a review
brand experiences that create a buzz
Our mission is simple. Raise the bar. Push the envelope. Put the ! in Yahoo!. We act as creative consultants to business units looking for fresh ideas. We bring the brand to life for consumers via unexpected encounters with Yahoo!. Yahoo! Buzz Marketing continues to be a point of differentiation between our competitors by being the first online media company to offer out-of-the-box programs to partners and advertisers. In the following pages, we exclusively bring you cases of some of the most innovative solutions that were implemented in the US and Indian markets.
If you need your buzz meter to get going, read on, as Yahoo! Buzz Marketing is now ready to scale new heights in the Indian market. We look forward to getting your brand buzzing on Yahoo! India.
Yahoo!s 10th Birthday Ice Cream Giveaway

contents

Costanza Fantasy Football Training Camp* Times Square Concert Shakira

search & marketplace

Needle-in-a-Haystack Think Big Apprentice 3
Yahoo! India Pepsi Yahoo! India Gizmofy Lincoln Fry McDonalds Spot the Ridgeline Honda Call Upon Yoda Pepsi American Express & Broadway

*sales integration

YAHOO!S 10TH BIRTHDAY ICE CREAM GIVEAWAY

MARCH 2005

the challenge:
Without being self-congratulatory, celebrate our 10th Birthday and thank our millions of users.

the target:

Yahoo! users

moving the needle:

Direct Impressions: 1,700,000 Coupons redeemed globally: 395,449 Online Impressions: 161,000,000 WOM: 2,500,000 PR Impressions: 513,000,000
a) today is our birthday!
To celebrate our 10th year and thank all our loyal users, we threw a birthday party for 400 million people.and gave each and every one of them a certificate for one free scoop of ice cream. Using the Yahoo! front page to promote the event, Yahoo! invited all registered users to click on a promotional site where they could download a coupon for a free scoop of ice cream from a participating Baskin Robbins location. The coupon was good in the US, Canada, UK, Korea, Australia and Puerto Rico on March 2.
b) 90 coupons per second were downloaded on march 3, 2005
With over 300,000 coupons redeemed globally and over 800 million impressions generated via PR, the promotion was a great success. The redemption house received three pallets of coupons the first day after the promotion.
c) we all scream for ice cream!
The program was huge with many Baskin Robbins locations, fulfilling their 300 scoops early in the day. Many California locations continued to accept coupons with some scooping for 1,000 consumers! Many locations had lines out the door and one store owner had to call his mom in to come help scoop! We also generated over 300k opt-ins to Baskin Robbins birthday club and all of those users will get a free scoop of ice cream on their birthday every year thanks to Yahoo!.

sports

costanza
Drive Fantasy Baseball signups through a contest, awarding the best fantasy player the dream job of working for a major league baseball team.
Sports lovers Fantasy enthusiasts, Males 18-35
Total Applicants: 21,761 Users who correctly answered all questions: 3,358 WOM: 500,000 PR: 1,000,000

a) batter up

We built a website to allow fantasy sports users to showcase their baseball knowledge to the San Francisco Giants. The website filtered users and showed the application to those who were signed up for Yahoo! Fantasy Baseball. For users not registered with Fantasy Baseball, the site directed them to a free sign-up page. Users then had to answer questions regarding baseball trivia and write an essay regarding player trades that happened in the off-season.

b) draft me

One hundred finalists were chosen from the pool of twenty two thousand applicants. These finalists were vetted by the San Francisco Giants who chose twelve lucky finalists to compete for the job as assistant general manager. Over the course of the summer, the twelve finalists competed in a fantasy baseball league. Anthony Agneta of Lawrence, MA, was the winner of the finalists fantasy sports league. On December 1 he accepted the job as assistant general manager for the San Francisco Giants. Hes currently in the process of moving his family to the bay area.

c) media attention

The promotion was picked up by numerous outlets including Good Morning America, Fox Sports, and local San Francisco morning programs. All Star Tim Hudson of the Atlanta Braves mentioned the contest during an interview on the Fox Sports Network.
FANTASY FOOTBALL TRAINING CAMP

