1. H&M and Lucky
2010 Partnership:
“GENERATION STYLE:” LUCKY FINDS H&M FUTURE SHAPERS
Lucky will promote, nominate, host voting and reveal “future shapers” in each of the following H&M Life
Stages utilizing Lucky’s 360 degrees of promotional extensions (print, online and new media
transgenerational social portals) to bring the initiative to life:
H&M Life Stages & Lucky Partnership:
In-School:
• She’s just figuring out what works for her and uses Lucky as her personal stylist
• Lucky helps her to uncover her signature style
Starting Out:
• She’s in need of style choices not dictates
• Lucky offers the best fashion and beauty products for every budget
Settling In:
• She’s expanding her style range
• Lucky helps her interpret the latest trends and teaches her how to make them work for her
H&M “Future Shaper Program” Overview:
PROVIDES CONSTANT PRINT, ONLINE AND NEW MEDIA PRESENCE THROUGHOUT 2010, DRIVING
PARTICIPATION AND CELEBRATING WOMEN’S LOOKS IN A DEMOCRATIC FASHION:
Wave I: SEEDING (Contest Promotion): FEBRUARY & MARCH 2010
Wave II: NOMINATION & VOTING* MARCH-APRIL
Wave II: WINNER REVEAL JULY ISSUE (JUNE 8th ON SALE AND ONLINE)
Print 2010 Commitment:
Based 10 pages: ROB spreads in April, May, October and December 2010 at full earned rate and 2 advertorial
pages in Lucky in July 2010.
All corporate rates apply. Entire program including Facebook application subject to availability and editorial
approval
Conde Nast Digital Commitment:
Based on $175,000 digital spend
Production: (Custom SRM + (2) Co-Branded Units):Production covered by Conde Nast Digital
Does not include 3rd party serving fees.

2. H&M and Lucky Generation Style
WAVE 1: SEEDING: In February the contest info for them to promote separately of Lucky and pre-populate the Facebook site (H&M to provide
incentive to blogger to promote on behalf of H&M). More details on Lucky Alphas on page 4.
Deployment date: 2/16
Following the Alpha pre-promotion, Lucky will deploy a custom email blast sent to a hand picked psychographic and demographic in H&M
requested locations nationwide announcing the contest (Lucky to deploy to up to 75,000 select readers across the nation with viral send to a
friend component). H&M, MTV and Conde Nast Digital to work together on additional pre-contest promotion such as banners, etc, as desired.
Deployment date: 3/2
WAVE 2: NOMINATION & VOTING:
H&M and Lucky co-branded Facebook application and page will encourage users to nominate a friend to be an H&M “future shaper,” allowing
viral online voting and winner reveal for 1 month to 6 weeks.
Users will upload images/info of themselves and will rate their favorite looks to create a “winner” in each life stage based on highest rating (and
H&M final selection) at end of promotion.
Users will have the option to suggest friends for entry by sharing and sending the “Generation Style” ‘nomination’ to friends—which will directly
appear within the requests section of each users’ mini feed.
Additionally, users will see the nominations and interaction with the application via mini feeds and friend’s Facebook pages.
Wave 2 Live Date: 3/2-4/13
MAY AND JUNE ISSUES:
• CONTEST PROMOTION: 1/4 page in-book, online, email newsletter, Twitter, Facebook, StyleSpotter.com, LuckyMag.com, TBD Lucky Alpha
supporting blogs
FEBRUARY-MARCH LUCKYMAG.COM :
• Custom “Future Shaper” 728x90 and 300x250 promotional ad units on Luckymag.com will tout the contest and drive users to the Facebook
application
• A custom expandable 300x250 srm unit will house a place for photo upload and voting, for users to seamlessly enter the contest direct from the
unit. This unit will dynamically feed into the Facebook application so all users’ looks appear in one place to be voted on.
• Branded H&M media will build additional buzz and exposure
• Lucky will work with H&M to contact winners in each Life Stage and shoot video/print in MID MARCH 2010
• While producing videos and July in book Unit, H&M and Lucky to celebrate top rated contestants with online features on Facebook, etc to keep
people interested in program
Wave 2 Live Date: 3/2-4/13
WAVE 3: WINNER REVEAL*: Winners in all 3 life stages featured together in Lucky’s JULY 2010 issue in a custom Lucky-ized spread and the
custom srm unit refreshs on Luckymag.com in conjunction with print on-sale date of approx 6/9. Online Promotion available across the Conde
Nast Digital Fashion Collection
• JULY ISSUE: ON SALE 6/8
• Lucky-ized Spread: 2 page unit of OF ALL 3 H&M WINNERS in select looks from H&M.* Lucky to cover $6K creative costs; H&M to cover $6 K
• Each winner featured with their “H&M Pick” for the season and their life stage (H&M supplied art for product detail, as needed)
SRM Ad Unit Live Date: estimated 6/9
* Total creative costs of advertorial are $12,000 and include travel costs for 3 winners, photographer, equipment, processing and retouching; H&M to provide photo studio or soundstage, hair
and makeup artist, and a pinner/stylist.

