The Shell Club by

1.PRODUCT 2.INCLUDED FEATURES:  Carousel  Login/Registration  Welcome  Menu  Instructions  Profile  Points  Favourites  Badges  Levels  Social Tools o Challenges o Friends o Chat  Prizes  Hub Screen  Ranking  General Activity  Marketplace  In-app promotion  Missions  Rewarding Actions  Social Invitations  Game grid  Game mechanics  Schedule  Show detail  Second Screen Solution: o Card details o Social Check-in o Content Embedment  Notifications: o Push Notifications o Socket Communications o In-app notifications  Dashboard (CMS)  Content Embedment  Analytics 3.OPTIONAL FEATURES:  ACR  Ad Server  Unlockable Items  Content Management INDE X 1.PROPOSAL 2.GOALS 3.HOW DO WE MEET THE GOALS A.GUIDING THREAD B.INSPIRING CONTENT C.SIGN IN & ANALYTICS D.DATA SYNCRONIZATION E.ENGAGING SPACE F.GAME MECHANICS G.BANNERS H.NEWS I.REWARDS J.MARKETPLACE 4.HOW DO WE MANAGE THE EXPERIENCE

1. PROPOSAL © 2015 Hooptap, SL. All rights reserved

Hooptap proposes the creation of a mobile and web platform to create a dynamic and memorable loyalty program which engages the consumers by creating a fun and rewarding experience. This mobile and web platform will show that interacting with Shell is a fun adventure that constantly rewards you. In this way the consumers will associate the fun experience with the brand personality. The platform will include fun mechanics which will entertain and make the consumer loyal as they will be immersed in a brand environment while they have fun. Game mechanics are a great feedback source to better understand consumer behavior and identifying trends. Furthermore, the platform will be able to embed the consumer information given when the consumer pays, both when they pay giving their CPF or automatically. In this way, the app will send offers & rewards to the users regarding their previous registered activity. The system is capable of generating exportable statistics to cross them with Shell’s data base so that the brand can carry out segmented campaigns.

2. GOALS © 2015 Hooptap, SL. All rights reserved

1.TRACK USERS ACTIVITY AND REWARD ACCORDINGLY: As the platform can embed Shell’s external data, the app/web will be able to reward accordingly, knowing users transactions and being able to provide meaningful rewards for the users. 2.BUILD A UNIQUE EXPERIENCE: Shell will create a dynamic and inspiring experience for users, where they will be able to play and interact with the brand,embracing a fun adventure. 3.CREATE A NEW COMMUNICATION CHANNEL : Shell will be able to communicate with its consumers in an interactive way, creating a dynamic conversation, far from aggresive advertising. 4.INCREASE CONSUMER LOYALTY: Consumers will have fun and will be rewarded for it, which will strengthen their relationshio with the brand and create a deeper bond based on a rewarding and inspiring experience. THANK TO THIS JOURNEY, SHELL WILL…

3. HOW DO WE ACHIEVE THESE GOALS? © 2015 Hooptap, SL. All rights reserved

GUIDING THREAD & TIMELY CAMPAIGN A As mentioned previously, the user will find different adventures every time they enter the app and web shell environment. They will find content related to the aspects Shell wants to highlight. Shell can propose timely campaigns to carry out in Shell’s club. For example, if shell wants to adopt the concept of a journey in the Shell Club, this can be easily set up through the CMS and changed whenever it is desired, Games could be journey related, and every time a user played a number of games he could get a badge “You achieved the first 100 km of your journey” to establish a path for users and encourage them to keep interacting to get more and more badges. A final grand prize can be given to the user who has arrived the furthest in the journey ( gained more badges). This is only an example of how Shell can carry out a campaign with a certain theme, which can be simply changed and customized regarding the brand’s preferences.

© 2015 Hooptap, SL. All rights reserved Shell brand will be part of the experience in an organic way, being able to include content related to its services always in a fun and non aggressive way. This content can be: Game mechanics Banners News The content can make reference to the driving experience, a journey or any other theme without integrating the brand expressisly in each game: the fun experience will be embeded in Shell’s space. For example, alluding to the Journey guiding thread example, a game can ask people to decide what elements to introduce on a backpack to start a journey. The elements proposed can be Select products. In this way you combine the brand with the timely campaign associating both concepts in a fun way for the user. However, some of the content can allude both to shells and Select products and services and to the chosen guiding thread. INSPIRING CONTENT B

© 2015 Hooptap, SL. All rights reserved SIGN-IN & ANALYTICS C Users will sign in when they enter the platform. In this way Hooptap can register their activity (games played, badges, points…) and it can be shown in the user’s profile where the user can check hos status whenever he desires. Moreover, thanks to the sign in, Shell can draw useful insights. Hooptap’s CMS has an analytics system that show data on real time so Shell can track each action in a simple way. Shell can integrate an external analytics system if desired. These insights can help to maintain or redifine the content and brand strategies in a simple and immediate way. Shell can dedide what fields to require at the beginning, its signing in can be much more simple than the one shown. Moreover, once registered you can give them the chance to enter more data and be rewarded in return.

