creative brief

P L E A S E D R I N K R E S P O N S I B L Y

BEAT THE BUZZPLANBOOK

1 | SLAPSHOT CREATIVE

OUR TEAM

Year: SeniorMajor: Strategic Communications Plans: Right now, my options seem to somehow be simultaneously endless and limited. But my hopes are to eventually work my way up in an advertising/ public relations agency or respected company. My dream career would be a social media position in the Greater Co-lumbus area.

Year: SeniorMajor: Journalism/strategic communicationsPlans: After graduation I plan on pursuing a career in advertising with a focus on strategy.

Year: SeniorMajor: Journalism/Strategic Com-munications, Italian StudiesPlans: After graduation, I plan on attending The Culinary Institute of America to pursue a degree in Baking and Pastry Arts Manage-ment. I eventually wish to own my own business.

Year: SeniorMajors: Journalism (advertising) & Informational GraphicsPlans: One day, I hope to be an art director at an advertising agency in Chicago, Cleveland or Savannah.

Year: Senior graduating in December 2013Major: Strategic CommunicationPlans: My goals after graduation ��V�Õ`i�w�`��}�>�ÀiÜ>À`��}�«ÕL��V�relations or marketing position in Ohio.

Year: SeniorMajor: Public RelationsPlans: Pursue a career in PR and Marketing in Chicago post-gradu-ation.

SARAH COWDEN ERIN DUFF MARIA FABIANO

KATIE O’LEARY KATE WILLSEDEVON ROAN

SLAPSHOT CREATIVE | 2

TABLE OF CONTENTSExecutive Summary 3

Campaign Strategy & Brand Awareness 4

Competition 5

Campaign Objectives & SWOT Analysis 6

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Secondary Research 8-10

Primary Research 11-14

Key Insights 15

Creative Executions 16-22

PR Kit 23-25

Budget 26

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Bibliography 28

1 | SLAPSHOT CREATIVE3 | SLAPSHOT CREATIVE

EXECUTIVE SUMMARY

S lapshot Creative is partnering with Brown-Forman and the Philadelphia Flyers to promote responsible consumption of alcoholic beverages and encourage hockey fans to pledge to stop driving buzzed by !nding alternative ways to “experience life.” We plan to build the brand through educational promotion of Tennessee Whiskey and responsible drinking habits. By

raising awareness and gauging perceptions about responsible drinking, we can motivate Philadelphia Flyers fans to change their behavior and the fan experience.

SITUATION ANALYSISBrown-Forman and the Philadelphia Flyers established a relationship in 2011 to promote safe drinking habits at hockey games, as well as to associate the Jack Daniel’s brand with corporate responsibility. "ere is currently a limited amount of advertising done within Wells Fargo Center and the surrounding community (Great Philly Area). "ere are no established “Beat "e Buzz” social media accounts; Brown-Forman and buzzed driving promotions are few and far between; and post-drinking transportation is not endorsed at Philly Flyers events.

COMPANY ANALYSISBrown-Forman has been enriching the experience of life for over 150 years, but their focus on responsible drinking and advocacy against buzzed driving has not been a core focus. "eir partnerships with designated driver programs need strengthening, and the Brown-Forman brand is not o#en associated with their products and responsible drinking messages. However, their Enrich the Experience of life campaign and work in recent years has been wildly successful. "eir programs across the areas of responsible marketing, environmental sustainability, employee relations, economic contribution and community involvement have placed Brown-Forman at the top of their !eld. "rough the adoption of innovative programs and partnerships with advocacy organiza-tions, Brown-Forman can raise awareness of responsible drinking and encourage consumers to !nd safe alternatives to driving a#er drinking. By forging new partnerships with designation driver programs and advocacy organizations, while developing strong public relations campaigns, Brown-Forman can grow their brand image.


BRAND AWARENESS

CAMPAIGN STRATEGYWe have created a hybrid campaign that combines Brown Forman’s Philadelphia Flyers partnership with new campaign methods and innovative strategies. "e ultimate goal of the campaign is to encourage responsible drinking and safe driving practices among Philadelphia Flyers fans, while simultaneously promoting an image of corporate social responsibility for Brown Forman. We want to couple the well-known Jack Daniels brand with the responsible drinking message to give our audience a familiar name to associate with lesser-known Brown Forman. A#er performing an extensive market analysis we have chosen to advertise in areas frequented by our target audience: the Philadelphia Flyers fan. "ese areas include public transportation used to get to and from Wells Fargo Center and local radio stations that broadcast both home and away games. We plan to advertise heavily within the Wells Fargo stadium, utilizing dashboards, the Zamboni and the Jumbotron. We believe these will be the most e$ective advertising placements because over 60 percent of people we spoke to, say they pay attention to advertising once they are seated in the sports venue. To further promote Brown Forman’s social responsibility platform we plan to sponsor responsible drinking training programs such as R.A.M.P. and C.A.R.E. for local bars in the Philadelphia area. We will also encourage Flyers fans to utilize services similar to BeMYdd and the extensive Philadelphia public transportation network. Creation, population and management of social media accounts ranging from Facebook to Vine will be a part of the media strategy. Opportunities to win free tickets via social media contests created over the course of the campaign. Additional promotion of the Brown-Forman and Jack Daniel’s brand will take place in the Wells Fargo Center, the bars and restaurants in Wells Fargo and local bars who host Flyers watch parties. Promotional items will raise awareness of the Brown-Forman brand and it’s a%liation with Jack Daniel’s. Promotional items will include anything ranging from pens, to key chains that encourage fans to “Beat the Buzz”.

