Mobile Marketing - New Marketing “Mobile phones and wireless devices have quietly become the newest, hottest frontier for big brands from Pepsi to Nike, especially those itching to reach the coveted 18- to 34-year-old set.” - USA Today Million U.S. subscribers by end of % of total U.S. population is wireless 6% of U.S. households are wireless only 9.8 Billion SMS messages sent in December 2005, up 109% from December 2004 $8.6 Billion in data revenue in 2005, up 86.4%

The Goal Goal: Increase traffic to locations through hype of new product release. Goal: Engage the year old market Goal: Utilize an interactive text messaging/ wallpaper/ ringtone campaign Goal: Build a usable mobile data list via double opt-in procedures.

The Campaign Text2Win Campaign Opt-in to participate in the DelTaco Text Campaign. Multiple choice questions about new product launch Correct responses drive traffic to coupon download page, generate geo- targeted data. Weekly alerts inform opt-in list of information regarding Del Taco (late night, specials, etc.)

The Opt-In Text a keyword to a specific short-code (5 or 6 digit number assigned to the campaign). Call To Action: Text “DELTACO NEW” to to play. User receives response to confirm opt-in by responding with YES

Playing The Game Answers to questions in multiple choice format. Call To Action advertised on in store posters, on-cup, traditional media, and online Follow up alerts should be sent no more than once a week.

Winners! Winners are prompted to visit a web landing page to download coupons redeemable at the stores. Gather further demographic information via online registration.

…and losers! Loser messages up- sell products and advertise specials. Inform players of late night and any web information.

Campaign Add-Ons Wallpapers: Provide users with access to Del Taco images for download to their mobile devices via shortcode. Ring Tones: Make the Del Taco theme a mobile ringtone for download via shortcode. Can be Premium - end user is billed a nominal charge to their cell phone account Follow up campaigns to encourage people with Del Taco wallpapers or ringtones on their phone to come to a store, show wallpaper or play ringtone to get freebies or discounts.

Campaign Boosters Purchase a mobile data list to create awareness of the campaign, and jumpstart shortcode activity. Implement interactive MySpace campaign to geotarget potential users. Provide MySpace page customization to build loyal user base.

MYSPACE.com - Target Your Consumer

MySpace.com 100+ Million Registered Members 40+ Million Unique Users Per Month Million Daily Unique Logins 250,000 New Registered Users/Day 50.2% Female / 49.8% Male Primary Age Demo: 16 – Min. Per Session Average Usage 75%+ of User Base is Active Average User Logs on 7x Per Month 2+ Million Band Profiles

Thank You! For more information contact: Evan Lazarus