Melt Internship Capstone

PowerPoint Presentation

CAPSTONE PROJECTSUMMER 2016TEAM MATT

SPORTSCENTER SPONSORSHIP

AGENDAObjectives Best In Class ExamplePopeyes Brand OverviewOur Big Idea


OBJECTIVESPull key learnings from our best-in-class sponsorship exampleUnderstand the Popeyes brand and their target audienceDecide on the future of the Popeyes Bahamas BowlIntroduce a sponsorship opportunity in the sports marketing industryCreate a holistic campaign for Popeyes to launch in the new spaceProve that our sponsorship plan is perfect for Popeyes to pursue


BEST-IN-CLASS EXAMPLE: CHOBANIFounded in 2005Top-selling yogurt brand in the USASpecializes in making Greek-style yogurtHigher protein content than regular yogurtIdeal for fueling athletes



CHOBANIS 2012 OLYMPIC SPONSORSHIPNaturally Powered Campaign#ChobaniPowered Social ConversationInaugural year with the OlympicsAgreement good until 2020

The Chobani story is an Olympic story our story proves that the American dream is alive and well. If you believe in something, work hard and never give up, anything is possible.- Hamdi Ulukaya, Founder & CEO


TOP COMMERCIAL FOR THE 2012 GAMES


TOP COMMERCIAL FOR THE 2012 GAMES


PRODUCT PACKAGING


TEAM CHOBANI

6 athletes were chosen to be the faces of Chobanis Naturally Powered campaignAdded credibility and desireability to the brandEstablished Chobani with both fans and athletes alike


TEAM CHOBANI

ALEX MORGANWOMENS SOCCER


CHOBANIS SOCIAL FOLLOWING


FACEBOOK: EXAMPLE POSTS

Purpose: Inform & Share


TWITTER: EXAMPLE POSTS

Purpose: Interact


INSTAGRAM: EXAMPLE POSTS

Purpose: Attract & Drive Purchase


SOCIAL MEDIA: SUMMARY

Source: AddThis.com

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OOH: BILLBOARD


Pushing interaction on main social media platforms

Vivid product descriptions to engage and entice consumersDIGITAL: EMAIL & BANNER ADSPurpose:Create Conversation


SAMPLING ACTIVATION: POP-UPS IN MAJOR MARKETS

100 days before the London Games Free samples of a variety of flavorsOlympic-themed yogurt packagingNaturally Powering Team USAMedia coverage

Times Square


SAMPLING ACTIVATION:OLYMPIC TRY-OUT FACILITIESNation-wide tour to various try-out centersFree samples to Olympic contestantsIncreased brand loyalty among athletes


ON-SITE ACTIVATION:ATHLETE HOUSE IN LONDON

Available the entire OlympicsCooler filled with different Greek-yogurt flavorsAvailable to all Team USA athletesTeam Chobani


KEY TAKEAWAYS Chobani wasnt an Olympics title sponsor, but still produced best-in-class sponsorship packageBrand size doesnt matter in the world of experiential marketing anyone can make an impact on consumers


Using Chobanis 2012 Olympic sponsorship as a standard, we plan to create a sponsorship for Popeyes, which raises brand awareness and aligns with their target audiences interests.


BRAND OVERVIEWFounded in New Orleans, Louisiana in 19722,600+ locations worldwideKnown for their famous fried chicken, seafood, and biscuitsRooted in their soulful, authentic Louisiana tradition


MEET ANNIE

The Chicken QueenFace of PopeyesEnthusiastic about Louisiana cooking Always focused on the foodConnects with customers through a shared love for PopeyesSpeaks in 1st person to establish ownership and credibility


INSIDE A POPEYES


POPEYES SOCIAL FOLLOWING

703,490Likes29.5KFollowers 68.3KFollowers


CONSUMER DEMOGRAPHICS

Shared Values:FamilyCamaraderieSavoring LifeCelebrationCreativePassion for FoodMAJORITY MALE


THE IDEA


COLLEGE BASKETBALL FAN DEMOGRAPHICSDemographic statistics from Nielsen & Statista Approx. 24.3M fans

Attributes:Community MindedInspirationalPassion for the GameTeam SpiritMAJORITY MALE


