PROMO • DIGITAL • CAMPAIGN 2017 04.12.17 FEAR FACTOR PROMO CONCEPTS

STRATEGY SUMMARY:

OUR JOB (Re)introduce our MTV viewers to this veteran game show; promote a familiar title with new hooks.

OUR AUDIENCE: P18-34 Reality competition fans- teens new to the franchise, but also 20-somethings who remember the original series as a family viewing destination

THE CREATIVE INSIGHT Laugh fear in the face. MTV's Fear Factor is fun-scary, not scary-scary. With a real-life action star host, our Fear Factor is a non-stop thrill ride that encourages viewers to question the limits of their own courage.

TONE FUN, loud, thrilling, competitive 04.12.17 FEAR FACTOR PROMO CONCEPTS

SECRET WEAPON: LUDACRIS AS THE HOST

He’s a legendary hip-hop artist and film action star with a huge following, the perfect combination. As host, Ludacris will play both coach and cheerleader, pushing the contestants to prove themselves and adding an element of fun to the competitions. His captivating personality will breathe new life into the show and our campaign.

TWITTER — 11.9M followers INSTAGRAM — 8.2M followers FACEBOOK — 20M likes PROMO CREATIVE: CONCEPT #01 CONQUER YOUR FEAR Fear Factor’s premiere on MTV is an opportunity to face some of our greatest fears, whether it’s snakes, heights, clowns, or dropping a phone in the toilet. The creative focuses on the specific anxieties of our younger audience. It also pokes a little fun at what we may consider “real life” phobias, and encourages us to step up and laugh fear in the face. 04.12.17 FEAR FACTOR PROMO CONCEPTS

(:30) HOST SPOT: IN THE LAB WITH LUDACRIS Now that Ludacris is part of the Fear Factor team he is going above and beyond to make sure the show is the best it can possibly be. Through tireless research and development, he’s making sure that it’s guaranteed to be the wildest, craziest, most entertaining thing ever seen. He’s a perfectionist and he will stop at nothing to insure the show’s success.

In this documentary style idea, we open on Ludacris in a confessional style interview explaining his new role: “You know, as host of MTV’s Fear Factor, I take my job very seriously. I’m here day in and day out, making sure it’s the best it can possibly be.”

From here, we show quick cuts of Ludacris and his assistants in the “lab” working hard to perfect each potential stunt.

SOME EXAMPLES: • Assistants are in tears as they eat ghost peppers. • A guy soaking in a tub of ice. Ludacris: “How long til hypothermia sets in again?” Ludacris takes a bite of one: “Needs more ghost pepper!” • Ludacris sees an assistant texting, grabs his phone and smashes it. • Ludacris to assistant: “You call that a crotch shot!?” Screams “You can’t text now, are you scared?!” • “I asked for dung beetles, these are clearly leaf beetles!” • Ludacris writes an equation on the dry erase board: Bees +Testicles = Ratings. • An assistant in tattered, smoldering clothing - he’s clearly just been blown up. • While explaining an idea for a stunt, Ludacris is barely audible Ludacris: “Alright, you ready to try it for real this time?” over the sound of a person trapped in a body bag. 04.12.17 FEAR FACTOR PROMO CONCEPTS

(:30) HOST SPOT DISCLAIMER: Set up like an emergency broadcast, Ludacris warns the audience of all the craziness we’re about to experience on Fear Factor. Shoot tight CU of Ludacris, with super quick cuts of crazy images between his lines.

Cut to footage of: - Bees covering a person’s head, - Worms crawling over skin, - Dangling from a rope high in the air - Eating hot peppers, - Drinking mayonnaise, - Bobbing for snakes - Being zipped up in a body bag

SCRIPT: LUDACRIS: THIS IS NOT A TEST, STOP YOUR SNAPCHATTING AND LISTEN UP. MAYO?! IT’S DELICIOUS!

FEAR FACTOR IS COMING TO MTV IT’S SOME SERIOUSLY SCARY SHIT KIDS. RESIST THE URGE TO COVER YOUR EYES AND CRY OUT FOR YOUR MAMA, IT’S TIME TO RISE UP AND CONQUER YOUR FEAR. WATCHING THE SHOW MAY INDUCE MAJOR ANXIETY FROM ANY OF THE FOLLOWING: SUFFOCATION, CLAUSTROPHOBIA, DROWNING, THE DARK, ENDPAGE GFX/ VO: HEIGHTS, LOSING YOUR PHONE, CLOWNS, BIRDS, STRANGE OBJECTS IN FEAR FACTOR, HOSTED BY LUDACRIS YOUR MOUTH, MAYONAISE…MAYO? MOTHER FUCKERS ARE SCARED OF PREMIERES TUESDAY, MAY 30TH AT 10 ON MTV 04.12.17 FEAR FACTOR PROMO CONCEPTS

(:30) HERO SPOT: Narrated by our host Ludacris, as he introduces the new Fear Factor to MTV.

