2015 Promotional Events

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Table of ContentsTable of Contents

Dino Night Country Round-UpResearch Research

Suggestions Suggestions

Promotions Promotions

Giveaways Giveaways

Experience Experience

Media Plan Media Plan

Expenses Expenses

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Salsa Night Electronic Dance Night

Table of ContentsTable of Contents

Research Research

Suggestions Suggestions

Promotions Promotions

Giveaways Giveaways

Experience Experience

Media Plan Media Plan

Expenses Expenses

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27-28

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35

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Raptors in the risers, an Omeisaurus in the outfield, we’ve got dinos in the dugout! A night at the ballpark watching the Diamondbacks becomes a night in Jurassic Park running from dinosaurs. Walking with Dinosaurs, the arena spectacular, will be in Chase Field during the game to entertain guests with visual and interactive displays of life size dinosaur replicas.Attendees can expect to learn more about these ancient earthly inhabitants, enjoy part of the Walking with Dinosaurs arena show after the game, and run from raptors while searching the stadium for their cracker jacks and snacks. The Jurassic World, the fourth in the Jurassic Park series of blockbuster films, will be released in theaters June 12, 2015. Snowballing off of the success and popularity of this film, Dino Night will attract the attention of modern-movie goers as well as educational learners both young and old alike. To capture our audiences our two main media plays will target elementary school students through flyers, handouts, and interactive displays and theater attendees though pre-movie advertisements in local theaters.

5Dino Night Research

In 1993, Jurassic Park generated a total revenue of $402,348,347 from their movie release alone. This record number demonstrates the high interest in the Jurassic Park franchise.

59098

18370

941

Elementary schools

Middle schools

Secondary schools

Other

Total Schools

Schools within one hour of Chase Field

Walking with Dinosaurs is a popular sell-out arena show. It is a family friendly experience that brings Dinosaurs to life for the audience. It has won various awards for its creative content and stage production. *city-data.com

*see appendix for options

6Dino Night Suggestions

Suggested DateJune 19th, 2015– Arizona Diamondbacks vs. San Diego Padres

This event will be most successful if the date of the game and preceding advertisements surround the climax of interest in the release of The Jurassic World. Friday, June 19, 2015’s home game against the Padres is the weekend after the movie release and will allow game time to be surrounded by the hype of the movie.

Partner SuggestionsThe vast success of “Walking with Dinosaurs,” will attract a large selection of visitors to the ballpark. “Walking with Dinosaurs” has toured internationally in over 217 cities and has been seen by over 8 million audience members. Their tour has been seen in Arizona and surrounding states and has a following in the area.

Partner SuggestionsThe Arizona Science Center is a fun and educational organization that would be able to provide educational exhibits for chidren at the park and also be a good channel to promote the event.

7Dino Night Promotions

Outside elementary schools and public shopping malls in the area, giant dinosaur footprints on the sidewalk, embedded with the Diamondbacks “A,” will lead to an even bigger image that includes more details about the event.

To reach our audience in an educational way that will bring

families to the ballpark, this small flyer will be handed out and include a voucher for an in-park Dino-dog.

A digital version will be available to schools who have a parent email list.

8Dino Night Promotions

Diamondback players are enjoying a great practice when all of the sudden... they hear a loud roar from the outfield.

All the players look, balls drop, catches are missed, one player even jumps into another’s arms out of fright.

The dinosaur roars again as a ball slowly rolls to its feet. The dinosaur walks towards the ball hesitantly, then picks it up with its mouth and carries it to the pitcher.

The pitcher picks up the drool covered ball and looks around. The players shrug their shoulders and begin playing again. This time hitting balls into the outfield for the dinosaur to catch

9Dino Night Giveaways

The first 1,000 guests to enter the stadium will receive a Walking with Dinosaurs poster and a long sleeve t-shirt that creates a dinosaur mouth when the arms are overlapped. This souvenir is mainly geared towards our younger target audience and will include children shirt sizes.

