stadium tray mobile extending the ‘brand impression’ beyond the tray a presentation by...

Stadium Tray Mobile

Extending the ‘Brand Impression’ beyond the Tray

A Presentation by NetInformer

2005 - NetInformer - Proprietary and Confidential

NetInformer is the Leader for in-venue mobile marketing

In 2004, NetInformer executed more mobile campaigns in professional sports venues than anyone else

• Campaigns run with the Oakland A’s, Anaheim Angles, Colorado Rockies, San Diego Padres, Sanford Cardinals Football, and more.

• Provided Branded Campaigns for major sponsors - Verizon Wireless, Warner Brothers, etc.

• Over 1,000,000 in-venue mobile interactions in 2004• Avg. 3+% of attendance participation.• Experienced in Mobile Coupons, TXT Trivia, Instant Win Games, and auction events.

Case Study - Oakland A’s Text Trivia

• NetInformer’s Standard Campaigns Bring Interactivity to the Stadium Jumbotron.

1. A text trivia game is played on the Big Screen

2. All participants get a wireless coupon for a discount ticket

• 1 Winning random player, receives a prize of 4 Free Tickets or Phone

3 Opt-In Players received future discount offers.

• Oakland A’s - A Season of Data• More than 80,000 fans participated during the season (1000 per game average = 3+% total attendance)• 15% of all fans who play redeemed the m-coupon• 25% opt-in rate to receive future mobile advertising.

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Stadium Tray gets interactive

• Message remains on the customer’s mobile phone for prolonged exposure.

• Provides an interactive advertising experience using two powerful mediums.

• Can involve user with TXT Trivia, Instant Win Games, and Mobile Coupon Offers.

• Drive user to sponsor website or retail location.

+

See the Brand Message and Play Experience the

Brand

we extend the Brand Impression from in-venue to home

Take the Brand with you

Home

Internet

Retail

3 Mobile Tray Packages Are Available

Promo Tray– Designed to integrate with existing promotions– Provides basic level of interactivity for brand– All messaging included– Drives traffic to website, retail, kiosk, etc.

Instant Win Tray– Turn-key Program.– Sponsor sets odds of instant win.– Creates urgency for interaction with brand.– Non-winners given smaller coupon

Text Trivia Tray– Turn-key Program.– Maximum brand interaction time (3+ Minutes)– 3 Questions per player– Prizes/Coupons Given for Correct Answers

Example: Text Trivia Tray

• Sponsor: Tylenol (McNeil-PPC)

• Tylenol Trivia teaser and instructions printed on Stadium Tray.

Example: Text Trivia Tray-How it works

Fan is alerted to interactive Tylenol Trivia on the Stadium Tray.

1 2 On the mobile phone, Fan sends: Tylenol to 55555.

3 Fan is sent back a Tylenol Trivia question.

Text MessageFrom: 55555

TYLENOL TRIVIA: What is the proper way to treat a pulled hamstring?

A. Ice and elevationB. No activityC. A brisk jogD. An ankle band

4 Fan sends “A” and receives coupon code + website address

Text MessageTo: 55555

Tylenol


Congrats! U know how to treat pain. U also know, then, that Tylenol can help. U Win $2 off any Tylenol product. Go to: www.tylenol.com and enter code: 19457

Example: Mobile Coupon Redemption

- Web Redemption: A Coupon Landing and Validation Page (Coupon Validation is optional)

NetInformer provides the following formats for the coupon experience:

HTML Code for Existing Site - www.tylenol.com/trivia - Embedded HTML Code calls on NetInformer Server to validate couponNo Validation - A generic coupon code which works for all users. Or no code at all.

Hosted Webpage: - www.usasms.com/tylenol

Example: The Mobile Coupon System

• Redemption of the Coupon at Sponsor Location.– In this case a unique coupon code is sent to each winner. This code

can be validated by any computer with web access through a coupon redemption page provided by NetInformer. Some clients may not require validation (Ex: A $1 off coupon given to every participant and shown to a retail clerk on the mobile phone).

