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New Orange Bowl

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Discover is launching several sales promotions around their sponsorship of the Orange Bowl college football game to drive new card signups and increase card usage. The promotions include a sweepstakes to win $10,000 by finding an orange Discover card in the mail, a trip giveaway for using a Discover card to purchase an American Airlines flight, displaying promotional codes during the game broadcast that can be entered for $10,000 prizes, and a promotion at the game where signing up gets consumers entries to win a Toyota vehicle. The goals are to attract new customers and incentivize existing customers to use their Discover cards more. Advertising for the promotions will run on TV, websites, American Airlines, Toyota locations and during the Orange

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New Orange Bowl
The Game PlanDiscover Card Background
Goals
Our Sales Promotions Discover the Orange Bowl Card Discover the Orange Bowl Code Discover the Orange Bowl Flight Discover the Orange Bowl CarTarget Demographics
Advertisements
Measuring ROI
BudgetDiscoverDiscover 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
Theres always something more to 禽庄壊界看厩艶姻
It pays to 禽庄壊界看厩艶姻
Ranked 2nd best in customer serviceGoals of Sales PromotionIncrease the number of Discover cardholders through our various sales promotionsIncrease card usage among existing cardholdersBuild the brand equity of Discover Card
Demographics
Discover the Orange Bowl Card
Discover the Orange Bowl CardSign 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 mailboxThe Orange Discover Card is worth $10,000Current and potential new users can sign up at Discover.com to enter for the chance to obtain the Orange Card
Target
Advertising
How it worksPeople sign up on-line to receive a Discover card in the mailIf they receive the Orange card, theyre a winner!Benefits for Discover:Drives consumers to sign up for a Discover cardLetter in mail promoting the benefits of being a cardholder will encourage increased card usage
Measuring successMeasure how many new users signed up to receive a card during the seasonTrack the amount of dollars spent by those new card users
Discover the Orange Bowl Flight
Target
Advertising
Discover the Orange Bowl FlightSign 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 Discovers luxury box at the Orange BowlDiscover luxury boxesAs the title sponsor Discover is entitled to a luxury box: section 214 A and B
Objective of sweepstakesBring in new usersUtilize existing Discover Orange Bowl sponsor for cross-promotional purposesCreate excitement of Orange Bowl for casual/non-football fansPromote Discover Miles and Escape cards
Measuring SuccessMeasure the number of new Miles and Escape Cards issued Measure the usage versus previous years to track an increase during the promotionMeasure where the promotion is most effective to pinpoint where our promotion is effective so that we can utilize the information the next year
BenefitsUse of other sponsors will help leverage cross-promotionPromotes awareness of lesser-known Discover programsSweepstakes appeals beyond football audienceImproves image of Discover
Discover the Orange Bowl Code
Target
Promotional GoalsEnter-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 CardIncrease 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 CodeOne unique promotional code will be displayed each quarter (4 codes total) in corner of TV screen during Orange Bowl telecastDiscover Card users can enter to win up to 4 times (once per code) at Discover.com4 winners (one per quarter) get $10,000 prize
Enter: OBDISLog on now at Discover.com for your chance to win $10,000!!!
Measuring SuccessTrack number of code entries by unique card usersTrack Discover.com site traffic during Orange Bowl in comparison to historical site traffic during non-promotional time periodsMeasure increases in card usage by card holders entered into promotion
Discover the Orange Bowl Car
Discover the Orange Bowl CarCross-Promotion (with Toyota) designed to increase in-stadium card usage.
Target: Switchers
Associates the Discover brand with the Orange Bowl
Mood Congruent MemoryHow It WorksConsumers sign up for Discover card at the Orange BowlDiscover Orange Bowl T-shirt & rally towel awarded with new enrollment25% discount on all in-stadium purchases w/ cardEntered into sweepstakes that gives consumer a chance to win a new ToyotaCustomer given 10 footballs, just 1/10 wins a new car!