Jack Daniels is a well-known brand among sports fans. Words such as delicious, classy, expensive and fun are commonly used to describe the brand. However, like other spirits and liquor brands, Jack Daniel’s is not commonly associated with sporting events, including hockey. Speci!cally within hockey venues, there is relatively low liquor competition. "e combination of low competition and high brand recognition provides Brown-Forman with an opportunity to break-through the noise and establish Jack Daniel’s as a beverage staple in an otherwise beer saturated atmosphere.


MESSAGE COMPETITION"ese brands and organizations are competition to the responsible alcohol consumption message. All have created similar PSA style messages raising awareness about responsible drinking and driving.

> Century Council: Barcardi USA, INC, Beam, Constellation Brands, Diageo, Hood River Distillers, Pernod Ricard USA > Ad Council: Buzzed Driving is Drunk Driving

COMPETITION

BRAND COMPETITION"ese brands are direct competitors to Jack Daniels within the Wells Fargo arena and surrounding bars and restaurants in the Philadelphia area.

> Ovations Food Services (operate food and beverage services within arena) > Bud Light > Pepsi Co > Makers Mark > Crown Royal > Wild Turkey > Jameson > Johnnie Walker > Jim Beam


EDUCATION"e !rst step in changing behaviors is through education. "is is done by advertising what needs to change and why. "e !rst step of our campaign focuses on the education of buzzed driving and what its real life consequences are. Information to support our e$orts was taken from statistics on the correlation between vehicle accidents and alcohol consumptions.

AWARENESS"e next step in our campaign is changing people’s attitudes towards buzzed driving. According to research done by the Ad Council, most people who drive buzzed mean well and don’t associate themselves as being dangerous behind the wheel. Whether they’ve had one or seven drinks, they think they are sober enough to drive, when in fact they present a serious threat to themselves and others on the road.By changing attitudes, beliefs about buzzed driving will change as well. We want to make them believe that, if they can feel the e$ects of alcohol they should not get behind the wheel of a car.

CHANGING BEHAVIOR"e !nal step of our campaign is changing behavior. "rough promotions and education we hope people will understand what buzzed driving means and become aware of its consequences. By providing alternatives to buzzed driving we can change their behavior. By highlighting public transporta-tion, encouraging people to pledge to be designated drivers and making DD services readily available we hope people will use these alternatives and stop driving buzzed.

CAMPAIGN OBJECTIVES

SWOT ANALYSIS

S WO T

> focused campaign with a target audience that is easily �`i�Ì�w>L�i�>�`��Û��Ûi`��Ì�i�Ã«�ÀÌ> previously established partnership with Philadelphia Flyers > media partnerships with Comcast communications allow us to reach our audience directly> alternatives to buzzed driving are present, and the public transportation opportunities are vast> all-inclusive venue (Wells Fargo Center)

��V��y�VÌ��}��iÃÃ>}i\�>�V��`�ÃÌÀ�LÕÌ�À�Ã«��Ã�À��}�ÀiÃ«��-sible drinking and alternatives to driving after drinking��w�`��}�ÃÌÀ>Ìi}�V�Ü>ÞÃ�Ì��>Û�}>Ìi�Ì�i��i}>Ì�Ûi�V��Ì>-tion surrounding not driving after drinking��ÛiÀ�>««��}�`iw��Ì��v�LÕââi`�>�`�`ÀÕ��`À�Û��}> statistical evidence to support buzzed driving is limited> focused campaign, centered directly around a single NHL team may limit the amount of campaign exposure

> ability to partner with educational awareness programs like RAMP and CARE who promote safe serving habits for bars and restaraunts> mediums for advertising on public transportation are well-established and well traveled by Flyers fans > expand the Be My DD program across state lines and establish a partnership with the City of Philadelphia and Brown-Forman> fully integrated campaign that can be easily transferred and applied to other teams and venues in the NHL> opportunity to establish Brown-Forman as a leader in corporate social responsibility and the promotion of safe drinking habits within sports > fans will begin to discover who Brown-Forman is as a com-pany and associate them with responsible drinking habits

> responsible drinking campaigns are overused and popular amongst distributors (a lot of noise)��L>ÌÌ��}�Ì�i�iÃÌ>L��Ã��i�Ì\�ÀiÛiÀÃ��}�`À��}��>L�ÌÃ�Ì�>Ì�are associated with the fan experience> success of the Flyers over the course of their regular season ��V��y�VÌ��}��iÃÃ>}iÃ�>Ì�7i��Ã��>À}��i�ÌiÀ�`Õi�Ì��Ã«��-sorship/promotions by other alcohol-related brands > Flyers fans are associated with being rowdy spectators> prominence of alcohol, bars and restaurants at and around Wells Fargo Center


CONSUMER ANALYSISOur target audience consists of male and female hockey fans aged 21 to 45 from the Greater Philadelphia area. Our core focus is on alcohol consumers attending NHL league games, while targeting those seeking transportation to and from event venues, as well as surrounding fan bars.We believe that fans don’t associate themselves with buzzed driving and are unaware of local designated driver programs. "ey also may not associate corporate social responsibility with Brown-Forman and Tennessee Whiskey.

