1. MARTINI ROYALE CASTING GENERAL DIRECTIONS FOR GOOGLE ADWORDS AND FACEBOOK ADS STRATEGY

2. Google Adwords Ads GOOGLE ADWORDS

3. Google Adwords Ads For the needs of the Adwords campaign, we recommend to create three separate groups of ads, that contains popular keywords and longer, less frequently phrases, which are making so-called “long tail” search. Depending on the promoted activity (Martini Royale Casting or “You are the Martini Star” application), every group of ads will receive dedicated copy. For the markets that can’t use the word „Martini” in the copy - please replace it to adhere to your local regulations 1. To recruit Recruiting female participants to take part in the Martini Royale Casting and promotion of this event among a group of potential participants. Main objective of the promotional activities: 2. To promote Promotion of the application “You are the Martini Star” among Internet users. The main target of this campaign are woman, but we are also thinking of a male receivers, who can recommend the contest and the application to their friends.

4. Google Adwords Ads Group #1: Fashion & Lifestyle Group #2: Contest, models, become a star Group #3: Nightlife, socializing, Martini

5. Google Adwords Ads Group #1: Fashion & Lifestyle

6. Google Adwords Ads Group #1: Fashion & Lifestyle The advertising is directed at women, who value their look and want to be “trendy”. They use Internet, to look for a new fashion trends, read fashion blogs, search for an inspirations, which are suitable with their lifestyle.

7. Google Adwords Ads ‘Keywords: Fashion & Lifestyle Fashion trendsFashion online shopSpring fashion 2012 Fashion trendShop fashion onlineSpring trends 2012 Fashion trend 2012Shopping online fashionLatest fashion Trends fashion 2012Online fashion shopsLatest clothing trends 2012 trend fashionDesigner fashionFashion news 2012 trends fashionDesigner onlineLatest fashion style Current fashion trendsFashion clothingAlternative lifestyle Celebrity fashionFashion clothesLifestyle shop Newest fashion trendsBest fashion onlineLifestyle shopping Hot fashionTrends in fashionLifestyle trends Hot trends fashionVintage fashion onlineLifestyle tops Celebrity trendsLadies fashionFashion and lifestyle Summer fashionLady fashionLifestyle fashion Trends summer 2012Ladies fashion clothesFitness and fashion Online shopping fashionLadies fashion topsLifestyle life Blog lifestyle

8. Google Adwords Ads Group #2: Contest, models, become a star

9. Google Adwords Ads Group #2: Contest, models, become a star The advertising is directed at women, who are constantly looking for a chance to become a model, take part in the audition, get a photo session and fulfill their dreams. We direct this group of ads to women (18-35), wanting to take part in the fashion contests and to exist as a model.

10. Google Adwords Ads ‘Keywords: Contest, models, become a star How do you become a modelModel agenciesModel agency casting How to become a modelModeling agencyModel casting shoot How can I become a modelModels agencyTop model casting How to be a modelModels glamourCasting photo model Become a glamour modelGlamour models agencyVideo model casting Hot to become a glamourGlamour photographersContest model Glamour castingGlamour photographerModel search contest Fashion castingPhotographic glamour2012 contest model Model castingsGlamour photographsOnline model contest Casting for modelTop glamour photographersPhoto model contest Ways to become a modelGlamour shootsCover model search Who to become a modelGlamour shootMagazine model contest To become a modelGlamour photo shootFashion star contest How become a modelGlamour photography shootElite model look contest Glamour model agencyModel casting agencies

11. Google Adwords Ads Group #3: Nightlife, socializing, Martini

12. Google Adwords Ads Group #3: Nightlife, socializing, Martini This group of ads is addressed to people, who live a full life, like going to parties, take part in events, go to festivals and concerts. They are enjoying life every day and when the weekend is approaching, they are looking for the most interesting places and parties, they would like to go. This is a group of people, who want to socialize, like to know everything, what is still unknown, and discover new locations. In this group there are also three phrases associated with the Martini brand.

