1. F‘10 BCFS Round 2 (Follow Up) March 17, 2009

2. *Incremental Production Cost Needed
Digital Parameters
Dedicated Media Support
Gushers $500K (mid July-mid Sep flighting)
Align with website launch and BTS
Mega $500K (Jan-Feb flighting)
Support promotional efforts
BCFS Mom $1.5MM (Dec-May; specific flighting pending discussions)
MFRU $500K (mid Sep-mid Dec)
Cross Divisional Efforts
Maximize TV relationships across CSO partner sites
Gushers in the first half
Mega in the back half
Integrate Millsberry into branded consumer experience
Integrated brand experience with dedicated landing page*
Banners (Flash/Rich Media Units/Takeovers, Expandables, etc)
*Incremental Production Cost Needed

3. Kid / Tween / Teen Target
Digital Strategy
Kid / Tween / Teen Target
Brand Champion
Demo
Brand Alignment
Budget
Digital Strategy
Media Solution 8 9 10 11 12 13 14
N/A
N/A
$1.0MM
Focus on silly game play and forums allowing creative expression
Center on fun and exciting digital worlds & experiences
Encourage involvement with the “Beware the Gush” & Mega promotion messaging via rich media ad units
CSO
70% of Spending
Games
Shows
Music/Movies/Ringtones/Games
Reach
30% of Spending
* % of spend on Reach includes delivery for both Gushers and Mega – Not including CSO sites
* Exploring to include comScore DunnHumby ROI Measurement and Targeting

4. Digital Kid Programs: Gushers ($500K)
Media Channels
Gorilla Nation
Kids
CSO
Budget/Imps
Tactics
Gorilla Nation (GN Kids) Run of Network Banners
GN Kids will be able to deliver substantial & efficient reach
through programs and content of interest
Includes traffic driving units to Gushers website for brand
interaction & engagement
Homepage Takeovers & Roadblocks
Co-Branded Wallpapers & Page Skins
High Impact ad units: In-Page Floating Rich Media
Banners
Sample site list represent channels such as entertainment
news, gaming environments, video & music:
Marvel Kids (Comic related content)
King.com (Gaming)
Zeeks.com (Gaming, Video)
Kidzbop.com (Music, Video, Gaming)
Millsberry
Budget: $150M
Impressions: 29MM
CPM: $5.43
Composition:
22% of kids 8- 14
Nickelodeon.com/ Disney/Cartoon Network
Adjacency to content and activities that resonate against target
Music, Video, Ringtones, Concerts, Shows, Movies
Branded characters integrated into game play/custom games
integration
Exclusive Sponsorships, video pre & post roll Sponsorship
Custom Takeovers and Roadblocks
All media will drive to the Gushers website for brand engagement and
interaction
Budget: $350M
Impressions: 70MM
CPM: $5.00
Composition:
30% of kids 8-14
* Subject to change pending final approval
* CSO Program Opportunities are subject to further follow up with publishers

5. Digital Kid Programs: Gushers ($500K)
Disney XD
GN Kids
Cartoon Network
Nick.com

6. BCFS Gushers Activation Final Plan April 21, 2009

7. Background
Objective: Support the Gushers “Beware the Gush” campaign and find innovative ways to reach kids beyond the banner to “Gush the Web”
Approach: Using a $150M budget (non-CSO), media explored ideas that would generate awareness and engagement by inviting kids to experience the fun of Gushers in different ways that resonate with the target
Recommendation: Capitalizing on our target's heavy digital chat behaviors, we recommend creating an IM gaming experience that allows for two-way gush "battles"
Partner with AOL to create a dynamic gaming platform that equips our users with Gushers branded elements as key components of the game experience and for stronger interaction and brand engagement

8. AIM 6.X Immersive Expressions
Expression CTR to Brand Site: Users who click thru to the brand site from the Expression
1.4 % CTR
Adoption Rates (Number of times an expression is adopted)
Kids Beverage - 41k adoptions
Kids Movie - 12k adoptions
Kids Food - 34k adoptions
* Data above is based on AOL’s historical campaigns

