THE KEYS TO THE CITY 2010 FORD FIESTA WEST COAST TOUR

PREPARED FOR FORDBY TAOW MODERN MARKETING

N AT I O N A L PA R T N E R

THE KEYS TO THE CITY – POP-UP SHOP series was a multi-sensory

marketing approach to launch the all new 2011 Ford Fiesta. TAOW conceived, built,

and executed a series of 4 pop-up shops to grow the experience between the Ford

brand and product with consumers.

The pop-up shops (briefly rented retail space) acted as cultural hubs, reflecting

urban passions and city style. Consumers explored the Fiesta in this controlled

environment that targeted city-dwelling 25-35 year olds. Local culture was leveraged

to garner consumer trust and intrigue, while partnerships and collaborations

enhanced its authenticity, providing local connections and iconic clout. Traffic

driving components such as incentives, concerts, and contests encouraged young

urbanites to visit each pop-up shop.

MEGAN BASSETACCOUNT DIRECTOR

Marketing Coordinator Catie Charnock

Team Manager Micah Henderson

Lifestyle marketer Meryl Meyer

Lifestyle marketer Mijken May

Lifestyle marketer Elizabeth Bilotta

CEO/FOUNDER B. Scott Taylor

PRESIDENT Jeff Guettler

CREATIVE DIRECTOR Matthew Moss

ART DIRECTOR Jake Hollomon

SENIOR DESIGNER/CREATIVE MANAGER Gus Nicklos

PRODUCTION MANAGER Kate Stevens

ACCOUNT MANAGER Marti Zimmerman

ACCOUNT ASSISATANT Jordan Bergstrom

PHOTOGRAPAHY PORTLAND/SEATTLE Tim Soter

PHOTOGRAPAHY BERKELEY Rebecca Finch

STREET ARTIST Gage Hamilton

SPIN.COM/MERCH

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spin merch store.indd 1 8/23/10 10:13 AM

N AT I O N A L PA R T N E R

POP UP SHOP KEY MARKETS + DATES

NORTHWEST

PORTLAND JULY 15TH - AUGUST 10TH, 2010

SEATTLE SEPTEMBER 1ST -19TH, 2010

SAN JOSE AUGUST 13TH -22ND, 2010

BERKELEY SEPTEMBER 30TH – OCTOBER 10TH, 2010

BAY AREA

RESULTS

350+LOCAL PARTNERS

PORTLAND

SEATTLE

8,400 VISITS TO POP-UP SHOPS (APPROX)

55,000 FIESTA BRANDED CITY GUIDES DISTRIBUTED TO DATE (APPROX )

7,920 FIESTA BRANDED JONES SODAS DISTRIBUTED

BAY AREA

40+FIESTA PHOTO SHOOTS

WITH TASTEMAKERSTO ACTIVATE LOCAL PARTNERSHIPS & DRIVE TRAFFIC

RESULTS

11 MINUTE “FIESTA” CONVERSATIONS AVERAGED

16 BANDS PLAYED THE FIESTA LOUNGE

49 TOTAL DAYS POP-UP SHOPS WERE OPEN

TAOW was tasked with creating a grassroots experiential

program to support the launch of the new 2011 Ford Fiesta.

The target demographic – the millennial consumer – consists

of urban dwellers and young buyers. Few have figured out

how to get face-to-face with this overstimulated generation.

How do you get a consumer group known as “unreachable” to

physically engage with the product and in a meaningful way?

CONCEPT + STRATEGY

Traditionally, grassroots auto launches consist of a vehicle display and product specialists positioned

at events, festivals and other outdoor venues, intercepting potential future customers. Taking into

consideration how the millennial consumer absorbs information and makes buying decisions,

TAOW felt there were too many barriers with this demographic and that a more refined strategy

was required. We felt trust was needed before a meaningful experience could be had with this

demographic. Our decision was to create an environment that celebrated their lifestyles and allowed

them to discover how the Fiesta would fit into said lifestyles. We needed an environment where

young buyers felt comfortable, while maintaining an authentic offering, and be accepted.

The markets that hosted TAOW’s experiential program were progressive urban cities, rich

with unique local culture; Seattle, Portland, and the Bay Area. These markets have a thriving

independent culture of restaurants, cafés, shopping, and music. Local brands and tastemakers drive

the local landscape and city style.

