CREATIVE SAMPLES ANDSOCIAL MEDIA CASE STUDIES

MARKETING & CREATIVE SERVICES

Core Services• Social media strategic consulting and

execution• Digital and mobile application

development• Development of content strategies

executed across media• Strategy and brand response planning• Development and implementation of

activation and advertising campaigns• Media planning and buying for

activation campaigns

STRATEGY

BRANDING

MOBILE

CONTENT CREATION

SOCIAL MEDIA

INTERACTIVE

ADVERTISING

DIRECT RESPONSE

CLIENTS

AAA MID-ATLANTIC

AAA MID-ATLANTIC

GET YOUR BUTT IN HERE.

FREE.

Use it for all its worth.

Enter the AAA Ultimate Fan Zone Sweepstakes.Win FREE tickets in the Ultimate Fan Zone on the Club Level at The Linc.

To enter the sweepstakes or to purchase tickets in the AAA Ultimate Fan Zone, go to AAA.com/Eagles.

First 7 Home Games: 4 winners get a pair of tickets plus: O Pre-game party at Citizen Bank Park with buffet, full beverage service, and appearances by Swoop and Eagles cheerleaders O Eagles alumni autograph session O Gift from the Eagles for all ticket holders Final Home Game: 1 winner gets 8 tickets plus: O 2 parking passes O Eagles practice facility tour with Troy Vincent for all 8 guests O 8 Eagles/AAA hats

AAA is a proud partner of the Philadelphia Eagles.

FREE TIX BLITZ

Enter the AAA Ultimate Fan Zone Sweepstakes.Win FREE premium Eagles tickets at Lincoln Financial Field.

To enter the sweepstakes, go to AAA.com/Eagles.

FIRST 7 HOME GAMES: Each week, 4 winners get a pair of free tickets, plus: O Pre-game party at Citizen Bank Park with buffet, full beverage service, and appearances by Swoop and Eagles cheerleaders O Eagles alumni autograph session O Gift from the Eagles for all ticket holders

GRAND PRIZE: 1 winner gets 8 tickets to final home game O Includes Citizen Bank Park pre-game party, alumni autograph session and free gift, as above. O 2 parking passes and 8 Eagles/AAA hats O 8 VIP pre-game sideline passes

AAA IS A PROUD PARTNER OF THE PHILADELPHIA EAGLES.

NO PURCHASE NECESSARY TO ENTER OR WIN. Subject to Official Rules and entry at www.AAA.com/Eagles. Sweepstakes starts 8/15/09 and ends 12/16/09. Open only to legal US citizens, residing in a zip code area located within the AAA Mid-Atlantic club territory and also within 75 miles of center city Philadelphia. See list of eligible zip codes at www.AAA.com/Eagles. Entrants must be 18 years of age or older at time of entry. Four (4) winners per game will get a pair of tickets for each of 7 2009 Eagles home games. ARV $295/ticket. One (1) winner will get 8 tickets to the final 2009 Eagles home game. ARV $295/ticket. One entry per household/e-mail address per day. Void where prohibited. Taxes are the responsibility of the winner. Sponsor: AAA Mid-Atlantic, Inc. 1 River Place; Wilmington, DE 19801

AAA. Use it for all its worth. ®

AAA MID-ATLANTIC

AAA MID-ATLANTIC

AAA MID-ATLANTIC

AAA MID-ATLANTIC

* Michael Waltrip and Friends Fan Cruise events are exclusive to those guests booking the AAA Michael Waltrip and Friends Fan Cruise. No exceptions will be made. Personalities are subject to change without notice. All cancellation penalties apply should personalities change. Prices are per person based on double occupancy and are subject to change. Price does not include air transportation or additional taxes of $91.45 per person. Additional terms and conditions apply. This cruise package is not available in all AAA club territories. Visit MichaelWaltrip.com/AAA for details. Ships’ Registry: Bahamas. © 2012 AAA Mid-Atlantic, Inc.