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New Orange Bowl

  • 2. The Game PlanDiscover Card Background
  • 4. Our Sales Promotions Discover the Orange Bowl Card Discover the Orange Bowl Code Discover the Orange Bowl Flight Discover the Orange Bowl CarTarget Demographics
  • 7. BudgetDiscoverDiscover Financial Services owned by Morgan Stanley Dean Witter & Co. which has over 50 million cardholders all over the globe
  • 8. Comprised of approximately 3.6 million merchants and cash access regional offices in all parts of the world
  • 9. Discover Business Services is considered one of the leading independent credit card corporations in the US.
  • 11. Theres always something more to 禽庄壊界看厩艶姻
  • 12. It pays to 禽庄壊界看厩艶姻
  • 13. Ranked 2nd best in customer serviceGoals of Sales PromotionIncrease the number of Discover cardholders through our various sales promotionsIncrease card usage among existing cardholdersBuild the brand equity of Discover Card
  • 16. Discover the Orange Bowl CardSign 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 mailboxThe Orange Discover Card is worth $10,000Current and potential new users can sign up at Discover.com to enter for the chance to obtain the Orange Card
  • 19. How it worksPeople sign up on-line to receive a Discover card in the mailIf they receive the Orange card, theyre a winner!Benefits for Discover:Drives consumers to sign up for a Discover cardLetter in mail promoting the benefits of being a cardholder will encourage increased card usage
  • 20. Measuring successMeasure how many new users signed up to receive a card during the seasonTrack the amount of dollars spent by those new card users
  • 21. Discover the Orange Bowl Flight
  • 24. Discover the Orange Bowl FlightSign 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)
  • 25. Winner will receive a trip for four to Miami, a 5-night stay at a hotel and passes to access Discovers luxury box at the Orange BowlDiscover luxury boxesAs the title sponsor Discover is entitled to a luxury box: section 214 A and B
  • 26. Objective of sweepstakesBring in new usersUtilize existing Discover Orange Bowl sponsor for cross-promotional purposesCreate excitement of Orange Bowl for casual/non-football fansPromote Discover Miles and Escape cards
  • 27. Measuring SuccessMeasure the number of new Miles and Escape Cards issued Measure the usage versus previous years to track an increase during the promotionMeasure where the promotion is most effective to pinpoint where our promotion is effective so that we can utilize the information the next year
  • 28. BenefitsUse of other sponsors will help leverage cross-promotionPromotes awareness of lesser-known Discover programsSweepstakes appeals beyond football audienceImproves image of Discover
  • 31. Promotional GoalsEnter-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 CardIncrease Orange Bowl telecast viewership, which in turn will result in increased brand exposure to both Discover Card users and potential new users
  • 32. Discover the Orange Bowl CodeOne unique promotional code will be displayed each quarter (4 codes total) in corner of TV screen during Orange Bowl telecastDiscover Card users can enter to win up to 4 times (once per code) at Discover.com4 winners (one per quarter) get $10,000 prize
  • 33. Enter: OBDISLog on now at Discover.com for your chance to win $10,000!!!
  • 34. Measuring SuccessTrack number of code entries by unique card usersTrack Discover.com site traffic during Orange Bowl in comparison to historical site traffic during non-promotional time periodsMeasure increases in card usage by card holders entered into promotion
  • 36. Discover the Orange Bowl CarCross-Promotion (with Toyota) designed to increase in-stadium card usage.
  • 38. Associates the Discover brand with the Orange Bowl
  • 39. Mood Congruent MemoryHow It WorksConsumers sign up for Discover card at the Orange BowlDiscover Orange Bowl T-shirt & rally towel awarded with new enrollment25% discount on all in-stadium purchases w/ cardEntered into sweepstakes that gives consumer a chance to win a new ToyotaCustomer given 10 footballs, just 1/10 wins a new car!
  • 40. Prize Payout1-2 Footballs = Yaris3-4 Footballs = Corolla 5-7 Footballs = Tacoma8-10 Footballs = Highlander
  • 41. Why It WorksToyota is a sponsor of the Discover Orange Bowl.Aligns Discover w/ an intangible experienceMany sports fans remember the experience of the game and this provides them with a better in-stadium atmosphereDiscover & Toyota both need to re-position themselves favorably in the mind of the consumerDiscover = perceived inferiority to MC, VisaToyota = recent controversy with recalls
  • 42. DemographicsHow We All Sit In the Same Orange Bowl
  • 47. Discover the Orange BowlAll promotions are Linked together at Discovertheorangebowl.comEach website brings link brings you to the above websitePromotes the 4 different ways consumers can discover the orange bowl for themselvesTies the promotions all back to the core
  • 48. Advertising our promotionsESPN college game day TVEspn.comDiscover.comAmerican Airlines Online and at TerminalsToyota Online and in StoreTV spots during Prime time television
  • 50. BudgetBudget 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