2015 Concert Activation

1

Any and all designs and concepts in this overview are the sole property of Retail Sports Marketing, Inc. (RSM). Any reproduction or use by any means of the ideas in this document is prohibited without prior written permission of

RSM • 10150 Mallard Creek Road, Suite 500 • Charlotte, NC 28262 • Phone 704-717-9400

• Increase Cabela’s Branding. Get More Attention • Enhance Fan Engagement • Connect Cabela’s to Luke Bryan • Add social integration

“Improve” Current Activation

2

Goals:

• Create a bigger, better, break-thru CABELA’S presence at Luke Bryan concerts! − Bring the Cabela’s brand to Life – What is Cabela’s − Show Luke’s fans the Cabela’s Lifestyle – It’s In Your Nature

• Demonstrate that Luke is an outdoorsman, via:

− Real images of Luke in the field (fish/hunt), Tweets and Cabela’s ads

• Create a lasting memory with the fan about the Cabela’s experience − Establish an emotional connection between Cabela’s and Luke

o Cabela’s brings access to Luke to the fans o Cabela’s really made my concert experience awesome

• Cultivate a real database of Luke fans

− Activate onsite with multiple locations within venue − Connect via WiFi/Social Media integration & promote Cabela’s App

• Drive traffic back to Cabela’s and cabelas.com

− Promote Luke’s 32 Bridge Line of clothing

2015 Cabela’s Activation of Luke Bryan

3

The Frustrated Concert Goer • 4G is normally either not available or not working properly due to the amount of people in the crowd

• This means that concert goers:

o Cannot use their Smartphones o Cannot upload or download photos or other media o Cannot use social network platforms like Facebook o Cannot purchase merchandise digitally

Result:

High frustration! Can’t “share/brag about” their experience

Improve the Fan Experience

4

The New Innovation in Concert Activation

5

Create a WOW Factor! Capture data on 30%-40% of Fans – Not 0.005%!

At Concert: Cabela’s Luke Bryan Hot Spot

6

An Exclusive Opt-In Experience • Connecting the Cabela’s brand to LUKE • Bringing the data of thousands of fans

to Cabela’s • Providing an amazing pre-concert/at

concert experience

At Concert: Cabela’s Luke Bryan Hot Spot

7

Awesome innovation! • Fan Does NOT need to:

− Download an app − Have an Internet/4G connection − Have App store account or use

their credit card − Have advanced knowledge of their

mobile device

An EASY and FUN Experience Brought to the fan by

8

At Concert: Cabela’s Luke Bryan Hot Spot How It Works 1. Fan connects to the WiFi at the Cabela’s

Luke Bryan hot spot

2. Fan launches their internet browser to connect to The C-LB Experience:

Elements of the Hot Spot (options):

• Exclusive Content − Backstage Cam − Luke’s Outdoors Photo/Video

• Interaction − Vote for Encore/Acoustic Song − Stream “Luke’s Favorites” Playlist − Enter to win:

• Seat upgrade / Signed guitar • Tweet/Post thru the Site #LBHotSpot

− Win Cabela’s prizes • Cabela’s Connections

− Download Cabela’s App − Conservation/IHEA donation − 32 Bridge Apparel

• Bounceback email after the show: − Secret link to a LB Hot Spot web page

with exclusive downloads from show

9

At Concert: Cabela’s Luke Bryan Hot Spot

Where Fans Connect 1. In the parking lot pre-show 2. In the venue 3. Even at a Cabela’s store 4. After the show via weblink

How • Main Field Unit “Lives” in Display/Truck • EventPods (Arrow) spread signal further • After show website/link

Typical Concert Venue

WiFi Reach (170 yard radius):

• Main Field Unit: − 3,500 people on WiFi simultaneously

• Each EventPod/Arrow − 1,000 people on WiFi simultaneously − Telescopes to 15’ tall − Cell phone charging station

• Both units provide the Luke Bryan Experience − Listen to Luke’s Playlist via Bluetooth in

parking lot

10

At Concert: Cabela’s Luke Bryan Hot Spot

Install iBeacons into “arrows:” • Anyone with the

Cabela’s App would be captured

• Could target for special offers

Data Mining:

• Capture 30% to 40% of Fans – not 0.005%! − Data on 3,000 – 4,000 fans per 10k event x 50 events = 100k-200k fans

• Full Google Analytics/Local AWstats

− # of people/traffic, when, how long − Sections visited − Downloads − Type of mobile service − Results of Polls, contests, etc.