13. Google Adwords Ads ‘Keywords: Nightlife, socializing, Martini current music eventsNightlife clubMartini Royale music eventsBest nightlifeMartini Casting best music eventsNightlife cityRoyale Casting music festivalClubbing topsWhat is martini 2012 music festivalNight life clubsMartini recipe Summer music festivalClub night lifeRecipe for martini International music festivalClub partiesMartini glass Music festival EuropeUpcoming concertsGlasses martini New music festival2012 concertsCasting louboutin Party in clubTickets to concertsMartini louboutin Party at the clubConcerts ticketsKisser casting Party clubTickets for concertsLouboutin shoes Best dance partyMusic concertsCasting royale Party in the clubMartini

14. Google Adwords Ads Copy: Martini Royale Casting Group #1: Fashion&Lifestyle Headline: Got the right attitude? Line 1: Get your chance and earn €150 000! Line 2: Earn shoes from top designer! Group #2: Contest, models, become a star Headline: Want to be a new star? Line 1: Show us your attitude and earn Line 2: Designer’s shoes and €150 000! Group #3: Nightlife, socializing, Martini Headline: Attitude inside of you? Line 1: Prove that you create your luck! Line 2: Enter Martini Royale Casting!

15. Google Adwords Ads Copy: You are the Martini Star Group #1: Fashion&Lifestyle Headline: Got the right attitude? Line 1: You think you can be a star? Line 2: Keep dreaming or get your chance! Group #2: Contest, models, become a star Headline: Do you say „Why?” or „Why not?”? Line 1: Want to become the new star? Line 2: Get your chance! Here and now! Group #3: Nightlife, socializing, Martini Headline: Wish to be the next Martini star? Line 1: Dare to take, what’s yours! Line 2: Watch yourself as a new Martini Star!

16. Google Adwords Ads Copy: You are the Martini Star Group #1: Fashion&Lifestyle Headline: You as a celebrity? Line 1: Take your chance and Line 2: Show yourself to the world Group #2: Contest, models, become a star Headline: Want to feel like a star? Line 1: Astonish your friends Line 2: Let them see the celebrity In you! Group #3: Nightlife, socializing, Martini Headline: Want to be in a spotlight? Line 1: Take your life in your hands and Line 2: See yourself as a star!

17. Google Adwords Ads Copy: Martini Royale Casting Group #1: Fashion&Lifestyle Headline: Looking for hot trends? Line 1: How about shoes from a top designer? Line 2: And chance to earn €150 000! Group #2: Contest, models, become a star Headline: Want to be a model? Line 1: Take a part in Royale Casting Line 2: Earn hottest shoes and €150 000! Group #3: Nightlife, socializing, Martini Headline: Lust for life? Line 1: Dare to take, what’s yours! Line 2: Shake your life with Martini Royale

18. Google Adwords Ads Copy: Martini Royale Casting Group #1: Fashion&Lifestyle Headline: Want to be trendy? Line 1: Try on shoes from a top designer! Line 2: Enter Martini Royale Casting! Group #2: Contest, models, become a star Headline: How to become a model? Line 1: It’s simple with Martini Royale! Line 2: Enter our casting and earn €150 000! Group #3: Nightlife, socializing, Martini Headline: Looking for excitement? Line 1: Take a part in Royale Casting! Line 2: Earn €150 000 and become a star!

19. Google Adwords Ads Copy: Martini Royale Casting Group #1: Fashion&Lifestyle Headline: Be The Face Of Martini Line 1: Scoop The Chance To Earn €150,000 Line 2: 12 Pairs of Louboutins & more. Group #2: Contest, models, become a star Headline: Martini Royale Casting Line 1: Become The Face Of The Iconic Brand Line 2: & Jump Start Your Career. Read More Group #3: Contest, models, become a star Headline: Be The Face Of Martini Line 1: Follow The Footsteps Of Big Stars & Line 2: Become The Face Of Martini!

20. Google Adwords Ads Copy: Martini Royale Casting – male participants - voters Headline: You need to see this celebrity Line 1: She showed way too much Line 2: …of her attitude Headline: Vote for a star! Line 1: Choose Royale Casting celebrity Line 2: that will earn €150 000! Headline: See what these ladies do Line 1: to become celebrities Line 2: and earn €150 000

21. Facebook Ads FACEBOOK ADS

22. Facebook Ads For the needs of the Facebook Ads campaign, we recommend to create six separate groups of ads. Five of these will be standard Facebook Ads, and one will be Sponsored Story – Page Like Story ad. Every group of ads will be targeted differently, and will receive different copy. Groups 1-4 promote MRC app, and lead to this app. 5th group promotes „Celebrity Invitation” app, and leads to this app. 6th goup promote MRC app, lead to this app, but it is targeted to the male users, encouraging them to vote on the candidates. For the markets that can’t use the word „Martini” in the copy - please replace it to adhere to your local regulations 1. To recruit Recruiting female participants to take part in the Martini Royale Casting and promotion of this event among a group of potential participants. Main objective of the promotional activities: 2. To promote Promotion of the application “Celebrity Invitation” among Facebook users.