TAOW considered the cultures and trends of each market and tasked ourselves with the following:

How do we integrate with local culture? How do we get tastemakers to endorse the Fiesta product?

How can we leverage existing social and consumer networks in each market to drive acceptance of,

and interaction with, the Fiesta?

The solution: a merger of local culture and Ford Fiesta branding, aimed at the targeted lifestyle, housed in the local community, and incubated in a controlled environment called a pop-up shop (or cultural hub).

TAOW produced a series of pop-up shops that celebrated city dwelling and local culture. For a

limited time, rented retail space was transformed into a cultural hub. Located in popular urban

shopping districts, these pop-up shops attracted young urbanites and offered what they crave:

live music, shopping, promotions, and a place to chill out, all under the backdrop and branding

of the Ford Fiesta. Most importantly, they were able to experience firsthand how the Fiesta fit

their urban lifestyle.

A multitude of national and community business partnerships were created to build the connection

to the local culture in each market. One key component was the Urban Navigator – city pocket

guide. This guide mapped out the best restaurants, cafes, boutiques, and more, connecting the Keys

to The City series and Ford Fiesta messaging with over 350 local businesses.

TAOW feels this method of introducing a new product reflects a new wave of the car buying

process for these young consumers. The education and product experience provided could be

developed further, allowing for a customer to be pre-educated before making the final dealer visit. If

such a consumer completes the entire experience, this customer could earn special privileges when

entering the dealership, and be given the ability to be accelerated straight into the buying process.

CONCEPT + STRATEGY

CREATING THE SPACE site selection, build out, & design of each pop-up shop

LIFESTYLE MARKETERS uphold lifestyle messages and make real connections

MARKETING + PARTNERS pre-promotion, events and partnerships

LOCAL CULTURE INTEGRATION leverage partnerships to gain local authenticity

MUSIC // THE FIESTA LOUNGE SPIN magazine, Gimme the Gig, local bands

CONSUMER FEEDBACK reactions and feedback on Fiesta and marketing concept

POP-UP SHOPS AT A GLANCE per city highlights and metrics

THE KEYS TO THE CITY POP-UP SHOP ELEMENTS

CREATING THE SPACE (site selection, build out, & design of each pop-up shop)

TAOW directed and managed all aspects of the site, including scouting, selecting and securing the locations, managing contracts, construction and fabrication of the in-store retrofit. This also included design, installation, permitting, insurance and local crew sourcing direction and management.

Each pop-up shop was designed to mirror and welcome urban youth culture and style. The elements used combined modern street art, photography and sleek designer lounge furniture. To complete the space, custom temporary retail fixtures were designed for apparel and accessory showcases with local well known clothing stores. Finally, a lounge area was added with custom build Apple computer bar, inviting guests to surf and browse which brought together a relaxed and engaging space, allowing the team to engage with the demographic.

A modern photo booth equipped with a fisheye lens captured candid photos of pop-up shop goers. Photo backgrounds featured the Fiesta amongst urban styling and Ford branding. Over 1,200 photos were taken. Photos were automatically uploaded to a promotional website and had capabilities to be immediately attached to personal profiles on online social networking sites such as Facebook.

LIFESTYLE MARKETERS (uphold lifestyle messages and make real connections)

Personality and interest are the basis of social interactions. A team of lifestyle marketing specialists were hand picked to represent Ford in the Keys To The City – Pop-Up Shop Series. This team leveraged their interpersonal savvy, life and social experience, plus personal style to connect with consumers. The lifestyle team generated con-versations about city living and urban culture, while leading consum-ers through an exploration of the 2011 Ford Fiesta.

Consumer connections with ambassadors averaged 11 minutes. When able to utilize lifestyle conversation, duration is naturally maximized and equates to more exposure to both Ford and Fiesta.

MARKETING + PARTNERS (pre-promotion, events and partnerships)

Marketing efforts began in each pop-up market up to one month prior to opening. Live presence in each market began one week before each pop-up opening. To market each pop-up shop and ensure that both natural and destination foot traffic were maximized, multiple marketing platforms were utilized. Traditional forms such as posters and flyers were made and distributed. Local culture was leveraged and many partnerships were formed.

*see Partnerships & Local Integration for further marketing support examples.

