Case Study: Successful Content Campaigns Without a Media Budget

• 1. Joseph Assad Chief Operating Office | Executive Vice President, PMK BNC Digiday Agency Summit February 2014

2. PMK BNC Content Approach Right stories. Right audiences. Right times. Culturally relevant and compelling storylines Content designed for specific platforms Time content to maximize results Amplify content via influencers and endemic audiences Quality over quantity2 3. How We Use ContentTo build social media presence and drive trafficTo establish an editorial voiceTo generate traditional and social coverage and buzzAs part of our media toolkitAs exclusive rewards for loyal fansIn lieu of a traditional press release 3 4. Approach in Action: Audi, The Challenge4 5. The Challenge by the Numbers With ZERO paid distribution: 1.8M+ YouTube views within first 24 hours; 5M views in first 5 days #1 most viewed on YouTube in 56 regions across the U.S. #1 on Reddits homepage for over seven hours; featured on the homepage for a day and a half 8,800 tweets posted by day three; 187M total Twitter impressions to date 250+ media placements; 401M+ media impressions Nominated for several industry awards; recipient of Digiday Video Award for Best Brand Use of Video for Entertainment category5 6. The Challenge PR Highlights THE SINGLE GREATEST AD OF ALL TIME. - Slate THE GREATEST CAR COMMERCIAL EVER. i096 7. Joseph Assad Chief Operating Office | Executive Vice President, PMK BNC Digiday Agency Summit February 20147