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1 Advertising Summary Items in Bold included in uploaded files 1. A main goal of the program was to position the malls and mall environment as relevant to teens. Therefore, GGP sought to connect with the audience through new technology and innovative strategies by turning away from traditional media. The primary advertising strategy employed was designed to engage teens where they communicate and interact online. The online advertising targeted teens through a variety of popular teen communities, social networking and entertainment websites. The strategic media plan used a 3-layer approach. Site placements were evaluated and prioritized based on their ability to provide contextual relevancy, viral components and targeted reach in order to: Engage with teens that seek out political content, demonstrating an interest in politics and therefore a higher propensity for involvement. Utilize social networking word of mouth properties to get people talking about the event and encourage participation among one another. Efficiently create reach through demo targeting. Sites/Placements Included: MTV MySpace Go Fish Network - Miniclip and Piczo (gaming) Alloy Teen Network Bebo 2. The campaign creative execution was designed to capture the interest of teens using several engagement tactics video, roll-overs, expandable content, and real time in-banner voting. The interactive banner ads ran from August 4-September 21, Sixty-one percent of those who viewed the in-banner video watched % of the clip and were exposed to over one minute of content, indicating high involvement and interest. 3. An additional component that enhanced not only the on-line campaign but also the national PR credibility was the addition of Celebrity PSA s (Public Service Announcements). GGP secured free PSA s from Tom Higgenson (lead singer with The Plain White T s), Tyler Hilton (film actor and TV star of One Tree Hill), Marie Digby (musician), and Karina (Grammy nominated, American singer and pianist). In addition, celebrity spokesperson Selena Gomez s PSA ran in rotation with the free PSA s. Each video clip promoted the importance of voting and getting involved in the issues that matter most to teens. The look and feel of the videos was designed as an edgy, live-feed movie clip. 4. An enhanced, paid Google search campaign used key political and event related search terms in order to maximize exposure and delivered 827,193 impressions. 5. Partnering with TeenFreeway, 2,850,000 promotional messages were sent to their members as well as 632,732 event-specific s. 6. Over 2.3 million GGP Club members (GGP s online customer database) received a UR Votes Count specific promoting the mall tour and directed customers to their local mall website as well as urvotescount.com for details. 1

2 7. UR Votes Count was also featured in an additional 2.3 million monthly Club s which were sent In July, August and September to all Club members. 8. UR Votes Count was promoted on 150 individual mall websites through the use of banner ads, special retailer offers, and event information. 9. s were sent to all those who voted during the program to announce the results. 10. Cosmo Girl featured a 1/3 page promotional ad in the September issue. 11. Ad included in the August 26, 2008 issue of the Declare Yourself newsletter sent to 138,000 people on their list. (Declare Yourself is a national nonpartisan, nonprofit campaign to empower and encourage every eligible 18-year-old in America to register and vote in the presidential primaries and 2008 presidential election.) 12. In-mall collateral promoted the event at 150 malls, two weeks prior to the event date. Collateral included: Large scale signs 22 x28 signs Door statics Floor graphics Table tents and table inserts Retailer window clings Restroom mirror clings Retailer offer flyers Backlit ad panels AdSpace electronic video messaging (select malls) Reatrix interactive ads (select malls) 2

3 The online advertising campaign included interactive, expandable, multi-media banner ads which clicked through to the UVC website ( Call to action with animated text. Viewer scrolls over to expand ad. Video message plays UR Votes Count Get Involved Ad expands and reveals poll. Once user submits answer, results are revealed. Map appears with event locations. Clicking anywhere links to program website 3

4 Interactive, Expandable Online Banner Ads Featuring Celebrity PSA s 4

5 Once users arrived at urvotescount.com, a flash video was seen on the home page as well as a promotional announcement from Selena Gomez. Following the completion of the video, an interactive map appeared allowing users to find out more details about the event tour in their area. 5

6 Online Advertising Buy Site delivery and placement performance Online Advertising Buy - UR Votes Count Demo Target P13-17 SITE NAME IMPRESSIONS PLANNED IMPRESSIONS DELIVERED MySpace 32,476,217 35,887, x 250 Homepage 300 x 250 ROS 300x250 MySpace TV 300x250 MySpace Messenger 300x250 Political Interest targeting Bebo 17,000,000 13,535, x90 ROS 300x250 ROS 160x600 ROS 728x90 Run of Profile pages MTV 6,633,955 7,048, x90 ROS 160x600 ROS 728x90 Choose or Loose MTVTHINK Alloy Network 6,999,999 7,296,127 Alloy Teen Network - focus on election channel 728x90 ROS 300x250 ROS 160x600 ROS Go Fish Network Mini-Clip 3,350,000 3,367, x250 Actions/puzzles/multi-player 728x90 Actions/puzzles/multi-player 300x250 Political Games 728x90 Political Games Piczo 3,984,090 3,717, x90 ROS 300x250 ROS TOTALS 70,444,261 70,852,131 6

7 Google Search Results featuring the Paid Search enhancement Vote and win cool prizes Find a mall location near you or online at UrVotesCount.com sent to Declare Yourself subscriber database promoting the UR Votes Count event tour. 7

8 s Sent to Teen Freeway Members 8

9 Announcement promoting the UR Votes Count Event sent to the customer database for each of the 150 participating malls. Timing: August, September 2008 Target Audience: Men & Women 13+ Reach: 2,341,934 UR Votes Count Included in Monthly GGP CLUB Monthly promoting mall events and special offers included the UR Votes Count Event during the campaign flight (July September 2008). These s were sent to the customer database for each of the 150 participating malls. Timing: 10/14/08 Target Audience: Men & Women 13+ Reach: Over 2.3 million 9

10 UR Votes Count Results sent to those who voted during the Event announcing the results. Timing: 10/14/08 Target Audience: Men & Women 13+ Reach: 34,002 Mall Websites Event was promoted on 150 individual mall websites during the campaign flight (July September 2008). Retailers provided special offers for UR Votes Count and these were posted to all applicable mall websites as well as urvotescount.com. 10

11 To encourage teens to voice their opinion even if they missed the tour, each of the 150 mall websites were updated after their event to promote the Text to Vote program as well as voting via urvotescount.com. Once the results were released, mall websites were updated once again. Each mall website linked to urvotescount.com for full details of the teen election. 11

12 Cosmo Girl September 2008 Issue 1/3 page ad 12

13 In-mall collateral was placed in each of the 150 malls two weeks prior to the event date. The collateral package included large scale and 22x28 signs, door clings, floor graphics, restroom clings, table tents and table inserts. 13

14 Prominent elements were sniped after the in-mall event to drive traffic to URVotesCount.com and encourage teens to participate in the Text to Vote program. 14

15 Teens received a retailer offer flyer at each mall event.. 15

16 Flyers were distributed to local schools two weeks prior to the event date in a large number of markets. Educators in many areas throughout the country incorporated the UR Votes Count program into their social studies curriculum. 16

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