World AIDS Day 2012 Recap

WORLD AIDS DAY 2012 RECAP 12/01/12

TABLE OF CONTENTS 1.

2.

3.

4.

5.

DANCE (RED), SAVE LIVES Campaign BUY (RED), SAVE LIVES Campaign The World Turns (RED) (RED) Partner Activation Press Highlights

THE GLOBAL FUND THANKS (RED) PARTNERS FOR $200 MILLION MILESTONE WITH ADVERTISEMENTS FEATURED IN THE NEW YORK TIMES AND THE FINANCIAL TIMES THE DAY BEFORE WORLD AIDS DAY

We asked the world to DANCE (RED), SAVE LIVES

And BUY (RED),SAVE LIVES

WORLD AIDS DAY 2012 HIGHLIGHTS DANCE (RED), SAVE LIVES album hit #1 on the iTunes Dance Charts in 33 countries!

Over 2.8 Billion PR Impressions in 800 media outlets!

Over 850 million social media impressions generated through partners, celebrities and DJs!

2.7 million+ views of the DANCE (RED), SAVE LIVES videos, including the livestream!

DANCE (RED), SAVE LIVES The Campaign

DANCE (RED), SAVE LIVES The Album (RED) partnered with TiĂŤsto to curate an album featuring some of the biggest names in dance music

DANCE (RED), SAVE LIVES The Album The album launched on November 27th on iTunes and was heavily promoted on all of their digital channels

Home page

Facebook posts

Newsletter

DANCE (RED), SAVE LIVES The Album And continued to rise quickly up the charts! #1 Dance album in 33 countries

DANCE (RED), SAVE LIVES The Album (RED) partners, media, DJs and celebrities posted across all social networks to BUY THE ALBUM

DANCE (RED), SAVE LIVES The Livestream And on December 1st, (RED) livestreamed sets from Australia’s largest EDM festival, Stereosonic for the entire weekend of World AIDS Day

DANCE (RED), SAVE LIVES The Livestream We partnered exclusively with YouTube for the live broadcast and they promoted the livestream across all vehicles

YouTube Live Event

YouTube Spotlight

YouTube Video Chart

DANCE (RED), SAVE LIVES The Livestream The stream featured (RED) and World AIDS Day content to engage viewers around the world‌

DANCE (RED), SAVE LIVES The Livestream ‌including individual (RED) partner product screen call outs featured during the livestream.

DANCE (RED), SAVE LIVES Activation (RED) was dancing on all digital channels for World AIDS Day. (RED)’s Digital Channels

DANCE (RED), SAVE LIVES Activation Our media partners hosted the livestream on their sites and promoted the campaign.

DANCE (RED), SAVE LIVES Activation (RED) Partners embedded the player, Tweeted and posted about the album and livestream.

DANCE (RED), SAVE LIVES Activation (RED) influencers messaged to their social networks, garnering over 144 MILLION impressions.

DANCE (RED), SAVE LIVES Activation And the dance music community alone generated 185 million impressions through the DJs’ social media outreach.

Sander Van Doorn

Diplo

Dash Berlin

Hardwell

Infected Mushroom

Dada Life

Dannic

Tommy Trash

Tiësto

DANCE (RED), SAVE LIVES Activation TiĂŤsto, engaged his digital audience heavily to DANCE (RED), SAVE LIVES

DANCE (RED), SAVE LIVES Crowdrise Tiësto and Laidback Luke launched a campaign on (RED)’s Crowdrise page to match donations up to $100k and give away prizes for donations to the Global Fund.

DANCE (RED), SAVE LIVES Activation Our partners in the fight also helped spread the word on World AIDS Day from Bill Gates, to the Global Fund, to ONE.

BUY (RED), SAVE LIVES The Campaign

BUY (RED), SAVE LIVES The Campaign (RED) partnered with Gilt to launch a first-ever (PRODUCT)RED boutique which began November 30 with a mobile exclusive.

