February 5 2011

Home , Arianna Huffington, Chord Overstreet, Evelyn Lozada, Jesse Metcalfe, Mark Salling, New York Post

the party

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SATURDAY february 5 2011

centennial hall at fair park dallas, tx the party

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TM event overview event overview The word is out – nobody does it like Maxim! The Maxim Party during Super Bowl weekend is the most sought-after event of the year and 2011 proved to be no exception. Celebrities, VIPs, sports icons and industry movers and shakers flocked to Centennial Hall at Fair Park, home of the Texas State Fair, to celebrate the most highly anticipated party of the weekend.

This year’s party, coined The Maxim State Fair powered by Motorola Xoom, brought to life all the elements of a traditional state fair but with Maxim panache. Partygoers indulged in Patrón margaritas topped with wads of cotton candy, tray-passed caramel apples and a variety of deep fried treats while models outfitted in fair inspired attire heated up the party atmosphere. The fun didn’t stop there as guests tried their luck at several midway style games including bushel basket, ring toss and many more for the chance to walk away with collectable prizes. A skee-ball zone also gave the eager-to-win a chance to rack up tickets and trade them in at the prizes booth for a variety of sponsor products. As if that wasn’t enough, Motorola Xoom bumper cars and a 35’ Ferris wheel kept guests’ party appetites satiated throughout the night.

The bash drew the biggest stars in town, including Chad “Ochocinco” Johnson, Olivia Munn, Adrien Brody, Michael Phelps, Jerry Bruckheimer, Jillian Michaels, Erin Andrews, Joe Jonas, Adrian Grenier, Terrell Owens, Mark Sanchez, the cast of Glee and many more! DJ Ross One and DJ Vice provided the music with special performances by Ravi Drums, Jason Derulo and Wyclef Jean.

It pretty much goes without saying that Maxim proved everything really is bigger in Texas! event overview invitation

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Early Admission tickets for Maxim VIPs

Invitation: Multi-panel fold-out poster invitation decor elements

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4 1 Illuminated State Fair sign & prizes booth 2 & 4 Bumper cars & midway games 3 Patrón cotton candy 5 Skee-ball 6 Illuminated midway sign 31 1 Pennant banners 2 & 6 Themed outfits 3 Maxim bar girl 4 Illuminated grandstand sign & stage backdrop 5 Split rail fence on "green" carpet 7 Midway games 8 Authentic fair treats 9 Ferris wheel

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7 9 music

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1 Jason Derulo 2 Dj Ross One 3 D j Vice 4 Ravi Drums 5 The Dallas Cowboys cheerleaders with partygoers 6, 7, & 9 Wyclef Jean performance 3 8 Jason Derulo & Wyclef Jean performance 6 7

8 9 celebrity attendance

Adrien Brody Mark Sanchez Melissa Rycroft & Tye Strickland Darrelle Revis & Roddy White Erika Jayne Heather Morris

Craig Robinson Erin Andrews Chris Brown Melanie Brown Guy Fieri & Shaunie O’Neal Chord Overstreet Tamara Tunie

Ryan Kwanten Jenna Ushkowitz Kevin Mchale Jessica Lowndes Holt McCallany Jesse Metcalf & Cara Santana

Rebecca Mader Dave Annable Terrell Owens Kevin Connolly Jillian Michaels Reggie Bush Joe Jonas