JULY 2005

Generate new customer acquisitions to Yahoo! Sports Fantasy Games

Males 18-55

Direct Impressions: 30,000 WOM: 75,000 PR Impressions: 50,000,000

a) ground rules

To help generate awareness and garner new customers for Fantasy Football, we created the Yahoo! Fantasy Football Training Camp, where consumers could watch as pro players, Peyton Manning, Eli Manning, Amani Toomer and Jay Feely tried out for their fantasy teams. Dodge sponsored the event and had a truck onsite for consumers to see first-hand.

b) if you build it

We built a branded football field at The South Street Seaport in NYC, complete with hashmarks, stands, a mini field goal and NFL players. On the field, players participated in drills to showcase their skills, allowing the crowds to see first-hand, who they should be selecting for their fantasy football teams. Consumers were invited on the field to either run a pattern and complete a pass from one of the players, or try and hit either a first down or touchdown marker. Everyone that came onto the field received a Yahoo! Fantasy Football tchochkie, which included mini football stress relievers, stopwatches, mini footballs and Draft Me t-shirts.

c) the fans

Street teams canvassed the surrounding areas during the morning commute, building interest in the event. A line formed an hour before the event even started. Men in suits and little kids took turns running a route and catching passes. After catching a pass, consumers could check out the Fantasy Football league on Yahoo! by computer stations set up onsite.
TIMES SQUARE CONCERT SHAKIRA

NOVEMBER 2005

Create a never-been-done-before music stunt to promote Yahoo! Music

Male/Female 18-35

Direct Impressions: 3,000,000 Online Impressions: 231,000,000 WOM Impressions: 53,000 PR Impressions: 20,000,000

a) hey you!

To continue the momentum of the advertising campaign around the Yahoo! Music Unlimited subscription service we teamed with one of Pop Musics hottest stars to pull off a surprise, live performance on the massive Reuters LED boards in Times Square New York.

b) is that a sexy, latin pop star up there or is times square just happy to see me?
As thousands of fans and passers-by lined the streets of Times Square in the rain! Shakira hit the stage for 3 songs. Her live performance and Yahoo! Music Unlimited messaging was shown on the 13 Reuters boards as well as on the massive NASDAQ board across the street. Yahoo! clients and guests had a party and watched all the action with a birds-eye-view from across the street in the NASDAQ building. Shakira and Yahoo! Music owned Times Square.

c) gracias

The event was a huge success as both English and Spanish PR picked up on the story and Access Hollywood ran an exclusive TV piece on Shakira and the event. 5,000 Times Square goers received a commemorative Shakira event laminate which also included the 7-day free trial information on YMU. Thousands more continued to experience the event as they were pushed to watch the event via Live at LAUNCH video programming and promotion.

SEARCH & MARKETPLACE

personals

NEEDLE-IN-A-HAYSTACK

FEBRUARY 2005
Assume leadership role during Valentines Day time period; communicate to singles that Y! Personals can help them find their needle in a haystack.
Singles in NYC, Chicago and LA
Direct Impressions: 35,000 Needles pulled: 1,950 WOM: 6,800 Promo Results: Haystack Landing Page PVs: 448,938 UVs: 383,018 PR: 104,000,000

a) the haystack offline

For Valentines Day, we built three 10-foot high haystack and offered singles and passersby a chance at pulling out a faux needle (from the haystack) to win an actual prize from Y! Personals, including dinner for two at local restaurants, Yahoo! Shopping Gift cards, Godiva Chocolate, and even diamond ear-rings and pendants! Also buried in the haystacks were singles from Y! Personals Real People campaign, who were onsite to interact with consumers and act as spokespersons for local media. The haystack was set up in high traffic locations: in LAs 3rd Street Promenade, Chicagos Union Square, and Herald Square Park in NYC.

b) the haystack online

The three-market haystack event brought the online Find Your Needle in a Haystack promotion to life. The online micro-site also served as a Y! Personals Valentines Day hub, featuring dating tips from Paula Abdul, Y! Personals success stories and sweepstakes offering a trip to Paris for two.
c) haystack idol and newly single
To round out the promotion, we leveraged the radio media buy and helped drive awareness for our offline events. Local radio stations in each market hosted remotes at each haystack. Paula was on-hand in LA to give interviews and talk about Yahoo! Personals.

search marketing

THINK BIG
Increase awareness of Yahoo!s newly rebranded Search Marketing (formerly Overture) by creating online/offline buzz.

