WE ARE

TARGETING +
RELEVANCY =
DIFFERENT
INCREASED THE NETWORK
RESPONSE RATES INTUITIVE INTERFACE
See pg. 16 +
ROBUST ANALYTICS
FOR OPTIMAL RESULTS

POWER
TO THE
PEOPLE!
Turning Consumers
into Endorsers

+
The Mobile Phone: Our Most Personal Device

THE ENDORSER EXPERIENCE + CIRCUMSTANCE TARGETING +

DEMOGRAPHICS AND INTEREST TARGETING
 MY WORLD

WE ALL HAVE DIFFERENT GROUPS IN OUR

LIVES THAT WE SHARE WITH
We all share and associate with people who have common interests. It could be our golf
buddies, friends who love a good deal, technophiles at the office, pals who love to catch the
game, foodie friends or friends that love to discover new music. Blue Calypso leverages
these relationships, giving “Power to the People”, rewarding each Endorser to Calyp your
content to the people in their worlds who they know will also enjoy and benefit from it,
broadcasting text messages and social posts to create viral adoption of your content.
 F E CTIVE ;
E F

KC
E T
USTT O
OME RI S

Y OU R DES
M
I
M
R
A
E
RD
I S
TING T O
H E O W
E
MARKE
G T K N
HAVI YONE THEY
N
EVER
AS S I V
M

Power to the People

SM

Introducing Blue Calypso, a patented mobile and social marketing content network. Matching
your business with your target customers then turning them into your brand ambassadors
known as Endorsers. Watch as your loyal Endorsers adopt your content and distribute it virally
through their own digital social streams.
It is Blue Calypso’s mission to revolutionize the rapport of marketers and consumers; creating a mutually
beneficial relationship through smartphones and social media psychology. On the Blue Calypso network,
marketers offer their content to consumers who are passionate about particular brands. Encouraging their
inherent desire to share, Blue Calypso motivates them further with incentives to broadcast the brand’s content
to their like-minded social circles. We exist to serve a positive shift in marketing through our personalized,
friend-to-friend mobile content network. Power to the people.

the teAm BoArD of DireCtors

Paul Jarvie: DELL- VP & GM SoftwarE;
CEo: Andrew Levi
aSaP SoftwarE- PrESiDEnt
Cto: Brad Bauer
Mark Weintrub: GEnEraL CounSEL
CMo: Sabrina Dee
J. Andrew Kerner: Suntx CaPitaL; CEntEx- Cfo;
art DirECtor: Brad Rushing ViaLink- Cfo; PEPSiCo/frito Lay- VP finanCE

BuSinESS DEVELoPMEnt: Bill Craig

Rich A. Fennessy: CEo- PEoPLE Jar; CEo- inSiGht;
SPECiaL ProJECtS: Hillary Anderson VP & GM iBM.CoM

Blue Calypso is a one-of-a-kind, patented marketing content network powered by mobile and web
applications. We match consumers with their favorite brands, places and things, turning them into digital
brand ambassadors called Endorsers. Endorsers select their faves and Calyp the content provided such as
entertaining campaigns, great offers and one-of-a-kind experiences to their world from their smartphones via
calls, text, Facebook and Twitter. The farther their Calyps go, the more they are rewarded with cash loaded
onto their very own exclusive Blue Calypso Visa Debit card, Calypstakes prizes and VIP benefits. Instead of
simply sharing their opinions for free, they can get paid to Calyp the love.

Definition of CALYP:
Calyp (klip) verb, Calyp’d, Calyp-ing, noun
-verb (used with object)
1. to share, or send or post, as with content: To Calyp a killer offer to my friends.
2. to endorse: I Calyp this movie, it looks hilarious!
-verb (used without an object)
3. to move virally: He Calyped that content to over 250,000 people in the area in under an hour.
-noun
4. the actual message itself: Check out this awesome Calyp I just posted to Facebook.

foLLow Us At
twitter.com/BlueCalypso

Like Us on
Facebook!

