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Aquarius Sports and Entertainment Creative and Social Media

Jeff Goldscher
Jeff Goldscher

This document provides an overview of AAA Mid-Atlantic's marketing and creative services, including social media strategic consulting, digital application development, content creation, advertising, and media planning. It also highlights two social media case studies for AAA Mid-Atlantic, including a sweepstakes promotion for AAA's sponsorship of a NASCAR race that generated over 1,600 new Facebook fans.

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CREATIVE SAMPLES AND SOCIAL MEDIA CASE STUDIES
MARKETING & CREATIVE SERVICES Core Services Social media strategic consulting and STRATEGY execution DIRECT RESPONSE BRANDING Digital and mobile application development Development of content strategies executed across media Strategy and brand response planning ADVERTISING MOBILE Development and implementation of activation and advertising campaigns Media planning and buying for activation campaigns INTERACTIVE CONTENT CREATION SOCIAL MEDIA
CLIENTS
AAA MID-ATLANTIC
GET YOUR FREE BUTT IN HERE. TIX FREE. Enter the AAA Ultimate Fan Zone Sweepstakes. Enter the AAA Ultimate Fan Zone Sweepstakes. Win FREE premium Eagles tickets at Lincoln Financial Field. BLITZ Win FREE tickets in the Ultimate Fan Zone on the Club Level at The Linc. FIRST 7 HOME GAMES: Each week, 4 winners get a pair of free tickets, plus: First 7 Home Games: 4 winners get a pair of tickets plus: Pre-game party at Citizen Bank Park with buffet, Pre-game party at Citizen Bank Park with buffet, full beverage service, and appearances by Swoop full beverage service, and appearances by Swoop and Eagles cheerleaders and Eagles cheerleaders Eagles alumni autograph session Eagles alumni autograph session Gift from the Eagles for all ticket holders Gift from the Eagles for all ticket holders GRAND PRIZE: 1 winner gets 8 tickets to 鍖nal home game Final Home Game: 1 winner gets 8 tickets plus: Includes Citizen Bank Park pre-game party, alumni autograph session and free gift, as above. 2 parking passes 2 parking passes and 8 Eagles/AAA hats Eagles practice facility tour with Troy Vincent for all 8 guests 8 VIP pre-game sideline passes 8 Eagles/AAA hats To enter the sweepstakes, go to AAA.com/Eagles. To enter the sweepstakes or to purchase tickets in AAA IS A PROUD PARTNER OF the AAA Ultimate Fan Zone, go to AAA.com/Eagles. THE PHILADELPHIA EAGLES. AAA. Use it for all its worth. 速 AAA is a proud partner of the Philadelphia Eagles. Use it for all its worth. NO PURCHASE NECESSARY TO ENTER OR WIN. Subject to Of鍖cial 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 鍖nal 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 MID-ATLANTIC
AAA MID-ATLANTIC
AAA MID-ATLANTIC
AAA MID-ATLANTIC
Follow us at Facebook.com/AAAPitCrew * 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. 息 2012 AAA Mid-Atlantic, Inc. AAA MID-ATLANTIC
AAA-MIDATLANTIC
AAA-MIDATLANTIC