Small business owners

Direct Impressions: 750,000 WOM: 375,000 Total Online Ad Impressions: 204,100,000 PR Impressions: 20,900,000

a) the BIG idea

With the rebranding of Yahoo! Search Marketing, we created a national competition for the most innovative online business; the contest was announced by big thinker and judge Sir Richard Branson. The winner was awarded 10 million online ads on Yahoo! and a day of marketing in Times Square.

b) the promotion

Applications for the promotions were available online with millions of ads running across the Yahoo! network in hopes of finding a winner and spokesperson. 7,400 consumers entered the promotion.

c) big in times square

Phoenix-based StairCycle Innovations was selected and announced as the winner. StairCycle, co-founded by cardiovascular ultrasound specialist Craig Ridenhour, is a first-of-its-kind cycle that combines the benefits of stair-step exercise systems and a recreational bicycle. The winner was announced via a press conference held from the makeshift office in Times Square, in front of the Nasdaq building. Sir Richard Branson and Yahoo! Search Marketing president Ted Meisel awarded Ridenhour 10 million free ad impressions across the Yahoo! network to kick-start his global marketing program. Additionally, the Nasdaq and Reuters billboards ran ads promoting the event and the winners site from 9:00am to 3:00pm.

search

APPRENTICE 3
Develop a promotion that encourages users to try various features of Y! Local, specifically the rate and review feature that was featured on The Apprentice.

Males/Females 18-50

Total Online Impressions: 95,000,000 Uniques to Promo: 88,000 Pviews to Promo: 150,000 Entrants: 30,000

a) Motel Mogul

Yahoo! Local was featured as the hero brand on the second episode of the third season of The Apprentice. On the show, the teams had to renovate a motel, and guests were then asked to rate and review the motel on Yahoo! Local.

b) 4 star?

Consumers were asked to enter an online promotion, then rate and review a local business for a chance to win 2 tickets to the live Season Finale of The Apprentice.

c) review it now

As a result of the promotion, reviews increased by 50%. Unique visitors to Yahoo! Local increased by 68% and heavy users (10+ reviews) increased by 8%.

Oye Bubbly - Pepsi

April 2005
To promote the Oye Bubbly jingle which was popularized through mass communication in all of Pepsis TV ads during summer on an integrated Digital medium.

Youth 13-34

Online Pepsi Giveaway 3 months supply of Pepsi and Bubbly Audio CDs Promo received 766,061 visits Total participation 52,806 The entire campaign received 1,067,486 page views and 351,629 unique users Average CTR % on campaign banners 6% Total No. of MP3s of the Bubbly tune forwarded via viral 32,611 Besides being a huge viral, the Bubbly ringtone increased the shelf life of the campaign it rested on the users phone!! Wireless Total Monotones downloaded 1,091,230 Total GPRS content (Polyphonic tune, Truetone & Wallpaper) downloaded 59,684 No. of users who participated in the Pyaas promotion 1,214,834 111,507 users joined the Pyaas club!

a) the force

Online For the first time in India, a brand converted its jingle into a ringtone and offered it FREE to the consumers. Pepsizone, Pepsis online destination in India, carried a two-pronged promotion: - A viral promo - forwarding the Bubbly MP3 to 5 friends. - An interactive Bubbly Game - having elements from the TVC to synergize with the on-air commercial. In addition, exclusive Audio/Visual content in the form of Behind the Scenes footage and downloads was provided, which completed the offline connect to the TVC. Mobile The Free Bubbly Ringtone Offer was extensively promoted by Pepsi in their TVCs, and was supported through marketing push by Yahoo! India Mobile. The Free Downloadable Ringtone was made available on Yahoo! Indias mobile short code 8243, whereby, to receive the free ringtone, the user had to simply SMS Pyaas to 8243. Free Bubbly ringtone was made available to mobile users in partnership with Yahoo! India. Promotion was supported by Yahoo! India Mobile marketing on 8243, through plug-in on Yahoo! India Mobile Content and by Pepsi on the Bubbly TVC. Pepsi Pyaas SMS Club was kick-started by giving users the choice of becoming members.