TARGET MARKET PROFILE

> Gender: Male> Education: Graduated college plus> Age: 25 to 44> Occupation: Management, Business and Financial Operations> HHI: $150,000 +> Census Region: Northeast & Midwest> Marital Status: Not Married> Child Age: 12-23 months & <2 years > Years at Present Address: 1-4 years> Home Value: $500,000+> Race: White, Other and American Indian or Alaska Native > TV Shows: IFC (Independent Film Channel), MLB Network, MTV Tr3s, Palladia HD, Reelz

Channel, VERSUS > TV Show Type: Hockey, Baseball Specials, Pro Football Pregame Special, Soccer, Tennis> Watch TV: Weekday 9AM- 4PM, Weekend Sports Sat. & Sun. a#ernoon> Magazines: "e Atlantic, Audubon, Delta Sky Magazine, Kiplinger’s Personal Finance, Maxim, More, New York Magazine, New York Times (Sunday), Ski, Smithsonian, Southwest Spirit, Spin, Sporting News, Tennis, US Airways Magazine, Wall Street Journal, Wine Spectator, WWE Magazine> Magazine Types: Airline, Boating, Music>Listen to the Radio: Weekday 6AM- 10AM, Weekday 10AM- 3PM, Weekend 3PM- 7PM> Websites: IMDb.com,Moviefone.com, Ticketmaster.com, About.com, CBSNews.com, Hu%ngtonPost.com, foxsports.com, MLB.com, Tripadvisor.com,

AVERAGE NHL GAME ATTENDEE via MRI


SECONDARY RESEARCH[ [

Studies show that even as little as one drink can impair driving ability.

BUZZED DRIVING CAMPAIGNS"e Ad Council was one of the !rst to develop a campaign focusing on ‘buzzed driving’ instead of ‘drunk driving’. "ey chose this focus because research re&ected many impaired drivers excused dan-gerous driving habits by saying they were only buzzed.

MODERATE DRINKING

BUZZED DRINKING

DRUNK/BINGE DRINKING

+ +

+ +

ALCOHOL AMOUNTS

12 oz

5 oz

1.5 oz(80 proof)

ONE DRINK

ALCOHOL CONSUMPTION

Accidents are 36.6 percent more severe even when alcohol was barely detectable in a drivers blood.”

Since the launch of the campaign in 2005, the number of people who have died in a highway crash involving a driver or a motorcycle operator with a blood alcohol concentration of .08 or higher has decreased steadily each year, from about 13,500 in 2005 to just under 11,000 in 2009.”

—Ad Council

—David Phillips, Sociologist at University of California, San Diego


> C.A.R.E. (Controlling Alcohol Risks E$ectively) - "is program is o$ered online through the American Hotel and Lodging Educational Institute.

> R.A.M.P. (Responsible Alcohol Management Program) - "is is an umbrella term for a 5-step program, whereupon certi!cation is given upon completion. "e program was developed by the Pennsylvania License Control Board (PLCB), and once the establishment is R.A.M.P. certi!ed, management must maintain compliance.

WHY GET TRAINED IN ALCOHOL MANAGEMENT?

ALCOHOL MANAGEMENTAlong with our target audience of hockey fans aged 21 to 45, we plan to create awareness of buzzed driving and promote responsibility when it comes to alcohol consumption with the help of the Wells Fargo Center’s restaurant and bar employees. By encouraging management and employees to take alcohol management courses, they will be better equipped to handle fans that choose to drink, as well as provide a safer environment for everyone.

Recognition as a responsible company

1 �i>À��Ì�\> Monitor and control guests’ alcohol consumption> Discreetly intervene before problems arise> Enforce ID-checking policies (spot fake or altered IDs)> Handle minors> Identify the physical effects of alcohol> Know and explain laws regarding alcohol service

2Less likelihood of Dram Shop liability (R.A.M.P.)3 Knowledgeable and trained servers and managers

456

*�ÃÃ�L�i�Ài`ÕVÌ��Ã�>�`�w�iÃ�vÀ��Ì�i�Administrative Law Judge (R.A.M.P.)

Possible liquor liability insurance discount (R.A.M.P.)

SECONDARY RESEARCH[ [


According to Life and Leisure magazine’s “America’s Favorite Cities 2012” feature, Philadelphia was ranked number 17 in the nation for public trans-portation and pedestrian friendliness. Due to having one of the top public transportation systems in the nation, our campaign will promote using the local transportation system as a preventative measure for buzzed driving. Along with the subway, bus, taxi and trolley services, we will promote a partnership with designated driver services, such as BeMyDD, for fans that have driven to the game but have found they have consumed too much alcohol to safely drive home. BENEFITS AND ADVANTAGES TO BEMYDD> Ride in the comfort of your own car.> Far more a$ordable than a limo or chau$eur> Professional drivers> Flexibility> Door-to-door drop-o$> Eliminate the hassle of !nding a taxi> Both you and your car get home

TRANSPORTATION

SURVEY RESULTSAs a part of our primary research, we conducted an online survey that reached 120 male and female hockey fans ages 21 to 64. "e survey con-tained 16 questions related to hockey and alcohol consumption. "e following information summarizes the overall results of the survey.

