LIME 2000 to 2007

Brand Experience, Content and Partnerships

Brand Experience

Challenge - To introduce Song, Delta’s new low cost service, to the New York area

Solution - Create a retail/café/entertainment experience, located in SoHo to highlight the brand’s focus: style, wellness and entertainment

Results - over 36,000 vistors, over 50 private and public events; significant guerrilla impressions/program; fully integrated advertising and online campaign; 28mm press impressions. Delta re-positioned to include all the learnings from Song

The First Pop Up Store

460 Degree GalleryChallenge - To contemporize the Lexus brand to appeal to the younger BMW/Mercedes target audience

Solution – A series of temporary art galleries in Los Angeles, New York, Miami and Chicago with multi-media exhibitions curated by the Whitney Museum of American Art and hosting gala VIP events, public seminars, premium tastings and presentations by luxury brands for 2 weeks in each locationResults - 10mm plus PR impressions and 30,000 sales leads

4

The BoatChallenge – getting press, VIPs and influencers to understand Target’s affordable fashion

Solution – Bring Target to New York via a boat, docked in Chelsea piers, offering shoppers Target merchandise for the holidays.

- 100 million national and NY media impressions

- Huge private party attendance by key influencers and they shopped like crazy

- Over 25,000 guests in less than 14 days

ENTOURAGE VIP CARDChallenge – To grow the appeal of Entourage

Solution - To provide key influencers with show experience via VIP card

•60,000 were distributed to key influencers in 6 cities•All cardholders received email and text information on free experiences•Three hundred partners include the best clubs, Absolut, Motorola, Jack Daniels, Scoop, PF Flyers, top boutiques and clubs participated to give free items to participants•One cardholder spent weekend with cast at Entourage Suite at Palms Hotel

•Results – 15mm+ PR impressions. Season 2 propelled Entourage success

Landing page with weekly offers

SMS Updates Retail window-clings

Entourage VIP Suite On-premise Event Entourage Poker Table and Chips

Entourage Girls

Entourage VIP Suite

Cast of Entourage at Palms

Entourage VIP Suite

Launch Event at Palms

Launch Event at Palms

On-premise Event

Mercedes + Palms + Entourage

Branded Marquee at Palms

Entourage VIP Card and Suite

Challenge – Create affinity for Old Navy

Solution – On and offline grassroots search to find the next canine mascot.

Mobile Tour results:- thousands of direct consumer intercepts and photos at each event-Over 25 million consumer impressions

Website results:-3mm+ Total visitors- 325,517 Votes cast- 379,431 Total registrants- 125,757 Dog profiles submitted

Collateral distributed:- 19,317 bowls distributed- 88,423 bone collateral distributed- 1,589 posters

The Search for the New Magic

Steven Spielberg’s Taken - Abducted on the Road

Challenge – Promote Sci Fi Channels blockbuster show

Solution - 8-market multimedia alien abduction tour to create excitement. Advertisers and cable affiliates were integrated into the local market events and into the tour’s content.

As a result, SCI FI was rated the # 1 basic cable network in primetime for the 2 weeks it aired.

LIME won PMA, EMMA and Ex Awards for this tour.

Challenge – Promote Polo Jeans to the 18-24 demographic

Solution - a 6-campus mobile tour in order to highlight Polo Jeans Co’s G.I.V.E charity and to activate volunteerism among college campuses.

•Partnership with Habitat for Humanity. •Students donated old denim that would then be recycle into insulation for Habitat for Humanity home. •At the end of the campaign tour 6,000 pairs of jeans were donated, helping top insulate hundreds of homes.•Local TV and radio covered the events in addition to campus press and television.

G.I.V.E Your Jeans a New Home

A Taste of Rome

To promote HBO’s second series of Rome, LIME distributed over 10,000 bottles of wine via influencer restaurants in New York, Los Angeles and Chicago

Publication: Other Advertising

Circulation: 30,000

Date: March 2007

Challenge – Promote Bravo’s new reality TV show Top Design

Solution - transform the S train platform at Grand Central with Top Design judge Jonathan Adler.

Results – MMs of PR and experiential impressions

Bravo Subway build out

The Aquos Project

Challenge – Showing LCDs quality in action

Solution - The AQUOS Project, a concept and event space which used Sharp’s AQUOS LCD-TVs to provide a canvas for some of today’s cutting edge contemporary artists, located in the heart of SoHo.