b) spending time

Average time spent in the promo site per user 11.83 mins! Users voluntarily spent 4.1m interactive minutes with the Pepsi brand!!!
c) summary and next steps
The Bubbly activity, both online and through SMS, proved to be the biggest success for Pepsi Technology Marketing in 2005. Prompted by the exceptional success, Pepsi launched the Phase II of this activity with multiple remixes of the immensely popular Bubbly tune.

d) client quote

Bubbly promotion was the biggest for the year 05 for Pepsi Foods India Ltd. Yahoo!s ideation on the mobile and online promo has put us in the forefront in the mobile and online medium. Trivikram Thakore, Ex GM Marketing Pepsi Foods Private Limited

Pepsi GIZMO-FY URSELF

August 2005
To use Digital media platforms to power the Pepsi under the Crown Sales promotion. To seamlessly Integrate web and wireless platforms and create digital rewards as consumer gratification.
The Gizmo-fy promotion offered the option of using either/or both mobile and Internet to submit the unique codes from Under the Crown and win prizes. This enabled the user to submit the codes using both mediums. The mobile number and the Yahoo! ID of the user were mapped to the common database and scores were updated real time, irrespective of the medium used. Pepsi Giveaway Daily prizes via lucky draw iPods and PS2s Instant digital rewards ringtones, wallpapers & games Total entries received: 497,362 Total visits to the website: 180,583 Total Users: 192,534 Total Codes entered: 419,788 25,126 users collected more than 100 points The number of ringtone downloads during the contest - 282,211
Online For the first time, a Pepsi promotion in India had the Yahoo! ID as its entry point; this opened the promotion to over 20 million Yahoo! users from India who could participate in the promotion without having to fill in any registration details. Mobile The promotion was promoted through Yahoo! footers and other plug-ins. The TVC which was to carry the scroller was dropped at the last minute, hence it was left to Yahoo! to promote the promotion through its in-house marketing.

b) mechanics

Users had to buy the Pepsi PET bottle and look under the crown for a code. One had to SMS this code to 8243 (the Yahoo! Short code), or logon to http://pepsizone.yahoo.co.in to enter the code, and win exciting prizes.

c) creative detail:

Each time a unique code was entered through the mobile phone, the user received a free ringtone and 25 points that was instantly added to the users account and communicated to him/her. Upon collecting 100 points, the user received a free mobile game, but was given an option of downloading a computer game incase his/her existing handset was not GPRS enabled. Each time a code was submitted, digital rewards such as ringtones, wallpapers and games were given to the user besides other daily rewards like iPODs and PS2s.

d) wow factor

Real time integrated interface across Mobile & Web Instant and guaranteed Digital rewards Indias first brand activation that integrated online and mobile platforms, and created instant digital rewards as consumer gratification

LINCOLN FRY MCDONALDS

Build a platform where consumers could interact with a French Fry during the SuperBowl.

Males 18-50

WOM Impressions: 225,000,000 Online Impressions: 306,000 unique users 175,000 video streams (123 seconds per user spent viewing videos) Total PR Impressions: 100,000,000 and exposure in a SuperBowl ad to boot!

a) the fry

Used in a Superbowl spot for McDonalds, Yahoo! created and hosted the Lincoln Fry website. The site was launched by Yahoo! at the start of the Super Bowl, before the ad premiered. Users who watched the televised spot were encouraged to come to lincolnfry.yahoo.com to watch an exclusive web only clip, as well as download wallpapers & messenger icons. The spot played during the first half of the Super Bowl, to a viewing audience of 90 million.
Average time spent by user: 120.48 seconds (4x30 second spot). 94% of streams delivered were via broadband, ensuring a great user experience.

c) going going gone

After all the fake bids were taken down, the winning bid of $25,000 was entered by the Golden Palace Online Casino, made famous by winning the Virgin Mary grilled cheese sandwich.

