Presented To:

Joe Bogenschutz, Local Connection, Region 7

Michelle Prater, AB Brand Manager

Presented By:

Justine Roller, Senior Account Executive, Entercom

• After several years of stagnant volume movement, Anheuser Busch saw declines in volume the past two years.

• In light of this all marketing is being reassessed to test for what is working and not working.

• The focus in terms of consumers is solidly on the 21-27 year olds who have not formed either product habits or brand preference.

• Competition for the target is intense and includes an array of microbreweries, micro-distilleries, malt beverages and cocktails.

• The convention that brand preference is built on premise and exercised at retail still holds. Consumers will trial product in a bar in quantities small enough to risk before they commit to a half rack at retail.

• Consumers choose products based on occasion of use and will move fluidly amongst a panoply of options dependent on the length, location and nature of the occasion.

• All marketing programs must be driven by three key measures:

– They must forward and support the current brand marketing and positioning; They must move cases and kegs;

– They must be ABC compliant.

• To drive incremental case volume in Sacramento.

• The target can be defined by age and gender:

– 21-27 years old and still in their experimentation stage with their brand preferences.

– Slightly more male than female but not nearly as male dominant as historically has been the case.

• Behaviorally the target shares several common values:

– They are social animals. They prefer to spend the evening with a large group of friends rather than with their significant others.

– They are aspirational in their purchases. They desire to present to their peers what they aspire to be rather than what their current situation quite possibly is. They’ll choose to pre-game at their apartment and hit the swankiest bar at 11:30 rather than spend the entire evening somewhere more affordable.

– Their choice in beverage will fall along two different lines: occasion of use and sessionability.

• Is the occasion of use short or long? Is it in a bar or a tailgate? Are they with their girlfriend or their buddies? All of these factors will play into their choice.

• If the occasion of use is short they will possibly opt for a less sessionable choice like a heavy microbrew. If the occasion of use is a long day of tailgating they will likely opt for a lighter choice that affords them more consumption.

• Our strategy is rooted in two goals:

– Match the marketing/messaging for Bud Light at any given moment in time;

– Create an experience that is both memorable and sessionable.

• In leveraging the consumer’s passion for music we create the bait for an occasion of use that extends beyond the performance and beyond the small group of consumers that can experience it.

• Further we’ll create a smaller set of micro-experiences that map on to Bud Light’s current marketing strategy in meaningful, memorable and socially scalable ways that forward the brand’s objectives.

• In a world that gets smaller everyday with 24/7 access to every move of every human, creating once in a lifetime experiences is ever more difficult.

• More to the point, creating those kinds of experiences in a way that is both memorable and breaks through the clutter is nearly impossible.

• Bud Light Sound Stage is Bud Light’s effort to create experiences that create buzzworthy marketing and present to the target their idealized self.

• Bud Light Sound Stage is designed to:

– Create intimate experiences for the consumers to get up close and personal with their passion point: music and the artists that create it;

– Drive additional, longer occasions of use by extending the party out of the studio and into the on-premise channel:

– And, occasionally, create localized Sound Stage experiences that get the consumer out of the ordinary and intimately involved in an adventure of a lifetime.

The Bud Light Sound Stage

• Bud Light Sound Stage logo will appear in all promotional graphics, such as banner ads, home page takeovers, & station email blasts.

Kris Allen Family of the Year The Neighbourhood Fitz & The Tantrums Bear Hands Ludacris

Phoenix Alt J Crosses James Blunt Michael Franti Switchfoot

Gin Blossoms Christina Perri Ellie Goulding The Lumineers The Wombats Silversun Pickups

Sean Kingston Rome from Sublime Everclear Bush Karmin Mike Posner

• On Site Branding elements in the Sound Stage- wall graphics, permanent signage on the door, outside window, chairs, branded giveaways for 20x concert goers

plus “step and repeat” hanging banner for after photos with the band.

ON-AIR

ON-LINE

SOCIAL

SOUND STAGE EXPERIENCE

ON PREMISE RETAIL

• Bud Light Sound Stage website- Entercom will host and maintain a custom website where consumers/listeners can view videos, photos, info on up coming experiences & ticket entry info, with click through ability to Bud Light corporate / Facebook site & scattered display ads throughout. www.budlightsoundstage.com

• Bud Light branding at intro and on screen/ in lounge, branded slate, 4-5 high quality camera shoot posted on hosting station website (homepage) & at BLSS website, Sound Stage logo inclusion in videos- as posted to our station website video players, YouTube channels, and our social networks.

Digital/ Social

On Air • 1,200x programming promotional :15 commercials & post performance call to view BLSS videos (minimum 100x live or

recorded mentions per month)

Investment: $144,000 net

Approved by: _____________________________________________ Date: ____________________

On Site & Merchandising • On Site branded experiences, website and mobile elements will promote Bud Light Sound Stage experience with

promotional graphics, & ads/ links. • On Site branding elements inside & outside the Sound Stage- wall graphics, permanent signage on the door, outside

window, chairs, drum risers, hanging banner for after experience band photos; pre-experience conference room table runner signage.

• 4x seats for AB clients/ staffing per performance • Memorabilia- Collector’s artists 4x color collectible sign-able flats for handout and to use for the artist signings with Bud

Light Sound Stage logo.