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Pop2Life Agency Profile 032013

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Eric Murphy
Eric Murphy

The document provides background information on Pop2Life, an experiential marketing agency. It summarizes the experience and careers of the key executives in entertainment and marketing. It then outlines Pop2Life's core services which include branded entertainment events using music and pop culture connections, unique experiences, stunts and promotions at major events, and exciting sweepstakes and contests. The document emphasizes Pop2Life's relationships in the music industry and ability to create buzz and engage consumers across multiple platforms.

1 of 16
WE KNOW HOW TO MAKE NOISE.
WHO WE ARE. Our key execs come from an entertainment background, understanding the power of emotional connection. Eric (CEO) and Jeff (VP/GM) both spent many years in the music industry developing global marketing + promotion campaigns that helped launch the careers of artists like Christina Aguilera, J-Lo, Dave Matthews Band, *NSYNC, Incubus, Justin Timberlake, Kelly Clarkson, Foo Fighters, Natasha Bedingfield, and many more. (Eric was also responsible for introducing us to some of the biggest “one hit wonders” in history like The Macarena and Lou Bega’s Mambo #5. You’re welcome.) Before P2L, Clayton (VP, Production) spent 10+ years creating + producing high profile, interactive experiences for major film studios, TV networks and other entertainment clients. And Ethel (VP, Experiential Marketing) lasted 18+ years in radio, most recently at SiriusXM working with high profile personalities (Howard Stern anyone?) and executing buzz-worthy sweepstakes, contests and major events.
WHAT WE DO. WE FIND UNIQUE WAYS TO GET CONSUMERS TO DISCOVER SOMETHING. + DO SOMETHING.
JASON ALDEAN Country Music Superstar 6.7 MILLION FANS 1 MILLION FOLLOWERS BUT IT’S NOT JUST WHAT WE DO THAT SETS US APART. IT’S WHO WE KNOW. “HELL ON WHEELS TRAIN TO NASHVILLE” CLIENT: AMC TELEVISION PROMOTING: HELL ON WHEELS
HOW WE DO IT.* AFTER 10 YEARS IN BUSINESS, WE’VE NARROWED OUR SCOPE 4 OF WORK TO FOCUS ON CORE TACTICS THAT WE KNOW WORK! * See slide 14 for the chinese menu version of HOW WE DO IT.
1 BEEPs TM KATY PERRY POP Music Superstar 51 MILLION FANS 33 MILLION FOLLOWERS TM BRANDED ENTERTAINMENT EVENTS + PROMOTIONS Music connects people like nothing else. Our experience in the music industry is second to none, giving our clients and sponsors a very valuable tool to build powerful connections, spark emotion or just “hijack” the cool factor of a hot artist or band. “KATY PERRY GOES BACK TO HIGH SCHOOL” CLIENT: DISNEY/TOUCHSTONE PICTURES PROMOTING: YOU AGAIN
SAMPLE BEEP Royal Caribbean was launching a new ship and needed us to help them make a huge splash. Taylor Swift happened to be launching a new album around the same time. Pop2Life conceived and orchestrated a worldwide promotion utilizing radio, television and social media ultimately giving hundreds of lucky consumers the chance to be first to set sail on Royal Caribbean’s ALLURE OF THE SEAS with Taylor Swift. TAYLOR SWIFT POP Music Superstar Our “Allure Of Taylor Swift” campaign garnered millions of entries, generated $5MM in media + PR value and got 40 MILLION FANS everyone buzzing about RC’s awesome new ship and Taylor’s 25 MILLION FOLLOWERS highly anticipated new album!
UNIQUE 2 EXPERIENCEs We’ll help you get consumers immersed in your brand. From semi- permanent installations to national tours, or one day events, our team understands the importance of getting everything right. As the saying goes... You never get a second chance to make a first impression. “HGTV HOLIDAY @ MALL OF AMERICA” CLIENT: HGTV PROMOTING: HGTV + HGTV HOME
SAMPLE EXPERIENCE A partnership brokered by Pop2Life nearly 3 years ago has become a yearly experiential marketing strategy for Cartoon Network (and its sponsors). Each summer, for 99 days, we bring the brand to life with unforgettable experiences and interactive events at Atlantis, Paradise Island in The Bahamas. Our team handles EVERY aspect of planning, development and execution. This year, Cartoon Network is using content filmed at Atlantis to create an on-air branding campaign and 30 minute special.
