Transcript The WRANGLER `Ultimate Ride`

WRANGLER – ‘ULTIMATE RIDE’
SWEEPSTAKES
Micro-Site and Promotional
Campaign
APRIL 2009
WRANGLER
‘Ultimate Ride’ Sweepstakes
The KEY to this Promotion is to create a Viral Marketing
and Social Networking tool.
OBJECTIVE:
–Create and promote an interactive and fully-integrated
program to drive magazine readers and internet users to
participate in a national sweepstakes promotion for the
WRANGLER - Ultimate Riding Jeans
–This program will support the print branding program and
will be made up of an umbrella of interactive components
that will promote and ultimately sell product in a way that
no single print ad, or single video ad could accomplish.
WRANGLER
‘Ultimate Ride’ Sweepstakes
STRATEGY:
– A Micro-site for users to register and post their photos
and/or streaming video of themselves, their students,
clubs, etc. riding in the WRANGLER – Ultimate Riding
Jeans as well as share their stories/testimonials about
the jeans
– Fulfillment of the Grand Prize Sweepstakes would be an
all expense paid trip on the Ultimate Ride Dream
Vacation – Other Prizes would include Free
WRANGLER Jeans and Apparel
WRANGLER
‘Ultimate Ride’ Sweepstakes
TACTICS:
– Promote the Sweepstakes in both print and online in an
exclusive partnership with Equine Network –
Horse & Rider and Practical Horseman magazines and
Equisearch.com and Equine.com Websites
– Launch the Sweepstakes in August ‘09 to run through
October ’09
– Announce the winner(s) at a major AQHA event, i.e.,
Congress or World Show
– Editorial Coverage/Story about the Ultimate Ride, the
Sweepstakes, and the winner(s) in Horse & Rider and
Practical Horseman January issue
The WRANGLER
‘Ultimate Ride’ Sweepstakes
Online Micro-Site
This Online Micro-Site will be created by the Equine
Network exclusively for WRANGLER. It will be
accessible from both the WRANGLER website as well
as featured on both Equisearch,com and Equine.com.
It will serve as the
home of all campaign elements including product
information and sweepstakes entry and posting of
photos and/or videos
Functionality of WRANGLER “Ultimate Ride”
Sweepstakes Site
•Micro-Site Delivers:
** Registration for Sweepstakes entries that includes
•Registration,
•Demographic information –
name/address/email/horses/discipline, etc.
•Opt-in for monthly e-newsletter,
•Sweepstakes registration
•Posting of personal Photos and/or Videos
•Posting of personal testimonials and stories about their
experience riding in the Ultimater Riding Jean
** Product(s) information –
** “Influentials and Consumer” testimonials –
** E-commerce capabilities linked to your WRANGLER
dealers and/or find your local dealer
Sweepstakes Support and Database
Program
We are experts at Sweepstakes promotion and have
developed our own software program to create the entry
forms and database management of the complete
sweepstakes campaign.
The WRANGLER ‘Ultimate Ride’ Sweepstakes will be
based on entries from users that submit photos/videos
and share their story of “Their Ulitmate Ride” wearing
their WRANGLER Ultimate Riding Jeans.
The names and address information of all contestants
will be delivered to WRANGLER to create
database and to use for future WRANGLER
Promotions.
Streaming Video
Streaming video is an option for entries to submit their
Ultimate Riding Experience.
Horse & Rider and Practical Horseman made their
reputation with their award-winning “lesson in print”
coverage.
Now that same step-by-step coverage is available in
streaming video This coverage could be sponsored by
WRANGLER and could be complete with WRANGLERs
product video spot. This video coverage could also link
back to the WRANGLER ‘Ultimate Ride’ Sweepstakes
micro site.
