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“WEAR” IS THE ENGAGEMENT?! LEVERAGING SOCIAL MEDIA, NFC AND WEARABLE

TECHNOLOGY AT YOUR NEXT EVENT

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CLARA DE SOTO CO-FOUNDER, CREATIVE DIRECTOR

@CLEARHARTNY #TECHSYTALK WWW.VIMEO.COM/CLEARHART

CLEARHART IS AN INNOVATION AGENCY THAT SPECIALIZES IN BRIDGING ONLINE TO OFFLINE.

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@CLEARHARTNY #TECHSYTALK

OUTSIDELANDS MUSIC FESTIVAL

MANHATTAN COCKTAIL CLASSIC

SOUTH BEACH WINE & FOOD FESTIVAL

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65,000 attendees | 1,017 acres | 8 towers | 3 days

@CLEARHARTNY #TECHSYTALK 1: PROBLEM/SOLUTION

+ Client: Esurance

+ Event: Outside Lands Music Festival

+ Location: Golden Gate Park, San Francisco, CA

+ Date: August 9th - 11th, 2012

ACTIVATION DETAILS

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The Insider Band lets Outside Lands Music and Arts Festival attendees stay connected, save memories, and even win prizes, all with the tap of the wrist. Only AVAILABLE TO 10,000 OF THE

FESTIVAL’S 75,000-A-DAY AUDIENCE, the insider band is the future of concerts. !Uniquely connected to each attendee and their Facebook profile, the insider bands allows festival-goers to tap specially marked towers around the festival to take and UPLOAD PHOTOS, SAVE MEMORIES

LIKE MUSIC SET LISTS, AND REMEMBER breweries and wineries they tried from Outside Lands’s famous Beer and Wine Lands. Most importantly, users can check in at different stages and landmarks, see where their friends are checked in, and SEND MESSAGES to their network. !When it’s all over, users can relive their favorite moments by accessing an online memory bank full of photos, music, and cool stuff they did during their epic weekend at Outside Lands.

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@CLEARHARTNY #TECHSYTALK

+ AUGMENTED SOCIAL ECHO

+ DEEPER CONNECTION WITH INFLUENCER AUDIENCE

SPONSOR SOLUTION+ INCREASED REACH + NEW SPONSORSHIP + BEHAVIORAL INSIGHTS

EVENT SOLUTION

+ LOST FRIENDS + PHONES DON’T WORK WELL

ATTENDEE PROBLEM:

1: PROBLEM/SOLUTION

BUZZ

July 1st - August 8th August 12st - 20th

of insider band users retrieved their

memory bank

66%

!Posse members

in total were invited

14,478

Tower Sessions

18,604Beer/Wine Lands Taps

11,149

ENGAGE RE-ENGAGE

August 8th - 10th

Registered Users via Facebook

8,060

45,000 PAGE VIEWS

1,857,000 SOCIAL IMPRESSIONS

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sessions/taps

per minute

18sessions/

taps per person

9 10,000sessions/taps

per day

11,548 PAGE VIEWS with users consuming AVG. 5.1 Pages/Session

PRESS MENTIONS14

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#INSIDERBAND

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10,000 attendees | 200 tasting tables | 4 events| 1 tent

@CLEARHARTNY #TECHSYTALK 1: PROBLEM/SOLUTION

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+ Client: Esurance

+ Event: South Beach Wine and Food Festival

+ Location: North Venue, Miami Beach, FL

+ Date: February 20th - 23rd, 2014

ACTIVATION DETAILS

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The SavorBand is WEARABLE TECH that lets attendees track and SAVE THEIR UNIQUE EXPERIENCE at the Food Network South Beach Wine & Food Festival. A national, star-studded, four-day destination event showcasing the talents of the world’s most renowned wine and spirits producers, chefs and culinary personalities, now DIGITALLY CAPTURED WITH THE TAP OF YOUR WRIST. Attendees simply tap this NFC-enabled wristband at specially marked readers next to whatever they try to store and instantly rate all of their culinary memories. After the event, attendees use the unique 2-word code embedded on their SavorBand to access their experience at www.esurance.com/savorband. !

FOR THE FIRST TIME EVER, SOBEWFF IS AVAILABLE TO-GO.

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@CLEARHARTNY #TECHSYTALK

+ TANGIBLE ENHANCEMENT

+ DEEPER CONNECTION WITH INFLUENCER AUDIENCE

SPONSOR SOLUTION

+ INCREASING VALUE BEYOND EVENT

+ PRIZING OPPORTUNITIES

ATTENDEE SOLUTION

+ LOW IMPRESSIONS BEYOND THE TENTS + HUGE MISSED CONTENT OPPORTUNITY

EVENT PROBLEM:

1: PROBLEM/SOLUTION

BUZZ

of savor band users retrieved their

memory bank

31%

media impressions

1,341,879

ENGAGE RE-ENGAGE3,355 PAGE VIEWS with users

consuming AVG. 4.71 Pages/Session

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sessions/taps

per minute

14sessions/

taps per person

4 3,043sessions/taps

per day

Taps at Food and Sponsor

Stations

12,214

Foods Rated on-site

4,689

February 21st - March 1st, 2014

February 20th - 23rd, 2014

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NOTABLE PRESS MENTIONS21

C22“This year, we’re excited to work with our new partners at Esurance to utilize NFC technology at our North Venue events.” - Lee Schrager (Interview on the District)

#SAVORBAND

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4,000 attendees | 60 Cocktail bars | 3 floors | 4 hours

@CLEARHARTNY #TECHSYTALK 1: PROBLEM/SOLUTION

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+ Client: Manhattan Cocktail Classic

+ Event: Black-Tie Opening Night Gala

+ Location: New York Public Library 5th Ave.

