1

ESPN RIVALRY WEEK Master Program Plan

Integrated Strategic Marketing Recap Ken Rosselli December 16, 2008

2 2

Executive Summary

3 3

Q4 Marketing Objectives and Strategies Executive Summary

Primary Objectives: Utilize ESPN College Football Rivalry Week to build Unaided Awareness and drive the Most Preferred Brand Status: Help raise overall Samsung Mobile

unaided Brand Awareness to 53% (from 51%) by the end of 2008.

Help maintain or exceed the Brand Preference goal of 17% (from 13.7%).

Marketing Research will assist the program with measurement.

Secondary Objectives: Drive Sales for Samsung Propel @ AT&T

3 Key Strategies:

Focus on our Youth Minded Consumer (YMC)

passion point of sports, by leveraging a proven

equity in American College Football.

Create an integrated marketing plan that

reaches the Global Brand Target (ie. YMC) in

multiple ways.

Provide local activation activities, including

carrier partnerships (ie. AT&T), that will drive

sales (ie. Samsung Propel).

4 4

Who: Target 1: Adults 25-35 years; Target 2: Adults 18-24 years

Delivers College Football fans (Nationwide), especially Males 18-34 years

What: Deliver broad campaign reach to grow unaided mobile brand awareness from 51%-53%

Drives sales for the Samsung Propel @ AT&T

How:

Utilize ESPN (“Home of College Football”) for combination broad reaching national media including TV

(ABC, ESPN, ESPN2, ESPNU), ESPN.com, ESPN Radio, Print (ESPN The Magazine and the USA Today).

Brand / Iconic Product Integration, Public Relations, Consumer Promotions and Channel Partnerships.

Local Activation will provide Consumer Touch-points through Experiential Marketing & Media Events.

Where:

ESPN College Football Rivalry week is national in scope (USA)

When: Saturday, Nov 22 – Saturday, Nov 29, 2008, with promotional activity starting earlier

Program Objectives and Strategies Executive Summary

5

Public

Relations:

• ESPN Program

initiative support

• STA PR Team

press outreach

• STA Recycling

• The Samsung

Experience Center

Activation

Pre-Game Drive to

AT&T Retail Stores:

• Radio Promotions (2)

• Radio Remotes (2)

• Samsung “Propel”

• Samsung Prizing

Tickets / Hospitality:

• Michigan @ Ohio State

Samsung Mobile

“Rock ‘N’ Rally” Event:

• Samsung Recycling

Direct bags distribution

Interactive Marketing

ESPN Online Banner

Ads and Promotions:

• ESPN.com - College

Football Home Page

• ESPN.com/ Samsung

Rivalry Week Pages

• ESPN.com - College

Football Polls (daily)

ESPN Mobile:

• Text Messaging (Polls)

STA Brand Assets:

• Samsung websites

• email blasts (bi-monthly)

• Social Media

Program At-A-Glance Executive Summary

Advertising

Television:

• ABC

• ESPN

• ESPN2

• ESPNU

Print:

• ESPN The Magazine

• USA Today Newspaper

Radio:

• ESPN Radio Network

• Local (Columbus, OH)

6

Advertising:

• Television

• Print

• Radio

Interactive:

• ESPN Online

• ESPN Mobile

• STA Brand Assets

Public Relations:

November

2008

09/28- 11/29

11/15-11/29

Program Schedule Executive Summary

Campaign

11/16-11/29

Planning

October

2008

Activation:

• Pre-Game @ Retail

• Tickets / Hospitality

• Rock ‘N’ Rally Event

11/09-11/29

11/28 USA Today + 12/29 ESPN The Magazine

11/16-11/29

11/02-11/29

11/15 + 11/20 Remotes

11/22 Michigan @ Ohio State

11/21 Event

11/02-11/29

7 7

The Campaign

8

Global Brand Target Youth Minded Consumers

Youth Minded Consumers (YMC)

Brand

Target:

Youth-

Minded

Consumers

Media Target

Universe of

Mobile Shoppers

As our brand target, the YMCs will be the

constituency on which we will focus when

crafting all of the brand’s activities.

Our media target will be influenced by the YMC,

but will be a larger group to ensure the reach

that we need to deliver on our business goals.

The influence of YMCs will in turn ripple outward

to the broader universe of Mobile shoppers.

