UNLEASH YOUR NETWORKBrief Campaign Summary 3/22/11

OUR TARGET Target: Explorers want to get the most out of life, and their technology is one way they make that happen.

- Has all of the gadgets from a smart phone to game system.

- Trust experts on what adds the greatest amount of value to their lives.

- “Geek” factor is also part of their “cool” factor.

- Excited about technology’s ability to enhance their passions from music to gaming to photography.

- They’re always on the lookout for the next cool new technology.

- The inner workings of the technology isn’t what gets them going, it’s what that technology does for them.

Challenge: Most people don’t know what a router can do to enhance their technology. Thus, when people talk about routers, it’s focused around the failures or frustrations that they’re having with their wireless routers.

Objective: Change the conversation surrounding routers, focusing on the Belkin Wireless router’s ability to make your Wi-Fi- enabled devices function better.

TIERED COMMUNICATION PLAN

Research

Explorer and Video

Sites

SOCIAL MEDIA

SEARCH

Shelf-talker type only application

BEYOND THE BANNER

– Custom in-show sponsorships (i.e., product placement)

• Techzilla

• Tom’s Top 5

– Homepage skin

– Year in Music Exclusive Partnership

• Looks back on the best albums, songs and videos of 2010–Pitchfork’s most popular editorial piece of the year

– Year in Music Promotions (12/6 to 12/14)

• Co-branded units promoting the feature

• Home page takeover

– Year in Music Feature (12/13 to 12/25)

• Year in Music Landing Page

– Custom Belkin skin around Year in Music videos• Year in Music Landing Page and Content Pages

– ROS Tandem Takeover 952x125 + 300x600

– Video Player Pause Interstitial• High-impact ad wraps around minimized

video when video is paused• Includes 300x250 and 300x60 companion

ads

&

– Fader TV: “Explorers presented by Belkin” Feature

• Eight original short films featuring original thinkers, artists, musicians, designers and more

• Supporting communication on social media channels

• Site skin

• Belkin banners and co-branded banners

CAMPAIGN RESULTSBANNER PERFORMANCE

0.04%

0.20%

Retail/Consumer Electronics Standard

Belkin Networking Campaign

Cumulative Click Rates*

Paid

Me

dia

<60%68%

Target Bounce rate

Belkin Networking Bounce Rate

Bounce Rate

Earn

ed

Me

dia

4000 Likers/Followers

4,642 Likers/Followers

Campaign Target

Belkin Total

KPI’S FOR THE CAMPAIGN

Retailer Referrals

23,340Gross Impressions:

84.1 MillionLanding Page Visits:

134,143