10Dino Night Experience

Game-day activities will include: 1) Giveaways at the door for the first 1,000 guests 2) Free hotdogs for elementary students with vouchers 3) Educational facts and commentary from Rori the raptor 4) Dinosaurs taking over the field in-between innings 5) Raptors from Walking with Dinosaurs wandering the stadium interacting with guests 6) An opportunity to meet the dinosaurs after the game

During the game there will be stations for children to learn about dinosaurs. The stations will range from mock excavation boxes to dinosaur displays.

11Dino Night Media Plan

12Dino Night Expenses

Throw on your boots, grab your hat, and head out to the ballgame! This theme targets the prevalent country population of Phoenix and surrounding areas, and will be sponsored by Justin boots, a premier western boot and apparel company, as well as by popular local country radio station KMLE of Phoenix. The event will occur on the eve before one of the biggest country music festivals of the year, Country Thunder 2015- an event that takes place just one hour away in Florence, AZ and saw a record setting opening night audience last year of 24,000 fans! The main attraction will be the presence of Blake Shelton, the popular country crooner, judge of NBC’s hit show “The Voice,” and headliner of Country Thunder. Blake will sing the national anthem prior to the game, so ticket holders will want to take their seats early. Throughout the game a rodeo clown will Emcee and interact with the crowd in the same way they amuse at conventional rodeos

15Country Roundup Research

In 2015, Country Thunder will feature headliners such as

Blake Shelton, Luke Bryan, Big and Rich and Brett Eldredge Country Thunder is a four day event.

In 2014 over those four days it had:

most listened radio genre to after Pop radio.

in attendance100,000-130,000

weekend campers3,000-5,000

Arizona was the top state in attendance

In Phoenix, Country radio is the

2nd

16Country Roundup Suggestions

Suggested DateApril 8, 2015 – Arizona Diamondbacks vs. San Francisco Giants

As a premier country western boot brand, Justin Boots is the perfect business to sponsor Country Roundup. Our target market knows the value of genuine, hand-crafted cowboy and work boots and they’ll jump at the opportunity to win a pair during the event! Having this brand attached to the occasion will give the night further authenticity.

KMLE-FM offers an incredible opportunity to capture a solid portion of our target market through a single medium. Ratings show this is the top country station in Phoenix, and they will be happy to take part in an event that features a live performance by a country mega-star!

17Country Roundup Promotion

The contest will be posted on the team’s social media sites in the months leading up to the contest.How to enter:

The winner of our Youtube competition will be invited to watch the game with Blake Shelton and perform during the seventh inning.

1) Record yourself singing a country song of your choice2) Tell your viewers it’s for the Country Round-Up night competition3) Post it to the social media site of your choice and tag the Arizona Diamondbacks4) The video with the most likes will be declared the winner

Are you the next Country Star?

!1. Choose your favorite country song (or just

one you’re good at singing). Your song can be an original. !

2. Record a brief introduction followed by your song. Begin your home video by explaining to your viewers that the performer with the most “likes” will get the chance to perform at the Arizona Diamondbacks “Country Roundup” night on April 8th vs. the San Francisco Giants. You can accompany yourself or sing to an instrumental version of your chosen song. Sing your heart out!

3. Upload to Youtube. Tag “Arizona Diamondbacks Country Roundup”. Share on Facebook, Instagram, and Twitter using #DiamondbacksCountryContest. !4. Promote your video like crazy! This is a once-in-a-lifetime opportunity to get your name known and meet a country mega-star!

Win a chance to hang-out with

Blake Shelton and perform at an

Arizona Diamondbacks baseball game!

How to Participate

We all know that Country Thunder is right around the corner, what better way to welcome our beloved country stars to the state of Arizona than with a night at Chase Field with our own Diamondbacks. Come sporting your best country gear and gather the family for an evening full of country music and baseball! Enter the YouTube competition to win a chance to sit with Blake Shelton at the game.

