Heat – building an audience through content

1. Heat – building an audience through content • Objectives • Create a unique collaboration between weekly gossip magazine ‘Heat’ and Blyk • Build a core audience for Heat to frequently deliver free entertainment and information lead content • Enhance member experience • Build Blyk’s credentials as a platform for delivering content • Drive affinity with the Heat media brand amongst an audience • Complement Heat’s other content channels – weekly magazine and website • The Blyk Solution • Blyk created two Heat branded messaging slots to deliver content ‘weekly’ to female members • Heat Scoop: An MMS featuring the most up to date celebrity gossip sent every Wednesday afternoon > The day after the release of Heat magazine • Heat ‘Guess who?’: Celebrity news delivered through an engaging dialogue sent every Friday afternoon > A brand new way of delivering content > Timed to arrive when members would most likely be seeing their friends • The solution allowed Blyk to increase the size of a celebrity and gossip based audience for Heat

2. Heat - Results menu • Heat built an audience of celebrity gossip fans on Blyk • Audience reach increased from 4,000 engaged members to nearly 20,000 through the first half of 2008 for both branded messages • Heat Scoop … • Made over 250,000 content impressions in the first half of 2008 • Heat ‘Guess who?’ … • Received an average response rate of 35% across 15 weeks • High response shows success of entertainment lead messages • Average response steadily increased week on week • Shows effectiveness of building an audience on Blyk • … and consistency of delivering content through a dialogue Average response 35% 20% Total response 21% Total Response 51%