TigerDirect Touch Tour Powered by Intel

2013 Summer Event Series Post Mortem

From all of us at CMD, thank you.

Program Overview

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The Challenge:

Launch Haswell & Influence Back to School Sales

With the 4th Generation Core Processor launching in Summer 2013, teams needed to

support its launch and drive sales.

To support this initiative, Intel came together with TigerDirect to execute a series of

consumer activations (events) that promoted 4th Gen Core and Intel-based products all

available at TigerDirect.com and TigerDirect stores.

Goals:

• Generate awareness about products and why now is the time to buy

• Engage audiences with new Intel-based devices

• Drive traffic to the Tiger Direct stores and website

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The Solution:

TigerDirect Touch Tour, Powered by Intel

Background

Approach A 5 city tour hitting Toronto, Los Angeles, Miami, Chicago and Dallas

Strategy Go where the people are … align events with targeted blockbuster release dates (theaters) and Build your own PC Race (stores).

When 6/21-8/12/2013

Total Events 8 events each spanning 1-3 days

Method Set up booths in various movie theaters and stores that engage consumers with products, technology and brands in a light and fun way.

Products Featured

4th Generation Tricked out Rig, Tablets, Hybrids, Ultrabook™, Ultrabook Convertible™, All in Ones, WiDi

Brands Represented

Intel, TigerDirect, Lenovo, Asus, Microsoft, Sony, and Actiontec

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The Schedule:

5 Cities – 8 events - 8 Weeks

Market Dates Store Theater Times

Toronto 6/21-6/23 Etobicoke - #1 Sales Store in Toronto - Build your own PC Race

N/A Fri & Sat 12-8, Sun 12-6

Los Angeles 7/11-7/13 N/A Westfield - Century City (busiest mall and movie theater in LA)

Fri 4-10P, Sat & Sun 12-10P

Miami 7/26-7/28 Miami-Flagler - Flagship store - Employee PC Race

Sunset Place - High traffic theater - Higher end customers

Store: Fri-Sun 12-6 Theater: Fri 4-10P, Sat 12-10P, Sun 12-8P

Chicago 8/2-8/4 Orland Park - 8/3 Only - Build your own PC Race 8/10 - Naperville (8/4)and Midtown (8/2)

were cancelled 1 week prior

City North - Closest theater to Midtown locations - Could not shift once Midtown event

was cancelled

Store: Sat 12-5P Theater: 4-10P, Sat 12-10P, Sun 12-8P

Dallas 8/9-8/11 Dallas Parkway - Build your own PC Race 8/10

North Park AMC - Quality Theater - Closest theater to Dallas Parkway

Store: Sat & Sun 12-5 Theater: Sat 12-10P. Sun 11A-7P

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Awareness (Impressions)

Engagement (Total Engagements)

Conversion (Redemption Rates & AOV)

The Strategy 3-Pillar Approach

Cadence: Social media, email & radio ran 1 week prior to events.

Facebook: TigerDirect

Twitter: @TigerDirect.com, @TigerDirect.ca, @Intel.ca, @IntelUSA

Radio: M25-54, plans to buy computer in next 6 mos.

Email: geo-targeted in by market

Be present on blockbuster weekends in theaters and stores

Trivia: Product and entertainment based questions

Raffle : Lenovo Yoga per market

Digital Caricatures streaming images via WiDi

Swag and items distributed (USB bracelets, Mouse Pads, Gift Cards and Coupons)

$10 Gift Card

Coupon Redemptions (where available)

Strategy: Generate awareness, engage customers with products and stimulate sales

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Awareness (Impressions)

Engagement (Total Engagements)

Conversion (Redemption Rates & AOV)

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The Results

Top Level Highlights

Cadence: Social media, email and radio ran 1 week prior to events.

Total impressions for the campaign was 6.2MM, an 8% Increase over projections.

Highlights:

CMDs ability to leverage the @IntelEdge & @IntelUSA team for additional social lift resulted in 3 Million more impressions!

Tracking every point of contact enabled teams to summarize total engagements which are over 11K, 10% more than the stretch goal.

Caricature artist kept audience present for 5-10 min engagement while product based trivia reinforced Intel and Tiger Direct key brand and product points.

Total cost per qualified engagement was $25

$10 Gift Cards in store had a high redemption rate averaging 66% which is almost double industry standard redemption rates (15-35%)

AOV of Gift Cards (where available) averaged $90

The Creative Execution

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Awareness

Email Banners Blog Post

Blog post housed all the info about the event series . Used as a destination for online media.

