Stadium Tray Mobile

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Stadium Tray Mobile

• Extending the Brand Impression beyond the Tray

A Presentation by NetInformer
2005 - NetInformer - Proprietary and Confidential
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NetInformer is the Leader for in-venue mobile
marketing

• In 2004, NetInformer executed more mobile
  campaigns in professional sports venues than
  anyone else
• Campaigns run with the Oakland As, Anaheim
  Angles, Colorado Rockies, San Diego Padres,
  Sanford Cardinals Football, and more.
• Provided Branded Campaigns for major sponsors -
  Verizon Wireless, Warner Brothers, etc.
• Over 1,000,000 in-venue mobile interactions in
  2004
• Avg. 3 of attendance participation.
• Experienced in Mobile Coupons, TXT Trivia,
  Instant Win Games, and auction events.

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Case Study - Oakland As Text Trivia

• NetInformers Standard Campaigns Bring
  Interactivity to the Stadium Jumbotron.

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• A text trivia game is played on the Big Screen
• All participants get a wireless coupon for a
  discount ticket
• 1 Winning random player, receives a prize of 4
  Free Tickets or Phone
• 3 Opt-In Players received future discount
  offers.

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• Oakland As - A Season of Data

• More than 80,000 fans participated during the
  season (1000 per game average 3 total
  attendance)
• 15 of all fans who play redeemed the m-coupon
• 25 opt-in rate to receive future mobile
  advertising.

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Stadium Tray gets interactive
we extend the Brand Impression from in-venue to
home
Home

Internet
Retail
See the Brand Message and Play
Experience the Brand
Take the Brand with you

• Message remains on the customers mobile phone
  for prolonged exposure.
• Provides an interactive advertising experience
  using two powerful mediums.
• Can involve user with TXT Trivia, Instant Win
  Games, and Mobile Coupon Offers.
• Drive user to sponsor website or retail location.

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3 Mobile Tray Packages Are Available

• Promo Tray
• Designed to integrate with existing promotions
• Provides basic level of interactivity for brand
• All messaging included
• Drives traffic to website, retail, kiosk, etc.

• Instant Win Tray
• Turn-key Program.
• Sponsor sets odds of instant win.
• Creates urgency for interaction with brand.
• Non-winners given smaller coupon

• Text Trivia Tray
• Turn-key Program.
• Maximum brand interaction time (3 Minutes)
• 3 Questions per player
• Prizes/Coupons Given for Correct Answers

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Example Text Trivia Tray

• Sponsor Tylenol (McNeil-PPC)

• Tylenol Trivia teaser and instructions printed on
  Stadium Tray.

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Example Text Trivia Tray-How it works
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Fan is alerted to interactive Tylenol Trivia on
the Stadium Tray.
On the mobile phone, Fan sends Tylenol to 55555.
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Fan is sent back a Tylenol Trivia question.
Fan sends A and receives coupon code website
address
Text Message
From 55555
TYLENOL TRIVIA What is the proper way to treat a
pulled hamstring?
A. Ice and elevation B. No activity C. A brisk
jog D. An ankle band
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Example Mobile Coupon Redemption

• - Web Redemption A Coupon Landing and
  Validation Page (Coupon Validation is optional)

NetInformer provides the following formats for
the coupon experience
Hosted Webpage - www.usasms.com/tylenol
HTML Code for Existing Site -
www.tylenol.com/trivia - Embedded HTML Code
calls on NetInformer Server to
validate coupon
No Validation - A generic coupon code
which works for all users. Or no code at all.
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Example The Mobile Coupon System

• A Mobile Coupon System is included with the
  Stadium Tray Mobile and can be used in two ways

• Redemption of the Coupon at Sponsor Location.
• In this case a unique coupon code is sent to each
  winner. This code can be validated by any
  computer with web access through a coupon
  redemption page provided by NetInformer. Some
  clients may not require validation (Ex A 1 off
  coupon given to every participant and shown to a
  retail clerk on the mobile phone).

