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Gianna BergmanEVP Partnership Marketing

giannab@revolutionmarketing.com / 212-277-8129

Gianna BergmanEVP Partnership Marketing

giannab@revolutionmarketing.com / 212-277-8129

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Living in an Experience World

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How the Media Dynamics have Changed

• Ratings down – Commercial prices up

• Tivo / PVR’s up– Commercials are not being watched

• Do not call list– Eliminates telemarketing

• 500 Channel Universe – ECR Down (Eyeball Capture Rate)

• 800 page magazines– How do you stand-out?

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We are in the business of taking brands’ genetic code and

communicating it remarkably in every day life experiences.

Big Idea Flawless Execution

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• Immerse us in your brand• Challenges• Success stories• Selling channels• Budgets

Our Process

Production& Execution

Imagination

Bottom line ResultsResultsBottom line ResultsResults

Brand Genetics Wrap-up & reports

• Big idea session• We turn ideas upside

down and inside out

• Making it happen flawlessly

• Staying within budget

• Demonstrates goal oriented ROI

• Future planning

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Event

Marketing

Entertainment

Marketing

Revolution Divisions

Partnership

Marketing

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American RagLollapalooza Tour 2003

• Challenge: – Launch American Rag, Macy’s

new vintage denim private label clothing

– Hitting m/f 15-25

• Solution: – Utilize Lollapalooza 2003 as the platform– Create live vintage experiences– Retail bounce back program– Unique online promotion with AOL– New print advertising

campaign

• Results:– More then 500,000 consumers

experienced American Rag on-tour & millions on-line

– “Sold-out” trucker hats retail bounce back

– Shot entire print advertising campaign using “real kids” on tour

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Fuse TVWarped Tour 2004, 2005, 2006 & 2007

• Challenge:

– Bring the Fuse brand to lifein a hip, irreverent execution

– Target males 15-25

• Solution:

– Sponsor the Warped Tour

– Create live unprecedented experiences that will break

through the Warped Clutter and extend its reach via radio promotions

– Market unique Warped Tour Wednesdays programming

• Results:

– 750,000 kids attended the WarpedTour

– Ratings were up 10%

– 4 years renewal

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Viz MediaInuyasha World Theatrical Tour

• Challenge:

– Create high-profile launch for the Inuyasha DVD release

– Create excitement at Retail

• Solution:

– Produce the first-ever Red Carpet Theatrical Release premier of a direct to DVD product at Wal-Mart

• Results:

– 10% spike in sales

– Enormous PR

– Products was sold-out in many markets

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Event

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Gibson& Universal Amphitheatre

• Challenge:

– Create a high-profile marketing platform for Gibson Guitars in theSouthern California Marketing as well as globally

• Solution:

– Rename LA’s most famous musicVenue

• Create Programs with Guitar

Center, their #1 retail partner

• Produce National TV Shows from the venue

• Results:– Spike TV’s VMA’s will air from the Gibson Amphitheatre

– Millions of PR impressions were generated at launch

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• Challenge: – Ford Fusion and Mustang wanted

to reach a younger demo in their new model launch year

• Solution: – Utilize Kelly Clarkson in TV, Print,

Radio, and internet campaign – Sponsor her North American Tour– Create Cause Marketing Program

to raise money for breast cancer awareness

– Create memorable on-tour experience

• Results:– More then 700,000 consumers

experienced the Ford Brand – Million of online hits – Broke through the advertising

clutter

Ford Motor Company& Kelly Clarkson’s 2006 USA Tour

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Godiva& Global Product Launch – ‘Gold

Friday’• Challenge:

– Create awareness around Godiva’s new packaging and product launch named

– Drive store traffic, sampling, and sweeps

• Solution:– Build retail store façade for major press event

• Celebrity Jessica Biel and Godiva CEO

– Build Godiva box tower replica in Times Square NYC– Wrap armored truck for press event– 50 brand ambassadors blanket NYC

• Distribute 7,500 faux gold bullion and 50,000 custom ‘drive to retail’ message for free sample and sweeps entry

• Results:– Sales spiked for month of promotion– Garnered huge local and national press– Generated 50,000 sweeps entries

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Calgon‘Take Me Away’ @ Spring Break

• Challenge: – Change brand perception of Calgon

from your grandmother’s bath and body soap to become relevant to women 18-25

• Solution:

– Build and produce the largest most interactive “shower experience” spring break has ever seen

– Models, shower-cam, samples

• Results:

– 250,000 samples were distributed– Exit poll surveys proved that Calgon

perception had changed with target audience

– Record breaking web hits

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• Challenge:– Launch Tommy Hilfiger’s music

strategy with fashionable rock star

• Solution:– Create integrated marketing

program with Sheryl Crow– Include commercial endorsement,

tour sponsorship, private clothing line, personal appearances and charitable angle

• Results:– Tremendous PR for both sides– Money was raised for the Evelyn

Lauder Breast Cancer Foundation through PR and private clothing line

– Tour sold-out through out the country

Tommy Hilfiger& Sheryl Crow

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• Challenge:– Produce an interactive sponsor village for

11 different sponsors in a 3-market concert tour

– Produce all concert signage

• Solution:– Create product-specific activations for each

sponsor– Use hands-on events such as free make-

over's, pedal cart races, D.I.Y. premiums, contests, etc.