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Awareness - Twitter

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Awareness - Facebook

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Engagement

Sample Booth and Signage

Vertical Banners Digital Signage

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Engagement Trivia, Caricature, Raffle

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Conversion Coupons and Gift Cards

Market by Market Overview

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Overview:

Toronto: Etobicoke Store

Summary Store was buzzing with tons of customers, PC racers and the Touch Tour. Staff and customers alike found the event fun and engaging and look forward to more events in Canada. Results - 217K+ Impressions - Store traffic up 10% year over year - 450+ total engagements - 88% redemption rate on gift cards - Average order value $100+

Highlights • Touch Tour team had the opportunity to walk warm leads over to blue shirts frequently. • Having both the PC Race and the Touch Tour had a positive effect as the PC Racers enabled the right

conversations about the products. Customers were informing each other about Ultrabook™ and the new 4th Generation Core Proecessor.

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Overview:

Toronto: Photos

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Los Angeles Overview

Summary Los Angeles was the only market with no in-store component. As a result, teams chose a location in the busiest mall, Century City. Traffic was consistent and star-studded (Gina Davis among others stopped by). We were present for Pacific Rim movie launch. However, with mediocre box office results in the US, we saw more folks coming for Despicable Me and other family movies. Results - 1.1MM+ Impressions - 2200+ total engagements Highlights • Kids became the real heroes when it came to product knowledge. The kids were curious and brought the parents

in to the booth.

Recommendations • Spread out booth staff into mall to get overflow. • Test the mall itself to take advantage of all, not just movie theater traffic. • Select movies that are large draws vs. the target market (Pac Rim) • Focus on building TigerDirect brand equity in markets where there is low penetration.

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Overview:

Los Angeles: Photos

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Miami Overview

Overall Miami marked the first city that had BOTH an in-store event, theater event and PC Race. The theater event was aligned with the Wolverine movie release. However, the store ended up with 18% more engagements than theater. However, a large portion were TigerDirect employees. Results - 2.5MM+ Impressions - Store traffic up 34% year over year - 4200+ total engagements - All gift cards distributed however redemption was lower at 12% - AOV was $40, significantly lower than Toronto Highlights • Friday and Saturday were the busiest days

Recommendations - Fully staff with bi-lingual staff members - Craft a different offer that resonates better with the customer profile - Test other stores in the Miami area to see if a higher lift in traffic and sales can be felt - Better pre-planning to get coupons, gift cards and clearance sooner

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Overview:

Miami Photos

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Chicago Overview

Overall

The Chicago event underwent some last minute changes that seemed to affect performance. Dates were moved after Toronto event which aligned the event with Lollapallooza weekend instead of a blockbuster release. In addition, two of the in-store events were cancelled the week prior to the event (Midtown location was to be closed).

Results

- 1.8MM+ Impressions

- Store traffic up 64% year over year

- 1300+ total engagements

- Gift card and coupon data unavailable

Recommendations

• Better pre-promotion and in-store staff training.

• Select largest theater or different location (mall or museum).

• Focus on building brand equity for TigerDirect especially when locations are not close to stores.

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Chicago Photos

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Dallas Overview

Overall

The theater was definitely the hero of the Dallas market accounting for 40% of the engagements. Aligned with the release of Elysium at a nice theater, this event attracted quite a few folks. With a nice lobby, people congregated that had extra time before their movie making it easier to engage customers as it was apparent they had time to wait.

Results

- 430K+ Impressions

- Store traffic up 14% year over year

- 3500+ total engagements

- Gift card and coupon data unavailable

Recommendations

• Focus on locations that drive a lot of people.

• Only keep Saturday with PC Race.

• Better training and prep for store staff.

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Dallas Photos

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Quotes

From Management

• Layout looked great and very presentable. Great atmosphere.

• The team working the event were all great. Kudos to the caricature artist.

• The Intel messaging was very evident.

• Overall a great experience and we would love to have you here again.

From Customers

• Great display

• these guys bri and jesse are awesome!

• love the ultra cool computer

• Yoga is AWSOME

• This Laptop Is AWESOME!!!!!!!!

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Highlights

• PC Race synergy

• @IntelEdge partnership

• Actiontec and Lenovo

Unexpected turns

• Awareness: 6+MM impressions to via earned and paid media

• Engagement: 10-20% active engagement on site / 11K+ people actively participating

• Purchase: 88% redemption rate on gift cards with an good AOV (where applicable)

Expected Results

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Learnings

• Be consistent with offer and gift card availability. Only in Dallas were the coupons and gift cards available at the start of the events.

• Streamline offers with products and brands featured at the event. This helps for a smooth pitch that is easier for customers to retain.

• Saturdays are by far the most effective in store and in theater.

• PC Race events supported with an overall lift in all locations where both were done in tandem. Recommend continuing to support PC Race with Tour or similar efforts.

• Kids bring the parents . Though they may not be the target, they understand and are curious about the technology. Getting them to stop by for a caricature and the other activities allows time to have the right conversations with the parents.

