The Royal Wedding Marketing Plan

1. The Royal Wedding Marketing Plan March 1, 2011

2. Program Overview • The Royal Wedding is the most anticipated wedding of the decade - and one of the biggest media events of the year • Yahoo!’s Royal Wedding site will be anchored in Shine/Lifestyles, with extensions throughout the network • To drive traffic and engage audiences before, during & after the event, Yahoo! will be also building the “world’s largest guest/marriage advice book” • Encourage our global audience to provide their well wishes • Utilize celebrity advice & fun editorial angles (via video and text) to generate interest, debate & discussion • Present a beautiful printed version of it to William and Kate • The Yahoo! Royal Wedding site and guestbook is a global initiative • 11 countries • 7 languages.

3. Marketing Objectives & Strategies • Primary • Support business goals for Yahoo! royal wedding before, during and after the event (March-April: 18+M UUs, 360+M PVs, 15+M Streams ) • Highlight our high quality editorial coverage and have our global audience contribute to the world’s largest digital guestbook/advice on marriage (1M+ comments) • Help cement Yahoo! as the premier digital media company (20% increase in positive media reputation for Shine) • Secondary • Support corporate goals of user authentication (1M comments requiring authentication) • Leverage the royal wedding to build the Shine Facebook fan base (+200K), engage audiences on and off Yahoo! and drive traffic back to Yahoo! • Tap into YCN to develop specific content and increase contributor base and differentiation • Begin to optimize tentpole events Yahoo! Confidential 3

4. Marketing Success Metrics * Number is global and is based on RW site traffic estimates provided by Eric Brown, with rough CTRs based on planned placements **From Corp Comms

5. Royal Wedding Site Design Mock for illustrational purposes only. Subject to change.

6. How it works…Advice from Celebs 6

7. Integrated Plan (‘Tier 2’ Tentpole Event) Corporate Comms Custom Solutions (Mobile; Guest book/ Marital Advice with text & video) FP, Network & In-Product Support (recirculation) Paid Celebrity Placement/ Broadcast Endorsement Royal Wedding on Yahoo! Social Marketing (FB ads, sweepstakes & editorial) Email Marketing (pre and post ceremony; editorial & video) Editorial & Front Page Coverage Experiential (Offline Buzz Marketing) 7

8. Timeline 3/7 3/21 3/28 4/4 4/11 – 4/29 4/30- 5/2 Week of: Site Activity • U.S. site launch (phase 1) • Guest Book launch (all 11 countries/7 languages) • RW all countries live in all 11 countries • U.S. mobile site launch • U.S. site (phase 2 – feature updates) Wedding 4/29 Marketing Corp Comms On-Network/ In-product Paid Celebrity Placement Social Marketing Email Marketing Experiential (with sponsor only) 3/24 thru 5/2 3/8 thru 5/2 w/o 3/21 3/24 – ongoing engagement with Yahoo! Shine 4/11 5/2 4/16-17

9. Communications/PR Site & Guest Book Launch Announcement (late March) Leading up to Wedding (late March - April 28) Post-Wedding (April 29 - early May) • Continue expert placements to discuss: • RW Search trends • RW recaps – brag about top coverage and metrics • Trends among advice submitted around the globe • Press announcement highlighting: • Yahoo! as the leader for coverage of world events and the Royal Wedding • Invitation to consumers to engage with the site (exclusive content, expert bloggers) and participate in the guest book; highlight sweepstakes • Internal employee ‘seeding’ of guestbook experience • Media placements for Yahoo!’s Royal Wedding Expert to discuss: • Trends in Search Data • Breaking news • Content from RW site • Highlight site, guest book & celeb signatures and video • Media alert: • Watch the wedding live on Yahoo! • Come to Flickr for the Monarchy’s official photostream Internal Comms: Backyard posts, campus posters and employee activation

10. Audience Outreach Online / In Product Social/Experiential • Online ads and editorial integrations on relevant Yahoo! properties • Network-wide programming • FP module (4/25-30) • FP masthead (4/28 – 5/1) • SUSI (April) • Search Event WOW module (3/8-5/6) • Mobile ads (3/24 – 5/1) • Y! Mail Stationery and Inbox themes • Y! Answers • Flickr streams and potential official RW photo site • Messenger Avatars and IMvironments • Facebook ‘engagement ad units’ to drive fan growth and shares • Audience well wishes & comments shared on FB wall as well as to vitality stream • Words of wisdom from celebs and A-list newsmakers published to Facebook tabs to stimulate discussion/ additional sharing (video as well as text) • Experiential pop-ups at iconic locations (included only for paying advertiser sponsor; can tailor program to advertiser needs/goals)

