Media Integration to reach Mobile Moms

Innovative Media and the Third Screen1 Sprint’s Marketing Doctrine: Integration between the three screens “Mile Deep” integration a proven doctrine exemplified in Sprint’s sports sponsorships – NFL, NASCAR, NHL Combine offline Mass Media, Online Marketing, and Data Usage on handsets. >Passing of the baton in engaging in dialogue with prospects and customers >Wireless industry is perhaps best position to truly deliver on integrated marketing campaigns. Significant results in metrics for media, plus “all boats rise” measurements.

Innovative Media and the Third Screen2 New Company Brings Forth New Challenges With September 2005 merger of two companies, Sprint and Nextel, came new opportunities and challenges. A key segment is Families, which bring several characteristics: > High ARPU > Low Churn > Good Credit > Low data usage Priority is to acquire more targets in this segment, as well as stimulate data usage, further raising ARPU

Innovative Media and the Third Screen3 Brave New World – the world of Moms Male portion of the Families segment well-covered by sports sponsorships, especially with addition of NFL. No real emphasis on marketing to females, particularly Moms >No compelling reasons for them to use data. >Fear of data and technology Challenge was to use an integrated media campaign to generate new handset sales as well as stimulate data usage. > Promote on television, leveraging popular entity > Participate via online sign up > Online also one of main transactional vehicles > Deliver on the promise with data offering on handsets.

Innovative Media and the Third Screen4 Stimulating Data – the Holy Grail, or at least one of, in Marketing With continued fierce competition for share of decisions in wireless industry, price and margins continue to decline. >Flattening growth, so emphasis is now on switchers. Data offerings, and subsequent data revenue, a way to maintain ARPU. Data usage also brings “stickiness.” Correlation between data usage and churn – further sense of urgency to stimulate data. Past head-on assaults in trying to use data as reason to switch as well as stimulate data have had mixed results. Now…for the big flanking maneuver!

Innovative Media and the Third Screen5 The Flanking Maneuver to Victory! The Food Network and Sprint together: 1.Food Network developed a series of Holiday recipes that were accompanied with a Sprint Icon 2. Users could download the “shopping lists” for those holiday recipes directly to their cell phone 3.Food Network pushed traffic to their website and the Sprint promotion via custom on-air promotional call-outs

Innovative Media and the Third Screen6 1,100 FoodNetwork holiday recipes are enabled with downloadable shopping lists. Consumers select the desired recipe to download the respective shopping list to their Sprint/Nextel cell phone. Sprint’s 2005 Holiday Recipes - FoodNetwork.com Traffic Drivers

Innovative Media and the Third Screen7 Step 1: Consumers Search For Recipes via: 1)Recipe Search 2)Sponsored Holiday Recipe Guide * Sprint sponsored content Step 2: Click on shopping list icon on recipe Recipe Page Sprint’s Holiday Recipe Download

Innovative Media and the Third Screen8 Step 3: Consumer enters their cell phone Number Step 4: Shopping List Customizable Step 5: Shopping List sent to the Sprint/Nextel Phone Live Demo: ood/ck_cg_holiday_recipe/0,27 63,FOOD_24136,00.html Recipe List Customization

Innovative Media and the Third Screen9 Custom On-Air Promotional Spots 10MM added value household impressions Food Network create a custom on- air promo spot (:20 seconds) which promoted and drove traffic to Sprint’s program online via a unique URL. Users were encouraged to download a Sprint sponsored recipe/shopping list to their cell phone. The spots aired 20 times in a Food Network programs as added value.

Innovative Media and the Third Screen10 Insert Video File

Innovative Media and the Third Screen11 Source: Omniture. *Combined impressions based on Everyday Entertaining page, Recipes, Grocery List, and Thank You pages. Convergence Success Story FOOD NETWORK: Sprint 1.1 million avg. monthly page views Page views peaked at the height of holiday season in Nov’05. Apr’06 returned to average levels once promotion restarted. Combined 6.6 million impressions to Sprint integrated content* Total Monthly Page Views to Main Sprint Sponsorship Page and Recipes

Innovative Media and the Third Screen12 12% of FoodNetwork.com visitors use Sprint or Nextel as their primary cell phone provider – in line with the national average. Convergence Success Story FOOD NETWORK: Sprint Spring Omniture, 11/1/05-4/30/06. The Grocery List was accessed 103,311 times – converting 12,159 or 12% of users to the Thank You confirmation page.

Innovative Media and the Third Screen13 Source: Omniture, page views Promotion was most effective during the on-air promo campaign Total page views to the “Grocery List” and the “Thank You” page were THREE TIMES higher during the on-air promo flight. Convergence Success Story FOOD NETWORK: Sprint On-air promo spots running Grocery List Form Thank You Page

Innovative Media and the Third Screen – Extending the Program Extensions to the Sprint Sponsored Recipes: Everyday Entertaining: April – June Tailgating: July – October Thanksgiving: November Christmas: December * 12 Days of Cookies To provide more user engagement and encourage more downloads to Sprint phones.

Innovative Media and the Third Screen15 Dave Lieberman is the Food Network’s youngest rising star. His web-only broadband series is geared towards a young, hip audience, the broadband show focuses primarily on food trends while showcasing new restaurants, local eateries, and other culinary business establishments. Dave’s casual style and enthusiastic attitude relate to a vibrant, cultured and educated audience. In the second season, follow Dave Lieberman as he travels the country to uncover today’s hottest food trends. In 2005, The first season garnered unprecedented success: >Eat This garnered 500,000 video plays and 3 million page views in a 4-week time period >PR with notable mentions in Entertainment Weekly, Wired Magazine, Food & Wine, Chicago Tribune and many more… User Feedback: >Just wanted to say that I love “Eat This”. This is the first show I can get a way with watching while I am at work. Dave Does Webisodes with Dave Lieberman

Innovative Media and the Third Screen16 Dave Does Webisodes with Dave Lieberman Video Launching in August 2006 (13), 3-5 minute episodes with additional bonus clips from each episode Food trend/news-oriented clips with printable information First Time Ever: Users will be able to download all 13 webisodes to their Sprint/Nextel cell phone!

Innovative Media and the Third Screen17 Results show : Mission Accomplished! From campaign launched to date, Sprint has achieved: Generation of new handset subscribers. > Efficient use of media dollars for new customer growth. Data usage among Sprint base, high for those exposed to the promotion. Marketing to Future Prospects – Inference that data usage occurred from competitors’ base, but off a Sprint-sponsored promotion. Basis for deeper integration for future, including television advertising and product integration.