Celebrity Recap

Adrien Brody/ The Experiment Gary Baxter/ NFL Player Melanie Brown/ Musician Adrian Grenier/ Entourage Gary Maxwell/ NFL Player Melissa Rycroft/ The Bachelor Pad Akin Ayodele/ NFL Player Geoff Stultz/ Happy Town Michael Bay/ Director Amaury Nolasco/ Chase Guy Fieri/ Chef and TV Personality Michael Phelps/ Olympic Swimmer Arianna Huffington/ The Huffington Post Heather Morris/ Glee Ndamukong Suh/ NFL Player Barry Sanders/ NFL Player Holt McCallany/ Lights Out Nick Swardson/ Just Go With It Blake Baratz/ Impact Sports Jason Derulo/ Musician Olivia Munn/ Iron Man 2 Boris Kodjoe/ Resident Evil: Afterlife Jenna Ushkowitz/ Glee Omar Miller/ 8 Mile Cal Ripken Jr./ MLB Player Jermichael Finley/ NFL Player Printz Board/ Producer Cara Santana/ DialStar Jerry Bruckheimer/ Producer Quinton Aaron/ The Blind Side Chad Kroeger/ Nickelback Jesse Metcalfe/ Chase Rebecca Mader/ Lost Chad “Ochocinco” Johnson/ NFL Player Jessica Lowndes/ 90210 Reggie Bush/ NFL Player Chris Brown/ Musician Jillian Michaels/ Personal Trainer and TV Personality Regina King/Southland Chord Overstreet/ Glee Joanna Garcia/ Better With You Rita Benson LeBlanc/ New Orleans Saints owner Chuck Liddell/ UFC Joe Jonas/ The Jonas Brothers Roddy White/ NFL Player Cole Hauser/ Chase Josh Cribbs/ NFL Player Ryan Kwanten/ True Blood Craig Robinson/ The Office Josh Freeman/ NFL Player Shaunie O'Neal/ Basketball Wives Dan Cortese/ Surviving Suburbia Kevin Connolly/ Entourage Stephen Belafonte/ Producer Darrelle Revis/ NFL Player Kevin McHale/ Glee Steve Young/ NFL Player Dave Annable/ Brothers and Sisters Kevin Sorbo/ Hercules Tamara Tunie/ Law and Order: SVU Delroy Lindo/ The Chicago Code Kurt Warner/ NFL Player Terrell Owens/ NFL Player DJ Pauly D/ Jersey Shore Kyle Busch/ NASCAR Driver Todd English/ Chef and Restaurateur DJ Steve Porter/ Music Video Producer and DJ Les Moonves/ CBS Corporation Tony Gonzalez/ NFL Player DJ Vice/ DJ Marcus Allen/ NFL Player Tony Siragusa/ NFL Player Doug Reinhardt/ MLB Player Mark Harmon/ NCIS Warren Moon/ NFL Player Drew Brees/ NFL Player Mark Salling/ Glee Wyclef Jean/ Musician Erika Jayne/ Musician Mark Sanchez/ NFL Player Erin Andrews/ ESPN Newscaster Matt Lauria/ Chicago Code Evelyn Lozada/ Basketball Wives MC Hammer/ Musician

Press

february 6, 2011

Maxim, Diddy, Usher Rock Night away

february 6, 2011 Maxim went all out on this bash and did a fine job at it. The red carpet was spacious and once you were inside, there was plenty to do throughout the night. It was literally a carnival the fifth down: brought to life with a Ferris wheel, skee-ball, balloon darts, Super Bowl Parties Go Big in Texas go-carts and other theme park staples. They even had prizes for those talented gamers including speakers, headphones and cologne. The dance floor was the busiest I'd seen at any party over Super Bowl weekend and there wasn't a soul in the party not having a good time. None topped the Maxim party, where so many of the famous turned out that they had to wait in line at the VIP entrance. Maxim held its party at Centennial Hall, The celebrity turnout was stellar and stars were strolling home of the Dallas fair, and in keeping with that theme, there were bumper cars, around the party if they weren't dancing near their VIP table. ring tosses and stuffed animals aplenty. One 20-something-year-old man ran up to Jets cornerback Darrelle Revis, gave him a stuffed penguin and said, “I won this …they'll have to settle on 10 horseshoes. Best party of the just for you!” week by far. …Revis joined a host of fellow celebs in VIP, everyone from MC Hammer and Adrien Brody to Jerry Bruckheimer and Michael Phelps. February 7, 2011

Olivia Munn on How She Manages february 7, 2011 Social Anxiety

Actress Olivia Munn hits the red carpet for the Maxim Super Bowl Party in Dallas where she chats about how great it is to film her new movie, “I Don’t Know How She Does It,” with february 7, 2011 co-star Sarah Jessica Parker. Star Galleries: Getting Their GLEE On

Glee’s Kevin McHale and Heather Morris partner up for a pic at the Maxim Party Powered by Motorola Xoom at Centennial Hall at Fair Park. february 6, 2011

Jason Derulo and Wyclef Jean Perform Duet at the Pre-Super Bowl Maxim Party

February 2, 2011

Star Power Should Heat Up Dallas For Maxim rocked Dallas the night before the Super Bowl. After several strong DJ sets, Super Bowl including one by DJ Vice, Jason Derulo got that part taken care of with his smash ‘In My Head,’ which upped the party ante. But the man most in the mood to party was special guest Wyclef Jean.