Follow us at Facebook.com/AAAPitCrew

AAA-MIDATLANTIC

AAA-MIDATLANTIC

SOCIAL MEDIA CASE STUDY

CHALLENGE• Engage fans with AAA’s sponsorship with Dover International Speedway• Promote awareness of AAA’s title sponsorship of the Fall Sprint Cup

Race

SOLUTION• Developed the “AAA Ultimate Monster Mile” Sweepstakes

ACTIVATION• Leveraged Michael Waltrip Racing partnership to capitalize on “Local” fan

favorite driver personality, Martin Truex, Jr.• Created a social media promotion to generate fan Interaction and grew

AAA’s database

RESULTS• Generated over 1,600 Facebook Fans (benchmark was 1,000) and

10,400 unique entries (benchmark was 7,500)• In year two of promotion, we transitioned over 2,000 fans to the new

“AAA Pit Crew” Facebook page, allowing AAA to extend brand equity across their Motorsports activation platform

AAA MID-ATLANTIC

AAA MID-ATLANTIC

Enter now for a chance to win a price pack for

four (4) for a Complete Raceday Experience

at the AAA 400 at Dover International

Raceway on October 2, 2011.

4 Tickets to AAA 400

4 Garage Access Passes

Pre-Race Tour of the

Martin Truex Jr. team hauler

Pre-Race meal with the

Michael Waltrip Race Team

Driver meet and greet

Opportunity to participate in

pre-race Driver Introductions

Opportunity to wave the Green Flag

to start the AAA 400

Pit Box access during the AAA 400

WINNERS RECEIVE:

NO PURCHASE OR CONSIDERATION NECESSARY TO ENTER. Sweepstakes starts 8/20/11 at 9 A.M. E.S.T. and ends on 9/23/11 at 11:59 P.M. E.S.T. “Promotion Period”. ENTRY: To enter go to www.Facebook.com/AAAPitCrew any time during the Promotion Period and follow the directions for entry. Limit one entry per person/per email address during the Promotion Period. 0XOWLSOH�HQWULHV�ZLOO�EH�GLVTXDOL¿HG��'HDGOLQH�IRU�HQWULHV�LV�������3�0��RQ����������7KLV�VZHHSVWDNHV�LV�VSRQVRUHG�E\�WKH�$$$�Mid-Atlantic Automobile Club, which is not responsible for lost, late or misdirected entries, or for phone, electronic, network, FRPSXWHU��KDUGZDUH�RU�VRIWZDUH�PDOIXQFWLRQV��IDLOXUHV�RU�GLI¿FXOWLHV���6ZHHSVWDNHV�HQGV���������DW�������3�0��(�6�7��(/,*,%,/,7<��Sweepstakes open only to legal residents of the United States and the District of Columbia. Entrants must be 18 years of age or older at time of entry. Employees of AAA Mid-Atlantic Inc. (the “Sponsor”), Dover Motorsports, Inc. and all other travel/prize SURYLGHUV��WKHLU�DGYHUWLVLQJ�DQG�RU�SURPRWLRQ�DJHQFLHV��WKHLU�UHVSHFWLYH�SDUHQW�FRPSDQLHV��DI¿OLDWHV��RU�VXEVLGLDULHV��DQG�RU�DQ\�other person or entity directly involved with this sweepstakes, as well as their immediate family members (parents, children, siblings, spouse) and members of their households (whether related or not) are ineligible to participate in this sweepstakes. Void where prohibited or restricted by law.

MEET THE MONSTER

ENTER FOR YOUR CHANCE TO WIN AAA Pit Crew is the culmination of all things racing. Exclusive RIIHUV�WKURXJK�$$$·V�SDUWQHUVKLS�ZLWK�0LFKDHO�:DOWULS�5DFLQJ�� DQG�'RYHU�,QWHUQDWLRQDO�6SHHGZD\��)RU�PRUH�LQIRUPDWLRQ�� visit )DFHERRN�FRP�$$$3LW&UHZ

SOCIAL MEDIA CASE STUDYCHALLENGE• Build a larger social media following in order to provide news and

information to attendees of the inaugural Quaker State 400• Increase traffic from social media sites to KentuckySpeedway.com in

order to sell tickets, campgrounds and merchandise• Develop social media strategies and solutions designed to engage with

fans, industry and media in order to enhance Kentucky Speedway’s social media voice

