UGO Networks Nike Publisher Days

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UGO NetworksNike Publisher Days

• October 3, 2002
• Presented by
• J Moses, President and CEO
• David Lasker, Senior Account Executive
• Charlie Strout, Director Programming Production

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Agenda

• Introductions
• The Internet Works
• UGO Overview
• UGO Case Studies
• Creative Concepts by UGO

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The Internet WorksSurround Sound Marketing

• Just as each speaker accomplishes the same goal
  by exploiting its unique position and strength,
  each element of the marketing mix must find its
  strength and leverage it to surround the consumer
  with a synergistic and consistent message.

Source Rex Briggs Research, 2002
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The Internet WorksRex Briggs Research Study

• One of the largest and multi-brand cross-media
  studies ever conducted.

Major Auto Mfr.
Source Rex Briggs Research, 2002
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The Internet WorksSummary of TopLevel Analysis

• Online makes an important incremental
  contribution to both the primary goal of
  awareness and the secondary objective of creating
  key image perceptions.

Source Rex Briggs Research, 2002
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The Internet WorksAutomotive Case Study
Purchase Preference

• Combination of Online and Offline is 42 more
  cost efficient on average.

Average Branding Metrics
Cost per branding
Cost Index
58 100
2.84 4.94
Source Rex Briggs Research, 2002
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The Internet WorksBetter Overall Results for
Less Money

• Auto brand could have cut budget by 2 million
  and still achieved better results because of
  media re-allocation.

TV, Magazine and Online Advertising Budget
Online 4
42
10 Budget Cut
TV
50
Source Rex Briggs Research, 2002
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Solution

• Save millions by having cross-media strategy
  where online helps support the branding goals
  more cost-effectively.

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UGO Networks Overview

• Leading Interactive Lifestyle Magazine
• 9th Largest Entertainment Property 8 Million
  Unique Users
• UGOs Boutique Model Super-Serves Clients
• Largely Unduplicated Audience
• 70Male / 30 Female
• UGO Users Spend More Time on the Internet
• Users Spend an Average of 2 Hours on UGO

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UGO Editors Feature The Best Content On The Web
Film/TV Games Girlfriends
Music Technology Sports
Source NPD UGO User Profile Study
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UGOs Audience is Nikes Core Demo

• UGO Audience Considered Residents of the Urban
  Core or Inner Suburbs
• UGO Users Prefer to be Talked With and Not
  Talked To
• UGO Audience Informs and Educates, Setting Trends
• UGO Reinforces Ideas and Opinions with a
  Respected Editorial Voice

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UGO Case Study Nike Summer 2001 - Nike Play

• Nike partnered with UGO in order to
• brand Nike Play to the largest 16-34
• targeted audiences on the web.
• Vehicle to Distribute Variety of Nike Films
  Through Pop-Up Video-Streaming Ad Units
• UGO Created All the Artwork and Send To A
  Friend Feature

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UGO Case Study Nike Summer 2002 - Nike Presto

• Vehicle to showcase Presto
• movies, Presto merchandise etc.
• UGO Ran VIP Ad Units and Homepage Integration to
  Drive Traffic to Presto Microsite
• UGO Ran Large High-Impact Units, Utilized a Great
  Deal of Editorial Integration and Eyeblasters to
  Drive Traffic to Prestos Site
• Presto Movies had Send To a Friend Feature

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UGO Case Study POWERade Buzz Tactical
ExecutionViral Campaign Received More Than
150,000 Full Video Plays
Landing Page
UGO Homepage Top Story
Affiliate Site Seeding Phase 1
Affiliate Site Seeding Phase 2
Viral Newsletter Blasts
Chat Room Seeding
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UGO Case Study Sony Electronics
AdvertorialSony Lifestyle Articles Widely
Distributed to UGO Audience Using Non-Ad Inventory
Landing Page
UGO Homepage
UGO Freestyle
UGO Freestyle Homepage
All Channel Pages
Recent Article Pages
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Best Brands In The World On UGO
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UGO Creative Concepts

• High-Impact Ad Units
• Exciting Brand Interactions
• Accessing Community Leaders

Discovery Channel Shark Week
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High-Impact Ad UnitsCustom Made and Unique to UGO

• Immercials
• VIPs (Vendor Integrated Pages)
• Takeovers
• Streaming Video
• Large Standard Sizes
• Great Placement

Gillette Mach 3 Turbo
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Exciting Brand InteractionsProduct Placement and
Beyond

• HeroMachine
• SkatePark Session
• Create Your Own Video
• Image Creators (Wallpapers)
• Mix Your Own Music
• Virtual Hosts
• Trivia Games
• Poetry Slams
• Strategy Games

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Accessing Community LeadersEndorsing UGO Stars

• UGO.com Editorial Staff and Columnists
• Contributing Editors
• Forums Moderators
• Audience

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Accessing Community LeadersLeveraging UGOs
Credibility

• Opinion Pieces
• Forums Posts
• Gamer Clans
• Offline (E3)