THE SMURFS 2 International Promotions Strategy AVAILABLE SALES MATERIALS: Below is a list of available materials for pitching.  Promotions Materials o Pitch Deck o Promo Concepts o The Smurfs Wrap Report o Electronic Style Guide o Promo Item Catalog  A/V Materials o Teaser Trailer o The Smurfs 2 Story Sizzle o Glamour Reel  Print Materials o Teaser One Sheet available OVERVIEW: Objectives:  Focus conversations on category leaders that can provide ATL commitments  Seek out packaged food brands that can provide significant on‐pack volumes supported with POP in retail  Target brands with Summer Holiday/Back to School periods as investment focus  Secure returning Smurfs partners but push for more marketing support  Work closely with McDonald’s to add any incremental activity to this partnership (events, publicity, digital, sampling, exhibition, film‐themed food items, sweepstakes overlay, retail/licensing integration, costume character appearances, etc.) Strategy:  Seek out partnerships that focus on kids and family target audience. Secondary target is fans of the Smurfs brand which are enthusiastic to see the sequel.  Leverage global box success of first film and highlight the international setting of this installment and new characters –the naughties, Vexy and Hackus  Focus on specific characters as brand ambassadors where appropriate o Smurfette: Fashion, personal care o Papa: Men’s Grooming, brands/products that appeal to Fathers o Clumsy: Insurance o Vanity: Cosmetics o Vexy: Edgy, hip products o Grouchy: Products you would be grouchy without (morning coffee) o Brainy: Eyeglasses, in‐school programs, educational products  Pitch to partners who can reflect the themes/values of The Smurfs 2 brand including: o Family  There’s nothing more important than family 1 
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Family runs deeper than blood It doesn't matter where you come from, it's who you choose to be  Smurfette struggles with where she belongs as Gargamel made her but Papa has raised her. In addition, Patrick Winslow learns to accept his stepfather whose good intentions always seem to cause havoc in his life.  Offer family trip sweepstakes prizing to tap into this thematic. Teamwork/Togetherness  No Smurf left behind!  Smurfs stick together  Where there’s a Smurf there’s a way  The Smurfs team up to save Smurfette from Gargamel.  Pitch brands with synergy message or components that work together, or with adhesive qualities like scotch tape, glue, etc. Naughty vs. Nice  The power of love can transform even the most naughty among us into someone nice  The naughties, Vexy and Hackus help Smurfette tap into her edgy side while Smurfette teaches them about power of family.  Seek out edgy, hip brands targeted to teens or partners with dual functions like smart phones or sports utility vehicles. Individuality/Creativity  Be who you choose to be  Don’t be defined by a label  Pitch brands targeting moms or kids who help them embrace who they are or have campaigns celebrating individuality. The Color Blue  Blue is the new Green or Go Green with Blue (Eco Friendly / Home Cleaning Products)  Blue is the new Black (Retail / Apparel)  Blue is the new Blue (Amex Blue, JetBlu, Vicks Blue, Tostitos Blue Corn Chips) Magic  Papa Smurf often makes elixirs or potions to help Smurfs who get themselves into trouble. In the beginning of the film, the story explores the history of Smurfette and how Papa used a magic formula, love and kindness to transform her into the darling of the village after Gargamel created her to infiltrate the Smurfs village.  Gargamel is living in Paris as an acclaimed magician playing the Paris Opera house and using the smurfs essence to power his magic.  Partners could focus on the magic characteristics of Papa Smurf or wizardry elements of Gargamel, such as seeing Gargamel try to use his Magic Wand to clean a toilet but fails, and only “The Clorox Toilet Wand” can save the day. Or partners can create activities, games, premiums, or prizes centered on magic. 2 Thought Starters: Key Promotional Categories:  Airline  Automotive  Back to School (School Supplies, Lunch Bags)  Banks/Financial  Beverages  “Blue” Products  Hair Care  Household Goods (Cleaning Supplies)  Insurance  Packaged Foods  Pet Products  Produce  Retail  Telecommunications  Travel Restricted Categories:  The following are restricted categories and considered a conflict with McDonalds: o Restaurants, food service companies (i.e., donut shops, coffee shops, juice shops), food and/or fountain beverage service operations of convenience stores, hypermarkets, gas stations or retail stores o Restaurant‐branded food o Packaged food marketed as a quick or convenient meal solution (i.e., a packaged food product which is a meal consisting of 2 or more courses such as an entrée with side dish) o Ice cream and yogurt shops are okay subject to the following:  They cannot offer premiums  If shops share retail space with a restaurant competitor, POS will only be displayed on freezers and menu boards and not in the lobby, front door or any exterior windows Contest/Sweepstakes Ideas:  Unlock your inner magician! Enter to win magic lesson or a trip to the Magic Castle in Hollywood, California.  