A custom website (thefiestalounge.com) was created to showcase photo booth photos taken by consumers at each pop-up shop. This site uploaded (real-time) photos. Consumers visited the site to view and retrieve photos. The participation on the site was a huge success! Website (thefiestalounge.com) generated the following results: Total hits: 1,133,499Total picture views: 33,892Average photo views: 4Downloaded images: 4,292Average time spent on site: 4:57Facebook links: 244

PARTNERSThe Keys To The City – series partnered with lifestyle brands to relate to and intrigue urbanites. The campaign was enhanced through partnerships that provided resources, product, and promotional outreach. These partnerships not only created a robust consumer experience, but the project was made more cost-effective as well.

NATIONAL PARTNERS

JONES SODA – 7,500 distributed (approx) - Provided promotional product featuring custom

Ford Fiesta branded labels- Plugged Ford Fiesta on Facebook and drove

traffic to pop-up shops via promotions

SPIN Magazine – 3,000 (approx) Free magazines distributed

- Integrated iconic music culture and credibility- Incentivized participating bands with in-

magazine coverage - Provided free magazines and subscriptions

LOCAL CULTURE INTEGRATION (leverage partnerships to gain local authenticity)

To ensure each pop-up shop was embraced by the local culture of each market, outreach and integration served as the catalyst for pre-promotion. The following three examples illustrate how the Keys to The City – Series connected with each local community.

#1 URBAN NAVIGATORPocket guide to city living, showcasing the local hotspots.

350+ local businesses were featured (sponsored by Ford) in limited edition pocket guides created for Portland, Seattle, and the Bay Area (3 total). Guides featured Fiesta branding. Once produced, over 75 hotspots in each market dis-tributed this pocket guide. Over 70,000 guides were distributed.

This outlet offered a unique purpose to connect with local culture and generated word of mouth marketing in each market. Businesses organically became Fiesta/Ford advocates and increased awareness of the pop-up shops.

#2 PHOTOSHOOT + KEYS TO THE CITY – BOOKS

65 local businesses and tastemakers participated in The Keys to the City photo shoot, which resulted in custom books and art, featured in each pop-up shop. Ford Fiesta was associated with locally relevant icons in each market.

The custom Keys to The City books were located in the Fiesta Lounge within each pop-up shop. Consumers lounged and dwelled while flipping through these books.

#3 INSTALATIONS IN POP-UP SHOP

To bring themes like shopping and music to life in each pop-up, partners were made tangible through installations. Diorama-like displays featured clothing and accessories that resonated with the core demo. In select pop-up shops consumers were able to buy popular urban fashion brands.

KEY LOCAL PARTNERSSelect local businesses collaborated at great lengths to capture the goal of a multi-sensory experience.

Guerilla Café // Café (Berkeley CA) - Promoted events at the pop-up shop

- Drove traffic to pop-up shop by honoring 33 free

coffee vouchers to pop-up attendees.

EVO // Retail - Clothing/Art/Skate/Snow (Seattle, WA) - Showcased urban lifestyle fashion in the pop-up shop

- Offered 10% off coupon to pop-up shop attendees

- Marketed the pop-up shop on Facebook and blog

- Promoted events at the pop-up shop

- Introduced additional partners and advocates

Convert // Retail – Clothing (Berkeley CA) - Curated the pop-up shop, offering urban lifestyle clothing for sale

- Promoted events at the pop-up shop

- Offered free gift with purchase to 55 pop-up shop attendees

Sticks & Stones // Brand - Art/Jewelry/Music (Portland, OR) - Collaborated to create VIP events

- Responsible for driving traffic of over 1000 attendees

- Marketed the pop-up shop on Facebook, posters, and flyers

Local 35 // Retail - Clothing (Portland, OR) - Curated the pop-up shop, offering urban lifestyle clothing for sale

- Marketed the pop-up shop on Facebook, blog, posters, and flyers

- Externally promoted sale of limited edition clothing and drove

traffic to pop-up shop

MUSIC // THE FIESTA LOUNGE(SPIN magazine, Gimmie the Gig, local bands)

Music was the major theme integrated into the pop-up shops. The Fiesta Lounge was a designated space within each pop-up shop that celebrated music and lounging. Every week indie bands played intimate shows. 16 shows in total were hosted. These shows increased traffic to the pop-up shops by 1000 (approximately).

