Subject: RE: EG CYOA Episode Test Proposal
From: "D'Antuono, Alyse" <[email-masked]>
To: "Verdugo, Natalie" <[email-masked]>, "Morrison, Brian" <[email-masked]>, "Madey, Sarah" <[email-masked]>, "Swayze, Melissa" <[email-masked]>, "Russell, Michael" <[email-masked]>, "Dolan Hastings, Colleen" <[email-masked]>, "Elias, Monica" <[email-masked]>, "Roderick, Courtney" <[email-masked]>, "Nichols, Kelly" <[email-masked]>, "Curtis, Jeff" <[email-masked]>, "McAllister, Colleen" <[email-masked]>
Cc: "Pizzi, Ally" <[email-masked]>, "Bonsang, Erin" <[email-masked]>, "Robinson, Corey" <[email-masked]>, "Kim, Julia" <[email-masked]>, "Wheatley, Andie" <[email-masked]>
Date: Mon, 18 Dec 2017 12:31:28 -0800

Hi Brian, I’d revert back to the alt ending screen if we can.

From: Verdugo, Natalie

Sent: Monday, December 18, 2017 2:28 PM

To: Morrison, Brian <[email-masked]>; Madey, Sarah <[email-masked]>; Swayze, Melissa <[email-masked]>; Russell, Michael <[email-masked]>; Dolan Hastings, Colleen <[email-masked]>; D'Antuono,
Alyse <[email-masked]>; Elias, Monica <[email-masked]>; Roderick, Courtney <[email-masked]>; Nichols, Kelly <[email-masked]>; Curtis, Jeff <[email-masked]>; McAllister, Colleen <[email-masked]>

Cc: Pizzi, Ally <[email-masked]>; Bonsang, Erin <[email-masked]>; Robinson, Corey <[email-masked]>; Kim, Julia <[email-masked]>; Wheatley, Andie <[email-masked]>

Subject: Re: EG CYOA Episode Test Proposal

Hi Sarah,

Another question for you in addition to Colleen and Brian’s…

When will the test end? And will the video be taken down and re-launched in Feb? Or will the launch schedule change? If so, please send an updated calendar when you can.

-Natalie

From: "Morrison, Brian" <[email-masked]>

Date: Monday, December 18, 2017 at 11:15 AM

To: "Madey, Sarah" <[email-masked]>, "Swayze, Melissa" <[email-masked]>, "Russell, Michael" <[email-masked]>,
"Dolan Hastings, Colleen" <[email-masked]>, "D'Antuono, Alyse" <[email-masked]>, "Elias, Monica" <[email-masked]>, "Roderick,
Courtney" <[email-masked]>, "Nichols, Kelly" <[email-masked]>, "Curtis, Jeff" <[email-masked]>,
"Verdugo, Natalie" <[email-masked]>, "McAllister, Colleen" <[email-masked]>

Cc: "Pizzi, Ally" <[email-masked]>, "Bonsang, Erin" <[email-masked]>, "Robinson, Corey" <[email-masked]>,
"Kim, Julia" <[email-masked]>

Subject: Re: EG CYOA Episode Test Proposal

Wow, doing gangbusters! Works fine on my android, FYI. Should we use our EG Split End Screen for the credits and annotate back to the original video's selection screen, or to
the alternate endings?

From: McAllister, Colleen

Sent: Monday, December 18, 2017 11:02:11 AM

To: Madey, Sarah; Morrison, Brian; Swayze, Melissa; Russell, Michael; Dolan Hastings, Colleen; D'Antuono, Alyse; Elias, Monica; Roderick, Courtney; Nichols, Kelly; Curtis, Jeff; Verdugo, Natalie

Cc: Pizzi, Ally; Bonsang, Erin; Robinson, Corey; Kim, Julia

Subject: Re: EG CYOA Episode Test Proposal

Hey there -

Whelp fans are certainly finding the “test"!

Question – I’ve got writers emailing me that their followers want to know If this is the official launch of the choose your owns – what’s our rollout strategy after this test so I can tell them how to message so we’re driving that traffic
in the right direction.

Two learnings from test:

Does not work on phone. Has anyone tried on an iPad?