But then truly getting into the Maxim mood, Jean invited all the sexy ladies onto the Maxim editor-in-chief Joe Levy said stage…as dozens of women took him up on his offer… the Super Bowl, being the “world’s biggest man’s event,” fits right in with the men’s magazine. February 7, 2011

Super Bowl XLV Party Review: The Best and Brightest february 8, 2011

How ‘ESPN,’ ‘Playboy,’ and ‘Maxim’ Stood Out Among Dallas Super Bowl Parties

Best Theme Party: Maxim’s State Fair Super Bowl Party at Centennial Hall.

With no mechanical bulls, but plenty of other rides in sight, the Maxim party – billed as being “Powered by Motorola Xoom” – took on a state-fair theme complete with cotton-candy cocktails and a Ferris wheel. When asked about producing an event that would stand out, the magazine’s corporate events director, Amanda Civitello, said, “What other parties? Maxim is in a league of its own when it comes to Super Bowl events. Where else could guests find bumper cars and cocktails over the weekend?” february 6, 2011

Stars Get Pumped at

the Maxim Super Bowl Party february 6, 2011

The Maxim Super Bowl Party at Fair Park with Wyclef Jean What’s the next best thing if you can’t score a ticket to the Super Bowl? The pre-parties, of course! Stars came out to celebrate the big game at the Maxim Party Powered by Motorola Xoom in Dallas on Saturday night. Dallas Cowboy Cheerleaders and Maxim “Hometown Hotties” joined celebrities like Olivia Munn, Pauly D, Guy Excited for their special Super Bowl themed episode to air Fieri, and the great Kevin Sorbo at Fair Park’s Centennial on Sunday, Glee’s Heather Morrison, Chord Overstreet, Hall on Saturday Night, February 5th for the Maxim Party, and Kevin McHale partied at Centennial Hall before the big powered by Motorola Xoom. Wyclef Jean played the event game. Some of Entourage’s finest, including Adrian Grenier with Jason Derulo. and Kevin Connolly, also came out to celebrate in Texas along with Jersey Shore star Pauly D, footballer Reggie Bush and singer Chris Brown.

Even a very pregnant Melissa Rycroft and hubby Tye Strickland joined in on the festivities at Fair Park. Press Recap The Maxim Party powered by Motorola Xoom generated more than 622 million media impressions

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event overview As the presenting sponsor and exclusive wireless partner of The Maxim Party powered by Motorola Xoom, Motorola teamed up with Maxim to promote the upcoming release of the Motorola Xoom – the groundbreaking tablet PC that features HD Video, 3D mapping, and mobile video chatting. Through unique red carpet activations, model Xooms for demonstration, a dedicated Motorola branded VIP area, and logo inclusion on all event signage and press materials, Motorola and Maxim engaged thousands of A-list celebrities and influential guests in attendance at the 2011 Maxim State Fair powered by Motorola Xoom, with millions more via extended press coverage. event integration Presenting sponsorship afforded Motorola Xoom top billing and placement on all media materials, signage and onsite at the event – both on and off the red carpet.

At Motorola’s premium dedicated area on the red carpet, NFL greats and Motorola front men Chad Johnson and Darrelle Revis soaked up the limelight, asking dozens of celebrities to autograph a Motorola Xoom which was later auctioned off for charity. A life-sized Xoom in Motorola’s red carpet footprint caught the attention of hundreds of media and celebrity passersby.

Located in a premium location adjacent to the main stage and celebrity VIP area, Motorola also produced a 40’ x 43’ footprint like no other. VIP guests were invited to relax on luscious leather couches and check out the impressive Xoom in a secluded environment. A wall with prominent Motorola branding, along with a life-sized Xoom were in sight for thousands to get an official sneak peak at the revolutionary product. Select celebrities were brought to a private gifting area where they were among the first to receive a Xoom, compliments of Motorola. 1 2 3

1 Dj Pauly D gifted with Xoom 2 Pennant banner 3 Vip area & video loop 4 Midway game 5 Vip credential 6 Kevin Sorbo with life-sized Xoom 7 Gift bags