BUY (RED), SAVE LIVES The Campaign

In just a little over 2 weeks, the (GILT)RED boutique sold over 1,300 products.

Website—(RED) Shop

BUY (RED), SAVE LIVES

The Campaign

The partnership generated over 500 million media impressions and almost half of sales were via mobile.

THE WORLD TURNS (RED)

On World AIDS Day, The Standard in partnership with Belvedere, hosted (RED) dance parties in NY, Miami and LA. Citi Private Pass sent out a dedicated email about the parties to their database of 2 million people.

Iconic Landmarks Once again, landmarks around the world turned (RED) – from the Sydney Opera House in Australia, to the London Eye and even the Soumaya Museum in Mexico City.

United States

Worldwide •

• • • • • • •

Australia: Sydney Opera House, AAMI Stadium & The Arts Centre Spire in Melbourne, Australia Canada: The CN Tower in Toronto Denmark: City Hall in Copenhagen England: The EDF Energy London Eye Ireland: Christchurch Cathedral in Dublin Italy: Palazzo Vecchio in Florence Mexico: The Soumaya Museum in Mexico City South Africa: Table Mountain in Cape Town

• • • • •

•

•

Atlanta: City Hall Baltimore: City Hall & The War Memorial Plaza (Promenade) Chicago: The Wrigley Building Los Angeles: The Pylons at LAX Airport New York City: The Empire State Building, Times Square’s Marketsite Tower & The Standard Hotel, Highline Providence, RI: Over 15 buildings including G-Tech and the Rhode Island State House San Francisco: City Hall

Landmark Images

Sydney Opera House Sydney, Australia

The Empire State Building New York, NY

Landmark Images NASDAQ TIMES SQUARE, NYC

Landmark Images

The Soumaya Museum Mexico City, Mexico

The London Eye London, England

Landmark Images

City Hall Copenhagen, Denmark

Table Mountain Cape Town, South Africa

Landmark Images

Atlanta City Hall Atlanta, Georgia

Baltimore City Hall Baltimore, Maryland

Landmark Images

The Wrigley Building Chicago, Illinois Los Angeles Airport Pylons Los Angeles, CA

Landmark Images

Palazzo Vecchio Florence, Italy

The Arts Centre Spire Melbourne, Australia

+ We also extended our global reach by partnering with Mashable + Meetup to let people organize their own dance parties around the globe —from Brazil to South Africa to the Philippines to Morocco.

We partnered with Star Star to launch **(RED), a mobile call to action.

When you dial **RED from any mobile device you receive a message from TiÍsto and a text back containing three links—to buy the album, to the (GILT)RED boutique and to donate.

Audience Activation Our community turned themselves (RED) on Facebook, Twitter and Instagram.

(RED) PARTNERS Activating to support World AIDS Day around the world

Apple turned key stores around the world (RED) including the iconic Apple logo. Apple stores featured (RED) products in express zones and retail staff wearing red shirts.

Apple featured (RED) on the homepage of apple.com and iTunes , and they promoted the DANCE (RED), SAVE LIVES album.

For the fifth year running, Starbucks continued their World AIDS Day tradition and contributed 5 cents to the Global Fund for every hand-crafted beverage sold across their US and Canada stores.

The (STARBUCKS)RED World AIDS Day promotion was also mentioned on the hit NBC TV show, The Voice and a ½ page ad featured in USA Today.

Carson Daly, host of The Voice, called out the World AIDS Day promotion on-air

½ page ad USA Today

This season, Starbucks and Apple have come together to offer a $30 eGift basket for the holidays – $15 Starbucks eGift Card and $15 iTunes eGift Card.

5% of the purchase price will go to the Global Fund to fight AIDS.

Beats by Dr. Dre featured the (SOLO HD)RED Special Edition headphones in the (GILT)RED boutique and engaged their social media community of over 4 million to DANCE (RED), SAVE LIVES.

With the newest (BELVEDERE)RED Special Edition bottle on shelves, major activation kicked off worldwide in key markets including US, UK, Mexico, Australia and Hong Kong. (BELVEDERE)RED was also one of the first spirits introduced on Gilt Taste through the (GILT)RED boutique.