• Redemption of the Coupon from Sponsor Website
• NetInformer provides a coupon landing page
  branded to the sponsor. This is all included with
  a standard campaign.
• Coupon Code and Mobile Number are entered, and
  validated by NetInformer. Different coupon codes
  can take user to different coupons.

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Instant Win Tray

• Instant Win Tray
• Provides most incentive for
• immediate interaction.
• Ideal for instant location
• redemption.
• Every non-winner can
• receive a coupon.
• Full turn-key promotion.

• How it Works
• The Tray gives the set-up and instructions for
  entering the Instant Win Game.
• The Sponsor determines the odds of winning, and
  NetInformers system executes win/lose responses
  based on these odds.
• Up to 3 Prizes can be set up. Ex Small Prize
  with 110 odds. Med with 11,000, Large with
  1100,000

Teaser and Instructions on Tray
Fan sends in Seat Number
Win/Lose Response
Drive Customer to Website or In-Venue
Booth
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Promo Tray

• Promo Tray
• Complements existing promotions.
• Provides basic level interactivity
• Creates an immediate
• method of entry into a current
• contest or promotion.

• How it Works
• The Tray gives the set-up and instructions for
  entering Snapples current Lemons R Lucky
  promotion.
• The return message provides the method of entry -
  in this case, a 3-digit code to enter at the
  website.
• Seamlessly integrates with any promotion with a
  web-based entry model.

Teaser and Instructions on Tray
Fan sends in Lemons
Promotional Message
Drive Customer to Website or Retail Location.
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Tray Features and NetInformer Pricing
Text Trivia Tray
Promo Tray
Instant Win Tray
Short Code Rental for duration of campaign.
Short Code Rental for duration of campaign.
Short Code Rental for duration of campaign.
Mobile Coupon System
Mobile Coupon System
Mobile Coupon System
Full Campaign Statistics report.
Basic Campaign Statistics report.
Full Campaign Statistics report.
Up to 8 Text Messages per user.
Up to 4 Text Messages per user.
Up to 4 Text Messages per user.
Turn-key Text Trivia for maximum brand
interaction length.
Turn-key Instant Win Game
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Of Stadium Tray Sponsorship
Of Stadium Tray Sponsorship
Of Stadium Tray Sponsorship
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How Stadium Tray gains instant Income

• Atlanta Braves - Stadium Tray SMS Sponsorship
• 2.4 Million Attendance.
• Full-Season Stadium Tray Sponsorship 380,000
• Standard Promo Tray
• NetInformer SMS Cost _at_ 12 45,600
• SMS Upgrade Sold by Stadium Tray _at_ 20 76,000
• Stadium Tray Profit 30,400

• Trivia or Instant Win Tray
• The Trivia and Instant Win trays have higher
  margin
• NetInformer SMS Cost _at_ 15 68,400
• SMS Upgrade Sold by Stadium Tray _at_ 25 95,000
• Stadium Tray Profit 38,000

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Increase Revenue with Minimal Effort
NetInformer provides everything for pre and
post-sale

• Tier 1 Customer Support
• Telephone/E-mail support for Stadium Tray Mobile
• Full statistics reporting for Client
• All sales materials re-branded as Stadium Tray
  Mobile
• Easy to use order forms for Stadium Tray Mobile
  clients.
• Integration with sponsor campaigns

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Benefits of Stadium Tray Mobile

• For the Sponsor
• Extend the life of the brand message.
• Involve the younger demographic with text
  messaging.
• Go beyond a static ad with interactivity.
• Drive participants to websites or retail
  locations.
• High mobile coupon redemption rates can drive
  sales.

• For Stadium Tray
• Generate additional revenue.
• Minimal sales effort.
• Client support by NetInformer.
• Increase the value and appeal of the Stadium Tray
  for a sponsor.
• Turn-key Stadium Tray Addition

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2005 - NetInformer - Proprietary and Confidential