Stadium Tray Mobile
Extending the ‘Brand Impression’ beyond the Tray
A Presentation by NetInformer
2005 - NetInformer - Proprietary and Confidential
NetInformer is the Leader for in-venue mobile marketing
In 2004, NetInformer executed more mobile
campaigns in professional sports venues than
anyone else
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Campaigns run with the Oakland A’s, 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.
Case Study - Oakland A’s Text Trivia
• NetInformer’s Standard Campaigns Bring Interactivity to
the Stadium Jumbotron.
1
1.
A text trivia game is played on the Big Screen
2.
All participants get a wireless coupon
for a discount ticket
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1 Winning random player,
receives a prize of 4 Free Tickets or Phone
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Opt-In Players received future discount offers.
• Oakland A’s - 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.
3
Stadium Tray gets interactive
we extend the Brand Impression from in-venue to home
+
See the Brand
Message and Play
Experience the
Brand
Internet
Take the Brand with
you
• Message remains on the customer’s 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.
3 Mobile Tray Packages Are Available
Promo Tray
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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
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Turn-key Program.
Sponsor sets odds of instant win.
Creates urgency for interaction with brand.
Non-winners given smaller coupon
Text Trivia Tray
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Turn-key Program.
Maximum brand interaction time (3+ Minutes)
3 Questions per player
Prizes/Coupons Given for Correct Answers
Example: Text Trivia Tray
• Sponsor: Tylenol (McNeil-PPC)
• Tylenol Trivia teaser and instructions printed on
Stadium Tray.
Example: Text Trivia Tray-How it works
1
Fan is alerted to
interactive
Tylenol Trivia on
the Stadium Tray.
2
On the mobile
phone, Fan
sends: Tylenol to
55555.
Text Message
To: 55555
Tylenol
3
Fan is sent back
a Tylenol Trivia
question.
4
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
Fan sends “A”
and receives
coupon code
+ website
address
Text Message
To: 55555
Congrats! U know how
to treat pain. U also
know, then, that
Tylenol can help. U
Win $2 off any Tylenol
product. Go to:
www.tylenol.com and
enter code: 19457
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.
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.
Instant Win Tray
Instant Win Tray
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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
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The Tray gives the set-up and instructions for entering the Instant Win Game.
The Sponsor determines the odds of winning, and NetInformer’s system executes win/lose
responses based on these odds.
Up to 3 Prizes can be set up. Ex: Small Prize with 1:10 odds. Med with 1:1,000, Large with 1:100,000
Text Message
To: 12345
J44
Teaser and Instructions on Tray
Fan sends in Seat Number
Text Message
From: 12345
UR Seat Number
isn’t the drivers. But
for playing, take an
extra $500 off any
new GM. Go to
www.gm.com and
enter code: 3S2
Win/Lose Response
Drive Customer to Website or
Venue Booth
In-
Promo Tray
Promo Tray
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Complements existing promotions.
Provides basic level interactivity
Creates an immediate
method of entry into a current
contest or promotion.
How it Works
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The Tray gives the set-up and instructions for entering Snapple’s 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.
Text Message
To: 12345
Lemons
Teaser and Instructions on Tray
Fan sends in “Lemons”
Text Message
From: 12345
UR Snapple Lemons
‘R Lucky Code is:
231. Enter the code
at www.snapple.com
to see if UR a
winner!
Promotional Message
Drive Customer to Website or Retail
Location.
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.
18%
Of Stadium Tray Sponsorship
Turn-key Instant Win
Game
12%
Of Stadium Tray Sponsorship
18%
Of Stadium Tray Sponsorship
How Stadium Tray gains instant Income
• Atlanta Braves - Stadium Tray SMS Sponsorship
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2.4 Million Attendance.
Full-Season Stadium Tray Sponsorship = ~$380,000
Standard Promo Tray
NetInformer SMS Cost @ 12% = $45,600
SMS Upgrade Sold by Stadium Tray @ 20% = $76,000
Stadium Tray Profit = $30,400
• Trivia or Instant Win Tray
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The Trivia and Instant Win trays have higher margin
NetInformer SMS Cost @ 15% = $68,400
SMS Upgrade Sold by Stadium Tray @ 25% = $95,000
Stadium Tray Profit = $38,000
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
Benefits of Stadium Tray Mobile
• For the Sponsor
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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
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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
2005 - NetInformer - Proprietary and Confidential