Learn more about our patented approach to marketing by visiting us at:

www.calyp.com or call 1-877-44CALYP

THE ENTIRE CONTENTS OF THIS DOCUMENT ARE COPYWRITTEN 2010 BY BLUE CALYPSO AND MAY NOT BE REPRODUCED IN
ANY MANNER, WHETHER IN WHOLE OR IN PART WITHOUT SPECIFIC WRITTEN PERMISSION FROM THE PUBLISHERS. ALL RIGHTS
RESERVED.
 HOW BLUE CALYPSO WORKS

Did You Know!?

Harris Interactive conducted a survey and
discovered 42 percent of 18 to 34 year-
olds and 33 percent of 35 to 44 year-olds
are interested in getting opt-in mobile
alerts from their favorite places.
74 percent said that after interacting with
a brand via new media, they generally
have a more positive impression of that
brand. (Consumers Demand Brand
Interaction, October 2009)

Google’s research shows that 78 percent of According to [Digital Brand Experience

consumers trust peer recommendations.
According to a November 2009 Juniper
Research Study, the availability and
convenience of digital coupons are
attracting a newer and younger base of
consumers, many of whom use Twitter,
Facebook and other forms of social media.
When asked what sources "influence your
decision to use or not use a particular
brand or product”, 71 percent claim
reviews from family members or friends
exert a "great deal" or "fair amount" of
influence (Harris Interactive, June 2010).
Study] findings, 65 percent of consumers
report that a digital brand experience has
changed their opinion about a brand or the
products and services a brand offers. For
those brand marketers still neglecting (or
underestimating) digital, it’s as if they’ve
shown up to a cocktail party in sweatpants.
(Razorfish Digital Brand Experience Study,
2009)

In November 2009, a comScore MobiLens

study revealed that U.S. smartphone
adoption increased 63 percent to more
than 33 million users and touch-screen
mobile phone adoption grew 159 percent
to 23.8 million users in August 2009 from
the year-ago period.

GfK NOP reports that 92 percent of

consumers cite word of mouth as one
of the best sources for ideas about new
products, up from 67 precent a generation
ago.

6 CALYP.COM
CONTENTS

9 20
We Are Different Circumstance
Targeting
Where other
marketing ends, The right message
Blue Calypso is just
getting started

12 22
The Endorser The Network
Experience
Intuitive interface and
Encouraging the robust analytics for
inherent desire optimal results
to share

16 24
Increased Encourage Return
Response Rates Spending

Mobile phones, our Marketing dollars

most personal device spent means many
dollars earned

18 26
Demographics & Did You Know!?
Interest Targeting

Reaching your Did You Brand engagement

Mobile marketing
consumer
Know!? Endorsements
Social media
 PRESENTING

Blackberry ad requests Android ad requests grew Apple iOS ad requests

increased 18% month- 47% month-over-month. increased 24% month-over-
over-month. Since January, Since January, Android has month.Since January, iOS
Blackberry has increased 66%. grown 690%. has increased 15%.

The mobile marketing network that changes everything.

CONNECT TO YOUR CUSTOMERS ANYWHERE,

ANYTIME THROUGH THEIR MOST VALUABLE DEVICE.
The increasing dominance of smartphones is changing the way consumers behave. Utilize the
power of display advertising in a native app, mobile web, texting and multimedia network all in
one incredible resource, Blue Calypso!

PERSONAL ENDORSEMENTS
+MOBILE+SOCIAL MEDIA
Traditional media is out and today's busy consumers are often away from their TV or PC, mobile
marketing should be a key component of all marketers’ strategies. Mobile engages your
audience in a non-intrusive manner and generates results in ways that traditional and other new
media channels cannot. With Blue Calypso you can raise and build brand awareness, increase
store foot traffic, influence buying decisions, increase customer loyalty, drive sales and more.
 WE ARE DIFFERENT

WE ARE
Other advertising stops at
a single consumer, either
through a banner ad or