+ Date: May 11th, 2012

ACTIVATION DETAILS

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With over 60 brands pouring nearly 40,000 cocktails throughout The New York Public Library’s 4 floors, there’s a lot to keep track of at the Manhattan Cocktail Classic opening night Gala. !So the Classic tapped ClearHart Digital for a way to do just that, which they delivered in the form of Near Field Communications (NFC). Equipping over 3000 of NYC's most distinguished with an NFC-enabled bracelet, each attendee now had the ability to TRACK EVERY DRINK THEY TRIED. After registering, an attendee could simply tap their bracelet on the NFC reader atop each speciality cocktail bar, storing that drink recipe in their Digital Goodie Bag. The following Monday (when headaches had subsided), Tasting Table sent each registrant a PERSONALIZED EMAIL WITH THEIR TRACKED RECIPES. !To maximize drinks –not phones– in hands, attendees could also LINK THEIR FACEBOOK AND TWITTER accounts to their unique bracelets. Not to broadcast imbibing, of course, but to instantly upload pictures from photo booths; auto-check-in on Facebook Places; even Tweet Flavorpill-curated booze-inspired quotes by famous authors – all with a simple tap of the wrist on specially marked readers.

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@CLEARHARTNY #TECHSYTALK

+ QUANTIFIABLE RESULTS

+ DEEPER CONNECTION WITH INFLUENCER AUDIENCE

SPONSOR SOLUTION+ INCREASING VALUE

BEYOND EVENT + PRIZING

OPPORTUNITIES

ATTENDEE SOLUTION

+ NO MEASURABLE ROI + LOW SOCIAL ENGAGEMENT + REACH

EVENT PROBLEM:

1: PROBLEM/SOLUTION

BUZZ

of attendees open their personalized

email after the event

43%

social impressions on Facebook and Twitter

1,101,000

ENGAGE RE-ENGAGE

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taps per minute

33taps

per person

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Taps at Drink and Sponsor

Stations

7,983

Social Taps to Check-in on FB and Upload a

Picture

798

of Participants Connected via

Facebook

90%

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NOTABLE PRESS MENTIONS28

which snowballed into this...

In the words of Charlotte Voisey, William Grant & Sons Mixologist and Brand Ambassador,

!!!!!!!!!!!!!!!!!!!

“It really kicks up what we’re able to do from a brand point of view. When you look at this event from a

business side, setting aside the glamour of the cocktails for a moment, it’s just a really smart, really intelligent way to really amp up the return on investment,

quite simply, that we get as a brand.”

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#clASSICBAND

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HUMAN BEHAVIOR SHOULD DICTATE TECHNOLOGY,

NOT THE OTHER WAY AROUND

2: CUSTOMIZABLE @CLEARHARTNY #TECHSYTALK

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4: SUMMARY

BENEFITSCREATES A QUANTIFIABLE LAYER OF MEASUREMENT TO OFFLINE ENGAGEMENT AND YIELDS VALUABLE ATTENDEE INSIGHTS

VOLUNTARY RE-ENGAGEMENT OFFSITE DOES NOT VIOLATE USER TRUST LIKE OTHER DATA MINING TECH PLATFORMS

RE-ENGAGEMENT EXPERIENCE PROMOTES AND DRIVES TRAFFIC TO OTHER EVENT RELATED MEDIA PROPERTIES THAT WOULD OTHERWISE COST MONEY

TECHNOLOGY IS HIGHLY CUSTOMIZABLE AND ADAPTABLE TO MULTIPLE SPONSORS AND ACTIVATIONS IN REAL-TIME

CREEPYX

@CLEARHARTNY #TECHSYTALK

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DEEPER CONNECTION THAT LASTS BEYOND THE EVENT

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3: OPPORTUNITY @CLEARHARTNY #TECHSYTALK 4: SUMMARY 4: SUMMARY

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$1B Investment

@CLEARHARTNY #TECHSYTALK 4: SUMMARY

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let's make the future!

GRACIAS THANK YOU

© 2014 CLEARHART. ALL PLANS, COPY, IDEAS, ART, LAYOUTS AND OTHER RECOMMENDATIONS MADE BY CLEARHART AND FRIENDS ARE FOR PRESENTATION PURPOSES AND REMAIN THE PROPERTY OF CLEARHART UNTIL SUCH TIME AS THE PROJECT IS COMMISSIONED. ANY UNAUTHORIZED USE OF THESE PLANS, COPY, IDEAS, ART, LAYOUTS AND OTHER RECOMMENDATIONS IS EXPRESSLY PROHIBITED.

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MAKE BREAKUPS SUCK LESS

@CLEARHARTNY #TECHSYTALK