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AGENDA“Play Your Heart Out” Wrap-Up Report

Activation Calendar

Integrated Activations

Executive Summary

Key Findings

1.8MM+

Total Game Plays*

Campaign Dates: June 26 – September 17, 2014

EXECUTIVE SUMMARYGoogle Play Partnership with Ellen’s Heads Up! App Breaks Records

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Google Play integrated their brand directly into Ellen’s wildly popular Heads Up! App.

Campaign Strategy:

o Custom “Play Your Heart Out” deck

o Co-branded game cards

o Co-branded scorecard with clickable results linking users to Google Play Store

Program Results:

o Total increase of Heads Up! user base by 1.76MM+

o 39% increase since campaign launch

o 1.92MM+ total game plays

o 5.3% interaction rate on Android scorecard

o “Play Your Heart Out” deck ranked 6th overall most played deck out of 30 total decks in app

Watch the “Play Your Heart Out” Deck in Action!

Source: Ellen Internal Reporting Metrics from June 26 – September 17 , 2014;*Branded Exposure Formula: Ave. Game Time (65 Sec.) * Total Game Plays (1,9020,715) / 60 (min.)/ 60 (hours)

35KHours of Branded

Exposure*

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6/26

ACTIVATION CALENDAR

9/6

Homepage Editorial Post

Google Play Deck Goes Live on iPhone

Social Media PromotionGoogle Play Deck Goes Live on Android

Social Media Promotion Co-Branded Rotational Media

“Play Your Heart Out” Program

7/7

FREE DECK DOWNLOADSFree “Play Your Heart Out” Deck Downloads for Android and iPhone Users

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1.7 MM+App Installs

39%Increase in User Base

Free Heads Up! App Downloads for Android users

throughout campaign flight

Source: Ellen Internal Reporting Metrics from June 26 – September 17 , 2014

IN-APP BRANDINGGoogle Play Branding Throughout “Play Your Heart Out” Game Experience

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2.3MM+

Total Deck Taps

Branded Deck and Game Description82%

Play Rate

In-Game Card Branding

Source: Ellen Internal Reporting Metrics from June 26 – September 17 , 2014

HYPERLINKED SCORECARDScorecard Linked Directly to Google Play Store for Android

Users

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Clickable Scorecard

Google Play Store

51K+Scorecard

Clicks

5.3%CTR

Source: Ellen Internal Reporting Metrics from June 26 – September 17 , 2014

HOMEPAGE EDITORIAL POSTOn Thursday, 6/26 the “Play Your Heart Out” Deck was Featured on

EllenTV.com

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38K+Page Views

Source: Ellen Internal Reporting Metrics from June 26 – September 17 , 2014

SOCIAL MEDIA PROMOTIONOn 6/26 and 7/7, @TheEllenShow Posted Promotional Tweets

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29.5 MM

Followers

29K+ Favorites

600Re-Tweets

Source: Ellen Internal Reporting Metrics from June 26 – September 17 , 2014

SOCIAL MEDIA PROMOTIONOn 7/7, Ellen’s Facebook Page featured the Google Play

Partnership

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15.5 MM

Followers

4.4K+ Likes

133Shares

Source: Ellen Internal Reporting Metrics from June 26 – September 17 , 2014

TOP TEN DECK ON ANDROID“Play Your Heart Out” Becomes One of the Most Popular Decks on

Heads Up!

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Ranked 6 out of 30

Total Decks!

Source: Ellen Internal Reporting Metrics from June 26 – September 17 , 2014

Most Played Decks on Heads Up! 1. Just for Kids2. Act it Out3. Animals Gone Wild4. Superstars5. Accents & Impressions6. Play Your Heart Out7. Adult Supervision 8. Blockbuster Movies9. Mix it Up10.Hey Mr. DJ

CO-BRANDINGRotational Media Support on Ellen Mobile and EllenTV.com from 6/26 - 7/6

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14MM+ Web

Impressions

6MM+ Mobile

Impressions

13.56% CTR High for Mobile vs. Industry Average of 2.2%

Source: Ellen Internal Reporting Metrics from June 26 – September 17 , 2014

2.54% Campaign Average

CTR