WE ACTIVATE THE BIGGEST BRANDS AT SOME OF THE BIGGEST EVENTS OF THE YEAR.
WOWING 3 STUNTs Nowadays there are so many outlets to generate awareness and build genuine, organic buzz with a great [creative] stunt. Technology, the internet, and social media specifically, have given us the ability to “DYEING FOR DEXTER” CLIENT: SHOWTIME spread the word faster and with more authenticity. PROMOTING: DEXTER Sure, we love the traditional press hits, but a great stunt also turns real-life consumers into an army of trusted brand ambassadors as they share it with friends via tweets, posts, blogs or texts.
SAMPLE STUNT What makes a stunt impactful? Simple + Unexpected. 300 pairs of shoes. 50 real brides. 10 pairs of Louboutins. Cue the chaos.
4 EXCITING SWEEPs With the right idea (and the right incentive), a sweepstakes or AND CONTESTS contest can be an incredibly powerful tool that will add a layer of excitement to a promotion/marketing campaign. Pop2Life has a team of experts to handle every aspect of a sweeps or contest including tricky legal administration, innovative “IHEARTRADIO ULTIMATE POOL PARTY” CLIENT: IHEARTRADIO methods of entry, winner qualification and prize fulfillment. PROMOTING: IHEARTRADIO
SAMPLE CONTEST and STUNT! Dodge needed to build some buzz at Comic Con around the launch of the all new Dodge Dart. Pop2Life came up with a “Live In It To Win It” contest where costumed consumers had to live in the car (on display) for the week of Comic Con. The last one standing (err... sitting) won the car! As you can see in the image, contestants were also subjected to crazy tasks (that get crazier when people haven’t slept)!
HOW WE DO IT (CHINESE MENU) 1 CREATIVE IDEAS - 創造性的想法 We devote significant time to the brainstorming process and realize that everything worth anything starts with a great idea. This is our core competency. 2 MUSIC INTEGRATION + POP CULTURE POWER - 音乐集成 Pop2Life has developed a very successful concept that in essence turns one high profile event into a priceless, unlimited marketing, promotion and PR opportunity. It's partnership marketing that yields priceless ROI. We call them BEEPs - Branded Entertainment Events + Promotions. The idea? Create a unique consumer experience that can be used across multiple platforms (on channel, radio, online, mobile, experiential) to generate awareness and build excitement for brands and bands. 3 HIGH PROFILE RADIO + TV PROMOTIONS - 高调广播电视促销 P2L has unparalleled relationships at the biggest and best radio stations across the country. Top 40, Urban, Hot AC, Alternative, Rock, Country... we know how to generate tangible (and priceless) media value for artists, brands and sponsors with music-centric promotions that drive tune-in. 4 PARTNERSHIP MARKETING + SPONSOR INTEGRATION - 集设计和制造高调广播 In addition to working with our clients individually, P2L will mix and match our clients and/or secure 3rd party sponsors to create partnership- marketing opportunities. This helps our clients (1) subsidize costs and (2) raise the overall cache’ value and impact of the promotion or experience. 5 SOCIAL MEDIA INTEGRATION - 音乐集成 How many consumers can we get to like your Facebook page? Who cares. While we believe that social media is an integral part of any promotion, we have a philosophy: Technology is only as good as the ideas that power it. We use social media because it can be an extremely powerful tool for the right campaigns, not just to check it off of our TO DO list. 6 MOBILE MARKETING (+TEXT2WIN) - 移动营销 Using our highly scrutinized technology partners, Pop2Life develops all-inclusive campaigns utilizing mobile marketing, text messaging and Twitter as simple, quick tools to interact with busy, on-the-go consumers. 