GENDER

54.93% Female45.07% Male

AGE

69.01% 18-2412.68% 25-347.04% 35-448.45% 45-542.82% 55-64

WHERE DO YOU LIVE?

21.13% City59.15% Suburb

19.72% Rural

HOW OFTEN DO YOU ATTEND NHL GAMES

WHO DO YOU ATTEND NHL GAMES WITH?

HOW DO YOU GET TO & FROM GAMES?

58.57% 1-525.71% 0

11.43% 6-104.29% 10+

60.94% Friends32.81% Family

{°È��-�}��wV>�Ì�"Ì�iÀ1.56% Alone

Çx¯��À�Ûi�/�i�Ãi�ÛiÃ£x°ÈÎ¯��*ÕL��V�/À>�Ã«�ÀÌ>Ì��

7.04% Use a DD

WHAT TYPE OF ALCOHOLIC BEVERAGE DO

YOU CONSUME DURING HOCKEY GAMES?

15.22% Liquor86.96% Beer

8.7% Wine

17.91% Yes82.09% No

HAVE YOU EVER HAD A NEGATIVE FAN

EXPERIENCE CAUSED BY ALCOHOL?

PRIMARY RESEARCH[ [

*Some graphs may equal more than 100% because participants were able to answer some questions with more than one answer.


DO YOU CONSUME ALCOHOL AT THE RINK OR DURING THE GAME?

DO YOU CONSUME ALCOHOL BEFORE OR

AFTER THE GAME?

50.77% No49.23% Yes

61.54% Yes38.46% No 60.87% Home

71.47% Bars

15.22% Tailgate

WHERE DO YOU DRINK BEFORE & AFTER A

HOCKEY GAME?

ON AVERAGE, HOW MUCH DO YOU DRINK AT

A HOCKEY GAME?

34.43% 0 Drinks45.9% 1-2 Drinks

16.39% 3-5 Drinks3.28% 5 Or More Drinks

IF YOU AREN’T ATTENDING THE GAME,

WHERE ELSE DO YOU ENJOY CHEERING ON

YOUR TEAM?

34.43% Bar58.73% Home

16.39% Friend/Family Member’s Home

IF YOU ARE WATCHING THE GAME AT A VENUE OTHER THAN THE RINK, HOW MUCH ALCOHOL

DO YOU CONSUME?

31.82% 1-2 Drinks33.39% 3-4 Drinks

25.76% 0 Drinks9.09% 5 Or More Drinks

IF A DESIGNATED DRIVER SERVICE WERE OFFERED AT HOCKEY ARENAS, WOULD YOU

USE IT?

40% No60% Yes

HOW MUCH WOULD YOU BE WILLING TO PAY FOR

A DD SERVICE?

29.69% $10-1531.25% $5-9

29.69% Would Not Pay9.38% $16-20


“I absolutely love the experience of attending the games in person. There's always an electric atmosphere, and fans really get into the game. I've loved the sport for so long, and it's always a good time going out to support your team.”

INDIVIDUAL INTERVIEWSAs a part of our primary research, we conducted in-depth interviews with nine hockey fans. We asked them questions about their alcohol consump-tion at sporting events, attitudes about hockey games and perceptions of advertising during hockey games, among various other questions.

PRIMARY RESEARCH[ [

Zach Weinberg [23]

Bryon McElwee [22]

“Sometimes public transportation is inconvenient, taxi’s are way too expensive and there are no buses that go all the way to the suburbs. Its also `�vwVÕ�Ì�Ì��}iÌ�«ÕL��V�transportation after a sporting event because of the hectic nature when a sporting event ends. “

Erin Carlson[21]

Becca Faherty[21]

Jacob Fischer [21]

Ethan Moses[22]

Mike Schmidt[45]

Wesley Davis[22]

Amie Davis[22]

“I think jumbotron ads are the most effective because that is where my attention is if it is not on the game. I’m looking there to check the scores and see what I ��ÃÃi`��Ì�i��ViÉwi�`°»

“Buzzed driving is having had 4 beers in about two hours, or simply not having nausea—just depends on the situation I think.”

“I don’t drive buzzed, but I know that a lot of people do simply for lack of a better option for getting home and getting there when they want to.”

“There is no fan like a hockey fan. We are invested in not only the develop-ment of the sport itself, but also all of the games and the players. You go to a hockey game to watch the game and cheer on your team. I will say, however, we know how to drink. Hockey fans can be rowdy, and this usually stems from drinking before the game or drinking during so that you’re boozed up to celebrate a win or mourn a loss.”

“I don’t really pay attention to advertising at hockey games that much. It doesn’t interest me. If it was more ��ÌiÀ>VÌ�Ûi]��Ì�Ü�Õ�`�`iw��Ìi�Þ�catch my attention more.”


FOCUS GROUPAs a part of our primary research, we conducted in-depth interviews with nine hockey fans. We asked them questions about their alcohol consump-tion at sporting events, attitudes about hockey games and perceptions of advertising during hockey games, among various other questions. Here are a few quotes from conversations we gained from our discussion:

“If I’m drunk I won’t drive home, but if I only feel buzzed that won’t prevent me from driving home.”