23. Facebook Ads Group #1: Fashion & Lifestyle - MRC Group #2: Stars, Celebrities, Gossip - MRC Group #3: Nightlife, socializing, Martini - MRC Group #4: Sponsored Story – Page Like Story - MRC Group #5: Stars, Celebrities, Gossip – „Celebrity Invitation” Group #6: Encouraging to vote – male - MRC

24. Facebook Ads Group #1: Fashion & Lifestyle - MRC

25. Facebook Ads Group #1: Fashion & Lifestyle - MRC First group generally contains fashion fans. We’d like to target ad for this group to women who are Facebook fans of fashion magazines, clothing designers brands, local fashion blogs & websites, and other fashion related, local and global Facebook pages. Demographically this ad will be targeted to woman [from particular country] LDA(18)- 35. Every particular country should set targeting independently, based on their local specification.

26. Facebook Ads Copy example: Fashion & Lifestyle - MRC Copy v1: Fancy getting 12 pairs of famous designer shoes? Just click and find out how to gain them Copy v2: Can you imagine yourself as a star, in famous designer shoes with €150 000 in your pocket?

27. Facebook Ads Group #2: Stars, Celebrities, Gossip - MRC

28. Facebook Ads Group #2: Stars, Celebrities, Gossip - MRC Second group contains female Facebook users, interested in celebrity stories, lifestyles of the famous people, and gossip. We’d like to target ad for this group to women who are Facebook fans of famous celebrities (most of all local), gossip magazines, gossip websites & blogs. Demographically this ad will be targeted to woman [from particular country] LDA(18)- 35. Every particular country should set targeting independently, based on their local specification.

29. Facebook Ads Copy example: Stars, Celebrities, Gossip - MRC Copy v1: Show us that you have the right attitude and become a famous celebrity! Copy v2: Your friends will be astonished when they will see you as a Royale Casting star! Photo:

30. Facebook Ads Group #3: Nightlife, socializing, Martini - MRC

31. Facebook Ads Group #3: Nightlife, socializing, Martini - MRC Third group contains female Facebook users who often go uot to the clubs, like nightlife, partying, socializing. We’d like to target ad for this group to women who are facebook fans of most famous clubs, nightlife magazines, websites & blogs, party associated alcohol brands. Demographically this ad will be targeted to woman [from particular country] LDA(18)- 35. Every particular country should set targeting independently, based on their local specification.

32. Facebook Ads Copy: Nightlife, socializing, Martini - MRC Copy v1: Become our new Royale Casting star and earn €150 000 ! Copy v2: Will you throw a party of your life time when you'll become a Royale Casting star?

33. Facebook Ads Group #4: Sponsored Story – Page Like Story - MRC

34. Facebook Ads Group #4: Sponsored Story – Page Like Story - MRC Page Like Story ad will be targeted on friends of our fans and it is the ad that will play general recruitment role.. It works very well, and helps to recruit fans very quickly because it is based on the social proof phenomenon, where people assume the actions of others reflect correct behavior, so they easily repeat the actions of their friends. This ad is not targeted demographically, and it will be seen by all of our fans friends.

35. Facebook Ads Group #5: Stars, Celebrities, Gossip – „Celebrity Invitation”

36. Facebook Ads Group #5: Stars, Celebrities, Gossip – „Celebrity Invitation” Fifth group contains female Facebook users who often go out to the clubs, like nightlife, partying, socializing. We’d like to target ad for this group to women who are Facebook fans of most famous clubs, nightlife magazines, websites & blogs, party associated alcohol brands. Demographically this ad will be targeted to woman [from particular country] LDA(18)- 35. Every particular country should set targeting independently, based on their local specification.

37. Facebook Ads Copy: Stars, Celebrities, Gossip – „Celebrity Invitation” Copy v1: You can be the Royale Casting star! Come and see it for yourself. Copy v2: Feel the thrill of being a celebrity, become a Royale Casting star!

38. Facebook Ads Group #6: Encouraging to vote – male - MRC

39. Facebook Ads Group #6: Encouraging to vote – male - MRC Fifth group contains male Facebook users – general gropu, not targeted by pages liked or interest. Demographically this ad will be targeted to man [from particular country] LDA(18)-35. Every particular country should set targeting independently, based on their local specification.

40. Facebook Ads Copy: Encouraging to vote – male - MRC Copy: Want to help ladies to become a Royale Casting star? Vote for your favourite Copy: Create a star! Vote for you favourite Royale Casting participant! Copy: She showed way to much… of her attitude! Watch and vote for the next Royale Casting star! Copy: See what these ladies are ready to do to become celebries and earn €150 000!