Influence Influence

• In early 2008, GMO also released a redefined global brand target

The college football fan profile fits well with the

Samsung Youth Minded Consumer: Average Age

31; Largest age range of sports 18-54; Male 63%,

Female 37%; Median Household Income $61,000;

Over 80% have graduated or had some college;

Collegiate fans are 57% more likely than the

American population to make over $150K per year

9

TV

Activation

Print

Digital

Product

Placement

Radio

Public

Relations

A 360°Integrated Marketing Plan

Awareness

Consideration

Engagement

Purchase

Interactive

Marketing

10 10

ESPN / ABC Media Schedule

TV Football Games - Week 1* Saturday, November 22nd

ESPN on ABC: 12 Noon = Michigan @ Ohio State (Big Ten): 2 Samsung Spots 3:30 PM = Boston College @ Wake Forest (ACC): 3:30 PM = Michigan State @ Penn State (Big Ten): 3:30 PM = Stanford @ California (Pac-10): 8:00 PM = Texas Tech @ Oklahoma (Big 12): 2 Spots ESPN: 12 Noon = West Virginia @ Louisville (Big East): 2 Spots 7:45 PM = Florida State @ Maryland (ACC): 3 Spots ESPN2: 12 Noon = Indiana @ Purdue (Big Ten): 3 Spots 3:30 PM = reverse mirror of Big Ten & ACC games from ABC: 2 Spots 7:15 PM = Pittsburgh @ Cincinnati (Big East): 2 Spots ESPNU: 2:00 PM = Jackson State @ Alcorn State (MEAC): 2 Spots 5:30 PM = Duke @ Virginia Tech: 2 Spots *NOTE: Network and start times are subject to change per ESPN production discretion.

3:30p regional

telecast, 2 spots will be

shown in these 3

games.

TV Football Games - Week 2* Saturday, November 29nd

ESPN on ABC: Florida @ Florida State/ Maryland @ Boston College 3:30PM = 4 Spots Oklahoma @ Oklahoma State 8:07PM = 2 Spots ESPN: Virginia @ Virginia Tech 12:00PM = 2 Spots Notre Dame vs USC 7:45PM = 3 Spots ESPN2: South Carolina @ Clemson 12:00PM = 1 Spot Kentucky @ Tennessee 6:30PM = 2 Spots ESPNU: North Carolina @ Duke 3:30PM = 2 Spots Vanderbilt @ Wake Forest 7:00PM = 2 Spots *NOTE: Network & start times are subject to change per ESPN production discretion.

13 13

The Concept (Look & Feel)

ESPN Rivalry Week Sponsorship: Key Creative Elements

Samsung Propel Phones

ESPN College Football logo Samsung Ellipse logo

Samsung Rock ‘N’ Rally Concert Event: Key Creative Elements

Samsung Propel Logo Treatments

Samsung Rock ‘N’ Rally Concert Event: Venue Renderings - Columbus, OH

Samsung Rock ‘N’ Rally Concert Event: Venue Renderings - Columbus, OH

Samsung Rock ‘N’ Rally Concert Event: Venue Renderings - Columbus, OH

19 19

Advertising: Television

20

20

20

Advertising: ABC, ESPN, ESPN2, ESPNU

ESPN/ESPN2/ESPNU Execution: • 18 games total* (6 ESPN; 6 ESPN2; 6 ESPNU)

• Full-screen Rivalry Week :05 animation to run prior to every game with audio to read

“Welcome to Rivalry Week brought to you by Samsung Mobile” (logo will be included).

• Sponsor logo or name in text to also appear in any promos for Rivalry Weekend

• Two (2) billboards per game

• First Half Stats feature in each game over the two weeks. “First half stats brought to you

by Samsung” (Samsung logo will be on included)

• Estimated spots per network:

ESPN: 60

ESPN2: 20

ESPNU:100-200

ABC Execution: • Six games total*

• Full-screen Rivalry Week :05 animation to run prior to every game with audio to read “Welcome

to Rivalry Week brought to you by Samsung Mobile” (logo will be included).

• Sponsor logo or name in text to appear in any on air promos for Rivalry Week

• Two (2) billboards per game

• Estimated spots: 10-12

*Total number of games subject to change

21

Advertising: ESPN Rivalry Week - Promotional TV Slate

Samsung Ellipse as it appeared in ESPN Tune-in Campaign.

22

Advertising: ESPN Rivalry Week - Opening TV Animation

Samsung Ellipse as it appeared in ESPN Opening Animation.

Advertising: ESPN Rivalry Week - Samsung Propel TV Spots

Samsung Propel :30 TV Commercial, featuring Ozzy.