7 LEGAL ADMINISTRATION - 依法行政 We hate this as much as you do, but the good news is we know our s***! P2L handles all legal administration for sweepstakes, contests and events including official rules, affidavits, tax compliance, bonding + registration and year-end 1099. 8 PRIZE PROCUREMENT- 颁奖采购 If we had to describe ourselves in one word, it would be RESOURCEFUL. Our team has an uncanny ability to procure all kinds of neat things! 9 CONTEST WINNER FULFILLMENT- 創造性的想法 Contest winners are a unique breed, and they are also the most likely to either praise you or slam you. These are passionate, active consumers who you want on your side! Our fulfillment team is amazing and our #1 priority is making sure that contest winners have a great experience. In other words, we know how you'd want your brand represented... and we represent! 10 EVENT + CONCERT PRODUCTION - 集设计和制造 Most people have no idea how much work goes into an event. Simply put... Pop2Life just gets it. We are always one step ahead and are lucky to work with some of the best event + concert producers in the world. 11 SET DESIGN + FABRICATION - 集设计和制造 We don't just fabricate ideas... we fabricate "things" to make those ideas wowing. From set design to custom designed + built props, our team is badass! 12 CREATIVE WEB DESIGN + DEVELOPMENT - 音乐集成制造 As a full service agency, Pop2Life employs a dynamic team of web, graphic and environmental designers that make our campaigns truly pop to life. Beyond the fancy software everyone uses to produce promotional assets... our designers' (sometimes insane) imaginations are the lynchpin. 13 STREET TEAMS/BRAND AMBASSADORS - 街头团队 Event staffing and "brand ambassadors" can be a make or break. These are the people that are representing your brand, your product, your image, your perception. P2L sources the best people possible to ensure that every contact made is a positive one. Period.
LET US HELP YOU MAKE SOME NOISE. NY: Eric Murphy (CEO) - 646.397.0878 - emurphy@pop2life.com NY: Jeff Bardin (VP/GM) - 646.397.1027 - jbardin@pop2life.com LA: Clayton Ferguson (VP) - 310.929.1095 - cferguson@pop2life.com

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Pop2Life Agency Profile 032013

  • 1. WE KNOW HOW TO MAKE NOISE.
  • 2. WHO WE ARE. Our key execs come from an entertainment background, understanding the power of emotional connection. Eric (CEO) and Jeff (VP/GM) both spent many years in the music industry developing global marketing + promotion campaigns that helped launch the careers of artists like Christina Aguilera, J-Lo, Dave Matthews Band, *NSYNC, Incubus, Justin Timberlake, Kelly Clarkson, Foo Fighters, Natasha Bedingfield, and many more. (Eric was also responsible for introducing us to some of the biggest “one hit wonders” in history like The Macarena and Lou Bega’s Mambo #5. You’re welcome.) Before P2L, Clayton (VP, Production) spent 10+ years creating + producing high profile, interactive experiences for major film studios, TV networks and other entertainment clients. And Ethel (VP, Experiential Marketing) lasted 18+ years in radio, most recently at SiriusXM working with high profile personalities (Howard Stern anyone?) and executing buzz-worthy sweepstakes, contests and major events.
  • 3. WHAT WE DO. WE FIND UNIQUE WAYS TO GET CONSUMERS TO DISCOVER SOMETHING. + DO SOMETHING.
  • 4. JASON ALDEAN Country Music Superstar 6.7 MILLION FANS 1 MILLION FOLLOWERS BUT IT’S NOT JUST WHAT WE DO THAT SETS US APART. IT’S WHO WE KNOW. “HELL ON WHEELS TRAIN TO NASHVILLE” CLIENT: AMC TELEVISION PROMOTING: HELL ON WHEELS
  • 5. HOW WE DO IT.* AFTER 10 YEARS IN BUSINESS, WE’VE NARROWED OUR SCOPE 4 OF WORK TO FOCUS ON CORE TACTICS THAT WE KNOW WORK! * See slide 14 for the chinese menu version of HOW WE DO IT.