“Random fans screaming is annoying. People who don’t know anything about the sport can be �L��Ý��ÕÃ�>�`�>�V��Þ�>�«��wiÃ�Ì��Ã��ÃÃÕi°»

º��ÕÀ�Ì��wÛi�`À��Ã��Ã�LÕââi`]�Ü�i��½��LÕââi`��vii��i��V>��`À�Ûi°��v��Ì½Ã�Ài>��Þ��>Ìi]�>�`��i�i�Ãi��Ã��ÕÌ]��Ü�Õ�`�`iw��Ìi�Þ�Li��Ài�>«Ì�Ì��`À�Ûi�LÕââi`°»

“If there was a service that would pick me up at anytime within the hour for a reasonable price I Ü�Õ�`�`iw��Ìi�Þ�ÕÃi�Ì�>Ì�ÌÞ«i��v�ÃiÀÛ�Vi°»


KEY INSIGHTSAccording to our online survey, most hockey fans drive themselves to NHL games where they often consume alcohol. Because of this, hock-ey fans are the perfect market to target for designated driver services.

Although fans may realize they are buzzed, they do not see them-selves as a danger behind the wheel.

Most hockey fans we spoke with have never used a DD service, but if it were readily available, they would use one that was rea-sonably priced and convenient.

ƂVV�À`��}�Ì��ÕÀ��i�ÃÕÀÛiÞ]�Ç£¯��v��V�iÞ�v>�Ã�}��Ì��L>ÀÃ�before and/or after they attend NHL hockey games.

Although people recognize brand such as Jack Daniel’s, they are not familiar with the parent company Brown-Forman.


CREATIVE EXECUTIONS"e Beat the Buzz campaign centers around measures to prevent buzzed and drunk driving. "e campaign’s tone will be fun and informative. We will stay away from being preachy and avoid using scare tactics. We want Flyers Fans to make the right decision on their own, with a little help from Brown- Forman. We have come up with a number of ways to execute our creative strategy and get our message across to Flyers fans.

PROMOTIONAL ITEMS

DRINK SCORECARDIt can be di%cult to monitor the amount of alco-holic beverages consumed in a night out on the town. "e Drink Scorecard allows Flyers fans at participating bars to keep track of the amount of drinks they consume while watching Flyers games. "is promotional item will help fans become aware of their alcohol intake so they can make smart decisions in regards to driving home from bars or the games. DR

INK

SCOR

ECAR

D Flyers fans are important to us. We want to see you get to and from games safely. Use this drink scorecard to keep track of how many drinks you consume throughout the night. Have fun and stay safe—the Flyers need their fans.

buzzed

(averages)

drunk

SPONSORED BY:

GIFT BAGWe found a common theme in the interviews we conducted: people love free merchandise. Due to this insight, we will create a promotional bag of goodies with the Beat the Buzz logo on each item. "ey will be distributed to the !rst 2,000 fans at the beginning of two Flyers home games. Promo items will include water bottles, draw-string bags, keychains, T-shirts, pens, key chains, plastic stadium cups, etc.

BEAT THE

BEAT THE BEAT THE

BEAT THE

MEDIA STRATEGYSlapshot Creative will implement a hybrid media strategy. By fusing traditional methods of advertising with newer technologies we will promote responsible drinking habits while changing the behavior of our target market. "rough radio spots, print advertising and social media engagement we will encourage fans to beat the buzz and !nd alternatives to driving a#er drinking. Bold, strategic promotion of the Jack Daniel’s brand will raise awareness of Brown-Forman and their commitment to corporate responsibility and enhancement of the fan experience. All media strategies will begin to be implemented one month before the !rst regular season NHL game in September and conclude a#er the Stanley Cup !nals in April.

CREATIVE EXECUTIONS[ [

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STANDING BANNERSOne time purchase of two standing promotional banners to have at all promotional events. One Beat the Buzz logo and a second to raise awareness of the Brown-Forman and Jack Dan-iel’s brand.

LARGE DD SIGN-UP TABLE BANNERSBanners to hang at the base of tables at Wells Fargo Center bars, as well as promotional events to encourage people to pledge to be a designated driver.

POSTERS Beat the Buzz posters will hang up in participating bars and around the Wells Fargo Stadium.

CUSTOM POP-UP TENTOne time purchase to have at promotional events

TAXI COUPONSWe want Flyers fans to get home safely, Since taxis can be expensive, we will hand out coupons for taxi services in the Philadelphia area.


BEAT THE


PROMOTIONAL EVENTS

BEER GOGGLE SHOOTOUTWho says drinking education can’t be fun? One way to make an impression with our Beat the Buzz campaign is to host beer goggle shootouts during home games. We will purchase police-grade beer goggles and have contestants wear them while trying to shoot a puck into the goal. "is promo event will remind fans how much their senses are impaired while consuming alcohol.

BEAT THE BUZZ[ER]At half-time or during a timeout, 2 randomly selected contestants will navigate an obstacle course to get dressed in hockey gear. "is will be timed and the goal is for one of the participants to complete the above task and score a goal before the buzzer sounds. "e winner will receive Beat the Buzz promo gear.