SOCIAL MEDIA CASE STUDY CHALLENGE Engage fans with AAAs sponsorship with Dover International Speedway Promote awareness of AAAs 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 AAAs 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
MEET THE MONSTER 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. WINNERS RECEIVE: 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 ENTER FOR YOUR CHANCE TO WIN AAA Pit Crew is the culmination of all things racing. Exclusive visit 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. Mid-Atlantic Automobile Club, which is not responsible for lost, late or misdirected entries, or for phone, electronic, network, 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 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. AAA MID-ATLANTIC
SOCIAL MEDIA CASE STUDY CHALLENGE Build a larger social media following in order to provide news and information to attendees of the inaugural Quaker State 400 Increase traf鍖c 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 Speedways 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 traf鍖c 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 STUDY RESULTS Monthly traf鍖c 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 鍖ve months Achieved Klout score of 68 during event week, indicated accomplishment of tracks 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
LEARNING THE HOME TURF HISTORY OF THE NEED A REST? NICKEL DEFENSE IS WORTH THE HOW BOUT PRICE OF A ROAD TRIP ADMISSION. TO CANTON? HOF-MKT-003 Travel Host 7.0625x10.indd 1 11/20/09 2:53:06 PM PRO FOOTBALL HALL OF FAME PRINT ADS
RELIVE GREATNESS THE RELIVE THE GREATNESS TOM BRADY RAY LEWIS 3-TIME SUPERBOWL SUPERBOWL CHAMPION CHAMPION 2-TIME NFL MVP SUPERBOWL MVP 2-TIME SUPERBOWL 13X PRO-BOWLS MVP VISIT US THE PLAYERS THAT DEFINE VISIT US THE PLAYERS THAT DEFINE 2121 George Halas Drive N.W. GREATNESS LIVE IN CANTON. 2121 George Halas Drive N.W. GREATNESS LIVE IN CANTON. Canton, Ohio 44708 From Terry Bradshaw to Tom Brady, and from Ray Nitschke Canton, Ohio 44708 From Ray Nitschke to Ray Lewis, and from Terry Bradshaw 330.456.8207 330.456.8207 to Ray Lewis - youll 鍖nd todays stars alongside yesterdays to Tom Brady - youll 鍖nd todays stars alongside yesterdays heroes at the Pro Football Hall of Fame. Relive great heroes at the Pro Football Hall of Fame. Relive great Profootballhof.com moments at the Lamar Hunt Super Bowl Gallery - like when Profootballhof.com moments at the Lamar Hunt Super Bowl Gallery - like when a young Tom Brady upset the St. Louis Rams for his 鍖rst of a young Ray Lewis led the Balitmore Ravens to their 鍖rst three Super Bowl titles. And see the all-time legends of the Super Bowl title. And see the all-time legends of the game game cast in bronze in the Hall of Fame Gallery. cast in bronze in the Hall of Fame Gallery. AMERICAS PREMIER SPORTS MUSEUM AND SHOWPLACE AMERICAS PREMIER SPORTS MUSEUM AND SHOWPLACE PRO FOOTBALL HALL OF FAME PRINT ADS
LIVE IN THE BALLPARK
LIVE IN THE BALLPARK
NFL PLAYER ENGAGEMENT WEBSITE
SOCIAL MEDIA CASE STUDY CHALLENGE Dif鍖cult 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 traf鍖c to both platforms RESULTS Increase in web traf鍖c 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