DIFFERENT!
app on a single person’s
device. (Blue Calypso is not
ho-hum banner advertising
served on top of other
published content). Most
WHERE OTHER ADVERTISING ENDS WITH of us have learned how to
A SINGLE TARGET, BLUE CALYPSO IS JUST ignore that type advertising,
GETTING STARTED! and Blue Calypso is not
a task-oriented app that
We all share and associate with people who have common communicates with a single
interests. Our patented platform leverages the power of consumer. On the contrary,
our unique Endorsers’ relationships by way of their mobile with Blue Calypso you are
and social networks. We transfer “Power to the People” by sending your marketing
rewarding each Endorser to Calyp your content to the people messages with full creative
in their worlds that they know will also enjoy, appreciate and interaction capability to
benefit from it, broadcasting text messages and social posts your targeted Endorsers to
that creates viral adoption. spread virally.

CALYP.COM 9
 WE ARE DIFFERENT

EMERGING Reaching
TECHNOLOGIES
MEET SOCIAL beyond the
EVOLUTION individual!

Brad Hey
Brad Hey,check
check
outout
the this
Audi Audi
R8! This baby ride
R8!isThis
and verybaby
sleek!rides smooth
and is very sleek! Audi R8!
They are also running an
http://bc2.com/adaspx?d=12V7
GTFL&i=bbk5yCALP#Ad
amazing special offerrides
Brad Hey check out the Audi R8! This baby
and is very sleek! too! #Ad
smooth

Audi R8!
http://bc2.com/adaspx?
http://bc2.com/adaspx?d=12V7NS8MPTX
GTFL&i=bbk5yCALP#Ad
d=12V7NS8MPTXGTF
L&i=bbl5y

Hey, check out this Audi R8! This baby

LEVERAGING SMS AND
MOBILE WEB FOR ALL
AUDIENCES REGARDLESS
OF CARRIER OR DEVICE
rides smooth and is very sleek!
They are also running an amazing
special offer too! #Ad
http://bc2.com/adaspx?d=12V7NS8MP
TXGTFL&i=bbl5y

10 CALYP.COM
 REWARDS
FOR REACH

REWARDS FOR THE REAL WORLD - ENDORSERS CALYP THEIR

WAY TO CASH, PRIZES AND VIP BENEFITS

Consumers join the Blue Calypso network to become Endorsers of the brands,
places and things they are passionate about. Endorsers adopt and distribute their
marketing messages to the people in their digital social streams that will also value
the content; in return they receive rewards they can really use based on their reach.
Rewards include cash loaded onto their very own Blue Calypso Visa Debit Card,
Calypstakes prizes and VIP Benefits, offers and purchase incentives provided by the
same businesses they endorse. This unique rewards system offers return spending
opportunities for participating brands and businesses.
 THE ENDORSER EXPERIENCE

THE
Endorser

C
onsumers join Blue Calypso to become
Endorsers of brands and businesses
just like yours. Today’s digitally savvy
consumers are constantly texting,
tweeting and posting about what they’re up
to, their favorite spots, hot new bands, sharing
offers and other buzz with all of the people in
their digital social streams. We channel this
behavior into our network for mutually beneficial
matches between them and the brands, places and
things they are passionate about. Blue Calypso
encourages their desire to share by paying them in
cash, prizes and VIP benefits.

12 CALYP.COM
 THE ENDORSER EXPERIENCE

Encouraging
the inherent
desire to share

CALYP.COM 13
 THE ENDORSER EXPERIENCE

Endorser Profile
They download the app or sign up online, creating a
private profile that includes detailed demographics,
interests and geolocation so they can be
successfully matched with the brands, places and
things in which they are passionate about.

Successful Matching
Their Blue Calypso app populates
successful matches of campaigns that
are available for them to Calyp, allowing
up to four endorsements per day.

Engaging Their Audience

When an endorsement is activated your
content is loaded and configured for
distribution* onto their digital social streams.
They can create a message to engage their
friends with your content and off it goes.

*When creating your campaign you have the options of selecting which forms of distribution are available for the Endorser to
broadcast including SMS, Facebook and/or Twitter posts.

