1. December 31, 2011

2. Background Powerball® is updating its game beginning January 15 th, 2012 with more millionaires, bigger starting jackpots and better overall odds. Powerball’s price point is changing to $2. Players who want to play a life style changing game for $1 still have the option to play Mega Millions or a state Lotto game What We’re Doing Delivering an integrated advertising brief for the new Powerball that communicates the advances in the game in 2012 Who We’re Talking To The Jackpot Chaser, while reinforcing the loyal player Behavior: Our player plays Powerball infrequently when the jackpot hits a certain level that’s motivating to them Attitude: They are an aspirational player, motivated by the possibility and the imagination of what they would do differently if they won the money

3. What Do We Want Them To Do/Feel? Behavior: Play the “Enriched” Powerball – feel the motivation to “be part of it”. Attitude: We want them to be triggered emotionally by Powerball – feel that it’s been enhanced to become more winnable – easily seeing the value in this new game What Are We Going To Say To Them To Believe? “IT’S AMERICA’S GAME” POWERBALL HAS BEEN AMERICA’S GAME AND NOW WE’RE MAKING IT EVEN BETTER. MORE. BIGGER. BETTER. Why Should They Believe Us Now with More Millionaires (NEW $1 million CASH second prize)….Bigger Starting Jackpots (It’s DOUBLED from $20M to $40M)…..Better Overall Odds. (Now 1 in 31.8 vs. 1 in 35)

4. How Should It Feel? Heightened sense of excitement. Dramatic, The thrill and fun of Powerball grows Power Play For an extra buck, add Power Play to the $2 Powerball to win even more, including a NEW $2 million match 5 cash payout Legal Notes The Powerball brand mark should always include the trademark symbol ®. There should be no alterations to the current national mark (see the mark on top of this page), but marketing copy points (“Enriched” “New” “Updated”, etc.) may be used