SPOT THE RIDGELINE HONDA

APRIL 2005
Develop a promotion to increase interest in the Honda Ridgeline

Males 18-35

Total Impressions: 180,000+ Total entries/photos taken: 815 Number of consumers on the street exposed to the message: 178,200 Magnets Distributed: 5,500
a) location is everything
We created a program with a focus on generating excitement around the 2006 Honda Ridgeline, Hondas first pick-up truck debuting in March. Given the target: audience cool dads in their early 30s, St. Louis, home of the 2005 NCAA Final Four, was selected as the target: market.

b) show me the truck

For three days, street teams drove two Honda Ridgelines around the streets of St. Louis, passing out branded promotional items (i.e. refrigerator magnet frames with punch-out words consumers can use to make poetry), showing off the trucks, and taking photos of people standing next to the vehicles. Ridgeline brochures were also distributed to consumers who requested additional information to take with them. The street teams signed up each person they photographed for the promotion and each was entered into the sweepstakes for a chance to win the $5,000 grand prize.

c) me and my truck

Photos were uploaded to Yahoo! Photos each night and were available for people to view via a specially-created promotion microsite.

CALL UPON YODA PEPSI

Drive awareness and excitement for the Pepsi/Star Wars partnership.

Males 13-35

Unique visitors: 2,800,000 Codes entered: 1,500,000

a) use the force

We created an online website to support Pepsis marketing tie-in with Star Wars III. Consumers found unique codes printed inside of the packaging of Pepsi products and were instructed to visit the website, to call upon Yoda to see if they won a prize. We developed a code-based instant win sweepstakes platform to award prizes, including 10 codes in the marketplace that were instantly worth $100,000 when entered. Over 250,000 other prizes were awarded, including free Pepsi products, videogames from LucasArts and Star Wars toys from Lego and Hasbro.

b) program components

Entering a winning code online triggered an exclusive video clip starring Yoda to reveal the prize. Non-winning codes resulted in a video starring R2D2, C3PO or Darth Vader. The site also featured an account history section to show each user the codes that they entered and prizes they won. The interface also featured several interactive Star Wars themed games, downloads and video clips created exclusively for the website.

c) how to enter

The promotion was an industry first, with Yahoo! Mobile to enable users to send codes to Yoda via text-messaging. Consumers received an instant reply from Yoda letting them know if they won. There was also a 1-800 number that users could call to enter codes using an automated voice response (IVR) system. Yahoo! integrated with the IVR system to process the transaction in realtime, validate codes and award prizes while the consumer was on the phone. Pepsi was so happy with the promotion, they sent dave Hanson 3ft Yoda!
AMERICAN EXPRESS & BROADWAY
Design, develop, host and help market a Yahoo! and American Express co-branded website to showcase Broadway shows and promote American Express business relationship with Broadway.
Consumers - Females 25-65

Buy Tickets links clicked over 1,000,000 times Hours of video streamed: 6,000

a) the show must go on

We created a content-rich website for American Express, featuring select Broadway shows and relevant photos, video clips, news articles, show schedules and links to purchase tickets along with exclusive offers for American Express card members. We also developed a set of backend content management tools to allow American Express to add and manage show and news content featured on the website within the existing site template.
b) start spreading the news
The Broadway website is promoted by an extensive American Express media campaign, encompassing both online and offline placements. Offline, American Express promotes the site in print ads, in Playbill programs and through broadcast media. Online, in addition to traditional banners throughout targeted areas of the Yahoo! network, the site is also featured by a permanent logo, and link in the lower right corner of the Yahoo! home page, appears at the top of keyword search results, using Inside Yahoo! as well as sponsored search and has a permanent placement within the Broadway section of Yahoo! Tickets.

c) spamalot

In conjunction with the launch of American Express Broadway, we created a fly away promotion for consumers to win a trip to NYC, to see the Tony Award winning hit Spamalot. A second promotion, a trip to Scotland followed later in 2005.
On your marks. Get set. Buzz!
Partnering with Experience
We have more than 10 years experience doing online promotions. Yahoo! develops custom programs and also partners closely with best-in-class providers of promotions services, to provide promotions that perform smoothly, deliver as promised and are cost-effective.

Yahoo!

No. 1 in Online Reach : Yahoo! reaches 85% of Online India (17.85 million) # No. 1 in time spent by online users : 30% of the the time spent online in India is on Yahoo!*
Promotions that Yield Insights
When you conduct your promotion with us, you receive detailed data and insights into your promotion's performance and the audience it attracted. You learn more from the results and can optimize for even better yield next time.

Source: Icube 2006, Content Report (An eTechnology Group @IMRB)
*Source: comScore Media Metrix, June 2006
For more information, please contact us at buzz-india@yahoo-inc.com
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