BUZZER BEATER GIVE-AWAYIf a Flyers player scores on a buzzer beater Brown-Forman will donate money to a local DD service and will handout $30 taxi vouchers to adults 21+

SIGN-UP SATURDAYAt one of the Saturday Flyers games, we will have a stand in the Wells Fargo Center where fans can take a pledge to be a DD for the night. "ose that sign-up are given a Beat the Buzz member card and a promo swag bag full of Brown-Forman and Beat the Buzz gear. A#er the game, those with membership cards can go on the ice and meet Flyers players.

BATTLE OF THE BARSBrown-Forman will invite bars in the Philadelphia area to a select few Flyers games throughout the season. At half-time, the bar owner and sta$ com-pete in an obstacle course on the rink. Winners will receive free R.A.M.P. or C.A.R.E. training for their bar, donated by Brown-Forman.


1. FIELD HOUSE SPORTS AND BEER HALL.Located on Filbert StreetPhone: 215.629.1520

2. PADDY WHACK’S IRISH SPORTS PUB.3 locations: 2nd and South, Welsh Rd., Comly Rd.

3. MIKEY’S AMERICAN GRILL AND SPORTS BARLocated on Chestnut Street

4. PJ WHELIHAN’S PUBLocated in the Wells Fargo Center

5. CADILLAC GRILLEUpscale and members-only

PHILADELPHIA BARS

PRINT

BILLBOARDS | BEAT THE BUZZTo be placed alongside highways that are traveled on when en route to Philadelphia Flyers games at the Wells Fargo Center.Two medium billboards on I-95 North to Broad Street ExitTwo medium billboards on I-95 South to Broad Street ExitTwo medium billboard on Pennsylvania Turnpike east to Exit 6

SEPTA LINES | BEAT THE BUZZWe will purchase advertisements on blue and orange subway lines in Philadelphia to promote the use of public transportation to avoid buzzed driving.

LOCAL TAXISTaxi top advertisements will be purchased in order to promote our campaign message, as well as to attract the attention of those who may utilize public transportation instead of a DD program a#er Flyers games.

WELLS FARGO CENTERA dasherboard advertisement will be purchased at Wells Fargo Center for the duration of the Flyers season. "is advertisement will attract the attention of the over 15,000 Flyers game attendees and encourage responsible drinking.



4. PJ WHELIHAN’S PUBLocated in the Wells Fargo Center

5. CADILLAC GRILLEUpscale and members-only

RADIO SPOTS> Utilize Comcast networks that serve the Philadelphia community and broadcast all Flyers games:

> On-Air Features a#er sports report about Flyers on days of games sponsorship> Advertising on AM frequency on WIP- CBS Sports Radio 610> Sirius XM Radio NHL Network Radio> Game day spots played during morning and a#ernoon commutes

JUMBOTRONAverage of 2 advertisements per home game

SCOREBOARDSAdvertisement for a full season

TELEVISION SPOTSAdvertisements will be on local FoxSports station for the Beat the Buzz campaign. "e creative idea for the TV spots will be “Don’t be that fan.” We’ve all been to sporting events where there’s that one fan that gets a little too drunk. "e ads would center around a character that becomes way more intoxicated than he should be. He’ll do things in hockey game situations like spill his drinks on other fans, fall down the aisle, cheer for the wrong team and anything else that would be considered annoying at a Flyers game.

RADIO, TV AND DIGITAL

INTERACTIVE DIGITAL DISPLAY SCREEN“Help Bobby Beat the Buzz”: and interactive game that allows people to direct a character “Bobby” to consume alcoholic beverages and perform tasks. It will allow people to see the side e$ects to unhealthy consumption of alcohol, raise awareness about buzzed driving and encourage our target audi-ence to change their behaviors. "e digital display will be featured at all promotional events and Flyers home games.


FLYERS WEBSITERun digital advertisements on the Flyers website to reach our target market directly.

ESPN MOBILE APPLICATIONAdvertisements on mobile site for both pre and post game coverage

BROWN – FORMAN WEBSITEPlace information about success of latest campaign on website, as well as links to important information about taxi and DD services in the Philly area.

TWITTERCreate and manage a Beat the Buzz account. Tweet facts, information and run Twitter contests in order to interact with target market.

FACEBOOKCreate and manage a Beat the Buzz account promoting responsible drinking habits. "is site will be utilized for photo posting and as a way to share content with the target audience.CPM Advertisements (200,000 impressions)

INSTAGRAMCreate and manage a Beat the Buzz account. Encourage fans to snap a picture of their DD for the evening using the hashtag #NumberOneFan for the chance to win free tickets to Flyers games. Purchase of Flyers tickets (4 tickets per each home game)

VINECreate free Beat the Buzz account and post videos of promotional events, DD sign-ups, as well as game action.

HOOTSUITEPro upgrade to assist in the monitoring and management of social media accounts.

ONLINE


COMCAST SPECTATOR/ FRONT ROW MARKETING"e Comcast Spectator and Front Row Marketing will be hired to run analytics on the Beat the Buzz campaign and assist in evaluating the success of our programs.

SEPTA LINES IN PHILLY"e Philadelphia transportation system is a great resource for this campaign. We will partner with SEPTA (South Eastern Pennsylvania Transportation Authority) to make sure fans get the best deals on rides home a#er games.

