June 26, 2006

1. June 26, 2006

2. Program Objectives • Build awareness among 18-24 year olds • Deliver hands on trial of technology • Drive traffic to www.getusc.com • When possible, move consumers from awareness to consideration

3. Strategies • Build on the Brand’s greatest perceived strength by creating a program centered around customer service • Translate customer service into meaningful terms for college students • Create a simple, fun interaction with the phones that shows how U.S. Cellular delivers constant communication, value and self-expression • Create an approach that can reach students in many high-traffic locations, on campus and off, to ensure as many interactions as possible

4. Star ServiceProgram Overview

5. Star Service: The Approach U.S. Cellular proves to Gen Y that they deliver “service that works” by treating students to all the little things that they need, when they need them, for free — including a chance to win a year’s tuition.

6. Star Service: Program Components • Online/Retail Drivers to create a continuing dialogue with students about the valuable service available • Product Sampling to demonstrate the versatility of U.S. Cellular service • Buzz-Worthy Move-In Stunt to get students talking right at the beginning of school • Fall Campus Blitz to reach as many students as possible — on and off campus — with the program’s message of superior service

7. Star Service: Brand Engagement • Goal: Highlight U.S. Cellular’s ability to meet Gen Y needs: value, self-expression, communication • Value: Incentivize students to go online/in store for info on affordable services • Online/Retail Driver: all-in-one takeaway (Star Service Card) • Tuition sweepstakes driver - www.getusc.com • Retail Driver: Special Offer redeemable in store • Waived activation • Self-Expression: Show all the ways U.S. Cellular helps Gen Y express who they are with customized phones - demonstrate array of easyedgeSM services and features for different “personalities” • Ex. “Jock” phone: Fantasy Football, Drink Nation, Flixtones, College/Greek logo wallpaper, ESPN Bottomline • Ex. “Hip Hop” phone: DefJams/mTAT2 Wallpaper, Clubfone, Vibe, Nineball Star Service Card - will be distributed at all fall BTS events (For Placement Only)

8. Move-In MagicOverview

9. Move-In Magic Get students buzzing on the first day of school… • All-Stars pepper the campuses helping students move into their dormitories • “Inside Scoop” Magnetshanded outto students and parents • 16 campuses in August & September (4 per region)

10. U.S. Cellular’s All-Star Teams help students move into their dorms…

11. Move-In Magic: The Inside Scoop • U.S. Cellular gives new students on campus the tools to learn about their home • A handy magnet listing local favorites (pizza joint, burger, shopping) and local U.S. Cellular store • One “Inside Scoop” will be customized per school (16 total) (For Placement Only)

12. Fall Campus BlitzOverview

13. Fall Campus Blitz Infiltrate campus and on-premise hitting 3 campuses each week (5 event weeks total) • Weekday Missions • Wake Up & Go • Pick Me Up • Chill Out • Study Break • Weekend Missions • The Jump Off / Night Rides • Game Day(1 per region) • Star Service Cards handed out at all weekday/weekend missions • 48 Campuses in September & October (12 per region) • Missions will be staffed with: • 2 Tour Staff (Tour Director / Tour Manager Team) • 2 “All-Stars” (U.S. Cellular Brand Ambassadors) • 2 U.S. Cellular Associates (Pick Me Up, Chill Out, The Jump Off, Game Day only)

14. Star Service Footprint Elements (For Placement Only)

15. Fall Campus Blitz: One-Week Snapshot • 3 Schools a week • 1 - 2 days per campus for weekday missions • 1 bar event a week (does not include “Game Day”)

16. Weekday Missions

17. Mission: “Wake Up & Go” The Approach • On-the-go breakfast service by U.S. Cellular - catch half-awake students on their way to class and stimulate their brains with some nourishment (for the stomach & the mind!) The Messaging • “You look like you could use a cup of coffee – here’s one, courtesy of U.S. Cellular” • “Here’s an opportunity for you to win $10K towards free tuition, courtesy of U.S. Cellular”

18. Mission: “Wake Up & Go” How We Will Do It • U.S. Cellular’s All-Star Team (Brand Ambassadors) intercept students on their way out of the dorms, distributing breakfast or ”wake up” themed items • The All-Stars distribute “Star Service” cards

19. Mission: “Pick Me Up” The Approach • A mid-day “pick me up” - U.S. Cellular brightens a student’s day while they’re passing time between classes The Messaging • “You look like you could use a little pick-me-up — here’s some water, courtesy of U.S. Cellular - and while you’re here, why don’t you check out our phone bar?” • “What are you into? Do you want to see how this phone is all about you?”

20. Mission: “Pick Me Up” - cont. How We Will Do It • Secure a high traffic spot on campus & set up our footprint • Sample bottled water to students • Offer seating (fun bright branded inflatable chairs under a nice shaded tent) for students to kick back between classes and take a break • Help students kill time between classes by customizing phones to match their personalities The Footprint • U.S. Cellular Phone Bar • U.S. Cellular Tent • U.S. Cellular Vehicle (venue permitting) • Inflatable Chairs

21. Mission: “Chill Out” The Approach • U.S. Cellular gives students the tools to chill out and unwind after a long day of classes… The Messaging • “You look like you need to chill out and unwind - come hang out in our tent, we’ve got plenty of relaxation tools.” • “Did you hear about the latest with the Brangelina baby today? You can check it out here with this easyedgeSM application.” • “This is a great way to check your email on the run.”