14 CALYP.COM
 THE ENDORSER EXPERIENCE

Interactive and Engaging

Endorsers are rewarded for interacting even further with
your content through campaign ratings and testimonials.
Their valuable testimonials push directly to your landing
page, increasing the value of the endorsements a step
farther. When creating your campaign you have the ability to
customize a call to action for testimonials as well as activate
or deactivate this option. For example, asking Endorsers
to testify on something specific such as why they enjoy a
certain product, or where they can locate it.

Endorsers are continually engaged with their app, reviewing their matches,
perusing other campaigns of interest to apply for, watching the earnings and
performance of their active
endorsements, checking
out the current Calypstakes
prizes, and engaging with
their VIP opportunities.

CALYP.COM 15
 HOW BLUE CALYPSO WORKS

TARGETING + NEVER LEAVE

HOME WITHOUT IT
We are always on-the-go,

RELEVANCY =
but the one constant in our
lives is our mobile phone,
the most personal device
we own. For many people

INCREASED today, our mobile phone is

the first thing we look at
when we wake up, and the

RESPONSE last thing we look at before

bed, making mobile the
ideal vehicle to achieve all

RATES
marketing goals. Mobile
marketing has unrivaled
capabilities that lead to
a level of interaction and
immediacy that traditional
media just can’t touch.
From boutiques to big box,
companies of all sizes can
benefit from a well crafted
mobile strategy. Targeted

16 CALYP.COM

mobile display ads are
helping campaigns across
vertical industries build
brand awareness and turn
intent to purchase into sales
with their target audiences.
EVOKE EMOTION
FOR ENGAGEMENT
Marketing is built on
creativity that evokes
emotion and sets you apart
from your competition.
Emotional advertising
evokes a direct behavior
response connecting the
consumer to a brand,
product or service. The
brand that most excites
and intrigues them is the
brand they will end up
choosing. Engagement
happens with strong design
HOW BLUE CALYPSO WORKS
and powerful messaging. streaming audio, click-to-
With Blue Calypso you can call, click-to-purchase, sign-
target specific demographics up pages, data capture, your
and interests to deliver mobile site and more. The
various creative messages, possibilities are endless.
allowing you to engage a
variety of personality types. UNPARALLELED
Utilize all of the unique ways
to deliver a memorable
VIRAL ADOPTION
brand experience and call
The uniqueness of the
Blue Calypso network is
to action starting with the
its ability to reach beyond
vibrant creative on your
the participant into their
landing page followed
network of relationships,
by all of the many action
Calyping to those who
possibilities. Your branded
will also appreciate your
Blue Calypso landing page
content. Watch as your
includes built-in locations
desired matches endorse
(brick and mortar locators
and distribute your content
and directions), as well
virally. Through the power
as testimonials. Choose
of mobile, Blue Calypso
an assortment of action
leverages the impact of
options including geolocated
a personal endorsement
couponing or special
through social networking.
offers, branded videos and
CALYP.COM 17
 HOW BLUE CALYPSO WORKS

DEMOGRAPHICS AND
INTEREST TARGETING

B
lue Calypso’s
exclusive network
brings consumers
and marketers
together for the Interests
sole purpose Music
of delivering TV & Film
relevant Sports Fan
Games
marketing Beer, Wine & Spirits
content. Auto
Consumers join the network to Electronics & Gadgets
become Endorsers of the brands,
places and things they are 247 contacts
passionate about so that they can
Calyp this content within their like- 326 friends
minded social circles. Through
our simple sign up process, they
are led through a detailed yet 482 followers
easy demographics and interests
profile builder which educates
and encourages them to be as
thorough as possible for an optimal
experience. These granular
demographics and interests
offer Blue Calypso marketers
unparalleled targeting abilities.
KicksGuy
Miami, FL
Age:28

18 CALYP.COM
 HOW BLUE CALYPSO WORKS

O
ur network has the ability to target specific sets of consumers for
specific campaigns. Marketers can take this farther by utilizing Blue
Calypso for an even deeper reach, developing a larger audience for
their business. Within the same campaign you can create, target
and distribute specific creative messaging that reaches various
demographics and interests. Peak the interest of the new mommy,
the sports fan, and the fashionista with the same campaign by
utilizing different creative messaging.