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Challenge – Promote HBO’s launch of the complete series DVDSolution – Bring Sex and the City alive for one day•Partnerships with 100+ venues from the show to create window displays and a special offer•Models handed out ‘hand-bag’ maps with venues and offers at traffic hubs.•A micro-site promoted each venue, its location and the special one day promotion.•Results – huge impressions from displays, PR on and offline including morning shows.

Sex and the City

Partnerships

Challenge – tactical need for holiday campaign to reinforce idea of Look Beneath the Surface’

Solution – partnership with designer Diane von Furstenberg, the Stoli logo was transformed into a high-fashion print.•Stoli sponsored DvF fashion show and premiered the Stoli print. •The print was distributed nationally in magazines as gift wrap, complete with Stoli recipes and holiday messages on the flip side.•A building in Times Square was wrapped in Stoli.•On and Off premise events were created to wrap gifts or bottles of Stoli

Wrapped in Style

World Cup Style

Challenge - To make the Japan/Korea World Cup relevant for US trend setters

Solution – Partner with Iron Chef Morimoto to create the Shudoh sushi roll served in Sushi restaurants across the US•Various live soccer billboards outside key retail outlets such as the Conran Shop in New York to model the Shudoh collection•Launch event for 1,000 guests and to kick off the press interest

•Results - multiple consumer interactions via restaurants, events and instores. Brand feature stories in Wall Street Journal and numerous fashion and trendsetter placements

150 Year Celebration

Challenge - to make watches relevant for the cell phone masses and celebrate the brand’s 150th Anniversary

Solution - partner with visionaries in various creative fields to create the X Factor Collection

Results - The xFactor Collection enabled TIMEX to develop new, influencer retail channels including Scoop and Henri Bendels

Karim Rashid

Dave Kinsey

Matthew Williamson

Vroom Vroom: Puma and MINI Collide

Challenge – reinforce PUMA’s love for mixing the worlds of sport, fashion and lifestyle in a tangible way

Solution - forge a partnership between PUMA and BMW’s Mini for a limited edition driving shoe and limited edition car for PUMA and Mini enthusiasts alike.

Content/Entertainment

Challenge – To reinforce positioning as the ONLY Cat Centric Company

Solution – Create the first TV show for cats

Results - 120mm press impressions and series on Oxygen

Meow TV – TV for Cats

Challenge - To make HD relevant and engage consumers online

Solution – HD showcase of family interaction- Four families were outfitted with HD suite and given monthly Challenges to complete.- The Magical Elves (Project Runway, Top Chef) created 3 minute “web-isodes” around challenges- The public could enter their own responses to the challenges and win the chance to participate- A nationwide road tour connected to retail and drove traffic Results - No.1 selling HDTV brand in Q4 2007, +10 mm press impressions, +5mm web impressions, strategic centerpiece for Panasonic globally.

Microsite

Judges

Living In High Definition

Press

Challenge – Promote Peter Jackson’s King Kong set in

the 1920s via brands

Solution – Create non-traditional and creative

approaches to brand partnerships– Alternative tactics included creation of

limited edition products, behind-the-scenes footage, PR, online, dealer/trade/retailers and in-store promotions

Results- VW was regarded as the model of

successful brand integrations for all Universal Studios releases

Partnering with the Beast

UndeniableTV

Challenge – make Plasma relevant for 18-24 demo.

Solution - viral video with Jamie Kennedy called “How

to blow up on YouTube”. This received over 800,000

- top 10 undeniable/most engaging videos each week which received over 260,000 views

- online video contest, offering 4 winners a Panasonic plasma and a digital video recorder which received over 300 custom entries

SCI FI’s Legend of Earthsea - Wizard Certification

Challenge – Promote tune into the series

Solution -the first ever Wizard Certification curriculum

-Created by Paul Kieve, magic expert from Harry Potter -online Wizard Certification course communicated via a series of seminars/content -PR blitz included radio and TV satellite tour with 17 radio interviews, 30 television interviews and several online articles with a total of 15.5million impressions

Results – in addition to the PR, more than 250,000 consumers logged on to SCIFI.com to get their certification.

Silver Screen Glamour

Challenge - To make Revlon relevant for 30-49 year female demographic

Solution – partner with movie studios including branded content, tie-ins, promotions, premieres, talent selection and a aggressive PR program

Results - The Bond Movie Die Another Day elements included dedicated make-up line, in-store displays, influencer events, PR outreach and online sweepstakes.

It became their biggest ever consumer promotion and resulted in their largest sell-in of promotional products worldwide.

Thank You