MINI USA MANUALHOOD

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OVERVIEW

Objectives

Generate awareness of MINI’s manual drivers, with a humorous tone

Deliver a bold cross-platform program to build broad awareness and appreciation among males 18-34 of driving a stick shift

Increase the manual transmission preference and address the availability of MINI manual inventory

Strategies

Leverage Maxim’s relevant editorial content and humorous appeal that will align MINI within a synergistic environment

Execute a custom high impact unit for MINI that will engage fans and create excitement

Exclusive sponsorship of online and mobile content that will generate awareness and buzz for MINI

PROGRAM OVERVIEW Maxim Man Skills Introduction

iPad Special Edition

Zinio Upgrade

High Impact Unit & Custom Sweeps

Maxim.com Man-skills Guide

MAXIM MAN SKILLS

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Maxim Man Skills Introduction

When it comes to performing a McTwist, disarming a dude wielding a pool cue, or even breaking a brick with one swift chop, nobody is more in the know than Maxim. Aligning perfectly with the thrill-seeking guys who drive the MINI, in 2011 Maxim will rollout a series of digital and mobile content that MINI can sponsor via surrounding media and custom integration. The must read Man Skills has become a staple of Maxim’s regular online and in-book content that guys recognize and trust. Each opportunity will drive intrigue and excitement for drivers and get them thrilled about the idea of driving their favorite MINI vehicle in stick!

MINI USA MANUALHOOD 2011

SPECIAL MOBILE

OPPORTUNITIES

6 Source: Maxim total internal data vs. public reports

iPad, iPhone Applications: hooked-up since the start, April 2009

Maxim Digital Edition is one of the most downloaded of all magazines:

• Zinio: Top 3 • Barnes & Noble Nook Color: Top 5

Maxim is THE FIRST magazine to be

optimized for the Motorola XOOM

One of the first magazines to appear on the Android tablet

CHARGE LEADING T

HE

MINI USA MANUALHOOD Mobile

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Greatest Man Skills Special Edition

MINI USA MANUALHOOD Mobile

*Sponsorship available on a first come, first served basis. Subject to editorial development. Additional creative fees may apply

You asked for it. You got it. This summer, Maxim will launch its first ever Man Skill dedicated mobile issue – pages and pages (and video) of awe-inspiring, hilariously funny content devoted entirely to the tough-as-nails macho men who roam the earth. Maxim offers MINI the opportunity to be the sole sponsor of this never-been-done-before package and align with and audience of feisty guys looking for an adventure! Sponsorship Elements May Include:*

Free download for all iPad owners

“Powered by MINI” treatment throughout the edition

Custom creative spread in the middle of the edition

Links driving users to download MINI’s humorous how-to MANual

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Branding: Category exclusive upgrade* Uncluttered environment: 5 total

upgrades per mobile edition issue

Video Integration: Maxim’s digital edition upgrade includes

sponsor video content launched directly from brand page, offering readers a multi-media ad experience. Video content may include:

o TV Commercial o Web video o Custom content**

Upgrade Promotional Page & Links: Logo inclusion on Sponsor “Thank You”

page Can include up to 3 URL links:

o Sponsor website o Social networking pages o Designated online promotion

Commitment Deadline / Materials Due Date: 6 weeks prior to issue “on sale” date

2011

Digital Edition Upgrade When a little entertainment (or eye candy) is needed on the go, whether it’s on the iPhone, iPod Touch, or iPad, Maxim has fans covered. Maxim Zinio digital edition for iPhone and iPad includes all of the greatest articles, funniest interviews and hottest photos from the magazine. Maxim is excited to offer MINI the opportunity to promote the brand to our digital edition readers through a sponsorship of an iPhone/iPad issue.

*Pending availability of print creative. Other sponsors in each category may have static ads, but upgrade will only be available to one advertiser in each category. **Additional production fees will apply for custom executions

MINI USA MANUALHOOD Mobile

DIGITAL EXTENSIONS

10 *Pending editorial approval and site capabilities. Additional creative fees may apply. MINI must provide promotional assets for inclusion in the unit

Custom High-Impact Unit and Sweeps Using a gorgeous Maxim model as a digital spokesperson, we’ll create an eye catching, in-your-face ad unit on Maxim.com that will demand attention of users as they enter the site.

The unit will then expand to reveal a hilarious Man Skills video and quiz that will test our guys’ knowledge of everyday tasks that only a real man could handle.

Upon completing the quiz, users will have the option of entering a national sweepstakes that will award one lucky winner and a friend with a MAN weekend in Las Vegas.

Sponsorship Elements May Include:*

“Powered by MINI” treatment within the unit

MINI will be provided with all opt-in information for remarketing purposes

Maxim may also integrate additional MINI promotional assets (i.e. MINI

shooting across the screen)

Promotion urging users to download Maxim’s special Man Skills digital edition

MINI USA MANUALHOOD Digital

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Man Skills Section

MINI USA MANUALHOOD Digital

*Sponsorship available on a first come, first served basis. Subject to editorial development.

Maxim.com’s Man Skills is the destination for all of the tricks and trades needed to achieve true machismo. Via logo inclusion and roadblocked media throughout the section, Maxim offers MINI an opportunity to align with adventurous and hilarious content and engage an audience of thrill-seeking guys 18-34. Editorial Sponsorship Content May Include:

Sponsored by logo included on the Man Skills header (featured on select articles throughout the channel)

Roadblocked MINI brand media surrounding all content will link users to the official MINI website and/or humorous how-to manual

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PRICING

$75K NET INVESTMENT

• MOBILE:

• Upgrade on Maxim’s Digital Edition

• DIGITAL

• Custom high-impact unit with custom quiz, video, and enter-to-win sweepstakes

• Sponsorship of Man Skills section on Maxim.com

OPTION I OPTION II $150K NET INVESTMENT

• MOBILE:

• Sole sponsorship of Maxim’s Man Skills special edition for the iPad

• DIGITAL

• Custom high-impact unit with custom quiz, video, and enter-to-win sweepstakes

• Sponsorship of Man Skills section on Maxim.com

Advertiser participation is subject to final approval from all involved parties. This opportunity is offered on a first-come, first-served basis and based on advertising

spend level. All details are subject to cancellation and change. This proposal, including the ideas and language contained therein are the sole property of Maxim,

and are not to be used or distributed in any form without the permission of Maxim. HK 7.8.11

Timing: minimum of 4 weeks production time after receipt of signed paperwork and all assets *See accompanying media plan for additional details