Radio Spot:

18Country Roundup Giveaways

The first 1,000 attendees will receive a free Country Roundup t-shirt. Furthermore, The first 50 fans in attendance will receive custom Arizona Diamondbacks Country Roundup belt buckles. Throughout the game, five lucky raffle winners, plus guest, will be drawn and get the opportunity to meet Blake after the game and receive autographed memorabilia.

19Country Roundup Experience

*see index for options

In between innings five contestants will be selected from the crowd per inning for the steer roping contest. The contestant who ropes the steer dummy from the furthest distance is declared the winner and receives a voucher for a free pair of Justin Boots.

A mechanical bull will be available near concessions.

20Country Roundup Experience

During the game there will be a clown who interacts with the fans. He will be the Emcee of the event and keep things up beat and fun for those in attendance.

21Country Roundup Media Plan

22Country Roundup Expenses

Come heat up the night with the Arizona Diamondbacks and On The Border Restaurants. Surround yourself with family and food as you tango the night away and watch the players take on the Padres. Imagine being welcomed into the stadium by the Nuevo Estilo mariachi band and the best salsa dancers in the state. Everything will have a Latin touch as we celebrate the rich culture of our Diamondback fans at Chase Field.

40% 93%Phoenix population is

LATINO

Of the Phoenix Latinos,

are Mexican

Salsa Night Research 25

Family oriented

*2012 Census

*GeoLytics Inc.

3restaurants within the Greater Phoneix area.

Suggested DateSeptember 15, 2015 – Arizona Diamondbacks vs. San Diego Padres

26Salsa Night Suggestions

We’ll be partnering with Schuff Steel, the contractors who built Chase Field. There is a large Latino community in the

construction business and we will hand out t-shirts with the Diamondbacks’ logo promoting the night to the workers as an advertisement for the evening. They will receive flyer

with a coupon for a promotional item at the game.

We’ll be partnering with On The Border Restaurants to add some spice to the night. We’ve chosen a food

chain that Arizonans love and trust. On The Border Restaurants has three popular locations within 20 miles of the Greater Phoenix area. In 2013, sales of

the On The Border chips was $118.7 Million in the United States and was in the top five brands of

chips sold. We’ll be placing flyers with coupons for promotional giveaways for the game in the

restaurants.

27Salsa Night Promotion

These flyers will be found at all participating On The Border

Restaurants and given to Schuff Steel employees. Each flyer has a

coupon for a promotional giveaway at the game.

28Salsa Night Promotion

At games leading up to Salsa Night there will be a teaser video played on the jumbotron featuring players of the Diamondbacks attempting to

dance to latin music.

In local grocery stores we will have displays that promote the event placed around the On The

Border products.

29Salsa Night Givewaways

With every concession purchase made at the stadium, each

customer will receive a side of On The Border chips and salsa.

Noisemakers given to those who redeem their poster voucher.

1,000 t-shirts will be given away to those who arrive at the event

first.

30Salsa Night Experience

Two people in the stands will be randomly selected. On the field will be two piñatas made with the Padres logo on them. The first fan to smash their pinata will be the winner of a $25

Visa gift-card and prime seats to the next game. Mariachi Cam

Mariachi Band Nuevo Estilo is a group that puts a twist to their performances by incorporating current and well known songs from artists like

Bruno Mars and Maroon 5.

Three local latin dance teams will perform inbetween various innings during the game. The crowd will vote on the best performance using

a noise meter.

31Salsa Night Media Plan

32Salsa Night Expenses

The Perfect Storm. The stars aligning. Call it what you want, but this promises to be one of the biggest events in D-Backs event history. So, what are the ingredients? A pool of over 200,000 students from 10 different institutions within a half hour’s drive. The search for something exciting to do on a Friday night, immediately after the start of the new semester. The hottest local DJ who carries a following, and instant street-cred wherever he goes. An incredible venue involved in something unprecedented. Now add an amazing cause, glowsticks, neon clothes, blacklights and Magic. Will. Happen.

Welcome to Arizona Diamondbacks’ Electronic Dance Night- the biggest party of the year. When the field clears after the last inning, it all begins. Ticket holders will be permitted onto the turf where the DJ will already be set-up and dropping the latest beats on top of the D-backs dugout.