SCRIPT: TUESDAY, MAY 30th, CONQUER YOUR FEARS FEAR FACTOR IS COMING TO MTV.

WITH A NEW HOST,

NEW CHALLENGES,

AND NEW WAYS TO SCARE THE SHIT OUT OF YOU.

RISE UP AND CONQUER YOUR FEAR,

ENDPAGE GFX/VO: FEAR FACTOR, HOSTED BY LUDACRIS PREMIERES TUESDAY, MAY 30TH AT 10 ON MTV 04.12.17 FEAR FACTOR PROMO CONCEPTS

CLOSER TO LAUNCH – UTILIZING SHOW FOOTAGE (3x :10) REAL LIFE FEAR VS. FEAR FACTOR FEAR Individual spots that highlight a variety of real, millennial fears we all have. After each “real life” problem, we cut to a fitting Fear Factor challenge using show footage. Each scenario is labeled as either a REAL LIFE FEAR or FEAR FACTOR FEAR.

EXAMPLE: Dropping Cell Phone in the Toilet - REAL LIFE FEAR Cut to: Raised in the air, contestants’ phones are dangling at the end of a teeter-totter platform. They attempt to scale the platform to get to their phone, but fail and the phone falls into the water. - FEAR FACTOR FEAR

GFX: CONQUER YOUR FEAR.

ENDPAGE GFX/VO: FEAR FACTOR, HOSTED BY LUDACRIS PREMIERES TUESDAY, MAY 30TH AT 10 ON MTV

ADDITIONAL: Finding a cockroach in your apartment – REAL LIFE FEAR Being covered by cockroaches during a challenge – FEAR FACTOR FEAR

Person freaking out because a bee is buzzing around their head – REAL LIFE FEAR Contestant holding a swarm of bees in their mouth – FEAR FACTOR FEAR PROMO CREATIVE: CONCEPT #02 THRILL SEEKERS WANTED Calling all thrill seekers. Fear Factor is BACK and it’s looking for people willing to push their personal boundaries and have some fun. For our creative, the viewer is presented with a collection of terrifyingly outrageous challenges that make them wonder, “how far am I willing to go”? 04.12.17 FEAR FACTOR PROMO CONCEPTS

(:30) HOST SPOT: LUDACRIS WANTS YOU Uncle Sam wanted you for the army, but Ludacris wants you to face your fears. He’s on the lookout for brave souls willing to push themselves. Whether it’s snakes, heights, small spaces or losing your phone, Ludacris will be there as your host and cheerleader on this terrifying journey. Thrill Seekers wanted.

SHOOT EXECUTION: Starting on a CU shot of Luda’s face, as he’s delivering his lines the camera slowly starts to zoom out, revealing that he’s actually laying down in a Plexiglas box filled with snakes, and the camera is above him.

SCRIPT: ARE YOU TIRED OF BEING A HOMEBODY? IT’S TIME TO STEP WAAAY OUT OF YOUR COMFORT ZONE, FEELING LIKE YOUR LIFE IS TOO ROUTINE? THRILL SEEKERS WANTED.

ARE YOU LOOKING FOR ADVENTURE, ACTION, OR MAYBE A SWARM OF BEES *Ludacris puts on goggles as more snakes are dumped into the box, TO COVER YOUR BODY WITH? covering his face

DO YOU THINK YOU HAVE WHAT IT TAKES TO DRINK A BOTTLE OF MAYO? ENDPAGE GFX/VO: FEAR FACTOR, HOSTED BY LUDACRIS I’M LUDACRIS, AND I WANT YOU FOR MY FEAR FACTOR CREW. PREMIERES TUESDAY, MAY 30TH AT 10 ON MTV 04.12.17 FEAR FACTOR PROMO CONCEPTS

(:30) HERO SPOT - THRILL SEEKERS WANTED: Ludacris narrates the spot, and introduces Fear Factor to our “Thrill-seeking” MTV audience.

SCRIPT: TUESDAY, MAY 30TH,

CALLING ALL THRILL SEEKERS,

FEAR FACTOR IS BACK.