– Create innovative signage displays via teardrops, cubes, fence banners & stage backdrop

• Results:– Almost 12,000 attendants total– Maximum exposure of sponsor product in

three different U.S. markets– Created a fun, successful college music

tour integrated with positive brand awareness

mtvUCampus Invasion Music Festival, 2007 &

2008

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• Challenge:– Produce a creative, fun sponsor

village for 2 sponsors on a 5-market tour

• Solution:– Execute two sponsor activations

with interactive events

– Use Do-It-Yourself premiums, looping sponsor reels on plasma screens, reaching out to park attendants via one on one interaction with promotional staff

• Results:– Over 3,000 premiums

distributed– Over 4,000 attendees in each

market– Maximum brand exposure with

over 200 village signage pieces and take-away premiums

mtvUSummer Concerts Series @ Six Flags, 2007

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Lifetime TelevisionHow To Look Good Naked, 2008

• Challenge:– Generate press worthy attention and heighten audience awareness to the

premiere of Lifetime’s “How to Look Good Naked” with Carson Kressley

• Solution:– Place fun house mirrors with tune-in

messaging throughout L.A, Miami, and New York

– Gather 150 women in branded robes, some holding signs and others swinging a bra attached to a purple stick over their head, in Times Square for a pep talk by Carson Kressley

• Results:– “How to Look Good Naked” had the

highest premiere ratings of any show in the past 20 years of Lifetime Television’s history

– AdAge, Insider TV and numerous other press outlets covered the event

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• Challenge:– Create a unique method of data collection

for Soft Scrub while seamlessly integrating the Dancing with the Stars theme with the Soft Scrub brand

– Quickly updating Soft Scrub on event activities

• Solution:– Launch a green screen activation where

customers took pictures in front of a green screen and then were superimposed on the Dancing With the Stars stage or dancing with one of the stars from the show. Customers then went online and submitted data in order to receive their photos

– Create a massive web application where Soft Scrub representatives could log on and receive up to date statistics and reports on the day’s event

• Results:– Soft Scrub representatives are 100% up to

date with the efficiency and effectiveness of each event

– Consumers and trade loved the green screen activation. Soft Scrub product sales spiked and website traffic boomed. Specific numbers TBD

Soft Scrub Presents Dancing With the Stars the Tour, 2008

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• Challenge:– Drive awareness of Sears apparel

product line to the Hispanic market– Showcase new apparel lines and

additional cross department products in interactive way at retail

• Solution:– Develop and fabricate a custom 53’

mobile stage for at retail fashion shows– Integrate apparel into different themed

fashion show segments to allow for additional Sears product lines to be showcased

• Outdoor Patio Scene• Kitchen Scene• Living room / Home electronics scene• Stand alone Fashion shows – kids &

evening wear– Pass through sponsorship with

Panasonic, L’Oreal and People En Espanol

• Contest overlays• Raffles, prizes and free swag

• Results:– 15 retail store events generating

awareness and in store sales of apparel in California and Florida

– Consumer participation and interaction

SearsImagínate Tour, 2008

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• Challenge:– Drive Tune-in for the annual MTV VMA’s

• 9 City Concert Tour– Develop unique theme across all

elements– Produce all concert signage– Produce an interactive sponsor village

for 6 different sponsors

• Solution:– Create first ever themed build-out for

truss structures with 3D elements tying in to VMA creative

– Develop unique interactive activities for consumers per sponsor/activation

– Create venue specific signage displays via outdoor cut-aways, giant flags, fence banners, stage valance & backdrop, bleacher murals, etc.

• Results:– Over 27,000 attendants total– Huge buzz and exposure for

participating sponsors– Unique music tour driving on-air

programming tune-in with integrated with positive brand awareness

MTV & mtvUVideo Music Awards Tour, 2008

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VMA Tour 2008

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• Challenge:– With agencies CPB & McCann

Worldwide, execute teams to capture consumers images and uniqueness for inclusion into digital campaign

• Solution:– Hire, train, and develop

actionable strategy for teams to interact with consumers in NYC Times Square for 3 week program

– Outfit teams with technology, uniforms, and give-away with CPB

• Results:– Generated over 10,000 unique

user generated content with images and tag lines with what makes them unique PC users

– Surpassed online generated content globally with possible roll out nationally

MicrosoftReal PC – Digital Ad Campaign, 2008

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Why Revolution Marketing

• We have and expertise in executing both video game events as well as music programs

• Our core business is producing touring mobile and event attractions

• We have a great track-record with MTVU– Campus Invasion– Six Flags

• We fully disclose all fees and expenses. Our clients seem to enjoy and appreciate the transparency

• We have real-time online tracking and reporting systems• We are available 24/7, and will do what ever it takes to

ensure flawless execution

Join the Revolution...