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Applebee’s Sponsorship Proposal with the 2018 NHL
All-Star WeekendLindsay Beer, Chris Falcone, Grant Roberts, & Jessica Stein
Applebee’s Background● Founded in 1980 by Bill Palmer and T.J. Palmer
● In 1986, the name of the restaurant chain was changed to Applebee’s
Neighborhood Grill & Bar
● In 2006, Applebee’s generated $2.5 billion in sales
● More than 2,033 restaurants worldwide
● Approximately 28,000 employees
● "See You Tomorrow"
Applebee’s Partnership with ESPN● Monday Night Countdown
○ Monday night football “Check-In and Win” promotion that incorporates:
■ QR codes, Facebook Places, and, of course, watching football
○ Applebee’s invites Monday night pre-game ESPN viewers to scan in-restaurant QR codes or check
in via Facebook Places
○ Prizes are awarded instantly
History of NHL All-Star Weekend● Benefit games starting in 1934 led to the concept of the NHL All-Star Game
● First official All-Star Game held on October 13, 1947
● Traditionally held at the midway point of the regular season of the National
Hockey League
● The 62nd NHL All-Star Game will be held in Los Angeles in 2017
NHL All-Star Weekend Partnership History● Bud Light
● Gatorade G Series
● Honda
● McDonald’s
● Reebok
NHL All-Star Weekend Today● Exhibition ice hockey game with many of the league's star players playing against
each other
○ Three-game tournament, played in a 3-on-3 format
○ Four All-Star teams based on the league's four divisions
● Attendance: 18,901 in 2015
● The 2016 NHL All-Star Game on NBCSN
○ Most-watched and highest-rated All-Star Game in the network’s history
○ Averaged 1.595 million viewers and a 0.90 household rating
What to See at NHL All-Star Weekend● All-Star Skills Competition
● All-Star Game
● Fan Fair
○ Meet the NHL Mascots
○ Take a picture with the Stanley Cup
○ Test your hockey skills through various games
○ Shop for souvenirs
Goals● Increase national brand awareness
○ Concentration of stores skewed to the Eastern U.S.
● Generate media exposure
● Expand Applebee’s target market to a broader range of consumers
○ Specifically individuals over the age of 40
● Improve customer hospitality
● Drive sales
Partnership Match● Similar target markets - able to target similar age demographics
○ All-Star Weekend: males/females in U.S. & Canada ranging from ages 18-55
■ Most income ranges from $40-75K and $100+K
○ Applebee’s: males/females in U.S. & Canada ranging from ages 12-40
● Applebee’s environment consists of many sports fans
○ Televisions surrounding ESPN Fan Zone, showing various sports games
● Families are valued by both the NHL All-Star Weekend and Applebee’s
Social Media Campaign● Target market: Applebee’s customers over the age of 40
● Facebook campaign
○ 64% of online adults ages 50 to 64 now use Facebook
● Advertising space on NBCSN during NHL All-Star Weekend
● Advertising space on the NHL website
Facebook Campaign● Livestream the NHL All-Star Game on Applebee’s Facebook page
● “Scoring in the Applebee’s Kitchen” video
○ Post video of Patrick Kane learning how to make Applebee’s signature dish, Three-Cheese Chicken
Cavatappi
● #FoodFan promotion
○ Fans upload a photo of their meal at Applebee’s
○ Randomly selected fan gets free NHL All-Star Weekend jersey
Advertising Space on NBCSN● Place featured Facebook video of Patrick Kane as a commercial on NBCSN
during All-Star Weekend
● 2015-2016 NHL regular season on NBCSN - most-watched full NHL season on
cable in 22 years
● Benefits:
○ Create exposure for Applebee’s Facebook page
○ Expand target market
■ NBCSN has posted a 48% increase in adults ages 25-54
Advertising Space on NHL.com● Place featured Facebook video of Patrick Kane on NHL website
● Allows video to receive maximized national exposure on all online channels
● NHL consumers will have a positive image of Applebee’s through partnership
○ Improve brand recognition
● Drive sales in restaurants for dish featured in the video
On-Site Activation● NHL Fan Fair
○ Thursday, January 25 - Sunday, January 28
○ 96’’ x 30’’ table set up
■ Coupons
■ Free samples
■ Photo booth with Applebee’s logo backdrop
■ Sweepstakes to have dinner with player at Applebee's in city of event
● NHL All-Star Game
○ Sunday, January 28, 2018
■ “Make Your Own Sundae” contest after first period
● Winner gets free meal for two at Applebee’s
Promotions at Applebee’s● Raffle
○ Giving away 10 free tickets to NHL All-Star Weekend
● NHL temporary menu items at Applebee’s
○ Select few drinks, pasta dishes, burgers
Signage● One ad on the boards of the rink
● Signage on the jumbotron
● Added benefit of potentially having the Applebee’s logo seen by millions of
viewers watching the game on NBCSN and on the Facebook livestream
Media● Facebook
○ Track the amount of followers we gain
○ Count how many people participate in the #FoodFan promotion
○ Track activity on All-Star Game livestream & “Scoring in the Applebee’s Kitchen” video
■ Likes, views, shares, and comments
● NHL.com
○ Monitor the amount of individuals who come across the NHL’s homepage
○ Obtain demographic and geographic information of those who visit the site
● NBCSN
○ Measure the amount of television exposure we get from the ad on the board of the rink
Surveys & Coupons● On-site surveys
○ Interact and engage with potential customers
○ Learn about customer wants
○ Obtain customer information for Applebee’s database
● Coupons
○ Coupons given out during All-Star Weekend include a tracking number
Promotions● Obtain emails from:
○ Photo booth
■ Fans must give email so photos can be sent to them
○ “Dine With Your Favorite Player” sweepstakes
■ In order to enter sweepstakes, fans must give full name, address, phone number, & email
● This will create an increase in Applebee’s customer database
Sponsorship Acquisition
Main Sponsorship Deal:
Jumbotron and Board Signage (4 days)
Hospitality Ticket Packages (50)
Table Space at NHL Fan Fair
Use of NHL Logo
NBCSN Advertisement
Total: $600,000
AdvertisingFacebook Advertisements $60,000
NHL.com Advertisements $40,000
TV Commercial $100,000
Total: $200,000
Other Expenses
Photo Booth $50,000
Labor $10,000
“Dine With Your Favorite Player” Sweepstakes $100,000
“Make Your Own Sundae” Contest $39,700
All-Star Weekend Jersey Giveaway $300
Total: $200,000
Benefits● Expand target market
● Drive consumers to Applebee’s to increase sales
● Generate brand awareness
SUCCESS