• Have larger device for caricature – to do doubles

• Full tech support from Intel – need to be sure devices are fully loaded with targeted demos to better assist the conversations.

• Allow 1.5 days for check in and proper set up and tear down

• More staff in theater or non-store locations is needed (extra staff can walk out and engage offshoot traffic)

• If the goal is more traffic than go to your top performing stores with highest traffic and largest theaters in the city regardless of vicinity to store.

• Better notify and train store staff; most managers were unaware of the Touch Tour event.

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Recommendations

Optimize for 2014

• Offer

• Partner with OEMs that can support with product offers and display devices

• Have offers that extend throughout a period of time (focus on a month or quarter)

• Promote offer through store and various other channels

• Inform store staff of offer and prep them to push

• Events

• Focus on Saturdays

• Partner with PC Race in larger markets

• Start events earlier to catch the early summer movies and/or events

• Better inform staff so they can share word of mouth with their customers.

• Test other large markets, but stay focused on big blockbuster weekends or other events that draw a crowd.

• Build more TigerDirect brand equity – focus on key selling points of TigerDirect, drive to site experience or app or similar so the customers truly get the store brought to them.

• Couple with Yelp events

• Most stores have a moderate Yelp score and pop up events that draw Yelpers may help to lift that in addition to offering up an exciting new store experience.

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Continue to build

Explore partnerships

Additional Markets

Repurpose booth and

digital elements

Drive Q4 Sales

Appendix: Full Creative

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The Program Creative:

Trivia Imagery

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The Program Creative:

Product-based Trivia Questions

Intel Product based questions What’s a tablet when you want it and a laptop when you need it?

• Ultrabook™ convertible • Flux capacitor • Trapper Keeper*

What is Intel’s latest PC processor family? • 6th generation Intel® Xeon® processors • 12th generation Intel® Pentium® processors • 4th generation Intel® Core™ processors

What gives your PC a burst of extra performance when it’s needed? • Nitrous oxide • Caffeine • Intel® Turbo Boost Technology

What are new, clutter-free desktop PCs called? • Mini-Desktop PCs • All-in-One PCs • Nano PCs

What’s new in the world of PC controls? • Extra-sensory perception • Touch screens • The Clapper*

What makes an Ultrabook™ different than a traditional laptop? • It’s from the future • It can be used as a floatation device in a water landing • It’s really light and less than an inch thick

Intel Product based questions

For gamers, what’s really exciting about 4th Gen Intel® Core™ processors?

• They’re unlocked, allowing overclocking

• They go up to 11

• They smell like victory

TigerDirect Questions

Which of the reasons below are reasons to shop with TigerDirect?

• We back every product with a rock-solid satisfaction guarantee.

• We offer the industry's highest-quality products at the lowest-possible prices.

• All of the above

What is one thing you can win at the TigerDirect Touch Tour event this weekend?

• An Ultrabook™

• A pony ride

• A shrimp cocktail

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The Program Creative:

Just for Fun Trivia Questions

What ferocious predator is also sometimes referred to as a skunk bear? • Yeti • Snapping turtle • Wolverine

Where does Superman’s alter ego, Clark Kent, work?

• The Gotham Gazette • The Daily Planet • The Daily Bugle

Which movie is considered to be the first summer blockbuster?

• Jaws* • E.T.* • Transformers*

The United States, Japan, Australia, and Fiji are all considered part of what?

• The Justice League • The Pacific Rim • The Axis of Evil

If someone is really evil they are:

• Super Nice • Lovely • Despicable

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The Program Creative:

Booth Creative and Sample Layout

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The Program Creative:

Physical and Large Format Signage

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Conversion Coupons and Gift Cards

Digital Signage

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TigerDirect Touch Tour Powered by Intel

Check out the latest ultrabooks™, tablets,

and all-in-one PCs

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The Power Within 4th generation intel® core™ processors

Experience performance at your command

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Experience Something Epic See how next-generation performance feels

Test out the latest innovative PCs and devices

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It’s Time for a New PC Faster is more affordable than you think

Ask us about special savings on the latest devices with

Intel® Core™ processors

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Laptop When You Need It.

Tablet When You Want It. Ultrabook™—now convertible for two

devices in one

Try out new devices that deliver tablet fun and full

PC performance

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Show Everyone How

Smart You Are Play the trivia challenge to win prizes

Demonstrate your knowledge and speed

for the chance to win free concessions

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Win An Ultrabook™ Convertible Lenovo ideapad Yoga* 13 prize drawing

Enter for the chance to win a touch-enabled Ultrabook

convertible powered by an Intel® Core™ processors

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Unleash Your Game Behold the power of our

tricked-out gaming rig!

Test drive an Intel® Core™ i7 processor-

powered gaming command center

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See Your True Self Get a portrait from our

caricature artist

Yeah, you totally look like that

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