Interactive Marketing

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Interactive Marketing
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Agenda

• Program Overview
• Campaign Summary
• Highlights / Screenshots

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Program Overview

• 3rd Party Publicity and Promotions - Leverage
  relationships with commercial websites to secure
  placements for news, interviews, contest and
  related editorial coverage
• Influencer Research Outreach Track down and
  reach out to influential voices within relevant
  communities, providing them with information and
  assets that they can easily distribute to their
  audience
• Viral Video Syndication Uploaded Penelope video
  content to appropriate video aggregator sites
• MySpace Social Network Profile Developed and
  currently managing the Penelope MySpace profile

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3rd Party Publicity Promotions

• Results
• 200 Commercial Websites contacted
• 82 Sites posted coverage on Penelope
• 41 response rate
• 343 Placemnets
• Average of 4 placements per site
• 100,357,494 combined unique audience to date
• First Look Trailer Featured on 63 sites
  including
• AOL, MSN, Yahoo, QuickTime, Film.com, MTV, VH1,
  Windows Media, Hollywood.com, Movies.com,
  Comcast, Movieweb, IGN, UGO, TV Guide, Lycos,
  IMDB, and Flixster
• Trailer exclusively premiered on Yahoo! from
  December 6th-9th
• Penelope Clips are currently running on 17 sites
  including
• IGN, Video Detective, Movieweb, Monster and
  Critics, Coming Soon, Worst Previews, Scifi.com,
  Movies Online, Ifilm.com, Digitally Obsessed and
  Collider.

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3rd Party Publicity Promotions (cont.)

• News Items ran on 72 sites including
• About Movies, She Knows, Yahoo, MSN, AOL,
  Hollywood.com, Movies.com, Comcast, Movieweb,
  IGN, Joblo, VH1, Lycos, IMDB, Fandango, Coming
  Soon, Crave Online, Star Pulse, Zap2It, Reelz
  Channel, TV Guide, UGO, Univision, Movies Online
• Press Junkets
• 15 sites attended the December 15th 2007 Press
  Junket
• MSN Movies Included a Feature on Ricci on
  1/11/08, Movieweb Included Interview feature
  with Ricci on 1/4/08, Hollywood Previews
  Included Interview with Ricci on 12/07,
  Hollywood.com, Teen Hollywood, Univision, Reel
  Channel, Coming Soon, Parade.com, Jeanne Wolfs
  Hollywood, Collider, About Movies, She Knows,
  Kiwibox, Premiere.com
• Additional sites to feature content closer to
  release
• We have invited 31 sites to the February 10th
  2008 Press Junket and February 25th 2008
  Christina Press Day
• _at_NZone, 411mania.Com, AOL, Blog Critics, Cinema
  Blend, Comcast, Crave Online, Entertainment
  World, Fancast, Fandango, Filmcritic.com, Film
  Radar, Girl's Life, IESB.NET, IVillage, Lycos,
  MonstersCritics, Movies.com, Movies Online,
  Movie Picture Film, MTV, People.com, Pop
  Entertainment, Pop Matters, Rope Of Silicon,
  Rotten Tomatoes, Scifi.com, Star Magazine, TV
  Guide, UGO, Young Hollywood, Zap2it.com

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3rd Party Publicity Promotions (cont.)

• Christina Ricci Press Day
• Currently arranging feature interviews with
  Glam.com, IVillage and Yahoo!
• _at_NZone, 411mania.Com, AOL, Blog Critics, Cinema
  Blend, Comcast, Crave Online, Entertainment
  World, Fancast, Fandango, Filmcritic.com, Film
  Radar, Girl's Life, IESB.NET, IVillage, Lycos,
  MonstersCritics, Movies.com, Movies Online,
  Movie Picture Film, MTV, People.com, Pop
  Entertainment, Pop Matters, Rope Of Silicon,
  Rotten Tomatoes, Scifi.com, Star Magazine, TV
  Guide, UGO, Young Hollywood, Zap2it.com
• Upcoming Events
• AOL Moviefone Vespa giveaway launching on
  February 22nd 2008 that will run until the
  Penelope release date
• We are currently arranging online chats with
  Catherine OHara
• Glam.com, IVillage, She Knows are targeted sites

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3rd Party Publicity Promotions Screenshots
MSN Christina Ricci feature
Yahoo! Christina Ricci feature
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Influencer Research Outreach

• To date we have collected 75 targeted influencer
  sites, blogs, and online groups, with many more
  to come. We are in the process of contacting
  each of these web properties on a one-to-one
  basis.
• 15 total responses
• 17 placements posted
• 9 sites/blogs
• 731,310 combined unique audience to date
• Sentiment has skewed very positive among
  placements
• Targeted influencers were provided with a
  Penelope Resources Page built for the
  influencers convenience to distribute approved
  content
• Content included press release, images, video
  content and URL to the official Penelope movie
  site
• Link to Penelope Resources Page
  http//assets.m80im.com/resources/penelope/penelop
  e.html

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Influencer Screenshots
Screenhead blog post
Penelope ECards
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Viral Video Syndication

• The Penelope Trailer, Chess, Bad Nose Job and
  Find Someone Else were uploaded to M80 list of 40
  UGC / Viral Video sites
• Videos were serviced with appropriate tags,
  descriptions, and key words connected to
  Penelope/film fans/and actors in the film
• The videos received 48,996 total views to date
• Trailer received 10,018 views to date
• Chess received 29,053 views to date
• Bad Nose Job received 4,433 view to date
• Find Someone Else received 5,492 views to date

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Viral Video Syndication Screenshots
Penelope YouTube Channel
Penelope MySpace Channel
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MySpace Social Network Profile

• Creation of Penelope branded MySpace social
  network profile .
• Promote Penelope within MySpace to connect with
  likeminded fans.
• Drive awareness and traffic to http//www.myspace.
  com/penelopethemovie.
• Add quality friends
• Encourage others within MySpace to feature
  content, links and Penelope related videos on
  their own profiles

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MySpace Social Network Profile (cont.)

• Friends 231
• Profile Views 1,337
• Video Views
• Trailer 4,834
• Chess 24,107
• Bad Nose Job 1,886
• Find Someone Else 2,051

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Social Network Profile Screenshots
Penelope MySpace Profile