Unveil your inner Smurf. Enter to win a Smurftastic makeover!  Explore the world outside your village. Enter to win a trip to the destination of your choice.  Create your own Smurfy world. Enter to win a $200 iTunes giftcard (compatible with the Smurfs Village online game).  Discover the history of The Smurfs. Enter to win a trip to Brussels.  Remember the Smurfs! Enter to win the original Smurfs TV series on DVD.  Because there’s a Smurf in all of us. Enter to win a trip to your local toy store.  Walk down the blue carpet! Enter to win tickets to the World Premiere.  Enter to win your very own set of Schleich Smurfs figures.  Enter to win a private screening of the film for your own Smurfy family. 3 Prize Packages: For more detailed information on our Smurfs 2 prize packages, please contact Ashley Varner. To order one of the following prize packages, contact Melanie Deroulez at Imagination Marketing at melanie@ims‐limited.net. 
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Treasure hunt around the famous sites in Paris, France to find Smurfette Meet the animators behind The Smurfs 2 at Sony Pictures Animation Premium Catalog:  The premium catalog will be serviced by home office in February and is created by IMPS’ preferred premium supplier, Grani.  For any specific enquiries regarding quantities, pricing, please contact by email Silvia Augenti at [email protected].  Beverage and Packaged Food partners (except for Confectionary outside of North America) cannot order the “Mini 3D Figures with phone strap” and the “Stickeez” premiums in the Grani catalog.  Cinema Exhibitors cannot order any premiums from the Grani catalog.  If you do not wish to order from the Grani catalog, your partners may purchase or create premiums from their own supplier but they must pay a 12% royalty on the cost of the premium. Please note that the premiums will need to be submitted to IMPS for approval and cannot compete with any pre‐existing licensed product. o Restricted premium types include: Back to school, plush, toys, swimming pool sprinkler/other water or beach items, clothing, watches/clocks, room decoration, house wares or dinner ware items Premium Restrictions:  Beverage and Packaged Food partners (except for Confectionary outside of North America) cannot produce any figural type premiums  Confectionary partners can produce the same premium type as McDonald’s as long as the premium 1) has no more than 2 points of articulation, and 2) be no more than 2” in height, or be 4” or above in height  Loyalty Programs for Grocery Stores, Hypermarkets, Convenience stores and Supermarkets have multiple premiums restrictions. Please check with home office before producing any premiums in this category.  Any premiums featuring the Property offered at Movie Theater Concessions must meet all of the following requirements: o Such premiums shall be advertised and promoted in a manner which is a fair and clear depiction of the premium’s scale and function (e.g. a cup topper premium shall be depicted on the cup in its marketing materials). o Such premiums shall not be promoted or advertised as “toys” or “collectibles.” o Such premiums shall be utilitarian in nature to the meal, such as cup toppers, straws, cups, etc. o To the extent there is a figural element to such premiums, the figural element shall not be detachable. o For clarity, Movie Theater Concessions may not execute hard plastic figural toys as they are not utilitarian. 4 Costumes and Inflatables: The following materials can be used at all local Smurf events (including but not limited to parades, floats, exhibitions, and Global Smurfs Day).  Smurfs Costumes – o If you purchased costume characters from International Mascot Corporation (IMC) for the first film, you are free to use these again in your marketing efforts. o If you did not purchase costume characters for the first film, you may reach out to IMPS’s appointed costume licensees to purchase appearances using their characters.  Smurfs Walkaround Inflatable – o JandM has created a 9’4” adult size walkaround inflatable Clumsy character available for purchase. o It costs US$5,720 + shipping and orders should be submitted to Ariel Cowell.
