To handle millions of fans, Sports Illustrated needed a mobile partner that understands how to build engaging mobile experiences that work on the broadest range of mobile phones. Nellymoser’s design and creative services team produced the mobile user experiences for Sports Illustrated. While SI controlled all creative content, Nellymoser’s experts adapted the work for the small screen and the touch experience. It had to be a positive experience and easy to use for a wide variety of audiences. The entire mobile campaign was hosted on the robust Nellymoser Mobile Engagement Platform. It detects the phone, network, and speed in real-time to create the best possible presentation on virtually any mobile device, including Apple’s iPhone, BlackBerry, Windows Mobile and Android smartphone devices.

1. TM
We turn action codes into mobile engagement on any mobile phone.
Sports Illustrated 2011 Swimsuit Issue
Action Code Campaigns
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2. TM
Importance of SI Swimsuit Issue
• Issue accounts for 7% of SI’s
annual ad revenue
▫ $40m of $572m in 2010 ad revenue
▫ 2011 issue had 90 ad pages
▫ 30% increase over last year
• Newsstand sales are 10x-15x the
volume of other SI issues
• SI.COM/swimsuit in 2010
▫ 11m unique visitors in first week
▫ 280m page views
▫ 100m video plays
Source: TheWrap.com
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3. TM
Major Pre-Release Mobile Campaign
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4. TM
Unique Mobile Video To Capture Immediate Interest
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5. TM
Social Media Engagement – Facebook “Like”
Facebook “Like” Now
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6. TM
Download App For Ongoing Engagement
Goes Directly To The
Apple App Store or Android Market
For On-Going Interactions
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7. TM
Direct Mobile Commerce Link
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8. TM
Facebook Share From The Mobile Phone
Nellymoser Includes A Video Player
So That All Facebook Friends
Can Watch The Video
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9. TM
Pre-Release Summary
Video
Facebook
Like
App Store Download
Mobile Commerce
Facebook Share
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10. TM
“In Book” Campaigns
• Three Editorial
Campaigns
▫ Bonus Videos
▫ Model Search For 2010
▫ Mobile App Promotion
• One Sponsored Campaign
▫ Nissan Model vs. Model
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11. TM
Campaign 1: Bonus Videos
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12. TM
First Link: Unique Video Content
High quality video that adds
to the magazine content.
Followed By A Call To Action
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13. TM
Second Link: Download Mobile App
Goes Directly To The
Android Market or Apple App Store
For On-Going Interactions
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14. TM
Campaign 1: Summary
Video
App Store / Market
Download
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15. TM
Campaign 2: Vote For New Talent
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16. TM
First Link: Select A Video
High quality engaging content
that brings the reader
closer to the magazine.
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17. TM
Second Link: Vote
Readers can interact with
and influence the
content of the magazine.
Increases the relationship.
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 17

18. TM
Third Link: Download App
Goes Directly To The
Apple App Store or Android Market
For On-Going Interactions
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 18

19. TM
Fourth Link: Sponsor Video
Funny sponsor video
creates engaging opportunity,
without feeling like “another ad”
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20. TM
Fifth Link: Sponsor
Goes to sponsor’s mobile site.
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21. TM
Campaign 2: Summary
Video
Playlist
Vote
App Store
Download
Video
External
Site
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22. TM
Campaign 3: Mobile Image In The Ad
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23. TM
Two Links
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24. TM
Nissan Model vs. Model Four Page Spread
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25. TM
Scan To Video.
One of four randomly
selected funny videos is played.
Followed By More Engagement…
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 25

26. TM
“Post Roll” Keeps Engagement Going
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 26

27. TM
Nellymoser Capabilities Used By SI
• High quality video
• High quality video playlists
• High quality video with “post roll”
• Random video playback (for more “play agains”)
• Facebook, Twitter and Email sharing
• Facebook “Like”
• Mobile Commerce
• App downloads directly to the device
• Voting
• Link to corporate site
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 27

28. TM
Try Nellymoser On Your Own Phone
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515 28

29. TM
We turn action codes into mobile engagement on any mobile phone.
Thank you.
Copyright 2011 Nellymoser, Inc. ● Proprietary and Confidential ● www.nellymoser.com ● +1-781-645-1515