The Starter Wife Mobile Club USA Network Submitted for your consideration in the category of Interactive Advertising: Mobile Advertising.

The Starter Wife Mobile ClubUSA Network

Submitted for your consideration in the category ofInteractive Advertising: Mobile Advertising

The Starter Wife Mobile Club• Mobile Club presented by Verizon Wireless (VZW)• All standard rate messaging • Features for all members include:

– Weekly Tune-in Alerts– Weekly Fashion Hip Tips– Social Ladder Game– Hollywood Profiler Games

• Features for VZW subscribers include all of the above, plus:

– Weekly Behind-The-Scenes Video– Weekly Wallpaper– Weekly Dizzyland Update

• Molly’s Must-Haves Sweepstakes presented by VZW

– Mobile entry available to all VZW subscribers– Online entry available to everyone

The Starter Wife Mobile Club Campaign Highlights

• 130,000+ SMS messages sent to Mobile Fan Club members since the October 10th series premiere

• 504% increase in Fan Club membership since premiere

• 24,000 VZW subscriber mobile entries to Molly’s Must Haves Sweepstakes

• 52% of Fan Club members who receive the Social Ladder game prompt play the game

The Starter Wife SMS Messaging

TSW: When Joan reappears in LA alone Molly wonders what happened to Pappy & why the police r investigating his disappearance. All-new ep tmrw @ 10/9c on USA.

Tune-in Alert sent day before

episode airs

TSW Hip Tip:  Pay attention to the shade of red clothes u buy. Blonde & fair? Go with bluer reds. Darker-skinned brunette? Stick to reds with orange undertones.

Fashion Hip Tip sent every Monday

TSW Dizzy: I’ve seen wild woman (this is LA!) but Ann, aka Alizee, took it 2 a new level. Stick w/ her Molly; u r like Paris & Nicole. We’ll call u Wild & Free!

Exclusive Dizzyland Update sent in-show to

VZW subscribers

Exclusive Behind-The-Scenes Video

sent to VZW subscribers

Subject: TSW Kenny BTS Video

Subject: TSW Rodney & Felix Wallpaper

Exclusive downloadable

Wallpaper sent to VZW subscribers

The Starter Wife SMS Hollywood Profiler Game

TSW Shoe: Ur footwear says more about u than u might think. Take this TSW quiz 2 find ur perfect pair. Rply SHOE to play. U have 30 min to finish once u start!

STEP 1Alert

prompts user to

play game

STEP 2User replies SHOE and

receives 1st question

The majority of your shoes are:A. Every pair is differentB. High heeled & glamorousC. From obscure European designersD. Flat or low-heeledRply A, B, C or D

When shopping for shoes, you tend to look for this quality:E. Anything that catches your eyeF. GlamourG. UniquenessH. PracticalityRply E, F, G or H

STEP 3User replies with their answer,

triggering next question

STEP 4User is

prompted with final question

STEP 5User

receives results

Last Q: After a night of dancing in ur fave shoes ur feet r:Y. BareZ. Blistered & numbAA. Covered in band-aidsBB. Perfectly comfortableRply Y, Z, AA or BB

RESULTS: Independent -U're independent & march 2 ur own drumbeat. U're not a slave 2 fashion or other people's opinions & hate 2 be tied down or told what 2 do.

The Starter Wife SMS Social Ladder Game

STEP 1Alert prompts user to play

the game. User replies ACTOR to begin

STEP 2User receives 1st scenario and makes their decision by texting back a keyword

(SCRIPT)

TSW Social Ladder Game 8: Every great movie needs a leading man! Txt ACTOR to play. Reply 2 each msg w/1 word in caps. Game ends 12/11. Txt WIFEEND to quit.

TSW: The It Actor u r dying 2 have in ur movie is a client of ur personal trainer. Do u ask ur trainer 2 pass him ur SCRIPT or move ur SESSION to right be4 his?

TSW: Ur trainer gave It Actor ur script 2 weeks ago but there's been no word. Do u try 2 "run" into him at the gym JUICE bar or figure out how 2 get his NUMBER?

TSW: To get It Actor's personal cell number, do u BRIBE the men's locker room attendant 2 let u in or borrow ur personal trainer's PHONE when he's not looking?

STEP 3User receives 2nd scenario and makes their decision by

texting back a keywords (NUMBER)

STEP 4User receives 3rd scenario and makes their decision

by texting back a keywords (PHONE)

The Starter Wife SMS Social Ladder Game (cont.)

TSW: B4 u go into the locker room u peek inside & c ur best friend's husband in there--naked! Do u try 2 SNEAK in w/out him seeing u or DELAY for another day?

TSW: While sneaking in u trip over a gym bag. Now ur best friend's hubby thinks ur hitting on him! Even worse u didn't get the #. Txt ACTOR 2 climb again.

TSW: The It Actor u r dying 2 have in ur movie is a client of ur personal trainer. Do u ask ur trainer 2 pass him ur SCRIPT or move ur SESSION to right b4 his?

STEP 5User receives 4th scenario and makes their decision

by texting back a keywords (SNEAK)

STEP 6User gets outcome

message. If they’re a loser they are prompted to text

ACTOR to play again

STEP 7User texts ACTOR to play

again

The Starter Wife Weekly Molly’s Must Haves Sweepstakes

• Sweepstakes microsite with entry form presented by VZW

• On-air call-to-action in every episode featuring new weekly prize

• VZW subscribers text in prize keyword to enter weekly

• Subscribers for all other carriers enter online

TSW: Thx! U have 1 sweeps entry. Std msg chrgs aply. 4 rules go 2 starterwife.usanetwork.com. Enter again nxt wk! 1 entry/wk. Want more? Rply WIFE Txt STOP 2end

VZW subscribers receive this MT response upon entry. Non-VZW subscribers are instructed to enter online at starterwife.usanetwork.com.