Holiday 2014 Campaign Recap

Contents Overview

Assets

Live & Produced Spots

Social

Experiential

Digital

Results

Contacts

Campaign Overview

Objective Drive retail sales of coffee and tea holiday gifts, blends, seasonal

drinks in the San Francisco Bay Area and Washington D.C. metro

during this pivotal and record short retail season.

Strategy

iHeartMedia will leverage organic DJ chatter promoting the brand

and area locations with top on-air personalities, social networks

and experiential marketing in high traffic locations.

Net Investment

Combined markets: $180,000

NOV DEC

ENDORSEMENT ● 11/10-11/17 ● 12/01-12/22 ● San Francisco and Washington D.C.

Peet’s Sampling ● onsites ● key retail areas ● supported on- line and on-air

Holiday Shopping Season

BLACK

One of just 26 days, Black Friday, is a key

revenue day in the shortest shopping

season possible

60%

Of Holiday

purchase are

Made Thanksgiving weekend

1 2

3

Only 3 Power Weekends between

Thanksgiving and Christmas to drive sales for the year

Campaign Overview Commercial Messaging MUSIC ● 11/10-11/17 ● 12/01-12/22 ● Schedule weighted around key shopping dates

Social ● All talent

support the campaign with social features

BLACK

FRIDAY

:30

:15

Campaign: San Francisco Talent

Renel & Christie KISQ-FM

AM Drive

Rhythmic AC

Don Bleu & Carolyn KOSF-FM

AM Drive

Classic Hits

JV & Selena KYLD-FM

AM Drive

Pop CHR

Armstrong & Getty KKSF-AM

AM Drive

News Talk

Sana G & Miss Kimmie KMEL-FM

AM Drive

Rhythmic CHR

Sandy & Marcus D. KIOI-FM

AM Drive

Adult Contemporary

Campaign: Washington D.C. Talent

Loo Katz WASH-FM

AM Drive

Adult Contemporary

Lisa Berigan WBIG-FM

Afternoons

Classic Hits

Mike Jones WWDC-FM

Afternoons

Album Oriented Rock

Intern John WIHT-FM

AM Drive

Contemporary. Hits

Aly Jacobs WMZQ-FM

AM Drive

Country

Campaign: Produced Spots

Adult D.C. Stations :30

Adult D.C. Stations :15

Youth D.C. Stations :30

Youth D.C. Stations :15

Adult SF Stations :30

Adult SF Stations :15

Youth SF Stations :30

Youth SF Stations :15

11/24 – 12/11

12/12 – 12/28

SF and D.C. :30 SF and D.C. :15

Campaign: Highlights

Live and Local - KOSF Don Bleu & Carolyn Don and Carolyn on KOSF heard about Peet’s Coffee being handed out along market street so they did an additional mention during their show

Listener recommends Peet’s on LIVE call - KOSF Don Bleu & Carolyn Don and Carolyn were doing a bit about Neil Patrick Harris not wanting to know which of his

sons he fathered and which son his husband, David fathered. As they were talking to a listener

about it, Carolyn mentioned how she was exhausted from all this learning and the listener

suggested that Carolyn go find a Peet's Coffee. A fantastic example of how the endorsements

and our messages every day stick with the listeners.

Campaign: Social SF KMEL

Campaign: Social SF KOSF

Campaign: Social SF KISQ

Campaign: Social SF KKSF

Campaign: Social SF KYLD

Campaign: Social SF KIOI

Campaign: Social D.C. WWDC

Campaign: Social D.C. WASH

Campaign: Social D.C. WBIG

Campaign: Social D.C. WIHT

Campaign: Social D.C. WMZQ

Campaign: Experiential

Union Square San Francisco 3X Events

Event listings on all 6 Bay Area Station

websites for each event

Each event

promoted on-air

:15

Campaign: Experiential

Union Square San Francisco 3X Events

ROS Display Banners on all 6 Bay Area

stations for each event

Campaign: Experiential

Union Square San Francisco 3X Events

Campaign: Experiential

Union Square San Francisco 3X Events - and 1X Bonus onsite with KIOI

Over 2128 Samples and 1150 coupons distributed!

Campaign: Experiential

Union Square San Francisco 3X Events

Campaign: Experiential

Union Square San Francisco 3X Events

Campaign: Digital

Coupon: Homepage placement on KYLD and

key word “Coffee” link on all sites.

Campaign: Results W

as

hin

gto

n D

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Go

og

le S

earc

h T

ren

d

iHeartMedia Campaign Kick Off Interest Index: 58

iHeartMedia Dark Week

Interest Index: 82

Interest Index: 54

Interest Index: 100!

iHeartMedia Final Week Interest Index: 73

Campaign: Results S

an

Fra

nc

isc

o

Go

og

le S

earc

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iHeartMedia Campaign Kick Off Interest Index: 37

iHeartMedia Dark Week

Interest Index: 50

Interest Index: 39

iHeartMedia Final Week Interest Index: 100!

Thank you

CONTACTS

Dawn Pepka

Integrated Media Client Strategist

Brand Integration Group

iHeartMedia

dawnpepka@iheartmedia.com

415.247.4780

Damon Gunkel

VP, National Sales

iHeartMedia

damongunkel@iheartmedia.com

415.247.4382

iHeartMedia appreciates your continued partnership!