400 qty. red carpet ACTIVATION motorola hospitality • Dedicated Motorola Red Carpet Area with custom • 300+ guest list spots to event Motorola Xoom & Maxim co-branded backdrop • Expedited check-in line • Chad Johnson & Darrelle Revis interaction with celebrity attendees additional exposure • Celebrity signing of Motorola Xoom for charity auction • Logo inclusion on: • Life-sized Xoom on display - Invitation - Media wall motorola xoom vip lounge - Stage backdrop • Dedicated Motorola 40’ x 43’ VIP area complete - DJ booth with leather couches and private bar for Motorola guests - All event credentials, wristbands and collateral • Custom Motorola signage, product demos, and - Gift bags life-sized Xoom - Dedicated check-in signage • Celebrity gifting lounge next to celebrity VIP area - Sponsor table tents - Ceiling pennant banner MOTOROLA xoom bumper cars - Prizes booth banner • Inclusion on sponsor video loop footage • Motorola Xoom Bumper Car signs at entrance to ride displayed throughout event • Custom branding on front and back of all bumper cars • Motorola products for giveaways in prizes booth for maximum exposure 1 2 3 4

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1 DJ Pauly D 2 Chad Johnson 3 Darrelle Revis & Wyclef Jean 4 Guy Fieri 5 Mark Sanchez 6 Chord Overstreet 7 Jillian Michaels 8 Jessica Lowndes 9 Joe Jonas 10 Erin Andrews 11 Terrell Owens 12 Jenna Ushkowitz, Kevin Mchale and Chord Overstreet 13 Motorola CEO Sanjay Jha 14 Illuminated State Fair sign 15 Illuminated Bumper Cars sign 16 Ravi Drums 17 Chad Johnson with Omar Benson Miller 18 Tony Gonzalez 12 13 14

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event overview Patrón teamed up with Maxim for the fifth consecutive year during the 2011 Super Bowl weekend in Dallas, TX as the exclusive spirits sponsor of the Maxim State Fair powered by Motorola Xoom.

Patrón activations were inspired by classic state fair staples, creating a unique party experience which stimulated over-the-top, outrageous fun. Featuring a wheel of questions on the red carpet, a fabulous cotton candy bar, themed photo area, ring toss midway game, and even a sweet parting gift: a bag of Patrón-green cotton candy, Patrón activations lit up the night! From the minute guests arrived at the party to their hesitant departure, they were engulfed in the exciting authenticity of Maxim’s very own State Fair. 1 2

1 Rebecca Mader at Patrón ring toss 2 Omar Miller spinning the Patrón Wheel 3 Patrón photo area 4 Patrón cotton candy cart EVENT INTEGRATION As the exclusive spirits sponsor of the 2011 Maxim State Fair powered by Motorola Xoom, Patrón brought the brand to life through several exciting activations. Red Carpet spin wheel Midway Game: Patro' n Ring Toss • Melanie Iglesias, Maxim’s 2010 Hometown Hotties winner, • The Patrón Ring Toss game was a favorite among party greeted celebrities as they walked the red carpet and guests and celebrities including the Maxim featured actress invited them to spin the Patrón wheel Rebecca Mader • Celebrities left their fate to the wheel and answered a • Guests tossed rings at a display of colorfully lit variety of standing state fair and Patrón themed questions Patrón Bottles for their chance to take home a prize determined by which piece it landed on • Each time a celebrity landed on the “Charity” piece, Photo Area Patrón donated $100 to the St. Bernard Project in efforts to • Photo setup included a Patrón branded barn door backdrop, rebuilt New Orleans bales of hay, and gorgeous models in Patrón-green gingham • Total amount donated to the St. Bernard Project: $5,000 tees, cowboy boots and hats • Guests received complimentary photos takeaways in Patrón branded picture frames Cotton Candy Focal Bar • Photo projections near the photo area allowed guests • Mounds of Patrón-green cotton candy towered high above to view their pictures on the big screen Patrón’s main bar next to the stage • Bartenders served up Big Tex Margaritas made with a Cotton Candy Cart very special and very sweet ingredient: Agave flavored • A beautiful Maxim model in a Patrón branded green gingham Cotton Candy tee, passed out complimentary green cotton candy from a • Custom branded drink menus and POS displayed on bar Patrón branded cart to guests as they entered and exited the • Custom built bottle shelf displays and Patrón Cotton party for a sweet treat to compliment the Patrón Candy bar sign cocktails being served 1 2