• Filing in Form Fields – provides data − First name, last name, email, gender, zip code

• Requesting Access to Social Media Accounts

− Captures rich data: • Ask for Like • Ask for Login via Facebook/Twitter

11

At Concert: Cabela’s Luke Bryan Hot Spot

Build the Cabela’s Profile for the Luke Bryan Fan!

12

At Concert: Modular Display

Reach beyond just one location!

• Modular Set Up: − 10’ tall x 20’ wide x 10’ deep − Split up elements to use in different locations around venue − Use only 1 or 2 elements at small venues − Portability = able to take IN STORE to do Events & Contests!

A Chevy Vehicle (or just a trailer) used to hold WiFi system & store

modular display

B Karaoke Station & Cabela’s Apparel

C WiFi

D Social Media

Wall & Video

Display

E Photo Wall

F Promote

Cabela’s tie-in with

Luke’s 32 Bridge

13

Cabela’s BIG 55 inch SCREEN • Programed to cycle through:

− Cabela’s TV Spots − Seasonal product features − Photos of Luke:

• With Fans and onstage • In the outdoors

− Social media posts from the venue displayed on the screen

− Live Shot of “back stage”

At Concert: Social Media Wall

Fan Engagement – Photo Center

14

• Tablet Based Photo App

• Consumer gets an “at concert” photo via: − Email − Social media

1. Data Collection Customer enters personal information or signs in with Facebook on Tablet provided

2. Customizable • Choose from 4- 10 custom branded overlays

− Custom Luke Bryan/ Cabela's Border • Takes picture of customer with LB/ Cabela's themed piece

Ex. Picture w/Luke, Picture w/ taxidermy

Fan Engagement – Photo Center

3. Retrieval • Email or text of picture

4. Social Interaction • Post picture to Cabela’s Facebook and/or personal FB

15

16

32 Bridge – Muckalee Creek, South GA

• Need to “improve” bridge photo • We will need to work hard on creative

& compelling display of Luke’s Apparel − 2-3 Men's and 2-3 Ladies items

• Drive traffic to purchase: − Online via the Hot Spot − Back to a Cabela’s Store to purchase 32

Bridge line of clothing

• Hand out biz cards, stickers or can koozies to promote

− 32 Bridge & Cabela’s logo along with web address

− Bounceback: Bring in ticket for a discount % off

At Concert: Link Cabela’s & 32 Bridge

Bridge Photo and Clothing are FPO. Actual graphics and apparel to be finalized later.

17

VIP Cabela’s Cabin

Create Cabela’s Cabin at Luke’s shows: • A backstage meet & Greet “Host Cabin” • Or deluxe midway display area

Back wall

18

VIP Cabela’s Cabin

Create the Cabela’s Cabin for Luke’s shows. • Features

− Barn siding/lodge feel − Cabela’s product displays − 32 Bridge tie-ins − Taxidermy − Cabela’s Luke Bryan Hot Spot − A lounge area for VIP guests − Integrated sound system − Recessed ambient lighting − AC power outlets

• Size

− 320 sq. ft. − 20′ x 16′ open footprint − 20′ x 8′ closed footprint

19

Other Options - Event Display or VIP “Cabin” A flexible, portable display area!