35Electronic Dance Research

10institutions within

one half hour drive from Chase field

200,000students attend those universities

2ndmost listened to genre amongst college

students in Arizona

Electronic Dance Music is the

*Spotify

36Electronic Dance Suggestions

Suggested DateAugust 29th, 2015 – Arizona Diamondbacks vs. Oakland A’s

Partner Suggestions

Partner SuggestionsElectronic Dance Night will benefit the local charity Free Arts for Abused Children of Arizona. This organization fights to heal abused and homeless children through artistic expression. All who have tickets for the special event will be encouraged to bring art supplies: crayons, colored pencils, paint brushes, etc. to the game. Those who make donations to the crates will receive customized Electronic Dance Night glow-in-the dark Diamondbacks t-shirts.

We suggest someone like DJ Marcus Wing who is known regionally and has toured many of the western states, including Arizona. His shows are entertaining and often have a theme like “Neon Night” or “Paint Night.” Although a top 100 DJ would be ideal, it is not entirely neccessary to book one. As long as the show has an appealing theme, it will draw attendees.

37Electronic Dance Promotions

To promote the event, the Diamondbacks will engage student ambassadors on Arizona State’s

campus the Thursday before the game. A local DJ will mix music on campus during busy passing

periods, while student ambassadors hand out flyers advertising the game. These flyers will also encourage the donation of school supplies.

Spotify and Pandora targeted advertisements will be used to encourage students to come to

the game and bring art supply donations.

Local radio stations will give away tickets to the lucky caller who answers an Arizona

Diamondbacks trivia question correctly.

38Electronic Dance Giveaways

All event ticket holders who attend the show will be provided with Diamondback

“Party Packs” that include dance glow sticks, and customized team party glasses.

The first 100 in attendance will receive customized NewEra 59FIFTY Diamondbacks hats.

Those who make a donation for Free Arts for Abused Children will receive a free customized t-shirt.

39Electronic Dance Experience

Black light paint spinning will be availabe before and during the game for those in attendance

DJ Marcus Wing will be mixing up the players walk up songs throughout the evening. The fans won’t be able to stay seated as the beat drops with every

player that comes up to bat.

40Electronic Dance Experience

The show after the game will be neon themed and feature DJ Marcus Wing as he spins the hottest beats of 2015.

41Electronic Dance Media Plan

42Electronic Dance Expenses

Appendix Dino Night*Numbers were attained by visiting each city’s page on ctity-data.com

A group of Jurassic Park fans are restoring an RV from the movie. It would be an option to bring the RV to Dino Night for the students to explore. They have a Facbook page called The Lost World RV Restoration

Team.

There is a second option for dinosaur costumes. Jurassic Live provides other

dinosaurs like Walking with The Dinosaurs. They can be contacted at (718) 815-2570.

BudgetPosters: $3 x 1,000 = $3,000  http://www.postersigns.com/ Elementary Handouts: 600 elementary schools x 500 kids per school = 30,000; 30,000 flyers x $.14 = $4,200Long-sleeve T-shirts: $6.20 per shirt x 1,000 = $6,000 http://www.skylineshirts.com/ Hot Dog Vouchers: 300 vouchers claimed x $5 hotdogs = $1,500Footprints: 4 exhibits x 18 footprints = 72; 72 x $20 = $1,440Screen Projection: $10,000Movie Ad Spot: $30,000Walking with Dinosaurs: $2,500-5,000

Appendix Country RoundupConsidering the amount of country stars that will be in the area, it is an option to invite them to the game. This would give even more incentive

for fans to come so they can see the artists in person.

Montana Silversmiths provides customized belt buckles.

Appendix Salsa Night

* http://factfinder2.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=CF

*http://www.statista.com/statistics/188233/top-tortilla-tostada-chip-brands/

Appendix Electronic Dance NightSunglass Price Guide:

Drew Thomas Dani VaughanBruno OnolesZakary Kirkpatrick Jon RoseMaura Jackson