The following bands played at the Fiesta Lounge. (ESTIMATED ATTENDANCE IS

REFERENCED PER SHOW).

PORTLAND, OREGON 1776 - Indie Rock (75)The Ravishers - Indie Rock (40) The Hugs - Garage/Pop/Rock (50) Vanimal - New Wave (100)

SEATTLE, WASHINGTONPerry Acker - Pop/Rock (80)Boomzilla - Electronic (25) Carsen Henley - Rock/Pop (30)Stereo Sons - Indie Rock (30)The Murdochs - Indie Rock (30) Joe Black - Hip Hop (20)Brian Orton - Indie Folk (15)

BERKELEY, CALIFORNIAFinding Jupiter - Indie Rock (30)Kelly Love - Reggae (30)

SAN JOSE, CALIFORNIA ATTENDANCE COULD NOT BE DETERMINED DUE TO STAGING WITHIN POPULATED PUBLIC COMMON AREA

Brook & River - Acoustic Folk (N/A)Troy Joseph Curtis - Alternative/Pop (N/A)Roosevelt Radio - Alternative/Rock (N/A)

SPIN Magazine partnered with The Keys to The City - series. SPIN offered iconic music culture and credibility. This partnership enticed more established indie rock bands to play at the pop-up shops SPIN incentivized, offering in-magazine coverage on select bands, free magazines, and subscriptions. Over 3,000 SPIN Magazines were given to show goers and pop-up attendees.

Gimmie the Gig – Ford’s parallel social media campaign provided band sourcing support, social and viral on-line marketing, and offered grandfathered partnerships such as Gibson Guitars and Fatboy.

CONSUMER FEEDBACK KEYS TO THE CITY // POP-UP SHOP

The spaciousness of the hatchbacks.

“Feels so much bigger than it looks”

One mother commented that she was amazed that while she shoppd Local 35 (Portland) and her children pretended to drive the Fiesta, she

couldn’t hear their squeals at all, she was delighted by how solid the

sound insulation was.

Excited by the fact that the Fiesta is a perfect city car with its fuel efficiency but still has the spaciousness that allows for weekend getaways to the coast.

“I am really excited how personable Ford has become and how great it is that Ford is showing interest in local culture and community.“

“I’m happy to see an American made, fuel efficient car with a modern design.”“I grew up in Detroit (a place where 25% of the population was Ford employed), I am very excited to see how far the Fiesta has come, even in regards to the Focus. I’m surprised by the overall design & sportiness of the car. I’m also glad to see that Ford is getting aggressive with marketing/advertising. I didn’t expect them to take it so local, I’ll deffinitely be attending some of the upcoming promotions.” “I’ve already made up my mind to purchase a Fiesta, I came here to decide whether I like the Lime Squeeze or the (Hot) Magenta better.” She then proceeded to climb around in both of the cars to make her final decision.

“We saw the Fiesta at a car show, however they were on rotating pedestals and unavailable for exploration. We are excited to actually see the interior and under the hood of this sexy new set of wheels.”

“I dig this concept. Instead of watching a commercial on the television I’m actually experiencing this in person, very hands on. And I’m walking away with a free soda, and smiling!”

“I moved here from the Netherlands and it’s good to see the Fiesta in the US, my wife’s next car is this car. I wish the Fiesta was this reasonably priced when I lived in Europe.”

“I’m taken aback by the vibrancy of these new cars!”

“Yeah, sure I’ll take a soda, but to be honest I’m just interested in the Fiesta, tell me more about it.”

“Wait, what does it start at? $13,500??! . Honestly I think I just found my nieces first car, I’ve been wanting to buy her a car for college and this will be a great fit.”

One child said “Daddy I want to go back to Santana Row so we can test drive the Fiesta, it was so cool!” The Father then said, “we’ll be back tomorrow with our whole family to test drive it again if that’s okay”, our reply was “yes of course!”

“So if we test drive a car here in San Jose are we still allowed to test drive the car in Seattle?”

“Oh I saw this car on TV, it is so cool looking”

“I read about this car the other day, (opens door and sits in the driver seat), wow this is REALLY nice, tell me more about it.”