Fan Engagement – Mobile Gaming Center

• Video Games are the easy access point to the Outdoors

• Portable System: − Gaming on one side − Video Monitor on the other

• For Concerts to Stores to Anywhere

Optional Stand Alone Gaming Unit

20 Video Side

Gaming Side

Inflatable Fishing Pond/Game

Fan Engagement – Other Options

21

NXT Generation Inflatable Targets Shooting Range http://nxtgentoys.com/

Current Cabela’s Assets • Inflatable Air Gun Range • Inflatable S.A.F.E Archery • Tailgate Toss Games • Duck Blind Misting Cool Zone

AT STORE (before or after concert)

22

• Individual modular displays can be set up at Cabela’s stores between shows. 1. Luke Bryan Karaoke contest in-store or in parking lot

− winner gets VIP Luke prize pack 2. Luke Photo app – Get digital Photo with Luke 3. Social Media wall – see what happens at a Luke Show!

• Promotions:

− Spend $100 in-store get a concert ticket − Ticket after the show receive 10% discount at store

Use Chevy truck and trailer with WiFi to visit: • Busy gathering areas in town day prior to event (or same day) • Local Cabela’s store

− Allow folks access to the Luke Bryan Hot Spot Experience! − Take your photo with vehicle and tweet #LBHotSpot for chance to get your

photo on the video wall at the show. − Get people to download Cabela’s App and Free Luke content

Cabela’s CLUB Tailgate Party • Sign up in advance for special ticket to Luke’s Show • eBlast to local CLUB members; offer includes:

− Pre-tailgate party at Cabela’s parking lot − Cabela’s provides free food, beverages, tailgate games - prizes − Bus shuttle to/from concert or exclusive CLUB members only parking

VIP Pre Show Event − Spend a Half Day prior to the show with Cabela’s experts at a shooting

range, archery course, or fishing hole for real Cabela’s instruction & fun. With all VIPs together, they will get to the show on time!! 23

Pre Concert…

• Luke’s Hot Spot (WiFi) Experience (12 mths) − Wifi Platform & Development $125,000 − Arrows w/ iBeacons (2x) $45,000 − Tech Support/Staging/Reporting $55,000 − Truck/Trailer & Install of WiFi into it $20K-$40k − Any venue cost/upcharge TBD

• Modular Midway/Tailgating display set up − Display - Karaoke Station $10,000 − Display – 32 Bridge $10,000 − Social Media Screen & Programming $25,000 − Display Photo Station ($10k) & Photo System ($65k) $75,000

• Add-On Elements: − Mobile Gaming Center $25,000 − Fishing Pond ($5,000), shooting games (TBD) $5,000 − Cool Mist Tent $3,500

• VIP Cabin $100,000

• RSM Management (2014 - $40K, 2015- $150k) $190,000 • Office Exp and Travel Exp At Cost • Total Est Cost TBD Note: Promoter must negotiate all venue space requirements and any Internet needs into

contract with venue. Assumes all elements are transported by Luke Bryan Team.

Est. Budget

24

Elements below would be estimated based on # events desired.

• Pre Concert − Daytime Downtown WiFi events − Club member

• Tailgate Cabela’s Bus • Pre-Show Outdoors Experience

• At Store Activation & Promotions (TBD)

Notes/Assumptions: • Promoter must negotiate all venue space requirements and any Internet

needs into contract with venue • All elements are transported by Luke Bryan Team

Est. Budget (other items)

25

APPENDIX

26

Bring the Cabela’s brand to life with AR (Augmented Reality)

• AR Cabela’s Wall − Would allow you to transport yourself to different Outdoors scenes − Put you in a boat or duck blind with Luke − Hold fishing rod, hike a mountain − Put you in 32 Bridge virtual dressing room

27

Other At Concert Promotions • Selfie contest wearing your Cabela’s gear • Bad Weather – Cabela’s poncho giveaways • Be Luke Bryans back-up singers (like dancing elf app) – post

to social media • Cabela’s duck blind seat upgrade (side stage) • 32 Bridge shirt giveaway

Other Add-ons…

28

Other WiFi Partner Projects…

29

Other Wifi Partner Projects… Garth Brooks - Rough Draft – Not Approved