WITH A NEW HOST,

AND NEW STUNTS THAT WILL TAKE YOU WAAAAY OUT OF YOUR COMFORT ZONE.

FEAR FACTOR, HOSTED BY LUDACRIS PREMIERES TUESDAY MAY 30TH AT 10 ON MTV 04.12.17 FEAR FACTOR PROMO CONCEPTS

(:10) FEAR FACTOR IS BACK: A series of short teases where we hear a sound up of someone reacting to a Fear Factor Challenge, then cut to a FEAR FACTOR IS BACK graphic. Will pull audio bites from show footage, below are just for proof of concept.

EXAMPLE: BITE: OH MY GOD, OH MY GOD, THAT’S DISGUSTING!!

GFX: FEAR FACTOR IS BACK GFX/VO: THRILL SEEKERS WANTED

ENDPAGE GFX: FEAR FACTOR, HOSTED BY LUDACRIS TUESDAY, MAY 30TH ON MTV

ADDITIONAL EXAMPLES: BITE: I NEVER THOUGHT I’D BE CHUGGING A CUP OF HOT SAUCE FOR LUNCH.

BITE: MY WHOLE BODY IS COVERED IN SPIDERS, I NEED TO TAKE A SHOWER. 04.12.17 FEAR FACTOR PROMO CONCEPTS

(:20) CHALLENGE/FEAR FACTOR COMBO: Tuesday nights are now even more action-packed, with the premiere of Fear Factor after Champs vs. Joes.

SCRIPT: TUESDAY NIGHTS JUST GOT A LITTLE MORE CHALLENGING,

WITH CHAMPS VS. PROS AND THE PREMIERE OF FEAR FACTOR,

IT’LL BE A NIGHT OF BLOOD,

SWEAT,

AND SPIDERS?!?

ENDPAGE CHAMPS VS. PROS AND FEAR FACTOR TUNE-IN FEAR FACTOR: SHOOTING COSTS 04.12.17 FEAR FACTOR PROMO CONCEPTS

CONCEPT #1 - CONQUER YOUR FEAR SHOOT COST - $115K ASSUMPTIONS: - Shoots local in NY - Prelight day - Shoot day - Non-IATSE labor

CONCEPT #2 - THRILL SEEKERS WANTED SHOOT COST - $100K ASSUMPTIONS: - Shoots local in NY - Prelight day - Shoot day - Non-IATSE labor

POST $48K – 6 WEEKS IN-HOUSE EDIT/AUDIO - Covers edit for all footage-based spots + TBD shoot creative - Does not cover MML song licensing TBD - Does not include trailer production cost TBD

***COSTS FOR SOCIAL/DIGITAL & KEY ART PRODUCTION ARE NOT FACTORED INTO THE ABOVE

***MARKETING BUY CONTRIBUTIONS TBD FEAR FACTOR: DIGITAL PLANS 04.12.17 FEAR FACTOR DIGITAL PLANS

PRE-SEASON:

LUDACRIS’ SURVIVAL GUIDE If you want to make it to the end on Fear Factor, you need to understand the keys to success. Allow Ludacris to be your guide. As the host and resident cheerleader of the show, he’ll dish out his top 10 tips for keeping calm and mastering the game so our audience knows exactly what it takes to survive the challenges and take home the big prize. LUDACRIS’ SURVIVAL GUIDE 04.12.17 FEAR FACTOR DIGITAL PLANS

PRE-SEASON (cont.):

FAMOUS FEARS Celebrities -- they’re just like us. We will ask celebrity talent what their biggest fears are for a fun mash-up of answers to live on Fear Factor social and MTV’s Snapchat Discover channel.

COUNTDOWN CARDS What are you afraid of? Our countdown cards will feature elements of the episode challenges to hype up fans for the premiere of the show. In season, our countdown cards will feature episode specific phobias and their definitions based on the content of the episode that evening. 04.12.17 FEAR FACTOR DIGITAL PLANS

IN-SEASON:

FACTORED OUT Sometimes in life, we just need closure. After the final team gets eliminated, they will chat with Ludacris about what went wrong and how they can better prepare to conquer their fears the next time that they are faced with them.

CONQUER IT ALL The pressure is on! Every Tuesday, the social influencer correspondent of MTV Live will hit the streets in Times Square and challenge the public to take on the task of facing their biggest fears. The challenges in this on-air segment will incorporate aspects of the stunts seen on Fear Factor and will play into the phobias featured that evening in order to drive live, same day tune-in as well as provide us with exciting digital and social video content. 04.12.17 FEAR FACTOR DIGITAL PLANS

IN-SEASON (cont.):

STORYTIME WITH LUDACRIS This season of Fear Factor speaks to the fears of millennials, so let’s set the mood for them before each episode premieres with a frightening tale told by Ludacris himself. Sitting on a large chair in a smoking jacket, he will tell short, dramatic stories about today’s youth not having wifi, filing taxes, having trouble with their cell phones and more to play up the phobias featured in the challenges.