(BELVEDERE)RED Tram in Hong Kong

(BELVEDERE)RED installation at Heathrow Airport

(BELVEDERE)RED installation at Heathrow Airport

(BELVEDERE)RED Night Lights Dance Party Belvedere kicked off World AIDS Day by turning NYC’s Meatpacking District (RED) with a spectacular one-night-only performance by Chromeo.

Belvedere also hosted (RED) events on World AIDS Day in New York, Miami, LA and Australia. Additionally, Belvedere has collaborated with the Standard Hotel properties in the US, who will carry (BELVEDERE)RED Special Edition Vodka in-room and at their bars for the entire month of December for AIDS awareness!

Belvedere activated DANCE (RED), SAVE LIVES across their social media networks including hosting the livestream and messaging to their community.

Bugaboo featured an exclusive bundle in the (GILT)RED boutique including the (BUGABOO)RED Denim Bee Special Edition stroller with a denim cocoon as gift with purchase. Bugaboo also activated across their digital channels by hosting the livestream and messaging to their social media communities.

Bottletop featured their full line of (RED) Special Edition accessories in the (GILT)RED boutique. They also activated the campaign across their social media networks.

Claro and Telcel featured the livestream across a number of their cable, mobile and digital properties in more than 10 Latin American countries.

The Soumaya Museum in Mexico City, owned by the Carlos Slim Foundation was a featured landmark which turned (RED) on World AIDS Day.

Coca-Cola hosted the livestream across their digital channels in the US and Latin America including coca-cola.tv and coca-cola.fm. Coca-Cola is the largest brand on Facebook with more than 50 million fans.

On December 19th, Coca-Cola officially launched their new mobile iOS game, (THRED), created in partnership with (RED). (THRED) is the first iOS app to have all proceeds from in-app purchases (excluding taxes) donated to the Global Fund.

Converse supported the DANCE (RED), SAVE LIVES campaign by hosting the livestream on their social networks and messaging to their robust community over 34 million people.

fatboy - our newest Special Edition partner to join the (RED) family, launched exclusively on the (GILT)RED boutique.

fatboy also engaged their social media community to BUY (RED), SAVE LIVES and DANCE (RED), SAVE LIVES.

Girl featured exclusive signed (CHOCOLATE)RED Special Edition Kenny Anderson boards for purchase in the (GILT)RED boutique as well as activating across their social networks.

The complete (MOPHIE)RED collection was featured in the (GILT)RED boutique.

Mophie also activated the campaign across their social media networks.

An exclusive (PENFOLDS)RED pack was featured in the (GILT)RED boutique.

Penfolds also activated across their social media networks.

SAP donated two high-profile experiences to the (GILT)RED boutique including an extreme sailing experience in Portugal and a golf experience with David Leadbetter. An LED (SAP)RED banner was also featured during an NFL game in support of World AIDS Day. SAP also hosted the livestream on their social network and messaged to their community.

Shazam reduced the price of the (SHAZAM)RED app for 1 week starting World AIDS Day and donated 100% of their proceeds to the Global Fund.

Shazam also activated DANCE (RED), SAVE LIVES across their social media networks and to the millions of users of the Shazam apps.

(TOUS)RED bracelets continued to sell worldwide.

(TOUS)RED is also featured in the January 2013 issue of ELLE Portugal.

Tourneau featured the (TOURNEAU)RED Men’s and Women’s watches in the (GILT)RED boutique.

The (FEED)RED LOVE 30 Bag was featured in the (GILT)RED boutique.

The (CLOCKY)RED alarm clock was also featured in the (GILT)RED boutique.