How can we give the viewer the option to go back to the choices after watching an ending all the way through?

From: "Madey, Sarah" <[email-masked]>

Date: Saturday, December 16, 2017 at 8:37 AM

To: "Morrison, Brian" <[email-masked]>, "Swayze, Melissa" <[email-masked]>, "Russell, Michael" <[email-masked]>,
"Dolan Hastings, Colleen" <[email-masked]>, "D'Antuono, Alyse" <[email-masked]>, "Elias, Monica" <[email-masked]>,
"Roderick, Courtney" <[email-masked]>, "Nichols, Kelly" <[email-masked]>, "Curtis, Jeff" <[email-masked]>,
"Verdugo, Natalie" <[email-masked]>, "McAllister, Colleen" <[email-masked]>

Cc: "Pizzi, Ally" <[email-masked]>, "Bonsang, Erin" <[email-masked]>, "Robinson, Corey" <[email-masked]>,
"Kim, Julia" <[email-masked]>

Subject: Re: EG CYOA Episode Test Proposal

Thanks, Brian. I’ve asked Zefr to swap this version in for tomorrow’s test.

From: Morrison, Brian

Sent: Friday, December 15, 2017 6:13:03 PM

To: Swayze, Melissa; Madey, Sarah; Russell, Michael; Dolan Hastings, Colleen; D'Antuono, Alyse; Elias, Monica; Roderick, Courtney; Nichols, Kelly; Curtis, Jeff; Verdugo, Natalie; McAllister, Colleen

Cc: Pizzi, Ally; Bonsang, Erin; Robinson, Corey; Kim, Julia

Subject: Re: EG CYOA Episode Test Proposal

A version of “Best Trends Forever” with added countdown clock is available here:

http://qlnk.io/ql/5a3456f2e4b0de3960f51d44

I also sent via Signiant to Sarah Madey and Zefr

Thanks,

Brian M

From: "Swayze, Melissa" <[email-masked]>

Date: Friday, December 15, 2017 at 3:09 PM

To: "Morrison, Brian" <[email-masked]>, "Madey, Sarah" <[email-masked]>, "Russell, Michael" <[email-masked]>,
"Dolan Hastings, Colleen" <[email-masked]>, "D'Antuono, Alyse" <[email-masked]>, "Elias, Monica" <[email-masked]>,
"Roderick, Courtney" <[email-masked]>, "Nichols, Kelly" <[email-masked]>, "Curtis, Jeff" <[email-masked]>,
"Verdugo, Natalie" <[email-masked]>

Cc: "Pizzi, Ally" <[email-masked]>, "Bonsang, Erin" <[email-masked]>, "Robinson, Corey" <[email-masked]>,
"Kim, Julia" <[email-masked]>

Subject: RE: EG CYOA Episode Test Proposal

Then this is ok for studio legal

From: Morrison, Brian

Sent: Friday, December 15, 2017 3:09 PM

To: Swayze, Melissa <[email-masked]>; Madey, Sarah <[email-masked]>; Russell, Michael <[email-masked]>;
Dolan Hastings, Colleen <[email-masked]>; D'Antuono, Alyse <[email-masked]>; Elias, Monica <[email-masked]>;
Roderick, Courtney <[email-masked]>; Nichols, Kelly <[email-masked]>; Curtis, Jeff <[email-masked]>;
Verdugo, Natalie <[email-masked]>

Cc: Pizzi, Ally <[email-masked]>; Bonsang, Erin <[email-masked]>; Robinson, Corey <[email-masked]>;
Kim, Julia <[email-masked]>

Subject: Re: EG CYOA Episode Test Proposal

Yes. This is Sunrise International, the Equestria Girls brand font.

