An overview of the Holiday Society on Whrrl.

1. Case StudyHoliday Deals Society www.thelbma.com May 2011 | Slide 1 of6

2. Whrrl Background Employs a scratch ticket model that gives people chances to win prizes when they check in to businesses Allows users to build contests at either single locations called “societies” Segmentation model by bucketing communities of people Whrrl puts groups of people of like mind into groups based on their behavior in some cases and based on them opting in in other cases May 2011 | Slide 2 of 6

3. A Whrrl Example YoQuiero Mexican Society created for users to check in to multiple Mexican restaurants Members of this society can share their experiences and gather information on the best restaurants in their areas May 2011 | Slide 3 of 6

4. Case details: the holiday deal society This Society was built for the 2010 and early 2011 holiday season Whrrl Partners Phillips Hamilton Beach Seagate Elmer’s Murphy USA Check in @ Target Best Buy Walmart Prizes Included Norelco razors, Sonicare Electric Toothbrushes, Philips Flexible Fit Earhook headphones, Elmer’s Glue Memory Making gift bags, Hamilton Beach Slow cookers, Seagate GoFlex USB drives and Murphy USA coupons. May 2011 | Slide 4 of 6

5. Case details: the holiday deal society Society has over 1500 members after 2 ½ weeks Social Activity There is a total of over 19 000 Social Actions taken in the Society This includes recommendations that were created, saved, completed, re-recommended and shared on Facebook/ Twitter as well as the total amount of times the game was played to win prizes from Hamilton Beach, Murphy USA, Philips, Elmer’s and Seagate May 2011 | Slide 5 of 6

6. Campaign results Engagement 44% of shoppers have acted on at least one recommendation in the Society Activation 44% of shoppers have checked in at one of the holiday shopping destinations Influence On average, each Society member either completed or re-recommended 3.3 recommendations Reach 75, 000 people have viewed recommendations from the Society that has been shared out to Facebook and Twitter May 2011 | Slide 6 of 6