gamification welcome.

2009 Sales overview

GAMIFYING THE #1 CABLE PROPERTY

•Overview of the USA Digital Philosophy..gonna talk for a few mins, so bear with me

•Our first foray with a gamified site offering

•CLUB PSYCH Case Study

•The EVOLUTION of the CLUB PSYCH Model > Driving Innovation

USA CHARACTER REWARDS

• Bunchball migration and launch in 7/09.. Reminds me of GOOG stock!!

• Currently drives 50% of referring traffic and searches for USA to Core.

• FaceBook Connect efforts have been hit or miss, but gaining steady momentum

USA CHARACTER REWARDS

• Rewards users for watching videos, playing games & sharing content in social space

• Players redeem points for virtual and tangible goods as well as partner offerings

• CREATING BRAND AMBASSADORS

PSYCH 360 AUDIENCE

MILLIONS PSYCHED•On-Air

•USA’s youngest series•1.4MM P18-49•53%F / 47%M •On Wednesday nights, Psych was the #1 cable program for P18-49

•Online•20MM full episode streams•22.5 mins/visit time spent•64%F /36%M•1.5MM Facebook Friends & Twitter Followers•23.2MM page views•2MM Visits•1.3MM Uniques

“ONE OF THE WITTIEST SHOWS ON TV” SAN FRANCISCO CHRONICLE

Source: Nielsen 12/28/09-8/15/10, M-Su 8-11p, P18-49 C3 (000); Rank among scripted originals on ad-supported cable.  Online = Streams: Omniture June - August 10, Rewind full episode streams and time spent per visit; Hulu full episode steams June - August 10 ; PVs, Visits, Uniques & Demo Omniture June – Sept 10

CLUB PSYCH

OVERVIEW

Club Psych is a program designed to reward the loyal fans of Psych by providing them with affinity points for engaging with and sharing engaging Psych content.

Users earn points, increase their standings and win prizes by playing games, taking quizzes, visiting video pages and sharing content on Facebook and Twitter.

For Psych-Os, Club PSYCH is THE platform to engage with to get exclusive content and incredible prizes.

HOW IT WORKS

• Users go to the site and register/log in with Open Auth

• Members earn points by completing a variety of weekly tasks such as:

− Watching videos− Playing games− Answering trivia− Using digital applications and “Liking” or

reposting to Twitter or Facebook.

• Recruitment: gain points by sharing content on social networking sites like Facebook and Twitter.

BRING YOUR TO CLUB PSYCH

• Across the Core PSYCH Site, easy to find Club PSYCH icons return a user back to the Club PSYCH site

• UI is THE most important factor for a successful campaign

• Leading a user back to the Challenge board drives a significant lift in Time Spent, Participation, Sharing and of course User Satisfaction

HOW CLUB PSYCH WORKS

HOW IT WORKS (cont.)

• Each week, a new task will be designated as the Weekly Prize Task and when users complete their task, they will then become eligible to win larger Psych prizes and earn more points.

• The main hub will have a leader-board that shows which players have accumulated the most points and display Avatars that users can customize with fun Psych themed apparel using the points they've accumulated.

• A Natural competition to gain Status on the leaderboard is established within the rabid fan base

HOW CLUB PSYCH WORKS

HOW IT WORKS (cont.)

• Club members can cash in their points for both virtual goods which go in their own personal virtual room

• Or members can cash in the points for real life prizes such as :

− Signed cast posters− DVD sets− Psych T-Shirts− Much more….

HOW CLUB PSYCH WORKS

INITIAL RESULTS FOR JULY SEASON

• 32,000 New Registrants through the season, with 10,000 in first 2 days

• Continual new registrant participation through season

• 130% Lift in total PVs delivered during season with 40% lift in Return Visits

• Virtual Goods redemption was modest at first, until Sept 3rd.

WHAT HAPPENED SEPT 3rd ?

• On Sept 3rd, CLUB PSYCH Rolled out it’s REAL Psych Merchandise Redemption program. 2500 REAL PSYCH Merchandise items were redeemed over the next week.

• The bar had been set. Users were waiting for Tangible Goods

CLUB PSYCH CAMPUS WARS

OVERVIEW

• For the November Season of PSYCH, USA Rolled out a 10 City College Campus Event that put the producers and cast of PSYCH front and center at some of the largest College Campuses in the U.S

• For the other 99.9% of schools?? CAMPUS WARS: This exciting online challenge allows college fans/alums to join their college team and interact with Psych content to gain points for their school.

• Top performing school gets some type of presence of their school (logo, sweatshirt or actual campus) in an episode of Psych.

• Winning college was announced in the Finale.

• BYU KILLED the Competition, signing up 1500 Students for team BYU and beating out 1100 other Colleges across the country

BRINGING GAMIFICATION TO THE 3RD SCREEN

OVERVIEWUtilizing Bunchball’s affinity system, Club Psych architecture and creating an industry first integration with Social Media TV Check-in company “GetGlue,” PSYCH Vision changes the 2 Screen viewing landscape:

• GetGlue/Unlocked Exclusives: GetGlue “Check-in” functionality tied to the Club PSYCH Platform on the iPhone and iPad.

• Videos: Psych exclusive short-form content.

• Photo Galleries with native iPhone interaction such as swiping and sharing.

• Chatter Page funnels all social chatter about PSYCH into an “easy to engage with” format.

• GetGlue check in functionality pre-populates Pysch in the “I am watching” category and gives users the ability to add comments before posting to their Social pages.

BRINGING GAMIFICATION TO THE 3RD SCREEN

BRINGING GAMIFICATION TO THE 3RD SCREEN

CLUB PSYCH 2.0 RESULTS

• 65,000 Registrants through the end of the Winter Season

• 6,000 pieces of PSYCH Merchandise Redeemed

• 25,000 App Installs for the 2 Screen Experience

• TOTAL MARKETING, COLLEGE TOUR, SOCIAL AND DIGITAL Helped drive a 40% increase in the 18-34 Demographic for On-Air ratings.