A&E Duck Dynasty @ Daytona 500/Speedweeks Activation Recap

Prepared by Civic Entertainment Group

A&E Duck Dynasty@ Daytona 500/SpeedweeksActivation Recap

Daytona International Speedway, Daytona Beach, FLFebruary 21-24, 2013

Prepared by Civic Entertainment Group 2

Drive tune-in to the February 27th

Season 3 Premiere of A&E’s Duck Dynasty

Objective


• Engage Daytona race-fan consumers with unique, bespoke activations at Daytona International Speedway (DIS), utilizing all locations and opportunities afforded by A&E’s DIS Speedweeks sponsorship

• Elevate A&E’s Duck Dynasty presence above the noise of a sponsorship and marketer-heavy NASCAR environment

• Synergistically leverage multiple activation locations to drive repeated engagement with consumers by actively directing them from one touchpoint to the next, while still maximizing overall impressions

• Utilize series talent on-site for official DIS program integration and additional press opportunities

• Develop and position activations to receive organic and guerilla media impressions

• Present A&E Duck Dynasty as authentically invested in the NASCAR culture, securing the trust of the passionate, but fickle, race-fan community

Strategy


Midway Duck Dynasty 500 Tricycle RaceCreate a high-energy, buzz-worthy activation to maximize 1) consumer interaction,2) social media engagement, and 3) impressions in A&E’s most accessible, unticketed activation site

Sprint FanZone Duck Pond Fishing GameDrive secondary, repeat interactions at ticketed, more exclusive activation site; distribute desirable, higher-value premiums via a carnival-style game to consumers guaranteed to remain at DIS for many hours each day

Lake Lloyd Double-Decker Boat RidesCreate a unique, highly visible spectacle by dropping a fully wrapped and branded double-decker houseboat into DIS’s Lake Lloyd for the first time in Speedway history; offer rides as consumer prizing, and provide hospitality and entertainment for A&E executives and regional affiliate, Bright House Networks

Daytona 500 Club VIP and Affiliate HospitalityLeverage access to DIS’s premier hospitality facility for entertainment of A&E executives, series talent, and Bright House Networks

Concept Overview


Double-Decker Boat Rides and Branded Dock

Duck Dynasty 500 Adult Tricycle Races

Duck Dynasty S3 Grandstand Banner

Daytona 500 Club Victory Lane Hospitality Suite

Branded Duck Pond Fishing Game

Activation Layout


Qualifying races for upcoming Daytona 500Activated 8:30a – 6:00pEstimated Attendance 20K

February 21

February 22Fan-favorite, nighttime pickup truck raceActivated 8:30a – 4:30pEstimated Attendance 40K

Season opener of B-level NASCAR Nationwide SeriesActivated 9:30a – 11:00pEstimated Attendance 80K+

February 23

February 24The “Super Bowl” of American stock car racingActivated 8:00a – 5:00pEstimated Attendance 200K+

Activation Timeline


Time-trials on Robertson family themed, custom adult tricycles

•Consumers chose from six designs of adult-size tricycles, each built to evoke the personality of a Duck Dynasty cast member (Willie, Korie, Miss Kay, Si, Phil, Jase)•250’ Duck Dynasty-themed racing loop with tire and hay bale obstacles, camo netting, and a 19-foot television screen with live HD feeds of the track below•Brand ambassadors awarded prizes including infield tickets, double-decker boat rides, and a custom tricycle of the overall winner’s choosing

A&E created one of the most visible, talked-about, andrepeatedly attended marketing activations of Speedweeksand the Daytona 500

Duck Dynasty 500

Premiums distributed: 6,500+Participant signups: 1,039Midway impressions: 235,000


Twitter-based signup, social content feed, and big-screen digital leaderboard

•Digital queue and leaderboard to manage the line and provide additional dynamic content for the 19 foot screen•Consumers signed up to participate by tweeting “#iwannarace” at the @DuckDynasty500 account on Twitter or registered with a staffer via iPad•Giant screen rotated through live track footage, “due up” list from the queue, rider leaderboard, series clips, custom Duck Dynasty 500 graphics, and trike-racing photos from the @DuckDynasty500 Instagram account

Duck Dynasty 500


Duck Dynasty 500


Duck Pond Fishing GameCarnival-style fishing pond where consumers fish for prize-yielding rubber duckies

