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Warner Brothers Home EntertainmentBatman: Gotham Knight

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The objectives.

Promote presales orders of this movie release

Drive traffic to the ecommerce site

Increase awareness and visibility

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The Widget

The more installed widgets, thebrighter the BatSignal

Exclusive movie trailers andproduction stills

Instantly updatable with newcontent and marketing messages

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The Microsite

Prominently features thewidget

Serves as central link toall other social presences:MySpace, Facebook

Provides unique content

Enables purchase

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The Social Presence

Serves as focal point forfans on MySpace and

FacebookShows and promotes thewidget and content

Links back to official

microsite

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Seeding Setup

Builds and activates aninuencer and fanbase

Identify key inuencersites for outreach

Find potential fans usingpowerful search tools and

friend them

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Seed Inuencers

Reach out to specichightraffic sites that talk

about Batman, comicbooks, superheroes

Inform them about whatwe are doing

Place widget on theseinuencer sites

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Watch smaller sites follow the inuencers . . .

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Watch MySpace, Facebook, and other friends pile on . . .

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Social Results

The Widget984,768 page views200,319 unique visitors

2,231 unique widget placements31 sec average interaction time

MySpace Page245,391 video plays13,263 friends

Facebook Page4,696 friends

The Microsite793,711 page views167,924 unique visitors

2:48 average time on site

Conventional Results

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And It Gets Better . . .

Those numbers were just before themovie launch (6 weeks). Now:

2.1 million+ page views900K+ unique visitors6500+ unique widget placements

Bottom line:Social campaigns keep delivering, even

after the campaign period ends All results are trackable fromone dashboard

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Compare to Conventional Online Media

1 MM page views costs:

Google AdWords $500K$2MM *

Online ad network buy $1.2MM**Targeted online ads $1MM***

And what was the cost for this campaign? Less than $100k.

*Assumes $0.50$2.00 average clickthrough rate**Assumes $1.20 CPM and typical 0.1% clickthroughs*** Assumes $20 CPM and excellent 2% clickthroughs

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