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Aquarius Sports and Entertainment Creative and Social Media

  • 1. CREATIVE SAMPLES AND SOCIAL MEDIA CASE STUDIES
  • 2. MARKETING & CREATIVE SERVICES Core Services Social media strategic consulting and STRATEGY execution DIRECT RESPONSE BRANDING Digital and mobile application development Development of content strategies executed across media Strategy and brand response planning ADVERTISING MOBILE Development and implementation of activation and advertising campaigns Media planning and buying for activation campaigns INTERACTIVE CONTENT CREATION SOCIAL MEDIA
  • 5. GET YOUR FREE BUTT IN HERE. TIX FREE. Enter the AAA Ultimate Fan Zone Sweepstakes. Enter the AAA Ultimate Fan Zone Sweepstakes. Win FREE premium Eagles tickets at Lincoln Financial Field. BLITZ Win FREE tickets in the Ultimate Fan Zone on the Club Level at The Linc. FIRST 7 HOME GAMES: Each week, 4 winners get a pair of free tickets, plus: First 7 Home Games: 4 winners get a pair of tickets plus: Pre-game party at Citizen Bank Park with buffet, Pre-game party at Citizen Bank Park with buffet, full beverage service, and appearances by Swoop full beverage service, and appearances by Swoop and Eagles cheerleaders and Eagles cheerleaders Eagles alumni autograph session Eagles alumni autograph session Gift from the Eagles for all ticket holders Gift from the Eagles for all ticket holders GRAND PRIZE: 1 winner gets 8 tickets to 鍖nal home game Final Home Game: 1 winner gets 8 tickets plus: Includes Citizen Bank Park pre-game party, alumni autograph session and free gift, as above. 2 parking passes 2 parking passes and 8 Eagles/AAA hats Eagles practice facility tour with Troy Vincent for all 8 guests 8 VIP pre-game sideline passes 8 Eagles/AAA hats To enter the sweepstakes, go to AAA.com/Eagles. To enter the sweepstakes or to purchase tickets in AAA IS A PROUD PARTNER OF the AAA Ultimate Fan Zone, go to AAA.com/Eagles. THE PHILADELPHIA EAGLES. AAA. Use it for all its worth. 速 AAA is a proud partner of the Philadelphia Eagles. Use it for all its worth. NO PURCHASE NECESSARY TO ENTER OR WIN. Subject to Of鍖cial 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 鍖nal 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 MID-ATLANTIC
  • 9. Follow us at Facebook.com/AAAPitCrew * 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. 息 2012 AAA Mid-Atlantic, Inc. AAA MID-ATLANTIC
  • 12. SOCIAL MEDIA CASE STUDY CHALLENGE Engage fans with AAAs sponsorship with Dover International Speedway Promote awareness of AAAs 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 AAAs 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
  • 13. MEET THE MONSTER 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. WINNERS RECEIVE: 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 ENTER FOR YOUR CHANCE TO WIN AAA Pit Crew is the culmination of all things racing. Exclusive visit 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. Mid-Atlantic Automobile Club, which is not responsible for lost, late or misdirected entries, or for phone, electronic, network, 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 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. AAA MID-ATLANTIC
  • 14. SOCIAL MEDIA CASE STUDY CHALLENGE Build a larger social media following in order to provide news and information to attendees of the inaugural Quaker State 400 Increase traf鍖c 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 Speedways 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 traf鍖c 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
  • 15. SOCIAL MEDIA CASE STUDY RESULTS Monthly traf鍖c 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 鍖ve months Achieved Klout score of 68 during event week, indicated accomplishment of tracks 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
  • 16. PRO FOOTBALL HALL OF FAME PITCH CREATIVE
  • 17. LEARNING THE HOME TURF HISTORY OF THE NEED A REST? NICKEL DEFENSE IS WORTH THE HOW BOUT PRICE OF A ROAD TRIP ADMISSION. TO CANTON? HOF-MKT-003 Travel Host 7.0625x10.indd 1 11/20/09 2:53:06 PM PRO FOOTBALL HALL OF FAME PRINT ADS
  • 18. RELIVE GREATNESS THE RELIVE THE GREATNESS TOM BRADY RAY LEWIS 3-TIME SUPERBOWL SUPERBOWL CHAMPION CHAMPION 2-TIME NFL MVP SUPERBOWL MVP 2-TIME SUPERBOWL 13X PRO-BOWLS MVP VISIT US THE PLAYERS THAT DEFINE VISIT US THE PLAYERS THAT DEFINE 2121 George Halas Drive N.W. GREATNESS LIVE IN CANTON. 2121 George Halas Drive N.W. GREATNESS LIVE IN CANTON. Canton, Ohio 44708 From Terry Bradshaw to Tom Brady, and from Ray Nitschke Canton, Ohio 44708 From Ray Nitschke to Ray Lewis, and from Terry Bradshaw 330.456.8207 330.456.8207 to Ray Lewis - youll 鍖nd todays stars alongside yesterdays to Tom Brady - youll 鍖nd todays stars alongside yesterdays heroes at the Pro Football Hall of Fame. Relive great heroes at the Pro Football Hall of Fame. Relive great Profootballhof.com moments at the Lamar Hunt Super Bowl Gallery - like when Profootballhof.com moments at the Lamar Hunt Super Bowl Gallery - like when a young Tom Brady upset the St. Louis Rams for his 鍖rst of a young Ray Lewis led the Balitmore Ravens to their 鍖rst three Super Bowl titles. And see the all-time legends of the Super Bowl title. And see the all-time legends of the game game cast in bronze in the Hall of Fame Gallery. cast in bronze in the Hall of Fame Gallery. AMERICAS PREMIER SPORTS MUSEUM AND SHOWPLACE AMERICAS PREMIER SPORTS MUSEUM AND SHOWPLACE PRO FOOTBALL HALL OF FAME PRINT ADS
  • 19. LIVE IN THE BALLPARK
  • 20. LIVE IN THE BALLPARK
  • 22. SOCIAL MEDIA CASE STUDY CHALLENGE Dif鍖cult 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 traf鍖c to both platforms RESULTS Increase in web traf鍖c 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