1. TOOLKIT PRESENTATION

2. 1.Background 2.Why it is a good idea for Jameson 3.Tools: Official logo Web banner ads Guidelines for developing local Done in 60 seconds web page Visual for print advertising Local final 4.Next steps 5.Time line CONTENT

3. BACKGROUND

4. 1.BACKGROUND Empire have run a consumer competition called “Done is 60 seconds” (DISS) for the last few years and Jameson teamed up with Empire and DISS in 2010. Film enthusiasts are encouraged to produce their own 60 second version of an iconic movie. Local partners should be identified to host the local competition. Local markets should hold local heats in order to generate a shortlist for inclusion in the final competition. Empire has developed a micro site where the finalist clips will be uploaded. A Jameson Empire DISS party will take place on Friday March 25th in London, on the weekend of the Jameson Empire Awards. Five finalists will be selected to attend the Jameson Empire Awards. The winner gets to come on stage and is presented with their own Jameson Empire Award along with the celebrities along with some other great prizes.

5. WHY IT IS A GOOD IDEA FOR JAMESON

6. 2.WHY IT IS A GOOD IDEA FOR JAMESON The concept fits with the Jameson Brand Platform: Creative: Participants are asked to produce their own movie. Witty & light-hearted: Last year, the top five movies proposed a light-hearted take on famous movie (Top Gun was the winner) => It is a serious & credible concept with a humorous & light-hearted tone. The competition and the awards are managed by Empire which gives a lot of credibility to the concept (and to the brand) A great hook to encourage consumers to participate: A MONEY CAN’T BUY PRIZE: the winner will receive his prize from a famous celebrity during the Jameson Empire Awards Ceremony in March in London.

7. TOOLS

8. 3. OFFICIAL LOGO This logo has been approved by Empire, so it is important not to alter it in any way. 2 versions of the logo are allowed for usage in market: - Logo on white background - Logo on black background Please ensure not to use the logo on any other background.

9. 3. ANIMATED LOGO A three second animated version in flash of the logo has been developed and can be activated as follows: When possible, use of the animated logo on all digital tools (local web sites, banner ads, etc.) Use of animated logo during local events (projection on walls, etc.) Consumers should include the 3 seconds animated logo at the start of their DISS clip. You need to communicate this to consumers on your local site before they upload their clip.

10. 3. WEB BANNER ADS These web banner ads have been developed to show how to communicate the Done in 60 seconds competition. Once the consumer clicks through the banner, it should lead to your local web site. This version is simple and easy to implement to drive traffic to your local web site.

11. 3.GUIDELINES FOR THE DONE IN 60 SECONDS WEB SITE Empire Magazine has specified that we must convey a consistent look and feel across the participating markets. As a consequence, we kindly ask you to brief your local web agency with the following guidelines: Usage of the official Jameson Empire Awards 2011 – Done in 60 seconds logo Black is the main background colour. Font to use is Arial 12 Structure to be similar to Empire DISS page => Don’t over-brand the page with Jameson colour and logos. It is imperative to keep the look & feel similar to the Empire DISS site. It makes the concept very credible (thanks to the partnership with Empire Magazine) and allows us to use pictures of celebrities.

12. 3.GUIDELINES FOR THE DONE IN 60 SECONDS WEB SITE Empire has requested the following sentences & links should appear on the local DISS page: For further details of the Jameson Empire Awards 2010, please go to www.empireonline.com/awards2011 www.empireonline.com/awards2011 For information on how to subscribe to Empire Magazine, please go to www.empireonline.com/magazine/services.asp www.empireonline.com/magazine/services.asp Showcase the front cover of Empire Magazine (jpeg to be updated each month) => This info can be contained in either a banner at the top or bottom or as skyscraper – however best it looks on the page and should be big enough to see properly, but not be intrusive.

13. 3.GUIDELINES FOR THE DONE IN 60 SECONDS WEB SITE A SCREEN GRAB OF THE UPDATED EMPIRE DISS PAGE WILL BE SENT BY EMAIL ASAP BY YOUR REGIONAL MANAGER

14. 3.GUIDELINES FOR THE DONE IN 60 SECONDS WEB SITE Inside this toolkit, you will find several assets that you can use to build & leverage your own DISS page: Still & Animated logo of the Jameson Empire Awards 2011 / DISS Banner Ads to drive traffic to your website. Footage and pictures from the Jameson Empire Awards 2010. These elements can only be used for promoting the event itself. Images or footage shouldn’t be used on a “Jameson only” communication. They have to be shown in their entirety and not in any way mashed up or edited. When using the pictures, it must be very clear that the celebrities were attending the “Jameson Empire Awards 2010”. A large selection of DISS clips from previous years + A clip with the speech of the winners of the 2010 DISS competition at the Jameson Empire awards. Empire font (Arial 12) to use for the text on the web page. Terms & Conditions of the competition. You will need to adapt those guidelines to fit with your local legislation

15. Partner with existing website i.e. local relevant website: www.entertainment.ie www.entertainment.ie WEBSITE BEST PRACTICE – IRELAND

16. Empire Magazine has requested to sign off your local DISS page before it goes live. Therefore the process is as follows: Markets to brief local agencies on the guidelines to develop local DISS page. Before the site goes live, send the link of the off-line website to your Regional Manager. Jameson Central Brand Team will manage the sign off process with Empire magazine. As we need to respect the terms of the contract we have with Empire Magazine, we thank you in advance for following this process. 3.GUIDELINES FOR THE DONE IN 60 SECONDS WEB SITE

17. 3. VISUAL FOR PRINT ADVERTISING – LANDSCAPE New visual with updated date to be inserted

18. 3. VISUAL FOR PRINT ADVERTISING - PORTRAIT New visual with updated date to be inserted

19. These visuals have been developed last year to leverage our association with Empire. If you are interested in using these visuals for ATL and/or BTL activities, please come back to your Regional Manager with your detailed action plan. IDL will negotiate and pay the usage rights for your market. 3. VISUAL FOR PRINT ADVERTISING

20. NEXT STEPS

21. 4.NEXT STEPS Local development: September Markets to send to IDL local off-line DISS page for sign off by Empire Magazine: September Markets to come back to IDL if using giant chairs visual (for usage rights): By end September at the latest

22. TIME LINE

23. 5.TIME LINE Toolkit (phase 1) delivered to markets: late August Empire’s official launch of competition: 15 th September 2010 Local markets to hold their heats before the end of January Empire’s official closing of the competition: Friday, January 29 th 2011 Markets inform IDL of list of finalists from their markets by the end of February 2011 Empire judges to review clips from participating markets: February & March 2011 Done in 60 seconds Party in London: Friday March 25 th 2011 Jameson Empire Awards in London: Sunday March 27 th 2011