A conversational media program for the CBS Film "The Mechanic" created by Conversated Media on behalf of UrbanDictionary.com.

1. conversated media
Urban Dictionary isn’t just a dictionary website, it’s a definition destination, with
over 5 million slang words and phrases. If you’ve heard it on the street, chances
are you’ll find it at urbandictionary.com
Sponsored Word of the Day (WoD) Program
UrbanDictionary has the ear of over 1.4MM people that
subscribe to its WoD. Tapping into the sponsored WoD
program will ensure that UrbanDictionary’s audience of
millions will know that a “mechanic” fixes more then just
vehicles... he fixes “problems”.
The sponsored WoD program will last 3 days (12/28-12/30,
we’re flexible with dates):
i) Dec 28th we’ll send out the Mechanic definition to our
1.4MM subscribers:
·785K Facebook Fans: the FB share will contain movie
trailer & link to custom definition page
Branded Homepage ·36K Twitter Followers: the Tweet will link to custom
definition page
·250K Email subscribers: the email will contain
Mechanic advertisement
·350K UrbanDictionary Homepage Visitors: Mechanic
will be the featured definition on Dec. 28th, and remain
on the homepage for approx. 6 days
ii) Dec 28th we’ll launch a 3 day Mechanic homepage
roadblock, consisting of a site-skin and 300x250.
(see example top left)
iii) Dec 28th we’ll launch a custom definition page for
Mechanic, complete with embedded movie trailer and
site-skin. (see example bottom left)
iv) Dec 28th-30th we’ll deliver 1MM rich media ad
impressions (300x250 & 160x600) for Mechanic on the
interior pages of UrbanDictionary, where over half of our
traffic enters the site. Ideally we’d like to work with LBi to
Custom Definition Page
create units that are unique to UrbanDictionary with an
emphasis on defining Mechanic.
Let’s define success together! Conversated Media
Get in touch: tylerjames@conversated.com Creating conversations that matter | conversated.com

2. conversated media
Define Your Friends (DYF) Program
In Feb. 2010 an astonishing Internet meme broke out that
Brand-able Theme
involved millions of people simultaneously updating their
Facebook status with the definition of their names as
defined on UrbanDictionary. In addition people were
Social Sharing: posting the definitions of their friends’ names on their
Click to Copy and friends’ walls too. UrbanDictionary’s traffic more than
post to a friend’s quadrupled as a result over a 4 day span!
Facebook Wall
One thing became clear... people get a kick out of
defining themselves & others with the comedic slang
found on UrbanDictionary!
Customizable That’s why we’re excited to bring the Define Your Friends
Definitions (DYF) program to market for the 1st time!
and Images
Introducing the DYF Ad-units: (see examples on left)
Eg. 1) 300x600 Homepage DYF Unit
Eg. 2) 500x250 Interior Page DYF Unit
The execution of the DYF campaign will involve:
i) 300x600 DYF unit on Homepage (100% share of voice)
300x600 Homepage DYF Unit for 2.3MM impressions (delivered approx. 1/3-1/11).
ii) 500x250 DYF unit on Interior Pages for 1MM impressions
(delivered evenly approx. 1/3-1/11).
iii) Customized definition pages will be constructed for each
DYF definition.
iv) UrbanDictionary will engage with its Facebook Fans
(785K) & Twitter Followers (36K) encouraging them to
get involved in the campaign and define their friend’s
“Badassness”.
v) Users will post DYF links to their friends Facebook walls.
When their friend clicks on the link it will take them to the
500x250 Interior DYF Unit appropriate customized definition page, which will in turn
invite the friend to define their friends!
If necessary, we can change the theme “Badassness”,
along with the associated definitions, to suit your larger
campaign’s creative theme.
Let’s define success together! Conversated Media
Get in touch: tylerjames@conversated.com Creating conversations that matter | conversated.com

3. conversated media
Homepage Skin with 300x250

4. conversated media
Custom Definition Landing Page

5. conversated media
Define Your Friends 500x250
Define Your Friends 300x600