June 26, 2006

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Program Objectives

• Build awareness among 18-24 year olds

• Deliver hands on trial of technology

• Drive traffic to www.getusc.com

• When possible, move consumers from awareness to consideration

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Strategies

• Build on the Brand’s greatest perceived strength by creating a program centered around customer service

• Translate customer service into meaningful terms for college students

• Create a simple, fun interaction with the phones that shows how U.S. Cellular delivers constant communication, value and self-expression

• Create an approach that can reach students in many high-traffic locations, on campus and off, to ensure as many interactions as possible

Star ServiceProgram Overview

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Star Service: The Approach

U.S. Cellular proves to Gen Y that they deliver “service that works” by treating students to all the little things that they need, when they need them, for free — including a chance to win a year’s tuition.

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Star Service: Program Components

•Online/Retail Drivers to create a continuing dialogue with students about the valuable service available

•Product Sampling to demonstrate the versatility of U.S. Cellular service

•Buzz-Worthy Move-In Stunt to get students talking right at the beginning of school

•Fall Campus Blitz to reach as many students as possible — on and off campus — with the program’s message of superior service

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Star Service: Brand Engagement

• Goal: Highlight U.S. Cellular’s ability to meet Gen Y needs: value, self-expression, communication

• Value: Incentivize students to go online/in store for info on affordable services

• Online/Retail Driver: all-in-one takeaway (Star Service Card)

– Tuition sweepstakes driver - www.getusc.com

– Retail Driver: Special Offer redeemable in store

• Waived activation • Self-Expression: Show all the ways U.S.

Cellular helps Gen Y express who they are with customized phones - demonstrate array of easyedgeSM services and features for different “personalities”

– Ex. “Jock” phone: Fantasy Football, Drink Nation, Flixtones, College/Greek logo wallpaper, ESPN Bottomline

– Ex. “Hip Hop” phone: DefJams/mTAT2 Wallpaper, Clubfone, Vibe, Nineball

(For Placement Only)

Star Service Card - will be distributed at all fall BTS events

Move-In MagicOverview

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Move-In Magic

Get students buzzing on the first day of school…

• All-Stars pepper the campuses helping students move into their dormitories

• “Inside Scoop” Magnets handed out to students and parents

• 16 campuses in August & September (4 per region)

U.S. Cellular’s All-Star Teams help students move into their dorms…

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Move-In Magic: The Inside Scoop

• U.S. Cellular gives new students on campus the tools to learn about their home

• A handy magnet listing local favorites (pizza joint, burger, shopping) and local U.S. Cellular store

• One “Inside Scoop” will be customized per school (16 total)

(For Placement Only)

Fall Campus BlitzOverview

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Fall Campus BlitzInfiltrate campus and on-premise hitting 3 campuses each week (5 event

weeks total)

• Weekday Missions• Wake Up & Go• Pick Me Up• Chill Out• Study Break

• Weekend Missions• The Jump Off / Night Rides• Game Day (1 per region)

• Star Service Cards handed out at all weekday/weekend missions• 48 Campuses in September & October (12 per region)• Missions will be staffed with:

– 2 Tour Staff (Tour Director / Tour Manager Team)– 2 “All-Stars” (U.S. Cellular Brand Ambassadors)– 2 U.S. Cellular Associates (Pick Me Up, Chill Out, The Jump Off, Game Day only)

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Star Service Footprint Elements

(For Placement Only)

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Fall Campus Blitz: One-Week Snapshot

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Morning(8 -10:00 AM)

Wake-up & Go

Wake-Up & Go

Wake-Up & Go

Lunch(11:30 - 2:00

PM)

Pick Me Up

Pick Me Up

Pick Me Up Pick Me Up

Pick Me Up

Afternoon(2 - 4:00 PM)

Chill Out Chill Out Chill Out Chill Out Chill Out

Evening(5 - 7 PM)

Study Break

Study Break

The Jump Off

Campus 1

Campus 2

Campus 3

• 3 Schools a week

• 1 - 2 days per campus for weekday missions

• 1 bar event a week (does not include “Game Day”)

Weekday Missions

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Mission: “Wake Up & Go”

The Approach• On-the-go breakfast service by U.S. Cellular - catch half-awake

students on their way to class and stimulate their brains with some nourishment (for the stomach & the mind!)

The Messaging• “You look like you could use a cup of coffee – here’s one,

courtesy of U.S. Cellular”• “Here’s an opportunity for you to win $10K towards free

tuition, courtesy of U.S. Cellular”

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Mission: “Wake Up & Go”

How We Will Do It• U.S. Cellular’s All-Star Team (Brand Ambassadors) intercept students on their

way out of the dorms, distributing breakfast or ”wake up” themed items• The All-Stars distribute “Star Service” cards

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Mission: “Pick Me Up”The Approach• A mid-day “pick me up” - U.S. Cellular brightens a

student’s day while they’re passing time between classes

The Messaging• “You look like you could use a little pick-me-up — here’s

some water, courtesy of U.S. Cellular - and while you’re here, why don’t you check out our phone bar?”

• “What are you into? Do you want to see how this phone is all about you?”

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Mission: “Pick Me Up” - cont.

How We Will Do It• Secure a high traffic spot on campus & set up our footprint• Sample bottled water to students• Offer seating (fun bright branded inflatable chairs under a nice shaded

tent) for students to kick back between classes and take a break• Help students kill time between classes by customizing phones to

match their personalities

The Footprint• U.S. Cellular Phone Bar• U.S. Cellular Tent• U.S. Cellular Vehicle (venue permitting)• Inflatable Chairs

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Mission: “Chill Out”The Approach• U.S. Cellular gives students the tools to chill out and unwind

after a long day of classes…

The Messaging• “You look like you need to chill out and unwind - come hang

out in our tent, we’ve got plenty of relaxation tools.”• “Did you hear about the latest with the Brangelina baby

today? You can check it out here with this easyedgeSM application.”

