THE GAME. GAME TITLE === The Smurfs 2 GENRE ====== 2D Platformer PLATFORMS ====== X360 ====== PS3 ====== WiiU

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Berniece Briggs
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2 EXECUTIVE SUMMARY Multiplatform release of a movie-based game with the Smurfs license, based on and timed with the Smurfs 2 Movie (Sony Pictures Entertainment)

3 THE GAME GAME TITLE === The Smurfs 2 GENRE ====== 2D Platformer PLATFORMS ====== X360 ====== PS3 ====== Wii ====== WiiU ====== DS DEV ======= UbiSF / WayForward RELEASE DATE ==== 7/16/ K Units on Wii (US) 338K Units on DS (US) 18M Installs 9M Fans WW 30M Installs WW

4 SITUATIONAL ANALYSIS Sony Pictures largest movie of 2011 Star studded cast including Neal Patrick Harris, Sofia Vergara and George Lopez Massive movie marketing budget Huge brand equity and recognition Kids Games over index during console transitions $142M DOMESTIC $563M WW THE STARS RETURN FOR SEQUEL AND ADD CHRISTINA RICCI SMURF S WERE EVERYWHERE IN 2011!!! 96% AWARENESS W/ ADULTS 66% AWARENESS W/ KIDS 10% OF VG SALES ON AVG 11%-12% DURING TRANSITIONS

5 MOVIE OVERVIEW Gargamel has created an evil version of Smurfs called the Naughties. Together the Naughties kidnap Smurfette and imprison her in Paris. Its now up to Papa Smurf and friends to return to our world, save the day and prevent Smurfette from turning into a Naughty herself!

6 GAME OVERVIEW

7 KEY FEATURES Play up to 4 players with 8 different playable Smurfs each equipped with one special ability

8 Experience the Smurfs adventure from the movie playing thru 6 different worlds: Smurf Village, NYC, Paris KEY FEATURES

9 ONLY ON Wii U Join in as a 5 th player on the GamePad and control Clockwork Smurf on the touchscreen to help your friends by dropping pickup items and by defeating enemies on their behalf.

10 TARGET Messaging: Relive the fun of the Smurfs 2 movie! Messaging: A great, accessible game, for you and your kids to play together!

11 POSITIONING Relive the exciting adventures of SMURFS 2 the movie and travel the world as your favorite Smurfs to defeat Gargamel

SWOT ANALYSIS Strong IP awareness Successful first

Potential market is smaller due to console cycle

perceived as too easy No access to movie talent S

opportunity for license kids games Smurf s 2

12 SWOT ANALYSIS Strong IP awareness Successful first game Proven genre / style Movie marketing campaign Potential market is smaller due to console cycle ending Weak launch time frame Gameplay can be perceived as too easy No access to movie talent S O W T End of console life cycle is a huge opportunity for license kids games Smurf s 2 license partners People will immediately think of 2011 s Dance game

13 COMPETITIVE LANDSCAPE (Movies) MAY JUN JULY AUG SEPT OTHER NOTEABLE RELEASES SPLITING EFFECTING MS%

14 COMPETITIVE LANDSCAPE (Games) MAY JUN JULY AUG SEPT ASSUMED MOVIE GAMES JUST ANNOUNCED & CONFIRMED Q3 EST RELEASE

Millions Millions FY 2011 KIDS MOVIE TITLES (HISTORICAL) 1.6 $250 1.4 1.2 1.0 0.8 0.6 0.4 0.

15 Millions Millions FY 2011 KIDS MOVIE TITLES (HISTORICAL) 1.6 $ $191 $143 $165 $144 $149 $123 $133 $64 $78 $200 $150 $100 $ $- Total Sales Box Office A MOVIE BOX OFFICE HELPS SPUR VG UNIT SALES, BIGGER B.O. = BIGGER SALES

16 Thousands Millions LTD 2012 KIDS MOVIE TITLES (HISTORICAL BY PLATFORM) $237 $179 $216 $161 $250 $ $ $ $50 - Brave Wreck-It-Ralph Madagascar 3 Ice Age 4 Wii DS 3DS X360 PS3 Box Office $0 NINTENDO IS THE CLEAR PLATFORM OF CHOICE FOR KIDS GAMES

17 MARKETING STRATEGY

retail meetings involving all licensees and extend game exposure / integration Participate in

18 OPPORTUNITES Promotional opportunities to piggyback on existing movie partners: McDonald s Happy Meal, Haribo candies, or the Live Smurfs tour (malls and theme parks nationwide) Join retail meetings involving all licensees and extend game exposure / integration Participate in bundles and GWPs with Sony or other licensees DVD in-box inserts and retail stories for Holiday 2013