  • 6. 1 BEEPs TM KATY PERRY POP Music Superstar 51 MILLION FANS 33 MILLION FOLLOWERS TM BRANDED ENTERTAINMENT EVENTS + PROMOTIONS Music connects people like nothing else. Our experience in the music industry is second to none, giving our clients and sponsors a very valuable tool to build powerful connections, spark emotion or just “hijack” the cool factor of a hot artist or band. “KATY PERRY GOES BACK TO HIGH SCHOOL” CLIENT: DISNEY/TOUCHSTONE PICTURES PROMOTING: YOU AGAIN
  • 7. SAMPLE BEEP Royal Caribbean was launching a new ship and needed us to help them make a huge splash. Taylor Swift happened to be launching a new album around the same time. Pop2Life conceived and orchestrated a worldwide promotion utilizing radio, television and social media ultimately giving hundreds of lucky consumers the chance to be first to set sail on Royal Caribbean’s ALLURE OF THE SEAS with Taylor Swift. TAYLOR SWIFT POP Music Superstar Our “Allure Of Taylor Swift” campaign garnered millions of entries, generated $5MM in media + PR value and got 40 MILLION FANS everyone buzzing about RC’s awesome new ship and Taylor’s 25 MILLION FOLLOWERS highly anticipated new album!
  • 8. UNIQUE 2 EXPERIENCEs We’ll help you get consumers immersed in your brand. From semi- permanent installations to national tours, or one day events, our team understands the importance of getting everything right. As the saying goes... You never get a second chance to make a first impression. “HGTV HOLIDAY @ MALL OF AMERICA” CLIENT: HGTV PROMOTING: HGTV + HGTV HOME
  • 9. SAMPLE EXPERIENCE A partnership brokered by Pop2Life nearly 3 years ago has become a yearly experiential marketing strategy for Cartoon Network (and its sponsors). Each summer, for 99 days, we bring the brand to life with unforgettable experiences and interactive events at Atlantis, Paradise Island in The Bahamas. Our team handles EVERY aspect of planning, development and execution. This year, Cartoon Network is using content filmed at Atlantis to create an on-air branding campaign and 30 minute special.
  • 10. WE ACTIVATE THE BIGGEST BRANDS AT SOME OF THE BIGGEST EVENTS OF THE YEAR.
  • 11. WOWING 3 STUNTs Nowadays there are so many outlets to generate awareness and build genuine, organic buzz with a great [creative] stunt. Technology, the internet, and social media specifically, have given us the ability to “DYEING FOR DEXTER” CLIENT: SHOWTIME spread the word faster and with more authenticity. PROMOTING: DEXTER Sure, we love the traditional press hits, but a great stunt also turns real-life consumers into an army of trusted brand ambassadors as they share it with friends via tweets, posts, blogs or texts.
  • 12. SAMPLE STUNT What makes a stunt impactful? Simple + Unexpected. 300 pairs of shoes. 50 real brides. 10 pairs of Louboutins. Cue the chaos.
  • 13. 4 EXCITING SWEEPs With the right idea (and the right incentive), a sweepstakes or AND CONTESTS contest can be an incredibly powerful tool that will add a layer of excitement to a promotion/marketing campaign. Pop2Life has a team of experts to handle every aspect of a sweeps or contest including tricky legal administration, innovative “IHEARTRADIO ULTIMATE POOL PARTY” CLIENT: IHEARTRADIO methods of entry, winner qualification and prize fulfillment. PROMOTING: IHEARTRADIO
  • 14. SAMPLE CONTEST and STUNT! Dodge needed to build some buzz at Comic Con around the launch of the all new Dodge Dart. Pop2Life came up with a “Live In It To Win It” contest where costumed consumers had to live in the car (on display) for the week of Comic Con. The last one standing (err... sitting) won the car! As you can see in the image, contestants were also subjected to crazy tasks (that get crazier when people haven’t slept)!