SOLUTION• Developed a new KentuckySpeedway.com focused on sales and news

about the track• Launched a variety of social media promotions via Facebook and Twitter

to build fan base and drive traffic to KentuckySpeedway.com

ACTIVATION• Created interactive Fan Guide for website and Facebook• Ran sweepstakes to engage new Facebook fans• Conducted on-site Tweet-Up

KENTUCKY SPEEDWAY

SOCIAL MEDIA CASE STUDYRESULTS• Monthly traffic from social media sites to

KentuckySpeedway.com tripled

• 256% increase in Facebook Fans, largest increase in percentage of any SMI track in 2011

• Nearly doubled the amount of Twitter fans over five months

• Achieved Klout score of 68 during event week, indicated accomplishment of track’s goal to become a “Pundit” – with opinions wide-spread and highly trusted as a leader in the industry

• Kentucky Speedway was a “Twitter Trending Topic” on July 9, 2011 – the date of the inaugural Quaker State 400

KENTUCKY SPEEDWAY

PRO FOOTBALL HALL OF FAME PITCH CREATIVE

PRO FOOTBALL HALL OF FAME PRINT ADS

HOME TURF NEED A REST? HOW ‘BOUT A ROAD TRIP TO CANTON?

LEARNING THE HISTORY OF THE NICKEL DEFENSE IS WORTH THE PRICE OF ADMISSION.

HOF-MKT-003 Travel Host 7.0625x10.indd 1 11/20/09 2:53:06 PM

PRO FOOTBALL HALL OF FAME PRINT ADS

RELIVEGREATNESS

THE

VISIT US 2121 George Halas Drive N.W.

Canton, Ohio 44708 330.456.8207

Profootballhof.com

AMERICA’S PREMIER SPORTS MUSEUM AND SHOWPLACE

TOM BRADY

!"TIME SUPERBOWL CHAMPION

#"TIME NFL MVP

#"TIME SUPERBOWL MVP

THE PLAYERS THAT DEFINE GREATNESS LIVE IN CANTON.From Terry Bradshaw to Tom Brady, and from Ray Nitschke to Ray Lewis - you’ll find today’s stars alongside yesterday’s heroes at the Pro Football Hall of Fame. Relive great moments at the Lamar Hunt Super Bowl Gallery - like when a young Tom Brady upset the St. Louis Rams for his first of three Super Bowl titles. And see the all-time legends of the game cast in bronze in the Hall of Fame Gallery.

VISIT US 2121 George Halas Drive N.W.

Canton, Ohio 44708 330.456.8207

Profootballhof.com

AMERICA’S PREMIER SPORTS MUSEUM AND SHOWPLACE

RAY LEWIS

SUPERBOWL CHAMPION

SUPERBOWL MVP

!"X PRO#BOWLS

THE PLAYERS THAT DEFINE GREATNESS LIVE IN CANTON.From Ray Nitschke to Ray Lewis, and from Terry Bradshaw to Tom Brady - you’ll find today’s stars alongside yesterday’s heroes at the Pro Football Hall of Fame. Relive great moments at the Lamar Hunt Super Bowl Gallery - like when a young Ray Lewis led the Balitmore Ravens to their first Super Bowl title. And see the all-time legends of the game cast in bronze in the Hall of Fame Gallery.

RELIVEGREATNESS

THE

LIVE IN THE BALLPARK

LIVE IN THE BALLPARK

NFL PLAYER ENGAGEMENT WEBSITE

SOCIAL MEDIA CASE STUDYCHALLENGE• Difficult for NFL Player Engagement to reach their selected target

audiences – PREP, LIFE, NEXT – with a wide range of relevant information

• Desired to become a year-round destination resource for future, current and former players, their families and the general public

SOLUTION• Developed a social and digital strategy that uses a variety of

technologies, including email, Smartphone Applications and Private Social Networks, to create a richer experience and more engaged audience

ACTIVATION• Redesigned and reorganized website to increase interaction and

deliver relevant information• Launched “Engagement Zone” and NFL LIFE Smartphone Application• Began monthly emails to drive traffic to both platforms

RESULTS• Increase in web traffic corresponding to email drop dates• Email open rates ranging from 20% to 37%• Content click-through rates averaging 10%, with spikes as high as

25%

NFL PLAYER ENGAGEMENT