Advertising: ESPN Rivalry Week - TV “First Half Stats”

Samsung Ellipse as it appeared in “First half stats brought to you by Samsung Mobile”.

Advertising: ESPN Rivalry Week - TV Text Messaging Polls

Samsung Ellipse as it appeared in 11/22 Michigan @ Ohio State & 11/29 Games,

to predict the winning teams…text “RIVAL” to 43776 during ESPN Rivalry Week.

ESPN Rivalry Week Results: Summary and WAP Numbers

Summary of impressions and ratings from the unit detail report:

- Each ABC Game (pending)

- ESPN (total)

- ESPN2 (total)

- ESPNU (not rated)

- Bottom Line (total for all units)

WAP Numbers:

11/22 - Michigan vs. Ohio St.

- 738 uniques texting RIVAL

- 788 total RIVAL texts

- 455 opted in to automatically receive next weeks poll question (61% of uniques)

11/29 - Oklahoma vs. Oklahoma St

- 1,479 uniques texting RIVAL

- 1,555 total RIVAL texts

27 27

Advertising: Print

28

Advertising: USA Today - ESPN Rivalry Week Tune-in Ad

Samsung Ellipse as it appeared in USA Today Tune-in Ad (Fri, Nov. 28th)

Advertising: ESPN The Magazine - BCS Preview (On Sale Dec 19th )

Samsung Rock ‘N’ Rally Advertorial Samsung Propel Print Ad

30 30

Advertising: Radio

31

Samsung Mobile and ESPN Radio

Samsung Mobile Propel

:30 Radio Spot

Samsung Mobile

SC :10 in Mike & Mike

Samsung Mobile

Blink – The Herd

Samsung Mobile -

Rivalry Week Promotion – The Herd

Samsung Mobile -

Rivalry Week Promo –

Mike Tirico

Advertising: ESPN Rivalry Week - TV & Radio Copy

Samsung ESPN College Football Rivalry Week :05 TV Billboards _ESPN & ABC VO: Brought to you by Samsung Mobile, proud sponsor of ESPN Rivalry Week. :05 Radio VO: Brought to you by Samsung Mobile, proud sponsor of ESPN Rivalry Week. :10 Radio VO: Brought to you by Samsung Mobile, and the new Samsung Propel. With its slide-out, full

QWERTY keyboard, the Samsung Propel lets you make yourself heard. :30 Radio VO:Brought to you by Samsung Mobile, and the new Samsung Propel mobile phone. Thanks to its slide-out, full QWERTY keyboard, the Samsung Propel lets you text faster and

communicate easier. So whether you’re texting friends, family, coworkers – or anyone else – with the Samsung

Propel, you can make yourself heard. Want to find out more about Samsung and the new Samsung Propel? Go to

www.samsungmobileusa.com.

33 33

Interactive Marketing

Interactive Marketing: ESPN.com - Various Web Pages

Samsung banners were active & pointed (linked) to myspace.comsamsungmobileusa.com.

Interactive Marketing: ESPN.com - Rivalry Week Pages

Samsung banners were active & pointed (linked) to samsungmobileusa.com.

Interactive Marketing: ESPN Rivalry Week - Samsung Propel Banner Ads

Presence on ESPN.com Banner space - for all banner space on ESPN.com, we leveraged the existing Samsung Propel Ozzy

campaign and banner ads that drive to STA MySpace page currently branded for Samsung Propel and offering the rich media widget.

37

Interactive Marketing: ESPN.com - The Best of Rivalry Week Videos Page

Samsung Ellipse as it appeared on ESPN.com - ESPN Video

38

Interactive Marketing: ESPN.com - The Best of Rivalry Week Videos Page

Samsung Propel as it appeared on ESPN.com - ESPN Video

39

Interactive Marketing: ESPN.com - College Football Index Page Poll

Samsung Behold as it appeared on ESPN.com - CFB Index Page Poll.

Interactive Marketing: Samsung - ESPN Mobile Marketing

Mobile Marketing Rock ‘n Rally Text to Screen Show attendees can send a text and see it on large projection screens. This text message flow

allows for Samsung Alerts opt-in. We are still confirming what content we can use to encourage people to opt-in to Samsung Alerts. To be finalized by Friday, Nov. 14.

Samsung Propel text to win Show attendees can text to win prizes from the provided Samsung Propel handsets onsite only.

This will encourage concert attendees to interact with Propel. Message flow finalized Friday, Nov 14.