22. Mission: “Chill Out” - cont. How We Will Do It • Set up our footprint in a high traffic area on campus • Offer seating (fun bright U.S. Cellular branded inflatable chairs under a nice shaded tent) for students to chill out • Distribute stress relief tools (ie. Frisbees, scented candles) • Invite students to unwind at the phone bar - catch up on emails, catch up on the day’s latest news or celebrity gossip, check tomorrow’s weather forecast, play a “classic” easyedgeSM game to ease the mind… The Footprint • U.S. Cellular Phone Bar • U.S. Cellular Vehicle (venue permitting) • U.S. Cellular Tent • U.S.Cellular Inflatable Chairs

23. U.S. Cellular’s footprint for “Pick Me Up” and “Chill Out” - high traffic student hangout area on campus

24. Mission: “Study Break” The Approach • U.S. Cellular gives students the tools they need to survive their mid-term/finals weeks The Messaging • “You look like you could use a study break - come take a break with us” • “Here’s some tools courtesy of U.S. Cellular to help you survive this midterm week” • “Why don’t you give your brain a rest and check out one of these easyedgeSM games?”

25. Mission: “Study Break” - cont. How We Will Do It • Set up our footprint near a “study” area (library, etc) • Hand out study break tools (sudoko game books) • Invite students to exercise their minds with some of their favorite “Puzzle & Strategy” easyedgeSM games (Jeopardy, Wheel of Fortune, Tetris, etc) - compete to win free bookstore dollars, courtesy of U.S. Cellular The Footprint • U.S. Cellular Phone Bar • U.S. Cellular Tent • U.S. Cellular Vehicle (venue permitting) The scene at U.S. Cellular’s “Study Break”

26. Weekend Missions

27. Mission: “The Jump Off” The Approach • Kick off your night right with some help from U.S. Cellular! The Messaging • “We have the latest scoop on the hottest nightlife, check out our Nightlife Guide!” • “Everyone can use some help with their love life, no matter how hot you are - check out our Webdate Mobile service”

28. Mission: “The Jump Off” - cont. How We Will Do It • Set up our vehicle in front of popular local bars • Bring phone bar inside venue • U.S. Cellular Associates will demo lifestyle & entertainment themed games (ClubFONE @ Nightlife Guide, Webdate Mobile) • All-Stars will distribute “nightlife” premiums (breath mints) — Brand Ambassadors will be attractive young women & men The Footprint • U.S. Cellular Vehicle (in front of venue); U.S. Cellular Phone Bar (inside venue) Students check out the U.S. Cellular phone bar at their favorite local bar.

29. Mission: “Night Rides” The Approach • Overlay “The Jump Off” mission with “Night Ride” partnership • Partner with “Night Ride” programs offered by colleges - safe ride programs that get students back to campus if they are stranded or have had too much to drink • Brand campus Night Ride vehicles with U.S. Cellular & Star Service, in exchange for promoting Night Rides on “The Jump Off” mission premiums Campus “night ride” shuttle branded with U.S. Cellular Star Service logo - picks up students and brings them back to campus…

30. Mission: “Game Day” The Approach • There are opportunities that we initiate in local bars to tie in with pre and post-game activities. At the games the audience is vast – but it’s a fast-paced target, and we will penetrate them in several integrated ways. The Messaging • “You look like you could use some tools to get this party started!” • “Do you think you can create the ultimate fantasy football team? Check out this easyedgeSM Fantasy Football game!” • “Have you ever wanted to play on your favorite major league baseball team? Check out this easyedgeSM game!”

31. Mission: “Game Day” - cont. How We Will Do It Pre-Game (Bar Events) : • All-Star Team (5 Brand Ambassadors) visits multiple sports bars near the game, in a succession of quick 20-30 minute hits • At each stop, All-Stars will engage enthusiastic crowds in sports trivia games – winners walk away with free Star Service pack of game goodies (football, koozie, megaphone) to use at the game U.S. Cellular premium giveaways at local sports bars (pre-game)

32. Mission: “Game Day” - cont. How We Will Do It At the Game (On-Premise): • All-Stars carrying Star Service shoulder bags filled with premiums (seat cushions, footballs, koozies, megaphones) roaming the crowd and giving away items • All-Stars back at the U.S. Cellular tent offer free face painting to super-fans – while fans wait in line, they can check out the phone bar • U.S. Cellular Associates will invite students to check out sports games The Footprint @ The Game • U.S. Cellular Tent with Face Painting Area & Phone Bar Face Painting & Phone Bar at U.S. Cellular Footprint on Game Day

33. Star Service: Summary • 4 Regional Teams • Move-In Magic: August-September • 16 Schools (4 per Region) • Fall Campus Blitz: September-October • Tour: 5 weeks • 48 Campuses, 72 Event Days (1-2 Event days per campus) • 3 Campuses per week • 252 Total Missions • 216 Weekday Campus Missions • 20 Campus Bar missions (The Jump Off) • 16 Game Day missions (1 game per region, 3 local bars per game) • Reach Analysis • Event Participation: 77,000 • Secondary Impressions: 77,000 • Online Sweepstakes: 65,000 • Word of Mouth: 539,000