“This is the Fiesta Lounge that Caroline and Kelly were at last night... they said the band that played was really good, who’s playing tonight?”

“This is really awesome! Can I come back with my friends?”

“Oh my gosh this place just gets cooler and cooler!”

“Wait... I get to test drive a dope ride AND they give me $50 bucks...where do we sign up?!”

“Oh cool! We should bring all our friends here and take pictures with the car!”

“Let’s get all our friends to sign up and then we can take a fun day trip to test drive a Fiesta!”

“I feel like this place is a hidden gem, I’ve always wanted a place I could go to and just hang out like this, this is amazing.”

“I just heard from a friend that this whole thing is an advertisement for the Ford Fiesta’s. That’s amazing. Kudos!”

“I was in a shop down the street and everyone was telling me about this place. I am glad I took their advice and stopped by!”

“My husband found this place earlier and sent me over. We are looking for a new car and this would be perfect for our family. I am so glad he stumbled upon this.”

“I would love to take a picture with my kids in front of the car. The Fiesta was actually my very first car. It’s nice to see that they have come back to the states.”

“I’ve been really interested to check out this car ever since I saw the ads saying it was arriving in the US. I’m from Germany and always loved the look of the Fiesta, but it’s never been in my price range until now.”

“This is very well laid out, I’ve been very interested to see the Fiesta. Now if they could only make it with a convertible.”

“How imaginative! I’m very pleasantly surprised to see Ford doing something so hip and innovative.”

“This is great, I’m very interested in buying a Fiesta! It’s refreshing to be able to check out the car in a hands on environment without the usual pressure of a dealership.”

PORTLAND POP-UP SHOP AT A GLANCEJULY 15TH - AUGUST 10TH, 2010

WHEREMusic Millennium - iconic former record store801 NW 23rd Ave. Portland, OR

ANALYTICSTotal store traffic: 3,000 (estimated)Total iPad/iTouch leads: 93

FIESTA LOUNGE PERFORMANCES (ATTENDANCE)1776 - Indie Rock ........................................(75)The Ravishers - Indie Rock ............................(40)The Hugs - Garage/Pop/Rock ..........................(50)Vanimal - New Wave ......................................(100)Closing Party with live DJ ..............................(30)Kevin Carroll Book n’ Beats ...........................(25)

SPECIAL EVENTS + PROMOTIONSSticks n’ Stones Party ....................................(300)Local independent jewelry company threw a party at the Fiesta Lounge and brought a crowd of 300 urbanite hipsters who rocked out to three different bands and two DJ’s.

First Thursday @ Lizard Lounge ......................(500)The Fiesta team collaborated with Lizard Lounge to take advantage of the foot traffic of Portland’s iconic First Thursday art walk celebration held in the city’s Pearl District. Lizard Lounge regularly draws 500 people. The team offered a Fiesta shuttle service to anywhere in the gallery district and signed people up for test drives.

The Fiesta Box Office was set up in the neighboring storefront and became the place to pick up concert tickets and vouchers for Fiesta taxi rides. This venue, directly off the street, became a safe and welcoming introduction to the pop-up itself and served to boost overall traffic.

PARTNERSWidmer Brewing - donated several cases of beer for our Friday live music events.

Lizard Lounge - promoted the pop up shop to their large established customer base inside of their shop and through social media outlets.

Local 35 - a local independent business, transformed a portion of the Pop up shop into a retail store that sold items that catered to the Fiesta’s targeted audience. In addition they offered sales to bring in more foot traffic on slower days and promoted the space on a daily basis through their established social media outlets.

Sticks n’ Stones - a group of local tastemakers that make innovative wooden and metal jewelry promoted the shop through flyers and social media. In addition they threw a very successful party at the Pop Up shop in order to show hundreds of their devoted clients how the Fiesta can fit into their very hip and active lifestyle.

