Oct. 7, 2010

1. The Leader in Real-World
Entertainment
Michael Thieling, AE Media Sales
michaelt@corp.booyah.com | 201.400.2733

2. The Blizzard Pedigree
• Many of Booyah’s designers, creators and developers are former
Blizzard talent, including the three co-founders
• Worked on World of Warcraft, Diablo and Starcraft Series
• What does this mean for our games?
– Gamer-Focused
– Addicting
– Rewarded Repeat Gaming
– Engaging
– High Time Spent

3. The Fastest growing location-based
mobile social game!
MyTown provides a fun & interactive social gaming experience that brings together
elements of the digital world with real-world benefits!
• 3.2 million unique users
• 65 min average time spent per day
• 62 million check-ins/month
Audience Demo
• 24% - 17 & under
• 31% - 18-24
• 24% - 25-34
• 20% - 35+
• 65% Male / 35% Female

4. What is MyTown
“MyTown turns the real world into Monopoly!” – New York Times
MyTown GPS Virtual Item Buy Real
Launch Screen Check-in Reward Locations

5. MyTown:
The Most Popular US Social Location Game!
56% of LBS users have used MyTown, beating out all competitors!!!
• MyTown Ranked #1 LBS App.
Surveyed 1,500 users of location-
based apps/games
Results Breakdown:
• 56% MyTown
• 12% Loopt
• 8% Foursquare
• 8% Gowalla
• 6% Yelp
• 5% Buzzed
• 4% BrightKite
• 1% Scavenger Source: Myxer – LBS Mobile Study

6. State of the Art Targeting
Time of Day Categories
Primetime Hours Drop items in Relevant
Weekend Nights Categories (Restaurants, Bars,
Shopping, Movie Theaters, etc.)
Proximity Validation
Higher value items are Drop items after specific
dropped closer to proximity validated behavior
of specified locations
6 Confidential: Do Not Distribute

7. H&M Case Study
Campaign Objectives:
Drive awareness and in-store visits for The Blues product
line launch.
Campaign Summary:
By focusing on branding through proximity & category
targeting, MyTown was able to create a fun experience
for the users to engage with the H&M brand, but most
important we were able to drive over 800,000 real life in-
store check-ins.
Results:
• Drove over 800,000 in-store check-ins
• H&M elevated to #1 search term in MyTown
• H&M items have become elite collectibles traded &
gifted between players

8. H&M – #1 Searched Term in MyTown!
Start of Campaign End of Campaign

9. Pantene Case Study
Campaign Objectives:
Drive engagement with the consumer, drive deep WAP
site engagement, and drive users to seek out the Pantene
products through the product check-in item.
Campaign Summary:
Through targeted integrations on MyTown, Pantene
achieved engagement and brand awareness for their
products. By focusing on branding within targeted
locations and an integrated WAP Site, we pushed
Pantene’s messaging and items to the forefront of the
user experience. Through the six dynamic virtual items,
users were successfully educated on the newest Pantene
products, and the new Product Check-in item allowed
users to scan real Pantene product barcodes to unlock
new items.
Results:
• 1,342,155 Pantene branded items used!
• Over 45,000 Total Clicks to the Pantene WAP Site
• 532,671 Pantene Product Check-in Items Dropped
• 252,308 Pantene barcodes scanned, a 47% engagement
rate.
• Campaign presently live!

10. Virtual Item - Advertising Opportunities
Virtual items can be dropped to our users
based on selected targeting and can
unlock the following benefits
• Power-ups within MyTown
• In-Store Discounts/Offers
• Video Trailers/Surveys/Sweepstakes
• Scratchers & Product Check-ins
Get the Blues at your H&M
Show this and get 20%
In-Store Discounts Scratchers Video Trailers Surveys Sweepstakes

11. Integration Opportunities

12. Virtual Item to Video Trailer
Targeted User Receives a The virtual item will drives
Branded Virtual Item users to watch a trailer

13. Virtual Items -> Sweepstakes
Branded Virtual Items leads the users to the In-App Sweepstakes.
Targeted User Receives a Drives users to the in-app Users will be entered in the
Branded Virtual Item Sweepstakes Sweepstakes to win a prize
*Powermat campaign

14. Scavenger Hunt & Recipes
Collect items at different locations to create an exclusive stamp/item!
User will receive different Once users collect enough This will unlock a Limited
HP Items at targeted HP items they will be able to Edition HP Balloon stamp
locations create a new item item
*Powermat campaign

15. Product Check-In
User Experience
Users Check-In to a store
Scan UPC barcode Users will unlock a the lock
and driven to scan any
(In-game barcode app) box after scanning the UPC
product