Interests Interests
Art Music
Books & Mags TV & Film
Deals Deals
Fashion & Apparel Nightlife
Nightlife Food & Bevs
Beauty Fitness & Wellness
Cooking Travel
Pets Software & Technology
Home & Garden
147 contacts 173 contacts

593 friends 289 friends

1200 followers 786 followers

Fabuloucity4 MavsMan1
Chicago, IL Dallas, TX
Age:22 Age:37

CALYP.COM 19
 HOW BLUE CALYPSO WORKS

geolocation // temperature // time of day // day of week

CIRCUMSTANCE Deliver different creative

content based on viewer
TARGETING circumstance.

TEMPERATURE
-70˚ Deliver different creative based
GEOLOCATION on temperature, such as
Serve content only in areas that under 70˚ deliver hot beverage
are relevant to your business content, over 70˚deliver cold
beverage content.

WITH OUR NETWORK

YOU CAN TAILOR YOUR
MESSAGING TO PROVIDE +70˚
THE RIGHT OFFER, AT THE
RIGHT TIME, AT THE RIGHT
LOCATION.

20 CALYP.COM
 HOW BLUE CALYPSO WORKS
TIME OF DAY
12:01am - 10am Breakfast 10:01am - 3:00pm Lunch 3:01pm - 12:00am Dinner

DAY OF WEEK
Monday - $6 Leggings Tuesday - $15 Graphic Tees

Wednesday - $20 Jeans Thursday - Buy One Get One Free Accessories

Friday - TGIF Free Flip Flops w/purchase Saturday - Sweet Deal Saturday All Skirts on Sale Sunday - Half of Hoodies

CALYP.COM 21
 INTUITIVE INTERFACE

THE NETWORK

I
NTUITIVE INTERFACE
With Blue Calypso, reaching your most valuable customer at home, work or play
has never been easier - regardless of mobile device or carrier. Our exclusive
network offers both agency and single advertisers a customizable interface where
you can easily create, deploy and measure campaigns with the most immediacy
and relevancy mobile marketing has to offer. Developed by Blue Calypso’s
techno geeks in Dallas, TX and Costa Rica, the interface offers a custom ad
serving agent and robust campaign manager built with all levels of business in
mind.

BUILD CAMPAIGNS: interests. Serve multiple ads within the same

With our robust campaign manager you can campaign that work within geolocation, day
manage multiple campaigns and multiple of week and local conditions such as time
actions within each campaign. of day and temperature.

TARGET: CALL TO ACTION:

With our targeting technology you can
deliver the most relevant marketing content
to your desired consumers. Our detailed
Endorser profiles provide a truly targeted
media solution. Watch as your content
goes viral throughout your most coveted
consumers. Build, save and reuse scored
target profiles by demographics and
22 CALYP.COM
Your branded Blue Calypso landing page
includes locations (brick and mortar locators
and directions), as well as testimonials.
Utilize the locations and testimonials for
an unparalleled engagement and call
to action ability. Choose an assortment
of action options including geolocated
couponing, special offers, branded videos