From: "Swayze, Melissa" <[email-masked]>

Date: Friday, December 15, 2017 at 3:07 PM

To: "Morrison, Brian" <[email-masked]>, "Madey, Sarah" <[email-masked]>, "Russell, Michael" <[email-masked]>,
"Dolan Hastings, Colleen" <[email-masked]>, "D'Antuono, Alyse" <[email-masked]>, "Elias, Monica" <[email-masked]>,
"Roderick, Courtney" <[email-masked]>, "Nichols, Kelly" <[email-masked]>, "Curtis, Jeff" <[email-masked]>,
"Verdugo, Natalie" <[email-masked]>

Cc: "Pizzi, Ally" <[email-masked]>, "Bonsang, Erin" <[email-masked]>, "Robinson, Corey" <[email-masked]>,
"Kim, Julia" <[email-masked]>

Subject: RE: EG CYOA Episode Test Proposal

Is the font one we have the rights to?

From: Morrison, Brian

Sent: Friday, December 15, 2017 1:54 PM

To: Swayze, Melissa <[email-masked]>; Madey, Sarah <[email-masked]>; Russell, Michael <[email-masked]>;
Dolan Hastings, Colleen <[email-masked]>; D'Antuono, Alyse <[email-masked]>; Elias, Monica <[email-masked]>;
Roderick, Courtney <[email-masked]>; Nichols, Kelly <[email-masked]>; Curtis, Jeff <[email-masked]>;
Verdugo, Natalie <[email-masked]>

Cc: Pizzi, Ally <[email-masked]>; Bonsang, Erin <[email-masked]>; Robinson, Corey <[email-masked]>;
Kim, Julia <[email-masked]>

Subject: Re: EG CYOA Episode Test Proposal

Hey folks,

Do you want to slap this countdown on for the test?

http://qlnk.io/ql/5a34444ae4b0a354bb88b4dd

Thanks,

Brian M

From: "Swayze, Melissa" <[email-masked]>

Date: Friday, December 15, 2017 at 10:00 AM

To: "Madey, Sarah" <[email-masked]>, "Russell, Michael" <[email-masked]>, "Dolan Hastings, Colleen" <[email-masked]>,
"D'Antuono, Alyse" <[email-masked]>, "Elias, Monica" <[email-masked]>, "Roderick, Courtney" <[email-masked]>,
"Nichols, Kelly" <[email-masked]>, "Curtis, Jeff" <[email-masked]>, "Morrison, Brian" <[email-masked]>,
"Verdugo, Natalie" <[email-masked]>

Cc: "Pizzi, Ally" <[email-masked]>, "Bonsang, Erin" <[email-masked]>, "Robinson, Corey" <[email-masked]>,
"Kim, Julia" <[email-masked]>

Subject: RE: EG CYOA Episode Test Proposal

Once we pick the cleared title this will be ok with me. We just want to make sure we change it in the copy as well as if we put it anywhere in the video.

Thanks,

swayze

From: Madey, Sarah

Sent: Friday, December 15, 2017 7:44 AM

To: Russell, Michael <[email-masked]>; Swayze, Melissa <[email-masked]>; Dolan Hastings, Colleen <[email-masked]>;
D'Antuono, Alyse <[email-masked]>; Elias, Monica <[email-masked]>; Roderick, Courtney <[email-masked]>;
Nichols, Kelly <[email-masked]>; Curtis, Jeff <[email-masked]>; Morrison, Brian <[email-masked]>;
Verdugo, Natalie <[email-masked]>

Cc: Pizzi, Ally <[email-masked]>; Bonsang, Erin <[email-masked]>; Robinson, Corey <[email-masked]>;
Kim, Julia <[email-masked]>

Subject: Re: EG CYOA Episode Test Proposal

Great – thanks, all.

Swayze, there’s no use of “CYOA” within the episode. We are going to update the title to one of the cleared names that Colleen sent through yesterday (revised below – I’m having Zefr update on the YouTube
version today).

MLP: Equestria Girls -
🌈  'Best Trends Forever!'
🎉 You Choose The Ending!

Thanks, everyone, for your quick turnaround. The test will start on Sunday – I’ll circle back (after the holidays) with the results and learnings.