AMNESIA BREWING COMPANY

ATMOSPHERE CLOTHING

BACKSPACE

BAKERY BAR

BARA SUSHI HOUSE

BARISTA

BEAKER & FLASK

BEAST

BEAUTY BAR

BISHOPS BARBERSHOP

BIWA

BLACKBIRD TATTOO

BLEUET- A BOUTIQUE YOGURT

BLUSH BEAUTY BAR

BUNK SANDWICHES

CACAO

CAFFÉ ALLORA

CANOE

CASA DEL MATADOR

CASA NARANJA

CHAPTER FOUR

CREMA BAKERY

CROSSROADS TRADING CO

CROW BAR

CUPCAKE JONES

DESTROY

DIG

DOUG FIR LOUNGE

EAST BURN

ELECTRIC COBRA TATTOO CLUB

EXIT REAL WORLD

FLOATING WORLD COMICS

FROCK

GOLD DUST MERIDIAN

GOTHAM TAVERN

GRAVY

HALO SHOES

HERBIVORE CLOTHING

HIP

HIVE

HOLOCENE

JUPITER HOTEL

JUST BE COMPLEX/COMPOUND

LIZARD LOUNGE

LOCAL 35

ADDITIONAL LOCAL PARTNERSTHE KEYS TO THE CITY – URBAN GUIDE

LOVEJOY BAKERY

LUX LIGHTING

MISSING LINK TOYS

MOLOKO PLUS

MUSIC MILLENIUM

NAKED CITY

NIGHTLIGHT LOUNGE

ODDBALL TATTOO

OGLE

OH BABY

OLYMPIC PROVISIONS

OPTIC NERVE ARTS

ORANJ STUDIO

PED X SHOES

PIN ME UP APPAREL

POK POK RESTAURANT

POP UP SHOPPE

POR QUE NO TAQUERIA

PROST!

ROTTURE

SCAPEGOAT TATTOO

SCREEN DOOR

SECRET SOCIETY

SIAM SOCIETY

SKELETON KEY TATTOO

SOLE

SOMEDAY LOUNGE

STICKS AND STONES

STUMPTOWN COFFEE

SWEET PEA BAKING CO.

TENDER LOVING EMPIRE

THATCH TIKI BAR

THE BYE & BYE

THE PARLOUR SALON

THE PRESS CLUB

TIGER TIGER SALON

TIGERLILLY TATTOO

TORO BRAVO

UPPER PLAYGROUND

KEN’S ARTISAN PIZZA

LE PIGEON

VICTORY BAR

VISAGE EYEWEAR

YAKUZA LOUNGE

SEATTLE POP-UP SHOP AT A GLANCESEPTEMBER 1ST - 19TH, 2010

WHERECellophane Square - iconic former record store4538 University Way Northeast, Seattle, WA

ANALYTICSTotal store traffic: 1,955 (estimated)Total iPad/Touch leads: 137

FIESTA LOUNGE PERFORMANCES (ATTENDANCE)Perry Acker - Pop/Rock ..................................(80)Boomzilla - Electronic ...................................(25)Carsen Henley - Rock/Pop .............................(30)Stereo Sons - Indie Rock ...............................(30)The Murdochs - Indie Rock ............................(30)Joe Black - Hip Hop ......................................(20)Brian Orton - Indie Folk .................................(15)

DAILY PROMOTIONSPhoto booth contests for large prizes offered by local and national partners.

Fiesta team distributes promotional flyers and Unscene Guides throughout the city in the Ford Fiestas.

Punch cards were created for local independent coffee shop Grinders Café to distribute to their customers. The customers would then visit the Fiesta Lounge to get their cards stamped to redeem $3 off an item and the Café, thus allowing us to share their foot traffic and send repeat business back to the partner.

PARTNERSMoksha - created a retail installation in a portion of the pop-up shop.

Retrofit Home - created a retail installation in a portion of the pop-up shop and participated in a promotional photo shoot with the Ford Fiesta.

Clutch - created a retail installation in a portion of the pop-up shop and participated in a promotional photo shoot with the Ford Fiesta.

Sneakery - created a retail installation in a portion of the pop-up shop and participated in a promotional photo shoot with the Ford Fiesta.

Grinders Café - distributed punch cards sending customers to the pop-up shop.

Pop Chips - donated twenty plus cases of Pop Chips for the team to distribute to customers entering the Pop-Up shop and they lent two Fatboy Bean bags resembling a bag of Pop Chips for customers to lounge upon. They ran a photo booth contest where the winner would receive a year’s supply of Pop Chips. In addition they promoted the Fiesta Lounge through their social media outlets.