ESPN text polls ESPN interacts with consumers through consumer text polls. “Cast your vote during Rivalry Week

by Samsung text Message ‘Rival’ to 43776.” ESPN has agreed to allow Samsung to offer an opt-in in the message flow. “Want promo & event

updates from Samsung? Reply Y” Message flow next page. Final TBD. Where will this be promoted?

ESPN WAP site We will have presence on ESPN WAP site. Just logo presence. No drive to WAP. When will this be live?

ESPN: Who’s going to win tonight’s

match up? Thanks for voting for your

team during Rivalry Week. Current

results:

Michigan: 51%

Ohio State: 49%

Presented by Samsung

Tue, Jun 3 11:45 am

Interactive Marketing: Samsung - Rivalry Week Landing Page

ESPN Landing Page: Summary Report - Part I

ESPN Landing Page: Summary Report - Part II

Interactive Marketing: Samsung - SFC Football Downloads Page

Interactive Marketing: Samsung - Email Blast

Email Blast was sent out on Wednesday, November 19, 2008 (2-days prior to Samsung “Rock ‘N’ Rally”) Sent to only those in STA, SFC, & SEA databases with physical addresses in the Columbus, Ohio area

47 47

Activation

Drive To Retail & Samsung Rock ‘N’ Rally: Radio Promotions - Columbus, OH

48

Radio Promotions with Columbus stations:

•WBNS-FM The Mix 97.1

• On-Air Spots (promotional spots, live DJ chatter and call-ins from drive to retail): 464

• On-Air Consumer Impressions: 3,950,000

• Online Impressions (web banners, hyperlinks and custom web page):848,586

•WNCI-FM 97.9

• On-Air Spots (promotional spots, live DJ chatter and call-ins from drive to retail): 116

• On-Air Consumer Impressions: 1,030,500

• Online Impressions (web banners, hyperlinks and custom web page): 445,000

• Email Blast to WNCI listeners: 89,000

•WBNS-AM 1460 The Fan

• On-Air Spots (promotional spots, live DJ chatter and call-ins from drive to retail): 484

• On-Air Consumer Impressions: 2,805,000

• Online Impressions (web banners, hyperlinks and custom web page): 928,093

Grand Totals

• Radio On-Air Promotions (combination of recorded spots, live DJ chatter and call-ins from drive to retail events): 1,064

• Radio Promotions Impressions (on-air, online and email blast): 10,096,179

• Radio Promotions Advertising Value: $950,000

Drive to Retail Store Events: AT&T - Grove City & South Campus

49

OVERVIEW

• Samsung executed two radio remote events in Columbus, Ohio, to create a buzz around the Samsung Rock N’ Rally activation during

ESPN’s Rivalry Week for the Ohio State v. Michigan football game. The first event occurred on Saturday, November 15 and the

second happened the day before the Rock N’ Rally on Thursday, November 20, 2008. Radio promotions and street team efforts took

place during the week leading up to the event to create excitement for Samsung and encourage consumers to visit the select at&t

store locations to check out the Samsung Propel messaging phone.

RADIO

• At each event, Samsung’s radio station partner 1460 The Fan and Mix 97.1 conducted radio remotes from 12 PM – 3 PM on

November 15, and 5 PM – 8 PM on November 20 with a station DJ on site to continue driving traffic to the event.

DÉCOR & ACTIVITIES

• Attendees had a great time playing the cornhole and football toss games for their chance to enter to win a Samsung Propel phone,

VIP passes to the Samsung Rock N’ Rally concert, ESPN All-Access passes and score some Samsung premium items. The

Samsung beanies and scarves were especially popular! • In addition to the games, consumers enjoyed getting their faces painted to show their Ohio State and Samsung spirit.

• The Samsung Ambassadors, dressed as referees, encouraged consumers to play the games and informed them about all the

features on the new Samsung Propel messaging phone.

• Consumers who purchased the Samsung Propel phone were thrilled to receive their tickets to the Ohio State v. Michigan rivalry game

as their gift with purchase.

50

EVENT HIGHLIGHTS

• Consumers stopped by the Samsung Propel Tailgate Party where the at&t truck with built-in LCD screens was on site

helping to promote the Samsung Propel phone and the Rock N’ Rally event.

• There were over 30 raffle entries and the two raffle winners walked away with a prize package of a Samsung Propel phone,

a pair of VIP passes to the Samsung Rock N’ Rally and all of the Samsung premium items.

• Radio stations 1460 The Fan and Mix 97.1 had the Ohio State v. Illinois game broadcasting for attendees to listen to. Mix

97.1 jock Charley Wassen was on hand to engage the crowd and conduct the raffles.