COMPETITION: CHICKEN QSRs

Chick-fil-A dominates college footballChick-fil-A Kick Off GameChick-fil-A Peach BowlChick-fil-A Fan Experience at the College Football Hall of Fame




POPEYES HowDoYouDunk CAMPAIGN


POPEYES HowDoYouDunk CAMPAIGN OVERVIEW


3.4MLikes6.6MFollowers 29.2MFollowers SPORTSCENTER SPONSORSHIPSocial Media Overview


BROADCAST TALENT OPTIONS

Jay Bilas1.32M Twitter FollowersSports Illustrated Twitter 100Played and was an Assistant Coach at DukeJoined ESPN in 1995Nominated for an Emmy in 2007 and 2008

Jay Harris141K Twitter Followers

Scott Van Pelt1.06M Twitter Followers



POPEYES DUNK OF THE WEEKHow it worksBest college dunk is selectedAnnounced during Saturday night prime time on SportsCenterDuration: Mens regular college seasonMid November Early March15 weeks = 15 picksRecommended announcer: Jay Bilas



POPEYES DUNK OF THE WEEK: WEEK-AT-A-GLANCEMTWTRFSATSUN



POPEYES HowDoYouDunk CAMPAIGN OVERVIEW


SLAM DUNK COMBO BOX3 Popeyes dunkable saucesThe Slam Dunk Combo Box 3 Chicken Tenders3 Popeyes dunkable saucesCajun FriesBiscuitAvailable during March


POPEYES DUNKABLE SAUCES

REVERSE-DUNKRANCH

BALLINBBQMARCH MADNESSMUSTARD


SLAM DUNK COMBO BOX


WINDOW AD


MENU DESIGN


#HowDoYouDunk SWEEPSFree trip for 2 to the College Slam Dunk Contest24 Grand Prize winnersAirfareHotel roomCourtside seatingPopeyes Dunk of the Year announcementHow to EnterSubmit a 10 15 second video of you dunking your Popeyes chicken into your favorite Slam Dunk SauceVisit www.howdoyoudunk.com



FACEBOOK: EXAMPLE POST


TWITTER: EXAMPLE POSTS


INSTAGRAM: EXAMPLE POSTS

MAR 17-24


SWEEPSTAKES WINNER: EXAMPLE

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POPEYES DUNK OF THE YEARBest dunk of the seasonContest between Popeyes Dunk of the Week picksVoting: FB/Twitter pollsJay Bilas announces winner at the College Slam Dunk Contest 24 of the best collegiate dunkers showcasing their skillsThursday night of Final Four weekendBroadcast by ESPN


POPEYES POP-UP SURPRISEFree sampling for studentsAt the schools of Popeyes Dunk of the Week winnersOn-campusSlam Dunk Combo giveawaySurprise and DelightEncourage students to:Watch the College Slam Dunk ContestVote for their favorite dunk to win Popeyes Dunk of the Year contest


POPEYES POP-UP SURPRISE FLYERS


COLLEGE SLAM DUNK CONTESTBeforeWaze Flyers in hotel rooms

On-siteFan experiencePopeyes Dunk of the Year winner announced by Jay BilasCollege Slam Dunk contest live streamed on Popeyes Facebook and Twitter


TRANSPORTATION USING WAZEOn Waze, Annies voice will be used by default in the Phoenix area:Iconic voiceDirections to arenaPopeyes nearbyPromote Slam Dunk Combo


ON-SITE ACTIVATION


ACTIVATION ELEMENTS: BONAFIDE SCENT FAN


ACTIVATION ELEMENTS: SLAM DUNK SAUCE HOOPS


ACTIVATION ELEMENTS: PLAYER PHOTO-OP


ACTIVATION ELEMENTS: PREMIUMS


AT THE COLLEGE SLAM DUNK CONTEST

and the winner of the Popeyes Dunk of the Year contest is

JAKE TAYLOR!!


The Popeyes How Do You Dunk? campaign will reach their target audience through relevant college basketball conversation via broadcast, social media, and activation vehicles to increase brand awareness November through March.


Popeyes consumers now have a chance to become a part of the college basketball frenzy, dunking their tenders as they follow the best dunks of the season.

How do you dunk?


Melt Internship Capstone

Marketing

Transcript of Melt Internship Capstone