Evo - created a retail installation in a portion of the pop-up shop and participated in a promotional photo shoot with the Ford Fiesta. They also offered Fiesta lounge customers a 10% discount to anything in their store. Evo promoted the Fiesta Lounge through their social media outlets and offered up contacts for local donations.

20/20 CYCLE

8 LIMBS

A MANO

ACE HOTEL

ALL ABOARD

AMITA:THE ART OF GI’S

BABALOUISE

BAKERY NOUVEAU

BAL MAR

BANYA 5

BLACKBIRD

CAKESPY SHOP

BROUWERS

CAFÉ PRESSE

CAFFE FIORE

CAFFE VITA

CAMELION DESIGN

CHAPEL

CHARTREUSE

CLUTCH

CUGINI CAFÉ

DINEOE

EASY STREET RECORDS

EVO

FLEURISH: ORCHIDEE

FLYING SQUIRREL PIZZA

FRESH FLOURS

FROCK SHOP

GALACUC BOUUQUE

GOODS

HAVANA

HAZLEWOOD

HIDDEN HAND TAOOO

HIP ZEPHYR

HORSESHOE

IAN

JIVE TIME RECORDS

KARMA MARUNI LOUNGE & BISTRO

KICK IT BOOTS

KIMBERLY BAKER

KINGFISH

KNEE HIGH STOCKING CO.

LA ROUSSE

LAMBS EAR

MAISON LUXE

ADDITIONAL LOCAL PARTNERSTHE KEYS TO THE CITY – URBAN GUIDE

MAYA WHOLE HEALTH STUDIO

MIRO TEA

MISHKA MORRIS LMT

MOLLY MOON ICE CREAM

ODDFELLOWS

OLIVERS TWIST

OOHLAS

PASEO

PETAPOLUZA

POCO WINE ROOM

POPPY

RAIN SHADOW MEATS

REJUVENAUON

RETAIL THERAPY

RETROFIT HOME

SAMBAR

SHOOFLY PIE CO.

SMASH WINE BAR

SONIC BOOM RECORDS

SQUARE ROOM

SWAY & CAKE / TBC

TAVERN LAW

THE BIG PICTURE

THE FINERIE

THE HOT HOUSE

THE INDUSTRY

THE PIN CUSHION

THE SNEAKERY

THE VERA PROJECT

THE WILD ROSE

THEO CHOCOLATE

TOTOKAELO

TOUGO COFFEE

TROPHY CUPCAKES

TUULI

VAIN

VELOCITY ART & DESIGN

VETRI

VOLTERRA

WHIMSY HOME

ZAYDA BUDDYS

BERKELEY POP-UP SHOP AT A GLANCESEPTEMBER 30TH - OCTOBER 10TH, 2010

WHERENear UC Berkely campus1823 4th St Berkeley, CA 94710

ANALYTICSTotal store traffic: 1,245 (estimated)Enter to win + paper leads: 143

FIESTA LOUNGE PERFORMANCES (ATTENDANCE)Finding Jupiter - Indie Rock ..........................(30)Kelly Love - Reggae ......................................(30)

DAILY PROMOTIONSPhoto booth contests - most creative photograph receives a case of Jones soda with their picture on the bottles.

Fiesta team - distributes promotional flyers and San Francisco & Berkeley city guides throughout in the Ford Fiestas

Punch cards - created for two local independent businesses to distribute to their customers. The customers then visited the Fiesta Lounge to get their cards stamped to redeem at the business, thus allowing us to share their foot traffic and send repeat business back to the partner.

PARTNERSTOMS - main artist came to the Pop up shop and designed/personalized customers TOMS shoes

Evarize - created a retail installation in a portion of the Pop up shop and participated in a promotional photo shoot with the Ford Fiesta.

501 Skateboarding - participated in a promotional photo shoot with the Ford Fiesta.

Bows & Arrows - participated in a promotional photo shoot with the Ford Fiesta.

Convert - created a retail installation in a portion of the Pop up shop and participated in promotional photo shoot with the Ford Fiesta. In addition they distributed punch cards to customers sending them to the Fiesta Lounge, where the team would then stamp the cards to be redeemed for a free pair of Happy Socks.

Guerilla Café - created a retail installation in a portion of the Pop up shop and participated in a promotional photo shoot with the Ford Fiesta. In addition they distributed punch cards to customers sending them to the Fiesta Lounge, where the team would then stamp the cards to be redeemed for a free 12oz coffee.

