^  3% followed with a call

^  Clear relevant copy

^  Sent on weekday mornings


COI Connexions: facilitating dialogue on a sensitive topic

^  Blyk relationship built on trust enables COI to ask a sensitive question

^  Respondents made aware of Connexions website for advice

^  Frank and open responses give insight into key issues on bullying

36% Response

33% Increase in Traffic


Disney Ratatouille: complementing and enhancing the media mix

^  Focussing the cumulative effect of the media activity to a relevant moment

^  High receptivity due to high awareness from other media

^  Exclusive content adds value and deepens engagement

49% Response


Living TV: harnessing frequency to deliver engagement

^  Multi-step campaign to drive viewership of new reality TV show

^  Creating engaged audience groups based on viewership

^  A programme of a variety of regular, timely and relevant follow-ups

^  Delivering new information and content to each audience group

24% Ave. response

4% Ave. click-through


Youth Media that Works

^  200k opted-in and profiled 16-24s

^  Innovative and effective media solutions

^  Industry-leading results

^  Easy to plan and book

^  Delivering insight

Find out more at media.blyk.com

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