• “This is a great way to check your email on the run.”

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Mission: “Chill Out” - cont.How We Will Do It• Set up our footprint in a high traffic area on campus• Offer seating (fun bright U.S. Cellular branded inflatable chairs

under a nice shaded tent) for students to chill out• Distribute stress relief tools (ie. Frisbees, scented candles)• Invite students to unwind at the phone bar - catch up on emails,

catch up on the day’s latest news or celebrity gossip, check tomorrow’s weather forecast, play a “classic” easyedgeSM game to ease the mind…

The Footprint• U.S. Cellular Phone Bar• U.S. Cellular Vehicle (venue permitting)• U.S. Cellular Tent• U.S.Cellular Inflatable Chairs

23U.S. Cellular’s footprint for “Pick Me Up” and “Chill Out” - high traffic student hangout area on campus

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Mission: “Study Break”The Approach• U.S. Cellular gives students the tools they need to survive

their mid-term/finals weeks

The Messaging• “You look like you could use a study break - come take a break

with us”• “Here’s some tools courtesy of U.S. Cellular to help you

survive this midterm week”• “Why don’t you give your brain a rest and check out one of

these easyedgeSM games?”

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Mission: “Study Break” - cont.

How We Will Do It• Set up our footprint near a

“study” area (library, etc)• Hand out study break tools

(sudoko game books)• Invite students to exercise their

minds with some of their favorite “Puzzle & Strategy” easyedgeSM games (Jeopardy, Wheel of Fortune, Tetris, etc) - compete to win free bookstore dollars, courtesy of U.S. Cellular

The Footprint• U.S. Cellular Phone Bar• U.S. Cellular Tent• U.S. Cellular Vehicle (venue

permitting)

The scene at U.S. Cellular’s “Study Break”

Weekend Missions

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Mission: “The Jump Off”

The Approach• Kick off your night right with some help from U.S.

Cellular!

The Messaging• “We have the latest scoop on the hottest nightlife,

check out our Nightlife Guide!”• “Everyone can use some help with their love life,

no matter how hot you are - check out our Webdate Mobile service”

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Mission: “The Jump Off” - cont.

How We Will Do It• Set up our vehicle in front of

popular local bars• Bring phone bar inside venue• U.S. Cellular Associates will

demo lifestyle & entertainment themed games (ClubFONE @ Nightlife Guide, Webdate Mobile)

• All-Stars will distribute “nightlife” premiums (breath mints) — Brand Ambassadors will be attractive young women & men

The Footprint• U.S. Cellular Vehicle (in front

of venue); U.S. Cellular Phone Bar (inside venue)

Students check out the U.S. Cellular phone bar at their favorite local bar.

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Mission: “Night Rides”The Approach• Overlay “The Jump Off”

mission with “Night Ride” partnership

• Partner with “Night Ride” programs offered by colleges - safe ride programs that get students back to campus if they are stranded or have had too much to drink

• Brand campus Night Ride vehicles with U.S. Cellular & Star Service, in exchange for promoting Night Rides on “The Jump Off” mission premiums

Campus “night ride” shuttle branded with U.S. Cellular Star Service logo - picks up students and brings them back to campus…

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Mission: “Game Day”The Approach• There are opportunities that we initiate in local bars to tie in with pre and post-game activities. At the games the audience is vast – but it’s a fast-paced target, and we will penetrate them in

several integrated ways.

The Messaging• “You look like you could use some tools to get this party started!”• “Do you think you can create the ultimate fantasy football team? Check out this easyedgeSM Fantasy Football game!”• “Have you ever wanted to play on your favorite major league baseball team? Check out this easyedgeSM game!”

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Mission: “Game Day” - cont.How We Will Do It

Pre-Game (Bar Events) :• All-Star Team (5 Brand

Ambassadors) visits multiple sports bars near the game, in a succession of quick 20-30 minute hits

• At each stop, All-Stars will engage enthusiastic crowds in sports trivia games – winners walk away with free Star Service pack of game goodies (football, koozie, megaphone) to use at the game

U.S. Cellular premium giveaways at local sports bars (pre-game)

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Mission: “Game Day” - cont.How We Will Do It

At the Game (On-Premise):• All-Stars carrying Star Service

shoulder bags filled with premiums (seat cushions, footballs, koozies, megaphones) roaming the crowd and giving away items

• All-Stars back at the U.S. Cellular tent offer free face painting to super-fans – while fans wait in line, they can check out the phone bar

• U.S. Cellular Associates will invite students to check out sports games

The Footprint @ The Game• U.S. Cellular Tent with Face

Painting Area & Phone Bar

Face Painting & Phone Bar at U.S. Cellular Footprint on Game Day

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Star Service: Summary• 4 Regional Teams• Move-In Magic: August-September

– 16 Schools (4 per Region)• Fall Campus Blitz: September-October

– Tour: 5 weeks– 48 Campuses, 72 Event Days (1-2 Event days per campus)– 3 Campuses per week– 252 Total Missions

– 216 Weekday Campus Missions– 20 Campus Bar missions (The Jump Off)– 16 Game Day missions (1 game per region, 3 local bars per game)

• Reach Analysis– Event Participation: 77,000 – Secondary Impressions: 77,000– Online Sweepstakes: 65,000– Word of Mouth: 539,000