PRESS HIGHLIGHTS

PRESS HIGHLIGHTS Over 2.8 Billion PR Impressions in 800 media outlets

“Tiësto spins for World AIDS Day…the Dutch DJ superstar on his big plans with Bono’s charity (RED)” (Rolling Stone)

“Tiësto calls on EDM generation to seize ‘incredible opportunity’ to ‘save lives’…dance music superstar’s new (RED) campaign includes a special livestream event on World AIDS Day” (MTV)

“ up with Bono and Calvin Harris “SUPERSTAR DJ Tiesto has teamed for a new album to help beat AIDS. The DANCE (RED), SAVE LIVES compilation is out next Tuesday.” (Daily Mirror)

http://www.billboard.biz/bbbiz/genre/dance/tiesto-teams-with-red-for-global-edm-event1008002712.story

http://www.hollywoodreporter.com/news/tiesto-teams-red-global-edm-387134

http://www.rollingstone.com/music/news/tiesto-recruits-bono-calvin-harris-diplo-for-aids-charity-compilation20121120

http://www.thesun.co.uk/sol/homepage/showbiz/bizarre/4656251/Calvin-Harris-teams-up-withTiesto-for-charity-compilation.html

http://www.starpulse.com/news/index.php/2012/11/21/bono_teams_up_with_dj_tiesto_for_chari

http://www.news9.com/story/20157158/giltcom-the-standard-hotels-fatboy-usa-and-head-partnerwith-red-to-fight-for-the-end-of-aids

http://www.bizjournals.com/sanfrancisco/prnewswire/press_releases/Georgia/2012/11/21/NY17353 ?ana=prnews

http://www.rollingstone.com/music/news/tiesto-and-swanky-tunes-make-some-noise-ft-ben-mcinerney-skidka-remix-song premiere-20121126

http://www.variety.com/article/VR1118062596

http://www.rollingstone.com/music/news/tiesto-and-swanky-tunes-make-some-noise-ft-benmcinerney-skidka-remix-song-premiere-20121126

http://www.rollingstone.com/music/videos/tiesto-talks-dance-red-save-lives-20121127

http://www.thedailybeast.com/articles/2012/11/27/tiesto-picks-his-eight-favorite-songs-to-mark-world-aids-day.html

http://www.thedailybeast.com/articles/2012/11/27/tiesto-picks-his-eight-favorite-songs-to-markworld-aids-day.html

http://www.thedailybeast.com/articles/2012/11/27/tiesto-picks-his-eight-favorite-songs-to-markworld-aids-day.html

http://www.huffingtonpost.com/2012/11/27/tiesto-world-aids-dayretiring_n_2196813.html

http://www.nbc.com/the-voice/video/top-8-live-results/1425423/ (around 14 minutes)

http://www.huffingtonpost.com/arianna-huffington/giving-tuesday-giving-back_b_2199444.html

http://www.huffingtonpost.com/deborah-dugan/world-aids-day_b_2201988.html

http://www.mtv.com/news/articles/1698002/tiesto-aids-charity-red-compliation-raising-

http://www.spinner.com/2012/11/28/tiesto-dance-red-interview/

http://www.spinner.com/2012/11/28/tiesto-dance-red-interview/

http://www.examiner.com/article/belvedere-vodka-supports-world-aids-day-with-night-lights-event

http://www.brandchannel.com/home/ post/2012/11/28/ONE-RED-WorldAIDS-Day-2012-112812.aspx

http://www.huffingtonpost.com/tiesto/what-does-it-take-to-make_1_b_2208814.html

http://appleinsider.com/articles/12/11/29/apple-and-starbucks-offering-red-gift-card-pack-for-aidsrelief

http://www.macrumors.com/2012/11/29/apple-and-starbucks-partner-for-product-red-gift-cards/

http://9to5mac.com/2012/11/29/starbucks-and-apple-offering-30-gift-card-combo-to-benefit-aidsresearch-foundation/

http://www.macobserver.com/tmo/article/starbucks-apple-offer-starbucks-itunes-red-egift-basket

http://www.digitaltrends.com/apple/apple-and-starbucks-partner-to-offer-red-digital-gift-card-combo/