ACCENT ON FLOWERSAMNESIAANDALUAQUA SURF SHOPARLEQUIN CAFÉASQUEW GRILLAXUM CAFÉAZALEABELLJARBERETTABESPOKE CYCLESBIRCHBLACKBIRDBLUE J CAFÉBLUSH!BOOKSMITHBOX DOG BIKESBURGER JOINT CAFE ABIRCAFE COLECAFE DU SOLEILCANDYBARCASTRO TARTSCHILE PIESCITY ART CO-OPCOCO LUXECONFECKONSD-STRUCTUREDELFINADEMADOLORES PARK CAFÉDOMO SUSHIEARTHBODYEL RIOFABRIC8FASHION SLAVEFIDDLESKCKSFIVE AND DIAMONDFLY BARFOREST BOOKSFRINGE SALONFRIJTZGALARIA DE LA RAZAGOORIN BROS. HAT SHOTGREEN CHILE KITCHENGRIND CAFÉHORKCAINSIDE MODERNINTERSECKON FOR THE ARTSJOHN FLUEVOG SHOESJOSEPH ANDRADE FLORALJOY O DESIGNS/STUDIO 3579KIDS ONLYLA BOULANGELE ZINC LIFELILAH BELLA’SLITTLE STAR PIZZALO] 1513LOVED TO DEATH

BAY AREA ADDITIONAL LOCAL PARTNERSTHE KEYS TO THE CITY – URBAN GUIDE

LOWER HATERSLOYAL ARMYLUNA PARKMADRONEMATCHING HALF CAFÉMEMPHIS MINNIE’S BBQMETRO CAFFEMIRANDA CAROLIGNEMISSION BICYCLEMOJO BICYCLE CAFEMOMI TOBY’S REVOLUKON CAFÉ & ART BARMONK’S KETTLENOC NOCNOMADSON THE CORNER CAFÉOXEN ROSE SALONOXYGEN MASSAGE THERAPYPAXTON GATEPEACE CENTER CAFÉ & B&BPEEKABOOKQUEPILATES ON PAGEPLANTAKON SFPOESIAPROPELLERREGALITO ROKCERIARNM RESTAURANTROOM 4 RUBYSAMOVAR TEA LOUNGESEE JANE RUNSFO SNOWBOARDINGSHALOM ORGANICSSHOE BIZSKIN CITYSMUGGLER’S COVESOUTHERN EXPOSURE GALLERYSPIKE’S COFFEES & TEASPORKSQUAT & GOBBLESTACKSSTREETLIGHT RECORDSSUPPENKUCHESWANKETY SKWANKSWIRL ON CASTROTATAKI SUSHI BARTHE MISSION STATEMENTTHE SCARLET SAGE HERB CO.THE TRIPLE CROWNTHE URBAN NESTTHREE TWINS ICE CREAMTRUE SAKETRUNK SFTWEEKIN RECORDS + ARTUNIONMADE URBAN BREADVEO OPKCSWEIRD FISHYOGA FLOWYOGA GARDEN

SAN JOSE POP-UP SHOP AT A GLANCEAUGUST 13TH - 22ND, 2010

WHERESanta Row Shops368 Santana Row, San Jose CA

ANALYTICSTotal store traffic: 2,200 (estimated)Total iPad/iTouch leads: 43Total paper leads: 100+ (sent to Ford corp.)

FIESTA LOUNGE PERFORMANCESBrook & River - Acoustic FolkTroy Joseph Curtis - Alternative/PopRoosevelt Radio - Alternative/Rock

DAILY PROMOITONSShuttles/Fiesta taxies - offered anywhere in Santana Row. Test-drives were also offered. Free vintage Ford T-shirt to all who test-drove a Fiesta. Best photo won a case of MyJones soda with their Ford photobooth picture on it.

PARTNERGood Joe - a local independent ‘green’ t-shirt company, brought in a large selection of locally designed products for sale and helped promote the Pop up shop to all of their established customer base.

1801 NW Upshur St. | Suite 760 | Portland, OR 97209 | ph: 1.503.228.1134

CONNECTING BRANDS TO THE CORE CONSUMER SINCE THE HAN DYNASTY