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THE ASK…
THE COFFEE HOUSE EXPERIENCE
ROAD RACE
CODE RACE
LIVEPASS
MOBILE APP
“SPY HUNTER” GAME
ON TOURPOWERED BY
THE COFFEE HOUSE EXPERIENCE
• Limited to 50 each night• Offered as a package upgrade where tickets are sold,
but do NOT include a ticket. • Happens pre show and includes a Q&A , Photo and, if
possible, acoustic performance• Images can be viewed and shared via email and social
Pepsi to add a recognizable presence by bringing in Starbucks beverages to brand the whole experience.
• Pepsi will retain exclusive product rights for 12 months of the Coffee House Experience
• We will recreate a traveling environment that reflects Starbuck’s design sensibility for fans to experience the “third place”
• Fans will receive a “Starbucks Coffee Pack” (details TBD) with every Coffee House purchase
• We will integrate Starbucks bottled product into the live experience and video game
• We will commit to using Starbucks bottled product / coupons as rewards for HH Point redemption
POWERED BY
ROAD RACE
• Pepsi to become the official channel for Road Race info and integrate product and branding into the fan experience.
• Use branded pepsi cans w an instructional hang tag or on pack printing as clue / prize
• Prize pack would include Pepsi merchandise and co-branded, limited edition items for fans
• Hunter will also RT related posts from @pepsi
• @hhroadguy to tag @pepsi in all road race fan correspondence and RT any race related posts from @pepsi
• Integrate image based mktg campaign through PONGR to unlock alternate prizes
POWERED BY
CODE RACE
• Pepsi to power the tour branded digital program for fan engagement + prizing
• Pepsi to become the official channel for Road Race info and integrate product and branding into the digital experience.
• Unlock Pre-Sale Codes, Discount Coupons & Exclusive Content powered by Pepsi
• Provide social media promotion across all relevant channels announcing
• Digital prize pack(s) to include co-branded assets and limited edition badges / avatars and banners
• Hunter to RT related posts from @pepsi
• @hhroadguy to tag @pepsi in all road race fan correspondence and RT any race related posts from @pepsi
• Auto-Follow @hunterhayes, @hhroadguy, @pepsi
• Earn HH Points redeemable towards exclusive items, content and experiences
• Built in SHARE functionality and messagingPOWERED BY
LIVEPASS
POWERED BY
Pepsi to provide touchscreen enabled “LIKE” machine for sampling, share and prizing
Work w WMN to design and produce co-branded merch item or updated HH App to utilize NFC / RFID check in capabilities
Work w WMN to develop exclusive content for LivePass members
Work w WMN to produce the LivePass custom microsite
Dedicate budget, specific marketing assets and social messaging to drive awareness for LivePass and LIKE machine
MOBILE APP
• Feature Pepsi on all in app branding
• Develop Pepsi specific trivia
• Direct Message Pepsi / Hunter Promo details
• Offer Pepsi discount coupons
• Integrate Pepsi branding / product into in-app game
• Develop Pepsi branded photo frame(s)
POWERED BY
VIDEO GAME
POWERED BY
• Pepsi will approve product / image integration into billboards, storefront and character play
• Pepsi prize packs and bonus points available for in game play
• Work w WMN interactive to develop game, rewards and prizing
Proposed Creative Aesthetic for ”Spy Hunter”
Physical ActivationPEPSI ARCADE:
• (2) 10x10 in venue footprints featuring Pac-Man / Frogger / Donkey Kong games, revamped to integrate Pepsi into the play
• “SPY HUNTER” driving game themed to an HH storyline with partner billboards and product.