11. Audience Outreach Paid Celebrity Placement Email Marketing • Email campaigns before and after the wedding (total of 10M email delivered globally) • Encourage global audience to visit site/sign guest book & interact with celebrity comments/ video • Introduce sweepstakes to motivate audience to contribute to guest book & share content virally • Encourage audience to watch the video/photo highlights of the wedding • Working with Spotlight to identify optimal paid placement integration (e.g. Ellen) • Goal is to secure broadcast & content for online campaigns, audience excitement and social/viral expansion 11

12. Celebrity Advice Text/Video Segments • Leverage celebrities to endorse and generate content for the guestbook/marriage advice experience • Pay for 1-2 key A-List placement opportunities with celebrities (shows like Ellen) to amplify our coverage via broadcast integration, social and PR efforts • Pursue celebs from original videos we are developing (Hank Azaria, Amy Brenneman) • Ask the Yahoo! exec team for contacts to drive contributions among other celebs – possible charity contribution in return (slower pick-up than expected – need help here)

13. Yahoo! Royal Treatment Sweepstakes • Launch sweepstakes in U.S. as an immediate CTA • Encourage users to share their marriage advice in the guestbook • Become a fan of Shine on Facebook so we can continue to engage with them AFTER the wedding and build towards EOY goal of 1M fans • Offer prize to “Live It Up Like Royalty” and win a weekend of pampering in Las Vegas • Continue to engage with fans after wedding to drive traffic back to Shine/Yahoo!, encourage opt-in to various newsletters and alerts and support traffic recirculation

14. Social Marketing • Build & engage Yahoo! Shine Facebook fan base • New tab within Shine with a fan-gated sweepstakes • Use engagement ad units to have people ‘like’ Shine • Include editorially relevant content in ads • Test tools to identify ‘influencers’/amplifiers for this program & future programs • Create buzz and amplify Yahoo! Royal Wedding event • Create a unique hash tag to brand all Twitter activity • Guestbook experience will drive FB and Twitter shares • Editorial Collaboration • RW relevant polls and content/sweeps integrated into all relevant Yahoo! FB pages beyond Shine (OMG, Yahoo, etc…) • Leverage UGC & celebrity messages to promote guest book experience on both FB and Twitter • Continue to engage audience/drive traffic back to Yahoo! after Royal Wedding with Yahoo! content

15. Experiential Marketing (high advertiser interest) draft ideas • Pop Up Wedding Chapel • Yahoo! invites couples to tie the knot or renew their vows at our pop up wedding chapel, complete with marriage officiate and professional photographer.  Faux Palace Guards adorned in purple escort couples down the aisle and our team captures well wishes and advice from the newlyweds to add to the guestbook.  Wedding photos uploaded to Flickr. • Activation Locations: Times Square, NYC - Union Square, SF - Trafalgar Square, London • Timing: Project Decision date: March 7th - Activation April 16/17 • Bride and Groom Flashmob • Kate and Will look a likes dressed in wedding gowns and tuxedos join in a faux wedding ceremony. Complete with photographer, flowers and marriage officiate, a group kiss takes place once husband and wife is proclaimed. Faux Palace Guards gather words of wisdom from passerby traffic and photo opportunities with our royal couple impersonators. Captured on video, edited and released online with goals of viral activity. • Activation Locations: Times Square, NYC - Union Square, SF - Trafalgar Square, London • Timing: Project Decision date:  March 9th - Activation April 16/17

16. Presenting Will & Kate with a Beautiful Printed Keepsake • Leveraging our massive global reach, Yahoo! will present a bounded, physical book of advice and well-wishes to the Royal Couple • Users can submit messages through: • Regional guestbook sites (11 countries participating across 7 languages) • APAC markets will drive traffic to the US guestbook site via fixed network placements • Mobile version of Guest Book site (US only)

17. Appendix

18. How it works… Submit your message • Share with your network (authentication required) • Utilizing Y! Pulse to drive vitality and social sharing via Facebook and Twitter • CBE will build regional, localized language versions of the GB site • Sponsorship opportunities: sponsor logo in header, wallpaper, video pre/post • Localized sweepstakes possible for those that submit a message 18

19. How it works…View Advice from Others 19

20. Marketing Budget Estimates * Includes Satellite media tour ($20k), radio media tour ($10k) and additional agency support (pitching, competitive research -- $5k/month for 2 months