STRATEGY OBJECTIVES - Achieve Sell Through objectives (TBD) across all SKUs - Achieve at least 1 cross licensee partnership - Integrate into at least 1 Sony Marketing event CROSS-PROMOTE AT RETAIL

19 STRATEGY OBJECTIVES - Achieve Sell Through objectives (TBD) across all SKUs - Achieve at least 1 cross licensee partnership - Integrate into at least 1 Sony Marketing event CROSS-PROMOTE AT RETAIL LEVERAGE THE MOVIE CAMPAIGN ACTIVATE AND EDUCATE OUR FANBASE Partner with other Smurf s 2 licensees and gain incremental placement and sell-in at retail Work closely with Sony Pictures to leverage and piggy back on their existing movie marketing campaign Develop a strong Digital / CRM outreach plan utilizing our Facebook database

20 TEAM GOALS & TACTICS

initiatives - Confirm and integrate at retailers investing in The Smurfs 2 - Develop a Holiday DVD promotional plan - Promote Smurfs through

21 SHOPPER MARKETING CROSS-PROMOTE AT RETAIL LEVERAGE THE MOVIE CAMPAIGN ACTIVATE AND EDUCATE OUR FANBASE GOALS - Explore and confirm licensee partnerships - Approach retailers with Sony + partners to maximize exposure - Develop a circular and pricing story to support in-store initiatives - Confirm and integrate at retailers investing in The Smurfs 2 - Develop a Holiday DVD promotional plan - Promote Smurfs through retailers web and social media outlets FY12 MS% Walmart Target Amazon TRU GameStop BestBuy DS 27.1% 19.6% 2.8% 19.7% 19.9% 10.1% Wii 32.3% 22.8% 3.9% 15.4% 10.4% 8.3%

22 SHOPPER MARKETING BIG IDEA Develop and promote a retailer exclusive SKU with a licensee or movie partner

PROMOTIONS CROSS-PROMOTE AT RETAIL LEVERAGE THE MOVIE

plans with Licensees and Shopper Marketing - Find

Incorporate the SMURF S games into events (White House Egg

23 PROMOTIONS CROSS-PROMOTE AT RETAIL LEVERAGE THE MOVIE CAMPAIGN ACTIVATE AND EDUCATE OUR FANBASE GOALS - Develop 360 plans with Licensees and Shopper Marketing - Find non-retailer focused partnership to extend the brand - Incorporate the SMURF S games into events (White House Egg Roll, Promotional Tour) - Create a presence at Comic-Con SD for one final push before launch

24 DIGITAL MARKETING CROSS-PROMOTE AT RETAIL LEVERAGE THE MOVIE CAMPAIGN ACTIVATE AND EDUCATE OUR FANBASE GOALS - Support and extend any current retail plans and promotions - Integrate and leverage Smurfs 2 movie campaign - Develop a simple and functional website

25 CRM / LOYALTY CROSS-PROMOTE AT RETAIL LEVERAGE THE MOVIE CAMPAIGN ACTIVATE AND EDUCATE OUR FANBASE GOALS - Integrate into any and all CRM campaigns for Smurfs 2 - Develop a CRM campaign targeting the 15M+ SMURF fans acquired through the FB game

26 PUBLIC RELATIONS CROSS-PROMOTE AT RETAIL LEVERAGE THE MOVIE CAMPAIGN ACTIVATE AND EDUCATE OUR FANBASE GOALS - Integrate a gameplay demo or mention into all events or alerts - Work to create buzz around Comic- Con SD

MEDIA CROSS-PROMOTE AT RETAIL LEVERAGE THE MOVIE CAMPAIGN ACTIVATE AND EDUCATE OUR FANBASE GOALS - Secure a targeted TV media buy to support game launch AFTER the movie

27 MEDIA CROSS-PROMOTE AT RETAIL LEVERAGE THE MOVIE CAMPAIGN ACTIVATE AND EDUCATE OUR FANBASE GOALS - Secure a targeted TV media buy to support game launch AFTER the movie campaign has ended - Support TV campaign with a online media and search word spend - Leverage spends across Ubisoft portfolio to increase value added opportunities for Smurfs 2

28 CREATIVE FOR REVIEW

29 COMMUNICATION CALENDAR

releases in theater Full Movie Campaign (Outdoor, in-theater, TV, Print)

30 MARKETING CALENDAR FEB MAR MAY JUN JUL AUG Smurf s Fashion Show at NY Fashion Week White House Easter Egg Roll (3/31) Est Game Announcement Trailer #2 releases in theater Full Movie Campaign (Outdoor, in-theater, TV, Print) Comic-Con, Premiere and Game Release Start targeted game TV buy supported with online ads and search

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