RAMP AND CAREFree sta$ training for the !ve dining and entertainment areas within Wells Fargo Center. "ey include, "e Cadillac Grille, Cigar Bar, Lexus Club, Cure Insurance Club and P.J. Whelan’s. We will sponsor training for 30 sta$ members at each establishment.

SPONSORSHIPSPHILLY FLYERS GAME SPONSORSHIPSponsor two home games at Wells Fargo Center at which all game attendees receive promo items, as well as get that chance to participate in awareness activities that be held during the periods at the Flyers Games.

PHILADELPHIA FLYERS PLAYER SPONSORSHIPSponsor one Philly Flyers player who will be the face of the Beat the Buzz campaign. "ey will promote responsible drinking, encourage fans to seek alternatives to driving buzzed and be present at said promotional events.


PARTNERSHIPS


PR KIT[ [

FACT SHEET

Mr. Rob FrederickVP and Director, Corporate Responsibility at Brown-Formanwww.brown-forman.com

CONTACTS

Miss Erin Du!Account Manager, Slapshot Creative(909) [email protected]

SLAP SHOTCREATIVE

ABOUT> "e Beat the Buzz campaign is a product of a partnership between Brown-Forman and Slapshot creative with the goal of promoting responsible alcohol consumption among hockey fans, starting with fans of the Philadelphia Flyers> Beat the Buzz will utilize public transportation, and designated driver services such as BeMyDD for preventative drinking measures> Beat the Buzz will de!ne 3 steps of drinking: moderate, buzzed, and drunk/binge drinking to raise awareness> Beat the Buzz’s 3 campaign phrases are:

> Beat the Buzz hopes to encourage alcohol management programs, such as C.A.R.E (Controlling Alcohol Risks E$ectively) and R.A.M.P. (Responsible Alcohol Management Program) among bar employees and owners. > Lastly, Brown-Forman and Slapshot Creative seek to encourage hockey fans to “Beat the Buzz” and truly have the opportunity to “experience life.”

BEAT THE

1. Brown-Forman (the makers of Tennessee Whiskey) will always be your number one fan.2. We want to see you at the next Philly’s game. Don’t drive buzzed.3. Sometimes fans get a little rowdy; we’re here to help get you home safely.

LOGO

>>


August 1, 2013

For more information contact:Sarah Cowden(724) [email protected]

Brown-Forman and Slapshot Creative team up with Philadelphia Flyers for “Beat the Buzz” campaign

For the 2013-2014 hockey season, Brown-Forman (makers of Tennessee Whiskey) and Slapshot Creative will work with the Philadelphia Flyers in preventing buzzed driving. "ey hope to do so through raising awareness, gauging perceptions, and consequently encouraging responsible drinking behavior among Flyers fans. Expect to see Jack Daniels promotions, kiosks for designated driver programs and beer-goggle shoot-outs at this season’s Flyers games.

Pledge to become a designated driver at: http://buzzeddriving.adcouncil.org

Remember that a standard drink is de!ned as: a 12 oz. beer, a 5 oz. glass of wine, or 1.5 oz. of 80-proof liquor.

MEDIA ADVISORY

@Beat"eBuzz, #Beat"eBuzz

www.facebook.com/Beat"eBuzz

@Beat"eBuzz, #numberonefan

@Beat"eBuzz

SOCIAL MEDIA

>>


INSTAGRAM“#NUMBERONEFAN” HASHTAG

> Hockey fans can take a picture of their DD for the night and include the “#numberonefan” hashtag in the post, along with tagging “@Beat"eBuzz”

> If fans also use public transportation/BeMyDD services, they can photograph their driver (with permission) and do the same> Brown-Forman can take these photos from the hashtag and create a link on their corporate responsibility page, saying thank you to all the “number-one fans” out there

TWITTER#BEATTHEBUZZ TWITTER CHAT

> At various games, handbills notifying fans of the upcoming Twitter chat and corresponding information will be handed out.> "e @Beat"eBuzz Twitter account will ask questions pertaining to:

> "e participant with the most helpful/compelling/unique responses will win 2 free tickets to next Flyers game

FACEBOOKThe social media manager will create a Beat the Buzz Facebook page and a four-month content calendar for the entire ��V�iÞ�Ãi>Ã��Ì�>Ì�Ü��\> Share content that appeals to hockey fans> Talk about/provide forums for hockey game discussion

> Promote Beat the Buzz programs, such as pledging to become a designated driver

VINEThe manager of social media will set up a Vine account linking to the @BeatTheBuzz Twitter account and share Û�`i�Ã��v\> Hockey games> Beat the Buzz events/promos

Fans are also encouraged to post Vine videos, if their accounts are linked to their Twitters, and include the #BeatTheBuzz Twitter hashtag > Beat the Buzz, Brown-Forman, and Slapshot Creative can use the videos as they see !t

PR KIT[ [

SOCIAL MEDIA CONSIDERATIONS>>


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TV, RADIO AND DIGITAL = $1,358,400

SPONSORSHIPS = $950,000

ONLINE = $358,900

PRODUCTION = $300,000

PRINT= $194,000

PARTNERSHIPS = $103,000

GRAND TOTAL>> 4,972,915


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Dis

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BIBLIOGRAPHY> Advertising Company in 300 Cities - Blue Line Media. (n.d.). Blue Line Media. Retrieved from http://www.bluelinemedia.com/

