(RED) CAMPAIGN: “ONE COLOR UNITES US”WORLD AIDS DAY 2009

Objectives

– Partner with the largest media companies in the world in order to create awareness about (RED), (RED)’s partners and the fight against AIDS in Africa

– Increase (RED)’s social networking audiences

– Build relationships with cities and mayors around the world in order to generate global awareness and interest about (RED) and (RED)’s partners by turning landmarks red

– Leverage PR and media opportunities to boost understanding of (RED) and partner activities

2009 WORLD AIDS DAY: “ONE COLOR UNITES US”

Vision

– Unite cities, online destinations, and the world’s largest brands in a common effort on Dec. 1st to raise awareness and generate money for the Global Fund

• Increase (RED)’s social networking audiences

• Create a campaign with a very large return on media investment and generate millions of media impressions through PR and free media

• Turn monuments in at least 5 Cities (RED) on World AIDS Day

• Encourage (RED) partners to turn all sales (RED) on World AIDS Day to help drive money to the Global Fund, and build awareness about (RED) partner products

• Ultimately, to sell more (RED) products during this key selling season

2009 WORLD AIDS DAY: “ONE COLOR UNITES US”

– (RED) turned three of the largest online media properties (RED) on World AIDS Day

• Twitter: In a world first, Twitter turned the actual color of tweets red when people used #RED & #worldaidsday– Twitter dedicated engineering resource & re-engineered the site to turn tweets the color red, turned their homepage (RED), blog post, tweets

from key Twitter individual, placement in definition boxes– (RED) was the number one trending topic on December 1– (RED)’s Twitter followers grew by 111 new followers / minute on World AIDS Day– Over half a million tweets turned the color red – Friends of (RED), including Ashton Kutcher, Shakira and Coldplay and partners reached almost 50 million people in one day through their own

followers

• Facebook: People could turn their profile (RED) by changing their profile picture, and by watching and sharing the Lazarus Effect video– On World AIDS Day Facebook grew it’s fan base by 148 new fans / minute– (RED) grew it’s total Facebook fan growth by 118% in the week around World AIDS Day – Around 100,000 engagements happened where people turned their profile picture or shared the video from the (RED) Facebook tab – Facebook supported campaign with media, blog posts, posts on key Facebook individual’s pages

• Google – (RED) secured a RED Ribbon on the homepage of Google, which led people to a landing page enabling them to learn more about (RED), ONE and other AIDS Organizations

• Mashable, The Fader, Spin, (RED) Partners and many others also turned their web-sites (RED) on Dec. 1st

– (RED) turned 21 monuments (RED) in 15 cities around the world

– (RED) Partners turned all of their sales (RED) on World AIDS Day generating incremental money to the Global Fund

SOURCE: measured by Vitrue’s and Radian 6’s technology platforms

WORLD AIDS DAY 2009 ACTIVATION: “ONE COLOR UNITES US”

WORLD AIDS DAY 2009 ACTIVATION: “ONE COLOR UNITES US”

NAME FOLLOWERS NAMEFOLLOWER

SAshton Kutcher 4,058,650 Dr. Oz 87,671

President Obama 2,785,076 The Killers 69,622Ryan Seacreast 2,665,305 Jay Manuel 32,492Kim Kardashian 2,648,976 Ingrid Michaelson 32,040

Demi Moore 2,336,599 June Ambrose 31,099ColdPlay 2,252,433 eric koston 22,482Google 1,935,542 spin magazine 21,457

Mashable 1,782,858 Rachael Ray 20,219FOB- Pete Wentz 1,781,492 Fader Magazine 12,853

People Mag 1,701,901 Joshua Radin 12,692Queen Rania 1,680,070 Mike-Mo 9,067Rainn Wilson 1,680,036 Brett Dennen 7,527Perez Hilton 1,647,805 The Doctors 6,387

A Fine Frenzy 1,537,926 therealcrailtap 5,485Biz Stone 1,537,060 All-American Rejects 5,388

John Legend 1,535,182 Ziggy Marley 5,306Serena Williams 1,407,697 Sondre Lerche 5,007Richard Bacon 1,217,404 Gomez The Band 4,488Mano Menezes 1,215,532 Lisa Hannigan 3,987

Paris Hilton 1,089,862 James Serafinowicz 3,429Stephen Fry 1,071,152 Chico Brenes 2,634Alexa Chung 666,338 Michel Skolnik 2,195

Russell Brand 650,155 Chris Roberts 2,125Jonathan Ross 458,020 Margherita Taylor 1,539

Shakira 454,676 Justin Eldridge 1,509Alyssa Milano 433,663 Trevor Neilson 1,458Jordin Sparks 404,725 Alexandra Heminsley 1,057

Alan Carr 370,255 Marvelyn Brown 370

Eliza Dushku 315,029 PARTNERS  Phillip Schofield 281,447 Starbucks 566,713

Dr. Phil 270,863 My Starbucks Idea 9,722Russel Simmons 267,737 Dell Outlet 1,453,075

Jamie Oliver 246,230 Dell Lounge 3,707Liz Taylor 187,586 Richard at dell 9,241

Davina McCall 175,278 Dell home offers 5,700Andy Murray 109,194 Hallmark 1,522

Maxwell 95,796 Total Reach: 47,416,815

TWITTER ACTIVATION – 2009 WORLD AIDS DAY

FACEBOOK ACTIVATION – 2009 WORLD AIDS DAY

Boston

San Francisco Baltimore

Chicago

Providence

Salt Lake City

Columbus

Los Angeles

Torino

(RED) Stadium in Amsterdam

London9

Success– Twitter: Over half a million tweets turned (RED) 111 new followers per minute on World AIDS Day

Facebook: 148 new fans per minute on World AIDS Day

– (RED)’s social networking audiences grew by over 300,000 people during the week surrounding World AIDS Day 2009

– The increase in (RED)’s Facebook fans during the week of World AIDS Day (225,660) could be estimated as round $30 Million in increased fan value

• Syncapse – a measurement firm came out with a report in June 2010 that estimated that the average Facebook fan is apparently worth around $136.38 to any given brand

– Through the help of media partners and friends of (RED), we were able to reach close to 50 Million people on Twitter in one day

• Brands pay celebrities and influencers to tweet for them, and will often pay as much as $.0040 per follower – which would be estimated at approximately $200,000 in media value for one day (MediaBistro.com - Written by Matt Van Hoven on Dec 21, 2009)

– Through media partnerships and donated inventory, we were able to generate a media value of $5:$1 over our marketing budget

– Total offline/online combined media impressions surpassed 1 Billion on World AIDS Day 2009

2009 WORLD AIDS DAY: “ONE COLOR UNITES US”