Thanks,

Sarah

Sarah Madey

Hasbro, Inc.  |  Senior Manager, Digital Marketing

1027 Newport Avenue  |  Pawtucket, RI 02862

401.548.7513  |
[email-masked]

From: "Russell, Michael" <[email-masked]>

Date: Thursday, December 14, 2017 at 12:28 PM

To: "Swayze, Melissa" <[email-masked]>, "Madey, Sarah" <[email-masked]>, "Dolan Hastings, Colleen" <[email-masked]>,
"D'Antuono, Alyse" <[email-masked]>, "Elias, Monica" <[email-masked]>, "Roderick, Courtney" <[email-masked]>,
"Nichols, Kelly" <[email-masked]>, "Curtis, Jeff" <[email-masked]>, "Morrison, Brian" <[email-masked]>,
"Verdugo, Natalie" <[email-masked]>

Cc: "Pizzi, Ally" <[email-masked]>, "Bonsang, Erin" <[email-masked]>, "Robinson, Corey" <[email-masked]>,
"Kim, Julia" <[email-masked]>

Subject: RE: EG CYOA Episode Test Proposal

Hi All –

No financial issue from the Studio for the test airing.

Mike

From: Swayze, Melissa

Sent: Thursday, December 14, 2017 8:08 AM

To: Madey, Sarah; Dolan Hastings, Colleen; D'Antuono, Alyse; Elias, Monica; Roderick, Courtney; Nichols, Kelly; Curtis, Jeff; Morrison, Brian; Verdugo, Natalie; Russell, Michael

Cc: Pizzi, Ally; Bonsang, Erin; Robinson, Corey; Kim, Julia

Subject: RE: EG CYOA Episode Test Proposal

We are currently running clearance on the “CYOA” name. is that written anywhere in the episode?

Swayze

From: Madey, Sarah

Sent: Wednesday, December 13, 2017 6:16 PM

To: Dolan Hastings, Colleen <[email-masked]>; D'Antuono, Alyse <[email-masked]>; Elias, Monica <[email-masked]>;
Roderick, Courtney <[email-masked]>; Nichols, Kelly <[email-masked]>; Curtis, Jeff <[email-masked]>;
Morrison, Brian <[email-masked]>; Verdugo, Natalie <[email-masked]>; Russell, Michael <[email-masked]>;
Swayze, Melissa <[email-masked]>

Cc: Pizzi, Ally <[email-masked]>; Bonsang, Erin <[email-masked]>; Robinson, Corey <[email-masked]>

Subject: Re: EG CYOA Episode Test Proposal

+ Swayze.

From: "Madey, Sarah" <[email-masked]>

Date: Wednesday, December 13, 2017 at 8:58 PM

To: "Dolan Hastings, Colleen" <[email-masked]>, "D'Antuono, Alyse" <[email-masked]>, "Elias, Monica" <[email-masked]>,
"Roderick, Courtney" <[email-masked]>, "Nichols, Kelly" <[email-masked]>, "Curtis, Jeff" <[email-masked]>,
"Morrison, Brian" <[email-masked]>, "Verdugo, Natalie" <[email-masked]>, "Russell, Michael" <[email-masked]>

Cc: "Pizzi, Ally" <[email-masked]>, "Bonsang, Erin" <[email-masked]>, "Robinson, Corey" <[email-masked]>

Subject: EG CYOA Episode Test Proposal

Hi all,

We’ve been working closely with MLP GBT and Colleen’s team at HS to prep one of the EG CYOA episodes (English only) on YouTube so we can run a test against it (similar to what was done w/ the Princess Celestia
short test a couple of months back). The objectives of this test are to gain a better sense of how people are engaging with the content, whether they are retained to the choice screen, and whether/when they make their choice selection. The plan is for this
episode to live organically on the Hasbro YT channel across our EG playlists for about 1 week; just long enough to give us ample data to pull insights that may inform the creative/Season 2 content.

The episode we’ll be testing is:
MLP: Equestria Girls -
🌈  'Best Trends Forever!'
🎉 Choose Your Own Ending Short.

Are there any concerns with running this test from a finance point of view? Any issues from a creative point of view? We’d like to push this live on this Sunday, 12/17, so please let us know if there are any
concerns or questions before that time.

Thanks,

Sarah

Sarah Madey

Hasbro, Inc.  |  Senior Manager, Digital Marketing

1027 Newport Avenue  |  Pawtucket, RI 02862

401.548.7513  |  [email-masked]