• One attendee came out to the at&t store after hearing the ads for the event on Mix 97.1. She stopped by so she could

meet her favorite DJ, Charley Wassen, and bought a Samsung Propel while there.

• Another attendee bought a Samsung Propel because, in his own words, “this phone is so much cooler than my old one.”

He was so happy that he received the amazing seats to the game with his purchase and was nervous to hold them

because of their great value!

Total attendees: 40

Total Samsung Propel phones sold: 2

Drive to Retail Store Event: AT&T - Grove City (Sat, Nov 15, 2008)

51

EVENT HIGHLIGHTS

• 1460 The Fan brought out former Buckeye Quarterback and National Championship winner Craig Krenzel who autographed

footballs, met fans and drew the winning raffle tickets. He even signed a football as an incentive for the sales team at the

store.

• DJs Scott Torgerson from 1460 The Fan and Charley Wassen from Mix 97.1 were also on hand to engage the crowd ,

conduct raffles and encourage listeners to come out to the event.

• With over 50 raffle entries, there were four winners! The first two walked away with a prize package of a Samsung Propel

phone, a Samsung Bluetooth, a pair of VIP passes to the Samsung Rock N’ Rally and all the Samsung premium items.

• The third raffle was for the Samsung Ultimate Fan Package – the ESPN All-Access passes including tickets to the game, a

Samsung Propel phone, a Samsung hands-free speaker, VIP passes to the Samsung Rock N’ Rally and Samsung swag.

The final winner stayed at the event the entire time and won a surprise bonus pair of tickets to the game!

• An Ohio State student stopped in to purchase a Samsung Propel phone and she loved that it came in scarlet and white -

“Ohio State colors!” She was thrilled to receive the tickets to the Ohio State v. Michigan game with her purchase and she

couldn’t believe what great seats they were.

Total attendees: 200

Total Samsung Propel phones sold: 1

Drive to Retail Store Event: AT&T - South Campus (Thu, Nov 20, 2008)

Samsung Rock N’ Rally Concert Event: Lifestyle Communities Pavilion (Fri, Nov 21, 2008)

52

Friday, November 21, 2008 – Samsung Telecommunications America (Samsung) and at&t celebrated ESPN

Rivalry Week with the Samsung Rock N’ Rally at The LC Pavilion in Columbus, Ohio. Featuring a performance by

The All-American Rejects, the event built on the anticipation of the Ohio State vs. Michigan game, one of the

nation’s biggest college football rivalries, while promoting the launch of the Samsung Propel, Samsung’s newest

messaging phone.

• Over 3,500 teen and college-aged consumers, radio contest winners and invited media attended the event.

• More than 900 consumers utilized the Samsung Rock N’ Rally shuttles that looped between the OSU campus

and nearby entertainment venues.

Samsung Rock N’ Rally Concert Event: Lifestyle Communities Pavilion (Fri, Nov 21, 2008)

53

Guests entered the event to the tune of Ohio State fight songs, cheered on by Samsung cheerleaders, as they

proceeded through a giant football helmet into a tented patio decorated like a pep rally. Samsung Ambassador

“referees” assisted guests with sending “text-to-screen” messages on display throughout the venue.

• Nearly 800 guests sent in “text-to-screen” text messages at the event.

• 26 consumers selected to opt-in for Samsung Mobile Alerts.

• 27% of opt-in consumers downloaded The All-American Rejects wallpaper.

• Over 3000 raffle tickets were distributed to guests that interacted with the Samsung Propel. Raffle winners

were announced on-stage by local legend Bo Biafra, lead singer of the Dead Schembechlers, a Columbus

band that promotes the spirit of the OSU vs. Michigan rivalry.

Samsung Rock N’ Rally Concert Event: Lifestyle Communities Pavilion (Fri, Nov 21, 2008)

54

The crowd roared with excitement when The All-American Rejects took the stage at 10:30 PM and performed

their new hit song “Gives You Hell” from their yet to be released album, When the World Comes Down.

• Before The All-American Rejects took the stage, guests had the opportunity to watch local bands Watershed,

A Skylit Drive and Escape the Fate perform in the adjoining venues House of Crave and The Basement,

adding to the festival-like atmosphere.

• In addition to advertising integrations with ESPN, the performance was taped for inclusion during ESPN’s

Rivalry Week coverage throughout the following week. As the official sponsor of ESPN Rivalry Week, ESPN

integrated the Samsung brand into nine days of on-air programming, beginning November 22, 2008,

continuing until November 29, 2008.