GREEN SCREEN PHOTO BOOTH:
• Mix of Props, Hats and HH / PEPSI branding available for photo booth pictures across multiple backgrounds
• Social share activation during pre-print preview and feed to in venue screens pre and post show
• On site printer available with branded frames
ON TOUR
POWERED BY
PACKAGE ADDENDUMS
THE COFFEE HOUSE EXPERIENCE
ROAD RACE
CODE RACE
LIVEPASS
VIDEO GAME
MISSION : CONTROL
POWERED BY
THE COFFEE HOUSE EXPERIENCE INCLUDES:
•Coffee House Bundle (HH branded Mug, Poster, T Shirt, Laminate)
•VIP Upgrade – enjoy coffee with Hunter before the show
• Meet & Greet
• Acoustic Performance / Q&A
• Photo
• ONSITE
• Printout w/ Branded Frame
• ONLINE:
• Branded Photo Frame w/ Instant Social Share
• Coffee House Gallery w/ #HHCoffeeHouse
THE COFFEE HOUSE EXPERIENCE
POWERED BY
ROAD RACE
• HH Road Guy shares the location based clue via a push notification to app users, followed by a message to twitter
• The first fan to find the key and share the picture is declared the winner and receives a ticket upgrade and meet & greet during the coffee house experience
• Online clues will lead to digital locations for digital prize packs
THE ROAD RACE INCLUDES:
• In venue / online scavenger hunt
• First clues pushed directly to mobile community via official app
• Follow up clues on twitter
• Winner receives:
• Meet & greet + VIP ticket upgrade + HH Points
• Merchandise discount + exclusive item
• Featured image on “Winner’s Circle” gallery and badges for social
POWERED BY
CODE RACE
• Brand / Partner program designed for fan engagement + prizing
• Unlock Pre-Sale Codes, Discount Coupons & Exclusive Content
• Auto-Follow @hunterhayes, @hhroadguy, @pepsi
• Earn HH Points redeemable towards exclusive items, content and experiences
• Co-branded activation page with unique call to action opportunity
• Built in SHARE functionality and messaging
HH CODE RACE INCLUDES:
LIVE PASS
THE LIVE PASS INCLUDES:
• Pre sold online for fans to register Facebook profile, earn points online (video game / mobile app / social activity)
• “Check In” Enabled for HH Points
• Pepsi “Like” Machine enabled for unlock sampling / prizing / engagement
• Nightly “welcome” video from Hunter
• Live Video + Live Audio
• Exclusive Images from Tour
• Nightly Meet & Greet limited to first 50 to “check in” at PEPSI / LIVEPASS booth
VIDEO GAME
Online
• Fans able to play various level of game throughout the tour cycle
• Single sign aligns with rest of Mission Control attributes (Facebook oAuth)
• Spy Hunter theme – Hunter Hayes is left alone to get his bus to all his various stops on tour
• Has to drive the bus in between stops and avoid obstacles
• Oil slicks, back road bandits, other trucks, etc.
• Fans able to play new levels with each tour stop
• Other Mission Control attributes contribute the point totals in the game
• Grand / Exclusive prizing following the game termination for the top scores
POWERED BY
On-site Installation
Fans able to play various level of game throughout the tour cycle on-site at each stop
• Fans able to post score by entering name and email
• Spy Hunter theme – Hunter Hayes is left alone to get his bus to all his various stops on tour
• Has to drive the bus in between stops and avoid obstacles
• Oil slicks, back road bandits, other trucks, etc.
• Will be a different leader board for on-site activation
• Arcade style on the concourse, brand involvement ideal
VIDEO GAME (continued)
POWERED BY
ON TOUR
Pepsi “Like” Machine.
Fans will be able to:
• LIKE to sample
• SHARE for in-venue / retail coupons
• PLAY one of the touchscreen games for a chance to win
Pepsi prize packs
• Pepsi Matching Game
• Hunter Hayes Trivia
• Image Puzzle
Branded WiFi
Fans will be able to:
• Check In / tag / share for additional HH points
• Take, Tag and Share video and images to socials
• Watch and Listen to a localized “Welcome” message from Hunter
• Unlock discounts / rewards via social gaming
• Purchase Limited-Edition merchandise / experiential packages direct from their seat
• Download / Unlock discount coupons / prizing and special offers at concessions via
the Pepsi portal game
• Browse the web
• WMN will provide deep analytics and reporting on consumer behavioral data, shares, tags and external links
POWERED BY
PEPSI ARCADE
• (2) 10x10 in venue footprints featuring Pac-Man / Frogger / Donkey Kong games, revamped to integrate Pepsi into the play
• “SPY HUNTER” driving game themed to an HH storyline with partner billboards and product.
GREEN SCREEN PHOTO BOOTH:
• Mix of Props, Hats and HH / PEPSI branding available for photo booth pictures across multiple backgrounds
• Social share activation during pre-print preview and feed to in venue screens pre and post show
• On site printer available with branded frames
HH ON TOUR (CONTINUED)
POWERED BY
MISSION : CONTROL
• The HH Points system is designed to encourage repeat fan engagement and reward for activity and social sharing.
Fans accumulate certain levels of points for:
• Mobile App Download
• Venue Check In
• Tag(s) and Mention(s) across social channels
• Completing tasks / levels via social gaming
• Coffee House Check In
• Road Race Winner / Share
• Code Race Winner / Share
• Live Pass Activation
Points can be redeemed for music, merch or exclusive experiences inside of the Redemption SILO in Mission : Control.
WMN will facilitate all SILO redemption pick, pack & ship and customer service
POWERED BY