http://www.dailymail.co.uk/tvshowbiz/article-2240793/Kelly-Rutherford-puts-stoic-face-World-AIDSDay-event-NYC--custody-battle-ex-rages-on.html

http://images.eonline.com/photos/209/party-pics-new-york/238112

http://promotions.vf.com/painting-the-town-red

http://gotham-magazine.com/galleries/belvedere-red-world-aids-day-celebration

http://guestofaguest.com/new-york/events/belvedere-vodka-takes-over-the-meatpacking-district-tocelebrate-world-aids-day

http://www.peaceloveedm.com/2012/11/30/celebrating-life-fighting-aids-dance-red-save-lives-tistolaidback-luke-stereosonic-red/

http://www.edmupdate.com/tiesto-and-laidback-luke-combine-forces-to-help-raise-money-to-fightaids-with-red/

http://world.time.com/2012/11/30/the-fight-goes-on-bonos-unwavering-quest-to-end-aids/

http://www.huffingtonpost.com/constance-mudenda/world-aids-day_b_2215577.html

http://www.getmilkshake.com/were_seeing_red1

http://www.examiner.com/article/edm-joins-the-fight-against-aids-with-dance-red-save-lives

http://www.bloomberg.com/video/red-belvedere-vodka-partner-for-world-aids-dayzWiVV9ZfQvar9v~Ttcge0Q.html

http://video.msnbc.msn.com/msnbc/50041062/#50041062

http://ctv4.criticalmention.com/playerpage/player?shareid=89684&partnerToken=c0b16dc83b523dc 2013b52cbf5ae2209&clientId=0

http://my.entertainment.yahoo.com/video/apnews2entertainment-25867932/red-raises-awarenessahead-of-world-aids-day-31247994.html#crsl=%252Fvideo%252Fchannel-25867932%252Fredraises-awareness-ahead-of-world-aids-day-31247994.html

http://appleinsider.com/articles/12/12/01/apple-recognizes-world-aids-day-at-apple-storesworldwide

http://www.whatareappsfor.com/2012/12/price-drop-shazamred-music/

http://clotheshorse-diaryofaclotheshorse.blogspot.com/2012/12/bottletop-world-aids-day-

http://pulseradio.net/articles/2012/12/tiesto-laidback-luke-world-aids-day

http://www.huffingtonpost.com/charles-gibb/painting-the-town-belvede_b_2221250.html

http://www.nydailynews.com/entertainment/gossip/confidential/bachelorette-lovebirds-marry-article1.1211712

http://www.examiner.com/article/jessica-white-at-belvedere-red-nights-to-help-raise-hiv-aidsawareness

http://www.dailymail.co.uk/news/article-2242632/World-AIDS-Day-PM-calls-great-education-quarter-suffers-

http://www.dailymail.co.uk/news/article-2242632/World-AIDS-Day-PM-calls-great-education-quarter-suffers-

http://www.boston.com/news/local/rhode-island/2012/12/03/buildings-providence-red-for-aidsfight/AIwHBS3bteNhSnrVzvsahJ/story.html

http://www.mobilemarketer.com/cms/news/commerce/14332.html

http://contently.com/blog/2012/12/05/mcdonalds-campaign-content-bests-banner-ads-red-mobilegiving/

http://www.clickz.com/clickz/news/2229548/aids-charity-red-launches-mobile-giving-campaign

http://www.usmagazine.com/celebrity-news/news/newly-single-kimora-lee-simons-spotted-withwladimir-klitchsko-2012512

http://www.mtv.com/news/articles/1698703/tiesto-new-tracks.jhtml

http://www.hulu.com/watch/429601

http://www.nbcnewyork.com/video/#!/on-air/as-seen-on/Spread-the-Love--Gifts-That-GiveBack/183396511 130

THANK YOU FOR MAKING WORLD AIDS DAY A GREAT SUCCESS! IT IS WITH YOUR CONTINUED EFFORT AND DEDICATION THAT WE ARE CLOSER TO SEEING AN AIDS FREE GENERATION BECOME A REALITY BY 2015.