SCRIPT: IT WAS A COLD, DARK NIGHT IN NEW YORK CITY. JENNA WAS IN HER BATHROOM GETTING READY FOR A NIGHT OUT.

HER LIPS WERE PERFECTLY LINED. HER OUTFIT WAS INSTAGRAM WORTHY.

SHE FUMBLED IN HER PURSE, SEARCHING FOR HER PHONE TO TAKE A QUICK SELFIE.

THE PHONE IN HER GRASP, SHE WENT TO OPEN HER CAMERA WHEN…

SHE REALIZED THAT THE BATTERY WAS DEAD.

Conquer Your Fear. Charge your phone. Fear Factor. FEAR FACTOR: CONSUMER EXPERIENTIAL 04.12.17 FEAR FACTOR CONSUMER EXPERIENTIAL

THE DREADROOM-- SELL/KILL What would happen if we locked people in a small room crawling with all of their deepest fears? Let’s create a pop-up experience in major markets that features elements seen on Fear Factor to allow our audience to experience the thrill of the show in real life. Surveillance cameras will capture the natural, shocked reactions of the participants to ensure that the stunt lives on through digital and social even after the room is escaped.

ESTIMATED COST: $200K 04.12.17 FEAR FACTOR CONSUMER EXPERIENTIAL

FEAR FACTOR SENSORY HOUSE Kicking off the launch of the new, revamped Fear Factor, fans can enter MTV’s Fear Factor Sensory House for the ultimate thrilling experience. For one-week, MTV would take over a studio to build a sophisticated multi-room experience for consumers to overcome their fears.

• Incorporate elements of technology and virtual reality to cultivate a sensory experience of common fears such as heights (VR stationing you on top of the Empire State Building), dark rooms (isolation chamber) clown laughs, sensory tools (to feel like bugs are crawling on you) and more.

• Potential to partner with tech brand (i.e. Samsung) that can provide the tools needed to enhance the virtual experience.

• MTV would host a press night for reporters to experience the sensory house, with our host and other celebrity talent to participate as well.

MTV ESTIMATED CONTRIBUTION $550K 04.12.17 FEAR FACTOR CONSUMER EXPERIENTIAL

NYC FACE YOUR FEARS SCAVENGER HUNT Using The Big Apple as our playground, MTV will set up a first class scavenger hunt for consumers to face their fears, MTV style. @MTV social would give out different clues to direct fans to their challenges. At each station participants have to complete a challenge successfully to receive the next clue. With each challenge being more difficult than the previous, MTV will select 2 lucky winners at the end who will get to be contestants next season.

• Street Teams stationed at each point along the scavenger hunt wearing branded clothes and encouraging the challenges for the participants. • As proof, participants must post video of themselves on social completing the challenges.

LOCATIONS: • Haunted - New Amsterdam Theater - Belasco Theater - Hotel Chelsea - St. Paul’s Chapel - White Horse Tavern 04.12.17 FEAR FACTOR CONSUMER EXPERIENTIAL

TOUGH MUDDER PARTNERSHIP MTV certainly isn’t afraid to get a little dirty! MTV will partner with Tough Mudder to sponsor a section of their challenges. To maximize branding opportunity, MTV would have customized names for each obstacle course that pertain to the show. On-site we’ll also give out branded swag like sweat bands, bandanas, water bottles, and terry cloth towels.

• Note: On Saturday May 20th, there is the “America’s Toughest Mudder” Northeast competition where it is an 8 hour overnight course taking place outside of Philadelphia.

ESTIMATED $10-50K FOR A SPONSORSHIP 04.12.17 FEAR FACTOR CONSUMER EXPERIENTIAL

SOCIAL ACTIVATION

#MYWORSTFEAR: MTV to challenge the Twitterverse to tweet their worst fear and MTV and Fear Factor accounts will re-tweet them. The best ones will air as interstitials on-air throughout the day to create buzz for the premiere that night.

ALT: Universal Studios Orlando has an existing Fear Factor stage show that we could potentially partner with. Every use of the hashtag would enter the consumer into a contest for branded swag or a trip to Universal. THANK YOU.