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2015 Coors Light, Snapple,
Red Bull/ Mariner
Activation Plan
Snapple Red Bull
Tribal Summit Group
June, July 2015
Why the Seattle Mariner’s?
• Safeco home to over 2 mill.
Fans in 2014.
• Avg 26,000 fans a game.
• Top 10 in TV ratings.
• Currently tied for 2nd in the
standings. .500 baseball.
• Nelson Cruz leading Majors
with 10 hr’s.
• Felix Hernandez 4-0.
ROOT SPORTS TELECAST TERRITORIES
3.4 MILLION SUBSCRIBERS
Seattle Mariner’s Radio Network Support
168 :30’s Spots
168 :15’s Spots
104: 10’s Live Reads
Coors Light Weekend Sponsorship
Coors Light Cold Hard Facts
162 Billboards – Pre; Open & Close
Focus on Weekend; 4 & 5pm starts
Coors Light Equity – FBCLWMRB
Exclusive Beer Partner of the M’s
Mariner For A Day Promotion
Refresherator Promotion
Silver Bullet Saturdays
Ground’s Keeper For A Day – Consumer Offer
Overview:
The Ground’s Keeper For a Day promotion is a TSG only
consumer sweeps program where one consumer wins the
following prize pack:
• Grounds Keeper for a Mariner’s Game. TBD
• 1-Night Stay at the Silver Cloud Stadium
• $200 gift card at game
• 4-Tickets to the game to bring your friends.
• Mariners jersey
• Watch batting practice on the field w/ your 3 guest’s
Timing/Execution:
• Retail: June 1 thru July 31
• Fulfillment Date: Mid to Late August, 2015
• Brands: Coors Light/Coors 18 pk cans/bottles,
Coors Light 6/16 oz cans (Mariner Graphics).
Snapple 32 oz bottles, Red Bull 8.4 oz can June, Red
Bull 16 oz can July.
• Asks: Impactful Displays, Mariner POS, Aggressive
pricing on above packages.
Activation Strategy:
Contestants will be able to enter the promotion via a text
code on advertising materials at a local TSG location’s. 1-
entry per day. Reward your most loyal customer’s.
Groundskeeper
Store Level Creative Display Contest
Overview: Categorized in A and B stores.
• A Stores:
• 1st place:
– 4 Diamond Club tix. Game TBD.
• 2nd place:
– 2 Suite tix to Aug. 7 game. Food/ Bev included
• 3rd place:
– 2 Suite tix to Aug. 7 game. Food/Bev included
• 4th place:
– Authentic Seattle Mariner’s Jersey
• B Stores:
• 1st place:
– 2 Suite tix to Aug. 7th game. Food/Bev included
• 2nd place:
– 4-club level seats to a Mariner’s game. TBD
• 3rd place:
– 4-club level seats to a Mariners game. TBD
• 4th place:
– Authentic Seattle Mariner’s Jersey.
Qualifications:
• All Brands must be represented on Display. Coors Light, Coors,18 pks
and 6/16 cans. Snapple 32 oz bottles, 7-up/Dr. Pepper 20 oz bottles.
• Display Location, Size, and Creativity will be judged. Judging to take
place in early July. A Judging sheet will be utilized per each store
participating.
• All Brands must show an increase vs prior year.
Timing/Execution:
• Retail: June 1 thru July 31
2015 Seattle Mariners Packaging
April 1 – July 15
16oz Can – WA State + Coeur d’ Alene Market
Base Wrap Pennant Strings
Display Card, Table Tent,
CDD, Banners
Floor Mat
Batting Cage Display Enhancer - 150 Scoreboard Display Enhancer - 200
Seattle Mariners POS
Snapple 32oz
Tribal Summit Group
June will be a 8.4oz promotion, Buy 15 cases with display and maximum pricing of 3 for $5.33
July will be a 16oz promotion, buy 10 cases with display and maximum pricing of 2 for $6.33
KEY TAKE-AWAYS
• IMPACTFUL CREATIVE DISPLAYS.
• HAVE FUN WITH IT. ALL 3 BRANDS ON
DISPLAYS.
• GET OUT OF THE GATES EARLY.
• JUNE 1 IS A MONDAY.
• MARINER’S RESONATE ACROSS THE
NORTHWEST. CONSUMER EXCITEMENT.
• GREAT BRANDS TO SELL AND MAKE MONEY
ON. COORS LIGHT #1 BEER IN THE NW. Red
Bull #1 Energy Drink.
Snapple Red Bull