• Redemption of the Coupon from Sponsor Website– NetInformer provides a coupon landing page branded to the sponsor.

This is all included with a standard campaign.– Coupon Code and Mobile Number are entered, and validated by

NetInformer. Different coupon codes can take user to different coupons.

• A Mobile Coupon System is included with the Stadium Tray Mobile and can be used in two ways:

Instant Win Tray

How it Works– The Tray gives the set-up and instructions for entering the Instant Win Game.– The Sponsor determines the odds of winning, and NetInformer’s system executes win/lose responses

based on these odds.– Up to 3 Prizes can be set up. Ex: Small Prize with 1:10 odds. Med with 1:1,000, Large with 1:100,000


J44

Teaser and Instructions on Tray

Instant Win Tray– Provides most incentive for

immediate interaction.– Ideal for instant location

redemption.– Every non-winner can

receive a coupon. – Full turn-key promotion.


UR Seat Number isn’t the drivers. But for playing, take an extra $500 off any new GM. Go to www.gm.com and enter code: 3S2

Drive Customer to Website or In-Venue Booth

Fan sends in Seat Number Win/Lose Response

Promo Tray

How it Works– The Tray gives the set-up and instructions for entering Snapple’s current Lemons ‘R Lucky promotion.– The return message provides the method of entry - in this case, a 3-digit code to enter at the website.– Seamlessly integrates with any promotion with a web-based entry model.


Lemons

Teaser and Instructions on Tray

Promo Tray– Complements existing promotions.– Provides basic level interactivity– Creates an immediate

method of entry into a current

contest or promotion.


UR Snapple Lemons ‘R Lucky Code is: 231. Enter the code at www.snapple.com to see if UR a winner!

Drive Customer to Website or Retail Location.

Fan sends in “Lemons” Promotional Message

Tray Features and NetInformer Pricing

Text Trivia Tray

Short Code Rental for duration of campaign.

Mobile Coupon System

Up to 8 Text Messages per user.

Full Campaign Statistics report.

Turn-key Text Trivia for maximum brand interaction length.

18%Of Stadium Tray Sponsorship

Promo Tray




Basic Campaign Statistics report.

Of Stadium Tray Sponsorship12%

Instant Win Tray




Full Campaign Statistics report.

Turn-key Instant Win Game

18%Of Stadium Tray Sponsorship

How Stadium Tray gains instant Income

• Atlanta Braves - Stadium Tray SMS Sponsorship– 2.4 Million Attendance.– Full-Season Stadium Tray Sponsorship = ~$380,000– Standard Promo Tray – NetInformer SMS Cost @ 12% = $45,600– SMS Upgrade Sold by Stadium Tray @ 20% = $76,000– Stadium Tray Profit = $30,400

• Trivia or Instant Win Tray – The Trivia and Instant Win trays have higher margin– NetInformer SMS Cost @ 15% = $68,400– SMS Upgrade Sold by Stadium Tray @ 25% = $95,000– Stadium Tray Profit = $38,000

Increase Revenue with Minimal Effort

– Tier 1 Customer Support• Telephone/E-mail support for Stadium Tray

Mobile

– Full statistics reporting for Client– All sales materials re-branded as Stadium

Tray Mobile– Easy to use order forms for Stadium Tray

Mobile clients.– Integration with sponsor campaigns

NetInformer provides everything for pre and post-sale

Benefits of Stadium Tray Mobile

• For the Sponsor– Extend the life of the brand message.– Involve the younger demographic with text messaging.– Go beyond a static ad with interactivity.– Drive participants to websites or retail locations.– High mobile coupon redemption rates can drive sales.

• For Stadium Tray– Generate additional revenue.– Minimal sales effort.– Client support by NetInformer.– Increase the value and appeal of the Stadium Tray for a sponsor.– Turn-key Stadium Tray Addition

2005 - NetInformer - Proprietary and Confidential

stadium tray mobile extending the ‘brand impression’ beyond the tray a presentation by...

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