Licensee Lists:  A list of all current The Smurfs 2 licensees are available upon request. Please work with the IMPS appointed agent in your market for regular updates on local licensing deals.  All partners can offer merchandise from IMPS’ licensees for giveaways Product Placement List: A list of international brand products provided to The Smurfs 2 production team has been provided by the Home Office. This list does not guarantee that these items will be seen in the film only that such items were provided to production. Please contact Ariel Cowell if you did not receive this list. PROMOTION GUIDELINES: Third‐Party Brand Promotions:  All opportunities need to be sent via deal memo and approved by both home office and Smurf property owners, IMPS. (Please allow extra time for deal memo review).
 Pursue promotional partners with prime media placement and significant above‐the‐line media spends.  Focus on brands that can provide significant retail exposure that we cannot purchase. (i.e. Retail displays and signage, POS) o Work with the IMPS‐appointed agent in your market to maximize promotional opportunities and negotiate fees for 3rd party promotions.  Multi‐market and Local market deals: Submit to Ashley Varner with a copy to Becky D’Anna and Ziad Toubassy. o Local offices must submit deal memos for all global/pan‐regional partners’ local activation for approval as well. (This includes McDonalds). 5 Media Promotions:  The local office can approve all media deal memos and media creative locally using the media promotions template provided by the home office. Promotions that cannot adhere to template must be submitted to Ashley Varner for approval.  Specific media promotions concepts and ideas are provided in the media promotions template.  Following are general guidelines: o Focus on exclusive media partner relationships that will allow you to create a larger promotional program with your largest and/or most appropriate TV, print, radio, and online partners. By focusing on exclusive relationships, it should afford you the opportunity to do repeat programs with these media outlets. Such a relationship should bring enormous value add opportunities to The Smurfs 2. This also gives the feeling of exclusivity to the consumer as well. o You should be targeting media outlets of all types (television, print, radio and online) using the themes of the film to drive unique opportunities. o Work with media partners to come up with unique contest entry questions and/or giveaways that are organic to the film property. This will help ensure the media partner and the film stands out in the crowded marketplace among other competitive media promotions. o If a third‐party brand is included or the promotion doesn’t adhere to the template: Submit deal memos to Ashley Varner with a copy to Becky D’Anna and Ziad Toubassy.  Media promotions will need to be reported to the home office using a template to be provided. In‐Cinema Promotions:  Submit all in‐cinema deal memos and creative which do not involve third party brands to Wendy Armitage with a copy to Ann‐Elizabeth Crotty, Becky D’Anna, and Ziad Toubassy.  If an in‐cinema promotion involves a third party brand (for example: Take a can of Pepsi to a cinema to get 50% off a ticket), send the deal memo and creative to Ashley Varner with a copy to Becky D’Anna, Ziad Toubassy, Wendy Armitage and Ann‐Elizabeth Crotty. CREATIVE GUIDELINES: 
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Online Style Guide The Smurfs 2 online style guide on Mediabox may be used for all media, in‐cinema and third party co‐promotions. Partners will be given access to the promotions style guide only. (Please do not provide additional elements from the full guide unless approved on a case‐by‐case basis by the Home Office). Please contact Ariel Cowell if you do not have access. Teaser One Sheet/International Final One Sheet The teaser and final international one sheets can be used for all media, in‐cinema and third party co‐promotions. 6 
Approved Publicity Stills We will provide publicity stills that have been cleared for all promotional uses as they become available. Requests for additional film stills will be considered on a case‐by‐case basis. 
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TV Spots/Trailers o 3rd Party Brand Promotions: Approved TV spots and trailer footage that does NOT contain stunt people or extras may be used for third party brand co‐
promotions. If footage contains stunt people or extras it cannot be used for brand partners. All creative must still be approved by the Home Office. Please note the music from these spots cannot be used in third party spots. o Media and Cinema Promotions: Approved TV spots and trailers can be used for media and cinema promotions. All creative must still be approved by Home Office. Music from approved TV spots and trailers can only be placed over film footage in media spots. Your media partners will need to source music locally for frames in media spots that contain the partner logos or mechanics. Music Score music from the first film is available to be used in TV and radio spots and online for third party partners. Please contact Ashley Varner to for music tracks. Media Promotions Template A media promotions template will be provided to the local offices to assist in the development of creative materials for media promotions including Print, TV and Radio examples. 