16. Social Gifting
Users can gift their friends, rewarding both parties with power-up!
Inventory page to send Users will receive additional
friends an item power-up/enter into sweeps

18. “The Best Facebook Game of 2010!”
-Inside Social Games
A Cutting-Edge Music Social Experience!
Having launched in just April 2010, NightClub City
has quickly become the fastest growing social
game on Facebook and is paving the way for the
next generation of social games!
Users can prove their business savvy in the
entertainment world by starting off with a
beginner’s lounge and turning it into one of the
hottest nightclub’s in town!
• Hire the right staff (Facebook Friends)
• DJ sets to keep the night poppin!
• Snazzy décor to keep the patrons happy
• Stocking the place with drinks & goodies
• Booking A-List celebrity appearances!

19. Fastest Growing Games on Facebook!
Projected to hit over 12 million monthly active users by end of 2011!
• 8.6 million monthly active users
• 2.5 million daily active users
• Gaining 100K new users per day!
• 30 minutes of engagement per
session
User Profile:
• 51% female, 49% male
• 79% between 13-24 *sweet spot*
• 37% between 13-17
• 42% between 18-24
• 17% between 25-34

20. Nightclub City Sponsorship Integrations
Promote and Advertise real world venues and
brands in Nightclub City!!
• #1 Marketing tool for new DJs and Artists!!
• Branded In-Game Theme Packs
– Avatar Item branding
– In-Game branded items
• In-Game Consumable items and Power-
ups
• Video Integration Opportunities
**NCC has increased Artist Fans by 10x**
Viral Promotion through social media
outlets like Facebook, Twitter, Buzz, Digg, etc. Promote New Artists & DJs music!!!

21. Step Up 3D Campaign
Branded Splash Screen
Over 14 Million
Impressions in 2-weeks!
Reached 1 Million Daily
Active Users!

22. Step Up 3D Music Integration
Over 270 million minutes time spent of engagement in 2 weeks!
• Featured Music on
Nightclub City Playlist
• Over 9.3 million “Plays”
on the Step Up Playlist
• Over 270 million
minutes of engagement
in first week of campaign
• Over 36% of music
played by users was the
Step Up 3D playlist

23. Step Up 3D Facebook Integration
• Drove over 204,900
Fans to the Step Up 3D
Fan Page!
• Drove over 1000 Fans
per Hour during day-1
of campaign!

24. Integration Opportunities

25. Splash Page Takeover
Splash Page Takeover
Maximize brand awareness with a high-
impact, disruptive Splash Page Takeover that
is seen by all users entering NightClub City!
• Branded Party Splash Page
• Drive users to other campaign
elements
• Video Trailers
• Launch Parties
• Custom Theme Packs
• Cross-promote other events tied
to the product/campaign

26. Virtual Party
NCC Players LOVE to Party!
Kick off the launch of your special event with
red-carpet Launch Party on NightClub City!
Users will be able to host the launch party at
their clubs to increase their A-List status and to
ultimately become the hottest club in town!
• Branded Party Splash Page
• Special PartyEffects & Décor
• Special Avatar Costumes or Apparel
• Celebrity Visitors during the Party
Parties in the first 2-weeks of August
• Over 1 Million parties queued
• Over 700,000 parties started

27. Custom Theme Packs
Underwater Theme Pack Disco Theme Pack
Art Deco Theme Pack Pop Art Theme Pack

28. Exclusive City or Location
Exclusive City/Location on NCC!
Introduce a brand new city or location into the
game that’s tied to the storyline of the movie or
brand! Users will be able to move their clubs to
the city, creating for huge brand awareness.
• Fully Custom City Background
• City Exclusive Theme-Packs

29. Video Opportunities
High-Impact Video Opportunities:
Users will be able to unlock special items
within the game by engaging with a
sponsor video
- Showcase Video & Product Info
- Ability to include links to external sites
- Viral Promotion through Facebook Likes,
Twitter feeds, Buzz, etc.
Users will be rewarded with a branded
virtual item after viewing the trailer

30. Sponsored Celebrity Appearances
Feature guest celebrity appearances in NightClub City
that will allow users to double or triple their earnings
during their visits!
Celebrity Appearances
• Celebrity NPC will be featured at the club
• Users can win a special virtual item if they find &
talk to one of the celebrity!
• Celebrities will boost the total revenue you can
earn at your club!

31. Viral Promotion on Facebook Newsfeeds
• Users will be able to share Vitamin Water celebrity appearances with their
friends through the Facebook Newsfeeds!