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> Controlling Alcohol Risks E$ectively. (n.d.). Ahlei: Educational Institute. Retrieved from http://www.ahlei.org/care/

> Drunk Driving Statistics. (2010). Century Council. Retrieved from

http://www.centurycouncil.org/drunk-driving/drunk-driving-statistics

> Dye, L. (2011, June 22). Drunk Driving: Even a Trace of Alcohol is Dangerous on the Road, Study Says. ABC News. Retrieved from http://abcnews.go.com/Technology/drunk-driving-trace-alcohol-make-driver-dangerous/story?id=13897319

> Fall 2011 Product Leisure/ Sports. (n.d.). G' MRI Reporter. Retrieved from http://ureporter.mriplusonline.com.proxy.library.ohiou.edu/selectdemofromsearch.asp

> Fall 2011 Product Whiskey. (n.d.) G' MRI Reporter. Retrieved from

http://ureporter.mriplusonline.com.proxy.library.ohiou.edu/selectdemofromsearch.asp

> Impaired Driving Facts. (2012, October 2). CDC. Retrieved from

http://www.cdc.gov/motorvehiclesafety/impaired_driving/impaired-drv_factsheet.html

> Planar Custom Displays. (n.d.). Planar Systems, Inc. Retrieved from

http://www.planar.com/products/custom-displays/

> Sponsorship Evaluation. (n.d.). Front Row Marketing Services. Retrieved from http://www.frontrow-marketing.com/analytics.aspx

> Statistics. (n.d.). Mothers Against Drunk Driving. Retrieved from

http://www.madd.org/statistics/

> Varga, P., Nall, T., Steiner, L., & Frederick, R. (2012). Enriching the Experience of Life: Corporate Responsibility Report 2011-2012. Brown-Forman.

http://www.brown-forman.com/_down/BF_CR_Report_2011-12_scorecard201112.pdf

> Wells Fargo Center: Arena Information Flyers Ad Sales. (n.d.). Wells Fargo Center. Retrieved from http://www.wellsfargocenterphilly.com/adsales-&yers.aspx

> Wells Fargo Center: Eat and Drink . (n.d.). Wells Fargo Center. Retrieved from http://www.wellsfargocenterphilly.com/eat-drink.aspx

> What is Ramp?. (2012). RAMP Certi!ed. Retrieved from http://www.rampcerti!ed.com/

(2013). RAMP. Retrieved from www.ramprenewal.com

IMAGES> Ad Council. 2009. [Photograph of hospital patient with a head injury]. Retrieved from

http://www.mullen.com/wpcontent/uploads/2009/05/buzzed_ooh_headwound.jpg

> City of Linz. (n.d.). Linz Ice Skating Rink Panoramic. [Picture]. Retrieved from http://www.linz.at/images/eishalle2.jpg

> Creative Commons. (n.d.). [Photograph of hockey stick and puck]. Retrieved from http://en.wikipedia.org/wiki/File:Hockey-Stick-and-Puck-Photographic-Print-C11950881.jpg

> Crohn’s & Colitis Foundation of America. (n.d.). [Photograph of Philadelphia skyline]. Retrieved from http://www.ccfa.org/assets/images/chapter-images/philadelphia-delaware/main-page/philadelphia-skyline.jpg

> Foley, Stephanie. (n.d.). [Photograph of beer in a glass]. Retrieved from

http://www.gourmet.com/images/winesspiritsbeer/2009/06/wi-8-great-saison-beers-608.jpg

> Getty Images. (n.d.). Beers-Cheers. [Photo]. Retrieved from

http://kenwilsonelt.!les.wordpress.com/2010/10/beer-cheers.jpg

> Getty Images. (n.d.). [Photograph of Philadelphia Flyers players celebrating]. Retrieved from http://cdn.bleacherreport.net/images_root/slides/photos/002/079/480/136457452_crop_650x440.jpg?1333076483

> Getty Images. (n.d.). [Photograph of Philadelphia Flyer player yelling]. Retrieved from

http://img.bleacherreport.net/img/images/photos/002/166/023/hi-res-161461924_crop_exact.jpg?w=650&h=440&q=75

> GotPhotoz.com. (n.d.). [Photograph of sparkle black keychain]. Retrieved from http://gotphotoz.com/images/KC%20Black%20Sparkle%20-%20800.jpg

> Jack Daniel’s (n.d.). [Photograph of Jack Daniel’s products]. Retrieved from

http://www.jackdaniels.com/images/products/all-shadow.png

> K’Spoosh Entertainment Ltd. 2013. [Photograph of Philadelphia Flyers goalie blocking shot]. Retrieved from http://cdn.lightgalleries.net/4bd5ec057c321/images/106_Capitals_v_Flyers-3.jpg

> Street Lovely. (2012, March 2). [Photograph of man on the street]. Retrieved from http://streetlovely.com/wp-content/uploads/2012/03/3-2-12_matthew3-610x915.jpg

> T-Shirts.com. (n.d.). [Photograph of orange t-shirt]. Retrieved from

http://images.t-shirts.com/burnt-orange-front-hr.jpg

SLAP SHOTCREATIVE

creative brief

Business

pj whelihans

wells fargo

wells fargo

wells fargo

blue line

corporate

utilize public

controlling