  • 15. HOW WE DO IT (CHINESE MENU) 1 CREATIVE IDEAS - 創造性的想法 We devote significant time to the brainstorming process and realize that everything worth anything starts with a great idea. This is our core competency. 2 MUSIC INTEGRATION + POP CULTURE POWER - 音乐集成 Pop2Life has developed a very successful concept that in essence turns one high profile event into a priceless, unlimited marketing, promotion and PR opportunity. It's partnership marketing that yields priceless ROI. We call them BEEPs - Branded Entertainment Events + Promotions. The idea? Create a unique consumer experience that can be used across multiple platforms (on channel, radio, online, mobile, experiential) to generate awareness and build excitement for brands and bands. 3 HIGH PROFILE RADIO + TV PROMOTIONS - 高调广播电视促销 P2L has unparalleled relationships at the biggest and best radio stations across the country. Top 40, Urban, Hot AC, Alternative, Rock, Country... we know how to generate tangible (and priceless) media value for artists, brands and sponsors with music-centric promotions that drive tune-in. 4 PARTNERSHIP MARKETING + SPONSOR INTEGRATION - 集设计和制造高调广播 In addition to working with our clients individually, P2L will mix and match our clients and/or secure 3rd party sponsors to create partnership- marketing opportunities. This helps our clients (1) subsidize costs and (2) raise the overall cache’ value and impact of the promotion or experience. 5 SOCIAL MEDIA INTEGRATION - 音乐集成 How many consumers can we get to like your Facebook page? Who cares. While we believe that social media is an integral part of any promotion, we have a philosophy: Technology is only as good as the ideas that power it. We use social media because it can be an extremely powerful tool for the right campaigns, not just to check it off of our TO DO list. 6 MOBILE MARKETING (+TEXT2WIN) - 移动营销 Using our highly scrutinized technology partners, Pop2Life develops all-inclusive campaigns utilizing mobile marketing, text messaging and Twitter as simple, quick tools to interact with busy, on-the-go consumers. 7 LEGAL ADMINISTRATION - 依法行政 We hate this as much as you do, but the good news is we know our s***! P2L handles all legal administration for sweepstakes, contests and events including official rules, affidavits, tax compliance, bonding + registration and year-end 1099. 8 PRIZE PROCUREMENT- 颁奖采购 If we had to describe ourselves in one word, it would be RESOURCEFUL. Our team has an uncanny ability to procure all kinds of neat things! 9 CONTEST WINNER FULFILLMENT- 創造性的想法 Contest winners are a unique breed, and they are also the most likely to either praise you or slam you. These are passionate, active consumers who you want on your side! Our fulfillment team is amazing and our #1 priority is making sure that contest winners have a great experience. In other words, we know how you'd want your brand represented... and we represent! 10 EVENT + CONCERT PRODUCTION - 集设计和制造 Most people have no idea how much work goes into an event. Simply put... Pop2Life just gets it. We are always one step ahead and are lucky to work with some of the best event + concert producers in the world. 11 SET DESIGN + FABRICATION - 集设计和制造 We don't just fabricate ideas... we fabricate "things" to make those ideas wowing. From set design to custom designed + built props, our team is badass! 12 CREATIVE WEB DESIGN + DEVELOPMENT - 音乐集成制造 As a full service agency, Pop2Life employs a dynamic team of web, graphic and environmental designers that make our campaigns truly pop to life. Beyond the fancy software everyone uses to produce promotional assets... our designers' (sometimes insane) imaginations are the lynchpin. 13 STREET TEAMS/BRAND AMBASSADORS - 街头团队 Event staffing and "brand ambassadors" can be a make or break. These are the people that are representing your brand, your product, your image, your perception. P2L sources the best people possible to ensure that every contact made is a positive one. Period.
  • 16. LET US HELP YOU MAKE SOME NOISE. NY: Eric Murphy (CEO) - 646.397.0878 - emurphy@pop2life.com NY: Jeff Bardin (VP/GM) - 646.397.1027 - jbardin@pop2life.com LA: Clayton Ferguson (VP) - 310.929.1095 - cferguson@pop2life.com