9. User Path for AIM Expression Adoption
AIM Expressions Page
User selects the expression and applies.
Virally within the Expression “Get This Expression”
One-Click Adoption from AIM Screen
AIM(120x90) – Co-branded Media
Average CTR Static .jpg 0.02%, Flash % 1 3 2
How Do Users Adopt
Clicking in the AIM 120x90 Co-branded media
Through the one-click adoption button option (User clicks on the bottom right paint brush on their AIM IMs box)
Virally within the Expression itself for others to adopt from each other.

10. Option C: Gorilla Nation & Platform-A
Recommended
Option C: Gorilla Nation & Platform-A
Platform A Network: AIM 6.X immersive expressions
Gushers will be able to leverage the Expressions capabilities
to create a themed/branded environment with video,
photos, RSS feeds, multiple backgrounds, and other user
interactions. New features include e-cards, text trigger
sound, viral links & one-on-one games
A "Gushers Attack“ game will Allow users to type the word
"gushers" in to the AIM screen, and a Gusher fruit snack would
be thrown at the screen of the friend they're IMing with.
Users would have the ability to clear the screen, and start
tossing them again.
Additional Elements include:
Gusher emoticons: Instead of smiley faces users can send Gusher faces that portray different user emotions
Fruity Text Triggers: When kids type words like, fun, sweet or awesome a fruit flavor will cascade across their AIM window
Flavor Modes: Users will have the ability to customize their AIM expressions to match their favorite Gusher flavors
Color Visualizer: Components that allow the tone and emotion of the conversation to be displayed in the Gusher colors of the AIM backgrounds
Promotional Media:
Media units urging users to download the Gushers AIM immersive expressions program will be throughout the AIM network
Gorilla Nation (GN Kids) Run of Network Banners
GN Kids will be able to deliver substantial & efficient reach
through programs and content of interest
Includes traffic driving units to Gushers website for
brand interaction & engagement
Homepage Takeovers & Roadblocks
Co-Branded Wallpapers & Page Skins
High Impact ad units: In-Page Floating Rich
Media Banners
Sample site list represent channels such as
entertainment news, gaming environments, video &
music:
Marvel Kids (Comic related content)
King.com (Gaming)
Zeeks.com (Gaming, Video)
Kidzbop.com (Music, Video, Gaming)
Millsberry
Total:
Budget: $150M
Impressions: 35MM
eCPM: $4.28
Avg. Composition of Target: 16%
Gorilla Nation:
Budget: $50M
Impressions: 9MM
CPM: $5.43
Composition of Target: 22%
Platform-A:
Budget: $100M
Impressions: 26MM
CPM: $3.84
Composition of Target: 10%
*Includes ad serving fee

11. Option C: Gorilla Nation & Platform-A
Recommended
Option C: Gorilla Nation & Platform-A
Advantage:
Ability to effectively balance reach, awareness and engagement by utilizing relevant sites and channels within a top network/portal and IM application that index high among the target audience
Limited cross site-duplication between GN & Platform A allows the brand to receive an increase in significant exposure and visibility
Breakthrough promotion of brand in a fun, relevant way that supports the one campaign idea of “Beware of the Gush”
Disadvantage:
Sacrifice reach/impressions to allow for increased user engagement with the brand
Overall lower SOV for the Gushers brand in terms of user engagement and interaction within the AIM Expression program

12. Plan Comparison & Projections
The below provides projected minimums needed in order to achieve efficient results
* 0.11 is the CTR benchmark provided by Double-Click for the CPG industry
** 0.20 is the CTR benchmark for overall digital campaigns
Gorilla Nation’s total visits is reflective of users who click from the banner to brand site, while Platform-A reflects the clicks
from banner to the expression page
The Platform- A’s conversion rate is representative of users who click from the expression to the brand site

13. Appendix

14. Revised Flowchart

15. Platform-A Screenshots