2014 Chicken Fries Wrap-Up Report

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AGENDA

Activation Calendar

Integrated Activations

Executive Summary

Key Findings

Source: DFP Reporting 9/8/14

77MMEarned, Paid and Owned Impressions

Client Objectiveo Drive earned impressions and capitalize on buzz in social mediao Make Burger King and Chicken Fries cool and relevant with

original and buzz-worthy integrations

Strategyo Three (3) custom videos featuring TMZ staffers

- Breaking news on return of Chicken Fries- Hidden camera- Blindfolded sauce challenge

o Original TMZ Live activation featuring Chicken Frieso Exclusive @TMZ “Tweet-Stakes” to over 2.8MM Twitter followers o Coordinated online roadblock, iPhone app takeover on Chicken

Fries day

Program Resultso 50MM+ total campaign impressions; 25MM+ on Chicken Fries

dayo 27.6MM+ earned media impressions (Highest ever for

@TMZ)o 600K+ viewers of TMZ Live episode on Chicken Fries dayo 200K+ video views of TMZ YouTube staffer videos

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2014 Chicken Fries Wrap-Up Report

EXECUTIVE SUMMARY

Source: *DFA/DFP Final Campaign Reporting YouTube Aug-Sep’14, Union Metrics tracked on 9/9/14 Earned Media Exposures= Absolute Delivery; Reach= Unduplicated Unique

Custom Staffer Video

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ACTIVATION CALENDAR

8/11

9/5

TMZ Live Integration

Re-Tweet to Win Tweet-Stakes and TMZ Social Promotion

2014 Chicken Fries Wrap-Up Report

Cross-Platform Takeovers 8/1

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Custom Staffer Videos

TMZ Homepage Promotion

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STAFFER VIDEOSBreaking News, Hidden Cameras and a Blindfold Challenge

Video 02 – TMZ Hidden Camera 8/19 Video 03 – Blindfold Challenge 8/26Video 01 – Petitions/Internet Outcry 8/14

44,000+ Views3.2MM+ earned media exposures2.7MM+ unique users reached

123,000+ Views4.3MM+ earned media exposures3.5MM+ unique users reached

38,000+ Views2.8MM+ earned media exposures2.6MM+ unique users reached

Source: YouTube Aug-Sep’14 views continue to grow!, Union Metrics tracked on 9/9/14 Earned Media Exposures= Absolute Delivery; Reach= Unduplicated Unique

200KVideo Views

Across 3 Videos

200KVideo Views From

3 Videos

16KHours of Branded Entertainment

Viewed

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SOCIAL ACTIVATIONS

Aug. 11 Aug. 13 Aug. 15 Aug. 19 Aug. 250

3,000,000

6,000,000

9,000,000

12,000,000

Earned Media Exposures UVs

o Highest earned media on 8/11 as both RT to Win and TMZ Live tweets were launched that day

o Higher than avg. earned media on 8/13 when second RT to Win tweet was launched

The BK Chicken Fries Set a New @TMZ Tweet-Stakes Record!!

27.6MMEarned Media Exposures*

NEW Hours of Branded

entertainment#TMZBK

Source: Union Metrics tracked from 8/11 – 8/25 Earned Media Exposures: Absolute Delivery; Reach: Unduplicated Uniques

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LIVEOn Monday, 8/11 TMZ Celebrated the Return of BK Chicken Fries

Source: NSI WRAP Overnights, Weighted Market Average, Live+SD. WB Omniture Internal Reporting as of 9/10

“Honest to God this smells so good, I WANT this!”

-Harvey Levin

660KTotal Viewers*

25Major US Markets

on Fox TV Stations

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TWEET-STAKESTMZ Amplified Social Buzz For #ChickenFriesAreBack

Source: Tweet-Stakes record = most Tweet-Stakes entries for @TMZ with 2.5K, Union Metrics tracked from 8/11 – 8/25 Earned Media Exposures: Absolute Delivery; Reach: Unduplicated Uniques

17.7 MMEarned Media

Exposures

NEWTweet-Stakes

Record for TMZ*

9.5MMiPhone App Impressions

9Source: DFP Reporting 9/9/14

TAKEOVERS

14.3MMHomepage Impressions

Multi-screen Homepage Takeover of TMZ.com on Mon, 8/11

10Source: DFP Reporting 9/9/14, Avg. CTR for TMZ YouTube Preroll = 2.39%

DIGITAL PAID MEDIATMZ, YouTube and , TMZ iPhone App

+58%CTR on YouTube vs

TMZ average

50 MMCampaign Impressions

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Asset Finding Recommendations

Staffer Videos

o 190K+ of Video 02 (ie Hidden Camera Video) registered 3x the video views of the other videos. This was the only video that @BurgerKing re-tweeted.

o Recommend more re-tweets from @BurgerKing and other Twitter accounts (ie celebrity spokespeople) to increase social amplification.

Social Activations

o 27.6MM earned media exposureso 4MM unique users reachedo Highest earned media on Aug. 11th and Aug. 15th when the re-tweet to win “Tweet-Stakes” were posted

o Continue to offer multiple prizes as that increases the perceived chance of winning

TMZ Live o 650K+ viewerso Highest number of re-tweet to win “Tweet-Stakes” entrants were on Aug.11th coinciding with TMZ Live “Tweet-Stakes” promotion

o Continue to utilize TMZ Live for promotion as it has now expanded from 25 to 69 major U.S. markets.

Cross-Platform

Takeovers

o 14.3MM Homepage impressions in 24 hourso 4.49% CTR on iPhone app photo gallery interstitial was the best performing unit of the campaign

o Continue the dual screen takeover strategy to maximize awareness on key promotional dates.

o Utilize more mobile photo gallery sponsorships

KEY FINDINGS2014 Chicken Fries Wrap-Up Report

Source: *DFA/DFP Final Campaign Reporting YouTube Aug-Sep’14, Union Metrics tracked on 9/9/14 Earned Media Exposures= Absolute Delivery; Reach= Unduplicated Unique