and streaming audio, click-to-call, click-
to-purchase, sign-up pages, data capture,
your mobile site and more. The possibilities
are endless.
UPLOAD CREATIVE:
Efficiently and effectively engage your high
value customers with full screen display
ads on your campaign’s customized
landing page. Simply upload your creative
by the four size templates provided and our
exclusive ad serving agent will format your
creative putting it to work for all mobile and
web display.
ENGAGE FOR VIRAL
ADOPTION:
The uniqueness of the Blue Calypso
network is its ability to reach beyond
the participant. Choose how and where
your matched Endorsers distribute your
content. Encourage customization of the
engagement messages via text and social
network posts. Choose which methods of
INTUITIVE INTERFACE
delivery you prefer; one, all or a specific
combination of SMS, Twitter and Facebook.
O UR ANALYTICS ALLOW
YOU TO OPTIMIZE
YOUR OPPORTUNITIES
FOR MAINTAINING
MINDSHARE, INCREASING
ENGAGEMENTS, AND
BUILDING BRAND LOYALTY.
Watch as your desired matches endorse
and distribute your content virally.
STAY WITHIN BUDGET:
Establish and maintain your campaign
budget with a few clicks, and you are
always in control of your spend. Set
maximum spend limits on each campaign,
adjust your budget at anytime and even
transfer funds between campaigns. Set
notifications for when you are reaching
your campaign spend limit. When your
campaign is exceeding your expectations
you can reload your account and continue
running with the success of the campaign.
ROBUST ANALYTICS FOR
OPTIMAL RESULTS:
Increase your marketing effectiveness
through our comprehensive, actionable
analytics. Our analytics allow you to
optimize your opportunities for maintaining
mindshare, increasing engagements and
building brand loyalty. Get immediate
insight for a deep understanding of your
campaign’s performance including real time
engagement measurement of impressions,
posts, clickthroughs and actions. Measure
effectiveness against Endorsers adoption
and it’s level of virality. Our robust network
provides you with a 360-degree view of
your campaigns; see how, when, where
and who is engaging with your content.
CALYP.COM 23
 HOW BLUE CALYPSO WORKS
DEEP BRAND
ENGAGEMENT
FOR RETURN
SPENDING.
Blue Calypso understands
that every marketing dollar
spent should mean many
dollars returned. With
that in mind, our app was
designed to benefit both
the marketer and Endorser
for a fully integrated and
complimentary experience
that yields value for both
parties.
24 CALYP.COM
We set out to develop watching Endorser
an app that would earnings grow and
keep the Endorser participating in the coveted
continually engaged. VIP Benefits provided. Blue
The app offers countless Calypso offers endless
engagement opportunities entertainment to the
including perusing Endorsers.
endorsement matches,
rating network content, The Blue Calypso network
posting testimonials to offers an incredible
endorsements, monitoring opportunity for marketers
the Calypstakes prizes, to create a deep brand
engagement with their
Endorsers that will
+
 HOW BLUE CALYPSO WORKS
yield top share of mind take advantage of the
and earn back their brand loyalty they build.
marketing spend. Along As Endorsers adopt and
with the marketing distribute content, they are
content developed for rewarded for their reach.
matched Endorsers to These rewards include
distribute, marketers cash loaded onto their very
have the opportunity to own Blue Calypso Visa
Debit Card, Calypstakes
prizes and VIP Benefits.
These VIP Benefits are
=
an incredible opportunity
for you to create a special
offer or sales initiative to
encourage their earnings
be spent back with you.
Opportunities could
include access to advanced
sales, skipping ahead in
admission lines, special
discounts, buy one get
one offers and more. Your
opportunities to engage are
endless.
CALYP.COM 25
ENGAGE WITH CONSUMERS THE WAY
THEY OBTAIN AND USE INFORMATION
- ON THE GO!

BLUE CALYPSO IS QUICK LOADING

... IS ENGAGING FULL SCREEN LANDING PAGES

... IS HIGH QUALITY CREATIVE

... IS INTERACTIVE & TRULY EFFECTIVE

... IS ONE TOUCH TO YOUR WEBSITE

... IS ONE TOUCH TO SIGN UP FORMS AND DATA

CAPTURE

... IS ONE TOUCH TO AUDIO, STREAMING

MESSAGES AND MUSIC

... IS ONE TOUCH TO VIDEO, STREAMING

COMMERCIALS, MUSIC VIDEOS AND SPECIAL
MESSAGES

... IS ONE TOUCH TO COUPONS WITH LOCATION

EXTENSIONS, MAP FEATURES AND CLICK-TO-
CALL

... IS ONE TOUCH TO PURCHASE, ENABLE

COMMERCE

BLUE CALYPSO IS
ONE TOUCH AWAY
FROM ENDLESS
POSSIBILITIES

1-877-44CALYP
calyp.com
Endless Creative Possibilities

PERSONAL ENDORSEMENTS + MOBILE + SOCIAL MEDIA

WWW.CALYP.COM