• Footage from the concert event was included in multiple programming opportunities during ESPN Rivalry

Week.

Samsung Rock N’ Rally Event: Local Promotions - Columbus, OH

55

Promotion reached far beyond the Samsung Rock N’ Rally via a variety of local channels

online, on-air, in print and even on the streets.

• Beatmichigan.osu.edu featured an announcement of the Samsung Rock N’ Rally and received over 350,000 impressions

the week prior to the event.

• 25,000 copies of Uweekly Magazine featured a full-page color ad in the November 19th issue announcing the Samsung

Rock N’ Rally and the November 20th Drive to Retail event at the at&t South Campus location.

• 10,650 flyers, posters and table tents were distributed by street teams in heavily trafficked areas like the OSU campus

and Columbus entertainment areas for a total of 36 hours over eight days leading up to the event.

• Local promoters announced the event via 2,000 dedicated emails, 1,100 MySpace messages and 254 text Facebook

messages.

• Over 1,000 student organizations on the OSU campus received bulletins on the Samsung Rock N’ Rally via The Source

Bulletin.

• Over 60 Greek council leaders at OSU posted information about the event on house message boards and group email

blasts, reaching over 4,500 students in OSU Greek organizations.

TOTAL PROMOTIONAL

IMPRESSIONS:

10,490,683

56

Activation: Game Tickets / VIP Hospitality

Game Tickets: Rivalry Week big game tickets are always in high demand & short supply and have

a perceived price-to-value equation, similar to gold. Game Tickets were utilized for Push (with Customers) & Pull (with Consumers)

efforts, in order to help Samsung Mobile drive sales, while building the brand. Samsung utilized Michigan @ Ohio State Game Tickets, as follows: 54 Tickets - AT&T Employees (27 Key Customers) 26 Tickets - AT&T Drive to Retail* (13 Consumers) 02 Tickets - Samsung Rock ‘N’ Rally (1 Consumer) 08 Tickets - AT&T Account Team (4 Employees) 10 Tickets - STA Executive Team (5 Employees)

*Note: AT&T – South Campus Drive To Retail promo rewarded a lucky consumer +

guest, with a special ESPN “behind the scenes” gameday tour & football tickets. In addition, ESPN provided Samsung with 40 Other Game Tickets (various), that

were utilized w/ AT&T Key Customers or through MWW Group Public Relations.

57

Activation: Game Tickets / VIP Hospitality

VIP Hospitality:

In addition to Game Tickets, we also created a VIP Hospitality

area for STA invited guests (Consumers, Customers, STA

Executives) for the Samsung Rock ‘N’ Rally Event and

Michigan @ Ohio State Pre-Game in Columbus, OH:

Fri, Nov. 21: Samsung Mobile “Rock ‘N’ Rally” Event

Sat, Nov. 22: Michigan @ Ohio State Pre-Game:

Buckeye Hall of Fame Café (below & right side)

58 58

Public Relations

Public Relations: Media Coverage / Recycling Initiative Reporting

Broadcast: WCMH-TV (Columbus, OH – NBC) First at 4: Ken Rosselli In-Studio Interview with Anchor

Ellie Merritt

Radio Promotions: Tickets Giveaways in Austin, TX

for Texas A&M @ Texas and Stillwater, OK for

Oklahoma @ Oklahoma State Rivalry Week

Games “Brought to you by Samsung Mobile”.

Rivalry Week Sponsorship Press Release Media

Coverage: More than 20 media outlets picked up press release

including…

More than 1,000 recycling bags distributed to fans

in attendance @ Samsung Rock ‘N’ Rally free

concert event in Columbus, OH on Nov. 21st.

60 60

Measurement

Measurement: Marketing Research Summary

Among those aware of ESPN Rivalry Week:

10% were aware that Samsung Mobile is

the primary sponsor (11/24-11/30 only)

40% thought it was a clever way to

advertise the brand

40% thought it meant that Samsung is

really trying to revamp its image

30% thought it made Samsung a cool or

innovative brand

51% said it improved their opinion of

Samsung

61

Awareness of ESPN Rivalry Week

PRIMARY OBJECTIVES:

Measure awareness of Samsung’s sponsorship of ESPN Rivalry week at a national level and

measure the effect of that sponsorship at a national level

METHODOLOGY

Inclusion in online Continuous tracking study

FINDINGS:

62

ESPN RIVALRY WEEK Master Program Plan

Integrated Strategic Marketing Recap Ken Rosselli December 16, 2008