3. H&M and Lucky Generation Style
H&M WEB VIDEOS**
• Viral: Lucky and H&M to work to create four 2-3 minute videos, each one featuring all 3 winners
• Videos of winners featured in H&M looks will share tips, as well as be featured alongside TBD Lucky
spokesperson (possibly a Lucky editor, pending approval, timing and availability)—all of which is housed within the
custom Pictela unit and shareable via Facebook, Twitter, and other social media platforms
• The custom expandable 300x250 unit will refresh with the custom videos.
SRM Ad Unit Live Date: estimated 6/9
**Mediacom to cover costs of video production. Should videos need editing, additional digital production will apply.
DEMOCRATIC PROMOTIONAL EXTENSIONS:
• Democratic Transgenerational Promotional Vehicles throughout social communities: Lucky on the Lookout online,
email newsletter, Facebook, Twitter, StyleSpotter.com, Luckymag.com & blogs
• Branded H&M media will build additional buzz and exposure
CREATIVE ELEMENTS:
FACEBOOK: The Facebook App and Page will serve as a Hub for Contest. It is very viral in that it allows easier
capabilities for voting/uploading photos, etc.
This page will can be refreshed up to two times per month with additional H&M branded media and assets.
CUSTOM SRM UNIT: Used to house photo upload and voting, and refreshes dring phase II with videos and
custom creative from July insert to run across a collection of Conde Nast Digital Collection for reach.

4. LUCKY’S ALPHA SHOPPERS*
» Identified via custom research as the most dominant consumers in the marketplace - a specific cohort
of women for whom shopping is a way of life
- Defiant: shop 31.2 times per month
- Responsible: 81% shop without being excessive
- Catalysts: 96% enjoy talking about shopping
ACCESS ALPHA OVERVIEW
Access Alpha connects advertisers with Lucky’s most influential, and shop-savvy readers.
» 100 readers recruited in key markets nationwide
» Hand-picked for shopping prowess, influence and style
» Includes bloggers, edit contributors, boutique owners and Style Spotters
» Provide regular content and real-time shopping data on the Lucky Style Spotter page on
Luckymag.com
ACCESS ALPHA MEMBERS ARE…
» PhD’s in Shopping
- 70% shop every day
- 77% make weekly fashion/beauty purchases
» Love to Shop & Tell
- Average number of Twitter followers: 804/63% have their own blogs
H&M OPPORTUNITY*
» Lucky to mobilize our Alpha Shoppers to be the FIRST to enter their pictures in the
Generation Style Contest
» Alpha Certified: Alpha Shoppers to upload photos of themselves and nominate stylish friends/fellow
bloggers giving the contest credibility and establishing precedence once Lucky readers begin to enter
» Viral Effect: Alpha Shoppers to utilize their existing social networks to independently promote the
Generation Style Contest, driving new traffic of style-obsessed women to the site
*Program details are subject to change. Authenticity is an important part of what makes Lucky’s Access Alpha program so
valuable. Lucky explicitly encourages Alpha Shoppers to post ANY feedback (positive or otherwise) so we can make no
guarantees regarding their communications or the content thereof.
H&M and Lucky Generation Style:
Alpha Shopper Program

5. H&M and LUCKY PRINT PROGRAM VALUES
PRINT: $6,000*
LUCKY TO COVER:
- FLYING 3 WINNERS TO NYC FOR SHOOT
- HIRING STILL PHOTOGRAPHER
- PRODUCTION COSTS FOR IN BOOK SECTION (EQUIPMENT - PROCESSING,
DIGITAL AND RETOUCHING)
-H&M TO COVER: photo studio or soundstage, hair and makeup artist, and a pinner/
stylist.
ONLINE:APPROX $25,000
- H&M CUSTOM DESIGNED FACEBOOK PAGE: $25,000
ALPHA BOLLGER OUTREACH: $25,000
- DEDICATED EMAIL BLAST AND OUTREACH TO TARGETED GROUP OF
BLOGGERS
PROMOTIONAL VEHCILES: APPROX $100,000
- IN-BOOK 1/4 PAGE LISTINGS: $35,000 per listing ($70K)
- ONLINE: $15,000 per listing
- EMAIL NEWSLETTER: $15,000 per listing
NEW MEDIA: EXTIMATING 5 POSTINGS EACH: $65,000
- TWITTER POSTINGS: $5,000 per
- STYLE SPOTTER LISTINGS: $3,000 per
- LUCKYMAG FACEBOOK PAGE POSTINGS: $5,000 per
EMAIL/VIRAL: EXTIMATING 2 CUSTOM EMAIL BLASTS: $50,000
- CUSTOM DEDICATED EMAIL BLAST TO LUCKY DATABASE OF 75,000: $25,000
per blast
APPROXIMITE TOTAL VALUE: $271,000