•Camo net covered duck pond filled with 150 branded, rubber duckie mallards; pond featured lifelike plants, mosses, lilly pads, and flowing water•Consumers “fished” for rubber duckies, each with a prize indicated on its underside. Low/mid-tier prizes ranged from branded bumper stickers and stadium cups to seat cushions and sunglasses •High-value prizes included Willie Robertson chia pets and rides on the Duck Dynasty double-decker boat•Consumers returned to the activation each day for a chance to snag the most desirable duckies

Premiums distributed: 4,800Participants: 5,000+FanZone impressions: 15,000


Duck Pond Fishing GamePremiums and Prizing

Cup Bumper StickerPoster Coozie Bag

S1 DVD Duck Call Chia PetStadium Cushion Sunglasses


Duck Pond Fishing Game


Double-Decker BoatFully branded double-decker boat with high demand, never-before-seen race views

•Duck Dynasty-branded, double-decker houseboat provided race fans with views of all four speedway turns from the center of Lake Lloyd (first time in DIS history that this type of sponsorship occurred on Lake Lloyd)•A&E hosted private, catered VIP bass fishing cruises with series talent (“Fishing with the Robertsons”) for regional distribution partner, Bright House Networks •Duck Dynasty Double-Decker Boat Rides awarded as top-tier prizing for consumers at the Duck Dynasty 500 trike track and Duck Pond Fishing Game•Boat’s branded canopy visible from aerial cameras and 100,000+ backstretch and grandstand seats

Boat rides: 800

Infield impressions: 320,000


Double-Decker Boat


Hospitality• A&E executives, talent, and special guests treated to prime track

views in a private suite located directly above the finish line• Suite package included Sprint FanZone garage access, full bar and

catering, additional seating in the Gatorade Victory Lane bleachers, and additional interaction with NASCAR drivers


Talent Involvement

• Pre-Race Stage talent introduction• Ride-along in Daytona 500 Honorary Race Official Lead Car• Participation in Pre-Race Meeting• Press interview in DIS Media Center• Meet-and-greet with SC driver Kevin Harvick• Participation in “You Make the Call” fan interaction via track-wide Sprint Vision screens• Numerous additional talent interviews, appearances, and autograph signings


Press

185,000+ Facebook 185,000+ Facebook interactionsinteractions


Social Buzz

“we saw this show for the first time last night, it was hilarious!”

“Really enjoyed the ride on the Duck Dynasty Boat at the beginning of the Daytona 500 race, it was so awesome..couldn't believe I hooked the right Duck ..this made my fiancé Michael Elmore’s first ever NASCAR race even better as we are in Florida @ Mayo Clinic awaiting his Heart Transplant .We can't wait for your new season to start. TY DUCK DYNASTY YOU ARE AWESOME !!!!”

“mind=blown”

“WE WERE THERE!!!!!!!!!”

“yet another southern, redneck, real life moment that millions are made from.”

“Daytona 500 and Duck Dynasty boat ride in one day? OMG! Can you say, ‘now that's a good time and that's a fact jack!’ whoooohoooo! happy, happy, happy.”

“Oh I'm so going to the midway!”

“I just hope Si wasn't allowed to drive a lap around the racetrack.”

#Daytona @misssprintcup turns into MissSprintDuck for Duck Dynasty #NASCAR

— @DNewtonESPN

Very cool start to the day! RT @agurtis: Quack quack. Duck Dynasty houseboat on Lake Lloyd at #DAYTONA

— @Ryan_Tolley

@williebosshog you never know who you will see at the #DAYTONA 500 #duck dynasty

— @elbrocks


Premiere Results

The Duck Dynasty Season 3 premiere set all-time records for A&E, edging broadcast juggernauts Modern Family and American Idol to rank as the

night’s #1 telecast on all of television among adults 18-49

• Duck Dynasty‘s 10pm telecast posted 4.995 million adults 18-49 in Live+ same day• A&E was the No.1 TV network in the 10pm hour among 18-49 and 25-54• The 10pm episode drew 8.6 million total viewers, 5 million adults 18-49 and 5 million adults

25-54• For the hour, the episodes averaged 8.6 million total viewers, 5 million adults 18-49, and 4.9

million adults 25-54; overall, the premiere was up by 132% in total viewers, 127% in 18-49, and 117% in 25-54 compared with the Season 2 bow

Documents

A&E Duck Dynasty @ Daytona 500/Speedweeks Activation Recap