Media Integration to reach Mobile Moms

Innovative Media and the Third Screen2

Sprint’s Marketing Doctrine: Integration between the three screens• “Mile Deep” integration a proven doctrine exemplified in Sprint’s sports sponsorships – NFL, NASCAR, NHL

• Combine offline Mass Media, Online Marketing, and Data Usage on handsets.> Passing of the baton in engaging in dialogue with prospects and customers> Wireless industry is perhaps best position to truly deliver on integrated

marketing campaigns.

• Significant results in metrics for media, plus “all boats rise” measurements.

Innovative Media and the Third Screen3

New Company Brings Forth New Challenges

• With September 2005 merger of two companies, Sprint and Nextel, came new opportunities and challenges.

• A key segment is Families, which bring several characteristics:> High ARPU > Low Churn> Good Credit> Low data usage

• Priority is to acquire more targets in this segment, as well as stimulate data usage, further raising ARPU

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Brave New World – the world of Moms

• Male portion of the Families segment well-covered by sports sponsorships, especially with addition of NFL.

• No real emphasis on marketing to females, particularly Moms> No compelling reasons for them to use data.> Fear of data and technology

• Challenge was to use an integrated media campaign to generate new handset sales as well as stimulate data usage.> Promote on television, leveraging popular entity> Participate via online sign up> Online also one of main transactional vehicles > Deliver on the promise with data offering on handsets.

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Stimulating Data – the Holy Grail, or at least one of, in Marketing• With continued fierce competition for share of decisions in wireless industry, price and margins continue to decline.> Flattening growth, so emphasis is now on switchers.

• Data offerings, and subsequent data revenue, a way to maintain ARPU.

• Data usage also brings “stickiness.” Correlation between data usage and churn – further sense of urgency to stimulate data.

• Past head-on assaults in trying to use data as reason to switch as well as stimulate data have had mixed results.

• Now…for the big flanking maneuver!

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The Flanking Maneuver to Victory!

The Food Network and Sprint together:

1. Food Network developed a series of Holiday recipes that were accompanied with a Sprint Icon

2. Users could download the “shopping lists” for those holiday recipes directly to their cell phone

3. Food Network pushed traffic to their website and the Sprint promotion via custom on-air promotional call-outs

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1,100 FoodNetwork holiday recipes are enabled with downloadable shopping lists.

Consumers select the desired recipe to download the respective shopping list to their Sprint/Nextel cell phone.

Sprint’s 2005 Holiday Recipes - FoodNetwork.com

Traffic Drivers

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Step 1:

Consumers Search For Recipes via:

1) Recipe Search

2) Sponsored Holiday Recipe Guide

* Sprint sponsored content

Step 2:

Click on shopping list icon on recipe

Recipe Page

Sprint’s Holiday Recipe Download

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Step 3: Consumer enters their cell phone Number

Step 4: Shopping List Customizable

Step 5: Shopping List sent to the Sprint/Nextel Phone

Live Demo: http://www.foodnetwork.com/food/ck_cg_holiday_recipe/0,2763,FOOD_24136,00.html

Recipe List Customization

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Custom On-Air Promotional Spots

10MM added value household

impressions

Food Network create a custom on-air promo spot (:20 seconds) which

promoted and drove traffic to Sprint’s program online via a unique

URL.

Users were encouraged to download a Sprint sponsored recipe/shopping

list to their cell phone.

The spots aired 20 times in a Food Network programs as

added value.

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Insert Video File

Innovative Media and the Third Screen12

Source: Omniture. *Combined impressions based on Everyday Entertaining page, Recipes, Grocery List, and Thank You pages.

Convergence Success StoryFOOD NETWORK: Sprint

0

500,000

1,000,000

1,500,000

2,000,000

NOV DEC JAN FEB MAR APR

1.1 million avg. monthly page views

• Page views peaked at the height of holiday season in Nov’05.• Apr’06 returned to average levels once promotion restarted.• Combined 6.6 million impressions to Sprint integrated content*

Total Monthly Page Views to Main Sprint Sponsorship Page and Recipes

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12% of FoodNetwork.comvisitors use Sprint or Nextel as their primary cell phone provider – in line with the national average.

Convergence Success StoryFOOD NETWORK: Sprint

Source: @plan, Spring 2006. Omniture, 11/1/05-4/30/06.

The Grocery List wasaccessed 103,311 times – converting 12,159 or 12% of users to the Thank You confirmation page.

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Source: Omniture, page views

• Promotion was most effective during the on-air promo campaign

• Total page views to the “Grocery List” and the “Thank You” page were THREE TIMES higher during the on-air promo flight.

Convergence Success StoryFOOD NETWORK: Sprint

12,071

32,183

10,212

11/1/05-11/13/05 11/14/05-11/25/05 11/26/05-12/9/05

1,253

3,906

1,261

0

500

1000

1500

2000

2500

3000

3500

4000

11/1/05-11/13/05 11/14/05-11/25/05 11/26/05-12/9/05

On-air promo spots running

On-air promo spots running

Grocery List Form Thank You Page

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2006 – Extending the Program

Extensions to the Sprint Sponsored Recipes:

Everyday Entertaining: April – June

Tailgating: July – October

Thanksgiving: November

Christmas: December* 12 Days of Cookies

To provide more user engagement and encourage more downloads to

Sprint phones.

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Dave Lieberman is the Food Network’s youngest rising star. His web-only broadband series is geared towards a young, hip audience, the broadband show focuses primarily on food trends while showcasing new restaurants, local eateries, and other culinary business establishments. Dave’s casual style and enthusiastic attitude relate to a vibrant, cultured and educated audience. In the second season, follow Dave Lieberman as he travels the country to uncover today’s hottest food trends.

In 2005, The first season garnered unprecedented success:> Eat This garnered 500,000 video plays and 3 million page views in a 4-week time period> PR with notable mentions in Entertainment Weekly, Wired Magazine, Food & Wine,

Chicago Tribune and many more…

User Feedback:> Just wanted to say that I love “Eat This”. This is the first show I can get a way with

watching while I am at work.

Dave Does Webisodes with Dave Lieberman

Innovative Media and the Third Screen17

Dave Does Webisodes with Dave Lieberman

Video

Launching in August 2006

• (13), 3-5 minute episodes with additional bonus clips from each episode

• Food trend/news-oriented clips with printable information

• First Time Ever: Users will be able to download all 13 webisodes to their Sprint/Nextel cell phone!

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Results show : Mission Accomplished!

From campaign launched to date, Sprint has achieved:

• Generation of new handset subscribers .> Efficient use of media dollars for new customer growth.

• Data usage among Sprint base, high for those exposed to the promotion.

• Marketing to Future Prospects – Inference that data usage occurred from competitors’ base, but off a Sprint-sponsored promotion.

• Basis for deeper integration for future, including television advertising and product integration.