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1 Big Tex margarita 2 Pennant banner 3 Birthday surprise 4 Custom drink menus 5 Patrón cocktail servers Additional exposure

• Featured Patrón Portfolio • Inclusion on sponsor video loop footage displayed throughout event - Patrón Reposado • Patrón branded premiums for giveaways in Prizes Booth - Patrón Silver • VIP table hospitality with reserved signs - Patrón Citrónge • Patrón branded bottle service kits on all VIP tables - Patrón Anejo • Patrón Social Club winner received entrance to party - Pyrat Rum • Custom cocktail menus on all bars - Ultimat Vodka • Patrón POS displayed at all bars - Patrón XO Café - Gran Patrón • Logo inclusion on: - Invitation - Media wall - Dedicated check-in signage - Sponsor table tents - Midway game sign - Ceiling pennant banner - Prizes booth banner 1 2

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1 Pennant banner 2, 9 & 11 Guests with Patrón cocktails 3 Bar bottle display 4 & 16 Patrón cocktail servers 5 Patrón VIP table kits 6 & 13 Bar bottle display 7 Patrón owner John Paul DeJoria with wife Eloise 8 Bartender 10 Patrón photo booth 12 Patrón prizes 14 Patrón midway game 15 Photo frames 6 7 8 9

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event overview As the exclusive media sponsor of The Maxim Party powered by Motorola Xoom, AOL and AOL Studios had premium placement on the red carpet and was front and center to capture the action. Celebrities, VIPs and industry movers and shakers spoke to AOL about their best Super Bowl memories and which team they were routing for during the big game.

To add to the energy and excitement, AOL sponsored this year’s high-profile musical performance, helping to make Maxim the #1 party of the weekend! 1 2 3 4

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1 Dallas Cowboy Cheerleader with Jillian Michaels 2, 4, 5 & 6 Custom football displays 3 Rebecca Mader with AOL prize 7 Jason Derulo & Wyclef Jean EVENT integration AOL and AOL Studios were organically integrated into the fabric of the event to capture exclusive party content both on the carpet and inside the venue. RED CARPET midway game: aol milk can • Logo exposure on media wall • AOL branded Midway game featuring: • High-impact platform for AOL Studios on the red carpet - AOL-branded booth signage with the Dallas Cowboy cheerleaders: - AOL-branded milk cans - Premium placement, allowing for access for celeb - Oversized teddy bears in AOL-branded t-shirts interviews such as: Wyclef Jean, Jillian Michaels, - Models in AOL-branded attire to match the state fair MC Hammer, Melanie Brown, Olivia Munn, Erin Andrews, theme of the party, engaging party-goers and driving Chord Overstreet and much more! traffic to game - Super Bowl VXI footballs designed by artists commissioned by AOL: additional exposure - Exclusively displayed in the VIP walk-way • Logo inclusion on: - AOL-branded signage - Media wall - AOL branded spotlighted pedestals - Dedicated check-in signage - Sponsor table tents studio INSIDE coverage - Midway game sign • Escorted media access during party for AOL Studios to - Ceiling pennant banner spray the crowd, capture the performance and feature coverage - Prizes booth banner on AOL.com • Inclusion on sponsor video loop footage displayed • Celebrity musical guests Jason Derulo and Wyclef Jean, throughout event performance bought to you by AOL 1 2 3 4

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1 & 4 Pennant banner 2, 3 & 5 Midway game 6 & 15 Wyclef Jean performance 7 Erin Andrews 8 Dallas Cowboy Cheerleader with John Paul DeJoria 9 Dallas Cowboy Cheerleader with Arianna Huffington10 & 13 Jason Derulo performance 11 Midway game & models 12 Media wall logo 14 Olivia Munn 9 10 11

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program overview Armani Code teamed up with Maxim at the 2011 Super Bowl in Dallas, TX as the exclusive fragrance sponsor of the Maxim State Fair powered by Motorola Xoom. Party guests got lucky at the custom Armani Code midway game equipped with beautiful dealers, models, and Armani Code custom cocktails. Plus, one lucky fan won a trip to attend the party and the big game, courtesy of the Armani Code Big Game online sweepstakes. Big Game Sweepstakes Site

Email blast

Maxim Weekend Six Pack Newsletter online integration For the second year in a row, Armani Code and Maxim sent one lucky winner and a guest to experience the big game weekend. Through an email blast and newsletter promotion, consumers were driven to a branded sweepstakes splash page on the Armani site where they entered in hopes to be the big game weekend’s big winner!

