The SAP Sapphire Marketing Forum

Jon Siegal

Founder & CEO

Fan Appz

Faye Walker

SVP Marketing

FEARnet

2

Fan Appz, an SAP Cloud Partner

A next-generation

marketing platform that

helps brands capture and

use consumer data to

target and personalize all of

their marketing efforts.

Always-on Real-time Integrated

The New Normal for Marketers

• Today’s empowered consumer

demands personal attention

• The proliferation of channels

(mobile, social, etc.) has created

unprecedented complexity

• The resulting explosion of data

holds great potential but is hard to

organize, analyze and act upon

-- IBM Global CMO Survey

3

Introducing FEARnet

• Joint venture of Comcast, Sony and Lionsgate

• Premier cable TV channel for fans of horror,

thriller & suspense entertainment

• Started Online and On-Demand only

– Quickly became the #1 HD VOD channel

– In an industry first, consumer demand prompted

the creation of the FEARnet cable channel

• Offer both original series and a rich catalog of

movies

Landscape

400,000

unique users

212,000 fans

7,000 subs

4 million views

40% of web

traffic is mobile

39,000

followers

7 million cable viewers

#1 HD VOD Channel

28 million homes

700 million views

How we are different

• A creative, multi-channel entertainment platform

- Relevant genre content across all environments

- Compelling interactive experiences 24 x 7 x 365

• A passionate community of fans

– Sharing news and views real fans care about

– Present at real-world events, Comic Con, etc.

• Fans, not “Marketers”

– Understand our audience and cater to their needs

– Be authentic & relevant; know their preferences

What we knew about our fans

• Horror TV audience is 94 Million TV fans* (Nielsen nPower)

• Genre Box Office in 2012 $4.9 Billion

• #1 Box Office of 2013 to date: Mama, Warm Bodies, Evil Dead

• Top TV: Walking Dead, American Horror Story, Dexter,

True Blood, etc.

What we wanted to know about them

• Who they are as people

• What they want and care about

• Which brands they connect and engage with

Selected Fan Appz

• Able to help us: – Grow, engage and learn about our fans

– Use data to identify the most relevant advertisers

– Create meaningful relationships with our fans

• Shared DNA: – Digital focus, data-driven and strategic

– Committed to authentic engagement by and for fans

– Committed to customer service and partnership

Engagement delivered critical data

•Understand our audience: – 50/50 on gender, a lot of soccer moms!

– Over-indexed in Hispanic and African American (45%)

– HUGE FANS of Adult Cartoons – Family Guy, South Park, The Simpsons

•Know which brands they are engaged with: – Retailers: Amazon, Wal-Mart, Target

– Consumer Brands: Subway, Dr. pepper, Dunkin’ Donuts

– Comedy: YouTube, Tosh.O, Jackass

•Business opportunity to: – Target our audience acquisition efforts to attract more of the same

– Approach the right advertisers; create promotions that will resonate

– Create or acquire the most relevant content

Personalized Marketing Platform

FEARnet Monster Madness

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• Launched the world’s

first Interactive

Tournament of Terror

• Netted hundreds of

thousands of

consumer data inputs