© 2015 Hooptap, SL. All rights reserved Shell can embed its own POS tracking system into the app. This is, OFF actions that take place out of the platform will be able to be registered in the app in order to reward the user accordingly. Both if the user pays with the CPF or automatically, Shell will be able to send this information to Hooptap’s platform through an API. To inform the user about the related offer, push notifications can be sent automatically based on their buying behaviour. For example, let’s say a customer has put only 50 reals of diesel, this gets registered thanks to Shell’s tracking system which automatically connects this information to the app through an API. Now the platform can reward the user accordingly. The user can receive a push notification telling him if he puts again during the next two days, he will get a discount on diesel. This rewards the user with a segmented prize that will be useful for the user and may encourage him to put more gas. DATA SYNCRONIZATION D

Once the user has signed in, they will land on the home screen, where they can see the content and access each of the sections. News Profile Content folders and games Marketplace to exchange the points for gifts and discounts Moreover they can click on banners, discover prizes, and see recent activity of other users. E ENGAGING SPACE

Thanks to the games the Shell room turns into an interactive environment which binds the users with the brand together. It allows users to have fun with the brand in a deeper way. Hooptap offers more than 50 game mechanics ready to customize, in constant evolution to create new games and experiences with users every day. They are clasified by: arcade, quiz and trivia, mental skills and media & social. Users can individually work their way up through the app by playing games to demonstrate their expertise or play against other users. This diversity allows shell to create an environment related to the guiding thread and content Shell desires. The user will complete games related to the campaigns shell carries out. Moreover, thanks to the game mechanics feedback can be tracked and consumer trends can be analyzed thanks to the answers given. F GAME MECHANICS QUIZ & TRIVIA : Perfect to challenge users and to draw feedback aout their preferences. ARCADE: Pure entertainment games that don’t require an intelligent effort but strengthen the bond between Shell and the users as they are fun and can include brand elements.. MENTAL SKILLS: Users have to demonstrate their own capabilities. It encourages logical thinking and concentration so they create more engagement.. SOCIAL: These mechanics allow to viralize content, generate impacts and draw other users to enter the platform.

© 2015 Hooptap, SL. All rights reserved This is the example of an engaging game related to the theme of the journey that was proposed recently as an example. This game doesn’t include Brand Elements per se, but it is integrated in the Shell Club as other games will. This type of games will make users associate fun an the theme chosen with the brand. Whenever the user chooses a right or wrong option the game will show it in the following way: GAME EXAMPLE

This game will allude to Shell’s services. The game will ask what elements you have to check before going on a road trip. The user will have to drag the elements they think they have to check into the image in the middle. The game is related to Shell’s services but in a subtle way, making the experience fun, and not aggressive. GAME EXAMPLE 2

© 2015 Hooptap, SL. All rights reserved Shell can include call to actions as banners using Hooptap’s internal Banner system. This system allows Shell to insert Banners, combiine them inside the game spaces app and track them through the CMS in real time This banners can promote many different things Shell, Select, a prize in the marketplace, a new game… BANNERS G

This element will keep users entertained and informed. Reading news can be rewarded in the same way as game activity. Moreover, through news, other content can be included, such as corporate social responsibility events, milestones, new services…that redirect the user to other Shell channels, such as Shell’s website for example. H NEWS

I REWARDS Rewards can be used to motivate users activity. They can be rewarded with directs prizes, badges, points and marketplace prizes. Through the CMS, Shell will decide what reward to give for each action. Direct prizefor playing a game: (eg: discount on gas) This direct reward may also be a number to take part of a draw. Badge: they can be asigned to a certaing game or to a group of games. In this way, when user completes a game or a group of game he will automatically get the badge. For example if a user completes many games about driving he can get «The best driver» Direct prize for winning a badge : when the user gets a badge, they can automatically receive a prize for it. Points : For every action the user completes, Shell can decide if they want to reward it with points. Also, Shell will decide the value in points of each action. Marketplace prizes: Users will store points as they interact in Shell’s club. This points can be exchanged for prizes in the marketplace, like for example discount coupons, experiences… These rewards will consolidate a reciprocal and solid relationship with the users.

J MARKETPLACE The marketplace is an exchange space where users can «buy» prizes with their points. Through the CMS, Shell can decide the value of each prize according to its characteristics, the duration and the stock. Moreover limits can be established per prize so the prize can’t be «bought» more than X times per day or per person. In this way, users will be motivated to interact and gain points to then exchange them for prizes in the marketplace. When users carry out this operation, they receive a coupon that is stored in their profile and sent to their to be able to redeem the prize in the gas stations. In this way the consumer is encouraged to keep participating at the same time as it strengthens the relationship between the brand and the user, as the latter is constantly rewarded while he has fun with the offered content. These rewards will consolidate a reciprocal and solid relationship with the users.

4. HOW DO WE MANAGE IT? © 2015 Hooptap, SL. All rights reserved

DASHBOARD Hooptap offers a CMS that will allow Shell to create & control the user’s experience, managing all the platform’s content. Shell will be able to create games, publish news, asign rewards, insert banners, etc. And of course, insert all the elements of the shell brand (logo, colours, background…) Hooptap’s platform is able to track all user’s interactions. All the information will be shown to be analyzed: the system is capable of generating exportable statistics to cross them with Shell’s data base so that the brand can carry out segmented campaigns.

 User Management: The CMS allows to create or add new users with managing priviliges, so they can control all the app/web aspects.  Games : Shell will be able to create personalized games thanks to the wide variety og game mechanics offered by Hooptap.  Badges: The CMS allows to create badges and assign them to games. When users complete a game the will be able to automatically receive a badge..  Validator: If games need to be validated, Shell can accept or denie the answers, or pictures users have sent in the different game mechanics.  Points: The CMS allows Shell to assign the number of points they desire to certain actions to be able to reward the user.  Banners: banners can also be managed through the CMS, The program will decide the dates it will appear, the frequency, and where it will appear.  Look and feel: Colours, logos, background, game elements… in a very simple way through the CMS settings.  Prizes: Their value, duration, stock and limits of the marketplace prizes will be defined through the CMS. Direct prozes will also be assigned and managed throug the CMS. © 2015 Hooptap, SL. All rights reserved DASHBOARD

© 2015 Hooptap, SL. All rights reserved

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