Co‐Promotions Copyright Line o Full Line: SmurfsTM & © Peyo 2013 Lic. Lafig Belgium. The Smurfs 2, the Movie © 2013 Sony Pictures Animation Inc. and Columbia Pictures Industries, Inc. All Rights Reserved. o With Space Limitations: SmurfsTM & © Peyo 2013 Lic. Lafig B. The Smurfs 2, the Movie © 2013 SPAI/CPII. All Rights Reserved. o With Severe Space Limitations: SmurfsTM & © Peyo 2013 Lafig B. Movie © 2013 SPAI/CPII. All Rights Reserved. SUBMISSION GUIDELINES: For deal memos:  Allow 10 days for approval. It is deemed not approved without approval in writing from home office. (All deal memos must be submitted to IMPS for approval.) For creative, the below should be used as a checklist before submitting any creative for approval:  Include the title treatment prominently on all creative materials 7 
Ensure a TM is placed after the word “Smurfs” and before the “2” in the title treatment. All of the international logos in the online style guide have the correct placement of the TM. See example of the TM placement in the following English title treatment. 
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Include the in‐cinema date on all creative materials Add one of the legal co‐promotional lines at the bottom of the creative Include the following IMPS’s TM label in front of the legal line 
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Incorporate the France setting into all creative materials. For your reference, there are images of the Smurfs placed against the Eiffel tower which are available for use in the branding signage elements of the online style guide. Focus on the key characters of the film: Smurfette, Papa, Clumsy, Vanity, Grouchy, Vexy and Hackus. Remove all logos and billing block from key art Use only the approved synopsis when describing the film Use approved artwork only Make sure that an English translation of all creative materials is accompanying the creative Please review creative materials before sending to home office and include your comments and changes when sending All creative materials (i.e. every single piece of creative) must be submitted through Media Box for approval by SPE home office. Comments on creative materials will be provided within 10 business days o When sending creative layouts, please be sure to indicate each item’s purpose in the file name with this format: Country_Partner_Type of Creative. Example: Germany_Sony Electronics_Poster Please make sure Home Office has hi‐res art and AV (link to download broadcast quality version) for all your third party brand partner’s creative no later than two weeks before release so that it may be shared with filmmakers and senior executives U.S. Promotions: 
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Suave o Promotional Period: July‐August 2013 o Suave Kids promotion with branded Kids Shampoo and body wash. Additional marketing elements include national FSI, Email, online exposure and social media. Gourmet Trading Company o Promotional Period: July‐August 2013 8 o
In‐store promotion with POS and 1.2 million branded blueberry packages sold in thousands of stores including Safeway, Raleys, HEB, Albertsons, Ralphs, WalMart, Food for Less. Inclusion in Trade Ad (Produce News), Safeway Retailer print ads and possibility of bringing in additional vegetables and fruit including Asparagus, mini bell peppers, raspberries, blackberries, mushrooms and baby veggies. 
Menchie’s Frozen Yogurt o Promotional Period: Early July‐August 2013 o Program will include in‐store (e.g. window clings, counter cards, window decals, etc. at 300+ locations), a special limited time Smurfs flavor, custom cups, possible themed/blue spoon, online exposure and social media. Also interested in co‐licensing opportunities in stores. 
Color Me Mine o Promotional Period: July‐August 2013 o Program will include in‐store POS, Smurfs Color Me Mine items for painting, radio, Smurfs 2 themed events at 130 studios and online/social media. 
Wonderful Pistachios o Promotional Period: July‐August 2013 o Program will include a TVC: Smurfette takes her high heels off and CRACKS open the pistachio. She puts the shells on as shoes and walks off with the kernel. Will also include on‐pack, POS, online and social media. 
Ad Council o Promotional Period: May‐End of June 2013 o Robust media partnership including a TVC, print, outdoor billboards, online banner ads, radio, online and social media. The famous “Discover the Forest” campaign will use the Smurfs as the spokesmen to communicate that going out to the forest is the best way for kids to experience nature and also a great way to re‐connect families. 
Buddy Fruits (U.S. pioneer of squeezable fruit pouches and present in 30,000 stores in the grocery and fruit aisles) o Promotional Period: July‐August 2013 o Program will include on‐pack on 3 skus, POP (Floor Displays, Shelf Talkers), online and social media. 9