THE GAME PLAN Discover Card Background Goals Our Sales Promotions

Discover the Orange Bowl CardDiscover the Orange Bowl CodeDiscover the Orange Bowl FlightDiscover the Orange Bowl Car

Target Demographics Advertisements Measuring ROI Budget

DISCOVER

• Discover Financial Services owned by Morgan Stanley Dean Witter & Co. which has over 50 million cardholders all over the globe

• Comprised of approximately 3.6 million merchants and cash access regional offices in all parts of the world

• Discover Business Services is considered one of the leading independent credit card corporations in the US.

• Slogans• “There’s always something more to Discover”• “It pays to Discover”

• Ranked 2nd best in customer service

GOALS OF SALES PROMOTION Increase the number of Discover cardholders

through our various sales promotions Increase card usage among existing

cardholders Build the brand equity of Discover Card

DEMOGRAPHICS

DISCOVER THE ORANGE BOWL CARD

DISCOVER THE ORANGE BOWL CARD• Sign up for a Discover Card during the

college football season (Sept. 4 to Dec. 3) 4 lucky participants will find the Orange

Discover Card in their mailbox The Orange Discover Card is worth $10,000

Current and potential new users can sign up at Discover.com to enter for the chance to obtain the Orange Card

TARGET

ADVERTISING

HOW IT WORKS People sign up on-line to receive a Discover

card in the mail If they receive the Orange card, they’re a

winner! Benefits for Discover:

Drives consumers to sign up for a Discover card Letter in mail promoting the benefits of being a

cardholder will encourage increased card usage

MEASURING SUCCESS Measure how many new users signed up to

receive a card during the season Track the amount of dollars spent by those new

card users

DISCOVER THE ORANGE BOWL FLIGHT

TARGET

ADVERTISING

DISCOVER THE ORANGE BOWL FLIGHT• Sign up for a Discover Miles or Escape card

and use it for an American Airlines flight during the college football season (Sept. 4 to Dec. 3)

• Winner will receive a trip for four to Miami, a 5-night stay at a hotel and passes to access Discover’s luxury box at the Orange Bowl

DISCOVER LUXURY BOXES As the title sponsor Discover is entitled to a luxury

box: section 214 A and B

OBJECTIVE OF SWEEPSTAKES Bring in new users Utilize existing Discover Orange Bowl sponsor

for cross-promotional purposes Create excitement of Orange Bowl for

casual/non-football fans Promote Discover Miles and Escape cards

MEASURING SUCCESS Measure the number of new Miles and

Escape Cards issued Measure the usage versus previous years to

track an increase during the promotion Measure where the promotion is most

effective to pinpoint where our promotion is effective so that we can utilize the information the next year

BENEFITS Use of other sponsors will help leverage

cross-promotion Promotes awareness of lesser-known

Discover programs Sweepstakes appeals beyond football

audience Improves image of Discover

DISCOVER THE ORANGE BOWL CODE

TARGET

PROMOTIONAL GOALS Enter-to-win promotion targets loyal

Discover Card usersReward loyal Discover Card users by offering a

chance to win $10,000Drive Discover Card users to Discover.com

where purchases can be made at discounted prices with use of Card

Increase Orange Bowl telecast viewership, which in turn will result in increased brand exposure to both Discover Card users and potential new users

DISCOVER THE ORANGE BOWL CODE

One unique promotional code will be displayed each quarter (4 codes total) in corner of TV screen during Orange Bowl telecast

Discover Card users can enter to win up to 4 times (once per code) at Discover.com

4 winners (one per quarter) get $10,000 prize

Enter: OBDISLog on now at Discover.com for your chance to win $10,000!!!

MEASURING SUCCESS Track number of code entries by unique card

users Track Discover.com site traffic during Orange

Bowl in comparison to historical site traffic during non-promotional time periods

Measure increases in card usage by card holders entered into promotion

DISCOVER THE ORANGE BOWL CAR

DISCOVER THE ORANGE BOWL CAR• Cross-Promotion (with Toyota) designed to increase

in-stadium card usage.

• Target: Switchers

• Associates the Discover brand with the Orange Bowl

• Mood Congruent Memory

HOW IT WORKS Consumers sign up for Discover card at the Orange Bowl

Discover Orange Bowl T-shirt & rally towel awarded with new enrollment

25% discount on all in-stadium purchases w/ card

Entered into sweepstakes that gives consumer a chance to win a new Toyota

Customer given 10 footballs, just 1/10 wins a new car!

PRIZE PAYOUT 1-2 Footballs = Yaris 3-4 Footballs = Corolla 5-7 Footballs = Tacoma 8-10 Footballs = Highlander

WHY IT WORKS Toyota is a sponsor of the Discover Orange

Bowl. Aligns Discover w/ an intangible experience

Many sports fans remember the “experience” of the game and this provides them with a better in-stadium atmosphere

Discover & Toyota both need to re-position themselves favorably in the mind of the consumer Discover = perceived inferiority to MC, Visa Toyota = recent controversy with recalls

DEMOGRAPHICSHow We All Sit In the Same Orange Bowl

Discover Orange Bowl

American Airlines

ESPN Toyota NCAA Football

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70

MaleFemale

3 to 17 18 to 34 35 to 49 50+0

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35

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45

DiscoverOrange BowlAmerican AirlinesESPNToyota

Age Range Percentage

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er

Orange

Bowl

Ameri

can Ai

rlines

ESPN

Toyo

ta

NCAA Fo

otball

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Household Income Percentage

0-30k30k-60k60k-100k100k+

ADVERTISING

DISCOVER THE ORANGE BOWL All promotions are Linked together at

Discovertheorangebowl.com Each website brings link brings you to the

above website Promotes the 4 different ways consumers can

discover the orange bowl for themselves Ties the promotions all back to the core

ADVERTISING OUR PROMOTIONS ESPN college game day TV Espn.com Discover.com American Airlines Online and at Terminals Toyota Online and in Store TV spots during Prime time television

BUDGET

BUDGET Budget Card promo 40,000 prize 10,000 New

cost mailing Code Promo 40,000 prize Flight Promo558 round trip per person 2500 flight 3000 Hotel 4500 Destination Expenses travel around miami food spending money Car Promo 30,000 Car 10,000 Discounts 10,000 Tshirt 5000 Towel Advertising 155,000 total current