Total sweepstakes entries: 3,586

Promotion: • Dedicated email blast to 30,000 subscribers • Maxim’s Weekend Six Pack newsletter to 125,000 subscribers 1 2 3 4

1 & 3 Pennant banners 2 Sampling model 4, 5 & 6 Custom roulette midway game EVENT integraTION As the exclusive fragrance sponsor of the 2011 Maxim State Fair powered by Motorola Xoom, Armani Code brought the Code of Seduction to the party with a dedicated midway game area featuring branded roulette tables, gorgeous models handing out enchanting Armani Code samples, and an Armani Code inspired custom cocktail. Plus, winners of the State Fair games had the opportunity to redeem full sized Armani Code product from the Prizes Booth. MIDWAY GAME: additional exposure ARMANI CODE ROULETTE • Logo inclusion on: • Custom casino midway game area including - Invitation two branded roulette tables - Dedicated Check-In Signage • Roulette dealers in branded Armani Code arm bands - Sponsor Table Tents • Two Maxim models in themed attire distributing the - Midway Game Sign delicious custom cocktail, The Sunday Confession - Ceiling Pennant Banner - Prizes Booth Banner sampling • Inclusion on sponsor video loop footage displayed throughout event • Two Maxim models in themed and branded attire distributing • Armani Code giveaways in Prizes Booth up to 4,000 Armani Code samples

TM program overview Virgin Gaming, in conjunction with EA SPORTS and Sony Playstation, partnered with Maxim to promote their EA SPORTS Football 2011 online gaming tournament that awarded over $25,000 in prizing – and a trip for the two finalists to the Maxim State Fair powered by Motorola Xoom. Through an in-book advertorial page, co-branded units on Maxim.com and promotional posts on Maxim’s facebook and Twitter feeds, Maxim drove consumers to a custom-branded destination to enter the online tournament for a chance to win the cash, and a coveted trip to the Maxim State Fair powered by Motorola Xoom.

The integrated program culminated at the Virgin Gaming gaming pavilion within the party, where the two online tournament finalists went head to head in a game of EA SPORTS Football 2011 onthe Playstation 3 system to see who would earn bragging rights and take home the $5,000 grand prize.

TM January cover

January advertorial print overview Maxim created a one page advertorial that promoted Virgin Gaming’s EA SPORTS Football 2011 online gaming tournament. The advertorial ran in the January 2011 issue to drive awareness and tournament entries.

TM Maxim Game On newsletter

Virgin Gaming site

Virgin Gaming Skins, Roadblock and Leaderboard digital overview Maxim captured the attention of our users and social networking fans through co-branded ads, inclusion in our Game On newsletter and social networking posts that drove them to the virgingaming.com/maxim destination to sign up for and follow all the action of the online gaming tournament. Maxim.com Co-branded Units Maxim created co-branded units that ran throughout the Maxim Digital Network to drive awareness for the online tournament. • Two creative executions of the units were developed to reflect the two call to action phases. Phase timing: - December 8th – January 27th - January 28th – February 5th ONLINE RESULTS • Stuff skin - 2.57% CTR • Gaming skin - 2.68% CTR • Interstitial - .52%% CTR Maxim.com Game On Newsletter Maxim promoted the online tournament in our weekly Game On newsletter to generate further awareness and drive entries. Maxim Social Networking Promotion Maxim reached our 265k facebook fans and nearly 46,000 Twitter followers with multiple posts that promoted the Virgin Gaming EA SPORTS Football 2011 online gaming tournament.

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1 Tournament posters 2, 3 & 4 Branded models 5 Ravi Drums and DJ Vice 6 Pennant banners 7 Finalists with models EVENT integration All the online action came to life at the Virgin Gaming gaming pavilion on-site, where partygoers played Madden 2011 and interacted with the highly entertaining Playstation Move product showcasing the game SingStar Dance.

As partygoers were enjoying themselves, the two online tournament finalists - Carlos Yancy and Patrick Shaw – were gearing up for their 11pm championship match. The game turned out to be a dramatic back and forth matchup that came down to overtime, where Yancy pulled it out and walked away with supreme honors and the $5,000 check.

THE VIRGIN GAMING VIRGIN GAMING HOSPITALITY GAMING PAVILLION • Coordination of Virgin Gaming and EA SPORTS executives • Dedicated branded gaming pavilion sign that hung above arrival – 8 models and staff escorted them down the the activation area red carpet and into the party • 8’ x 12’ online tournament “sweet 16” bracket sign that hung on the wall within the activation area ADDITIONAL EXPOSURE • Four (4) Madden 2011 gaming stations, complete with • Logo inclusion on: Sony TVs, Sony PS3 gaming systems and controllers, and - Invitation EA SPORTS Madden 2011 - Dedicated check-in signage • Four (4) Playstation Move gaming areas featuring the game - Sponsor table tents SingStar Dance - Gaming Pavilion midway sign • Eight (8) Virgin Gaming models to help drive partygoers - Ceiling pennant banner to the gaming pavilion area and play the games with them - Prizes booth banner • Inclusion on sponsor video loop footage displayed throughout event

TM 1 1 Rebecca Mader 2 Pennant banner 3 Guests at gaming pavillion 4, 7 & 10 Model instructing guests 5 Game screenshot 6 Kristin Ferrito & Natalie Behrman 8 Models with guests 9 Tournament finalists head-to-head11 Carlos Yancy 12 Andrew Wilson, Virgin CEO, Rob Segal, Virgin Gaming CEO, Bill Levy, Virgin Gaming founder, Carlos Yancy & Peter Moore, President, EA Sports

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event overview As the exclusive auto partner of the Maxim State Fair powered by Motorola Xoom, two Jeep vehicles were positioned in the center of all the action. Thousands of event guests, which included A-list celebs, star athletes, and influential consumers, got up close and personal with the 2011 Jeep Grand Cherokee Overland Summit and the 2011 Jeep Wrangler: Black Ops Edition. Each vehicle was in pristine condition and positioned so that the rear was raised, giving it the look of a ride that could handle any terrain getting in its way. 1 2 3 4

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1 Pennant banners 2 Tamara Tunie exits Jeep shuttle 3 Branded model 4 Maximum Warrior winner, Karl Erickson, with model 5 2011 Jeep Wrangler Call of Duty: Black Ops edition on display 6 Jillian Michaels exits Jeep shuttle 3 Jeep Maximum Warrior midway game EVENT integraTION Maxim organically showcased Jeep vehicles to over 3,000 celebrities, VIPs and tastemakers. RED CARPET ACTIVATION JEEP HOSPITALITY • 10 Jeep shuttles bringing celebs to and from the event • 4 Jeep VIPs and guests were treated to airfare to/from • Confirmed celebs: Dallas, hotel accommodations, food, transportation and - Olivia Munn entry to the party - DJ Vice - Jillian Michaels ADDITIONAL EXPOSURE - Mark Sailing • Logo inclusion on: - Adrian Grenier - Dedicated check-in signage - Ryan Kwanten - Sponsor table tents - Tamara Tunie - Maximum Warrior midway game sign - Mel B - Prizes booth banner • Inclusion on sponsor video loop footage jeep display displayed throughout event • 2 Jeep vehicle displays positioned in • COD: Black Ops video games featuring Jeep for highly-trafficked location giveaways in prizes booth • Promotional model for each vehicle • Lollipop signs for each vehicle highlighting vehicle specs and features • Signs hanging above each vehicle with Jeep logo and the model name

1 1 Product display 2 Lone Star Bar mat 3 Lone Star hospitality buckets 4 Bartender serving Lone Star 5 Quiton Aaron in Lone Star apparel

3 4 5 EVENT integration As the exclusive beer sponsor of the Maxim State Fair powered by Motorola Xoom, Pabst Blue Ribbon and Lone Star received unparalleled exposure to over 3,000 A-list celebrities, VIPs and tastemakers.

bar inclusion • Product displayed and served at six bars throughout event • POS displayed at all bars which included branded bar mats and coasters • Hospitality buckets for VIP table service ADDITIONAL EXPOSURE • Logo inclusion on dedicated check-in signage • Inclusion on sponsor video loop footage displayed throughout event the party