An Example of Equine Networks Sweepstakes Micro-Site
•
Features, Advantages, & Benefits
WRANGLER ‘Ultimate Ride’ Sweepstakes
Micro-Site
CLEAN
CLASSIC DESIGN
FEMININE
EASE TO NAVIGATE
TELLS A STORY
USES ALL THE LATEST TECHNOLOGY TO
PRESENT THE PRODUCTS
INTERACTIVE ON ALL PAGES
Advertising & Promotional Opportunities
PRINT:
Horse & Rider and Practical Horseman
4C – Full Page Ads – August, September, October
Advertorial Coverage of the Sweepstakes and Ultimate Ride
in the January Issue of both magazines
ONLINE:
Equisearch.com, Equine.com
Banner Ads Rotating on Sites
Email Pushes to Equisearch and Equine subscribers
Content Sponsorship of Trail Riding Newsletter
Stand Alone Email Pushes to Equine.com and
EquiSearch.com double opt-in email subscribers
HOW TO Training Videos on HorseandRider.com and
PracticalHorseman.com
Advertorial Coverage on Equisearch.com
National and Regional Promotion
Equine.com and Equisearch.com have over 600,000 unique
visitors per month. We have a combined database of
nearly 500,000 opt-in users (nearly 5 times the size of the
largest association database in the industry).
Support of the program would be provided by regionally
targeted interactive banners and category sponsorships.
BUDGET “A”
$58,000
MICRO-SITE - $9,000 – Functionality
– WRANGLER “Ultimate Ride” Sweepstakes - registration and
database management
– Testimonials & “What the Experts Say”
– E-Commerce Store link to Top 10 Retailers
– Product Information Pages
– Photo AND Streaming Video Posting for users
– Admin and hosting of the site for all the above
ADVERTISING & PROMOTION - $49,000
– PRINT
• Horse & Rider and Practical Horseman
– ONLINE/INTERACTIVE
• Equine.com and Equisearch.com
Promotion/Advertising Proposal
WRANGLER Micro Site and Sweepstakes – Plan “A”
Practical
H&R
PRINT ***
Aug’09 Sept’09 Oct’09 Jan ’10 = COST
Full pg Full pg Full pg
Full pg $ 14,008
Full pg Full pg Full pg
Full pg $ 18,571
TOTAL $ 32,579
*** Print Frequency Discount at 12X and full page for 2/3 page rate
ONLINE
$5,600/mo = $16,800
EQUINE.com
Banners – 200,000 imps/month
Email Blast – 40,000 subscribers 3 Stand Alone
EQUISEARCH.com
Banners – 200,000 imps/month
Email Blast – 35,000 subscribers 4 Stand Alone
HOW TO TRAINING VIDEO Section Sponsor
Trail Riding E-Newsletter – 45,000 subscribers
BUDGET “B”
$42,870
MICRO-SITE - $7,500 – Functionality
– WRANGLER “Ultimate Ride” Sweepstakes - registration and
database management
– Testimonials & “What the Experts Say”
– E-Commerce Store link to Top 10 Retailers
– Product Information Pages
– Photo Posting for users
– Admin and hosting of the site for all the above
ADVERTISING & PROMOTION - $35,370
PRINT
• Horse & Rider
ONLINE/INTERACTIVE
• Equine.com and Equisearch.com
Promotion/Advertising Proposal
WRANGLER Micro Site and Sweepstakes – Plan “B”
H&R
PRINT ***
Aug’09 Sept’09 Oct’09 Jan ’10 = COST
Full pg Full pg Full pg
Full pg $18,570
TOTAL $18,570
*** Print Frequency Discount at 12X and Full page for 2/3 page rate
ONLINE
$5600/mo = $16,800
EQUINE.com
Banners – 200,000 imps/month
Email Blast – 40,000 subscribers 3 Stand Alone
EQUISEARCH.com
Banners – 200,000 imps/month
Email Blast – 35,000 subscribers 4 Stand Alone
HOW TO TRAINING VIDEO Section Sponsor
Trail Riding E-Newsletter – 45,000 subscribers
Single Largest Reach in the US
Equine Market
Equine Network
Total combined circulation: 435,000
2.3 Readers per copy, totaling 1,000,500
600,000 unique internet users per month
Total of 1.6 million impressions per month
SIZE OF THE INDUSTRY
1.9 million people own horses
THANK YOU
Next Steps:
1. Determine Launch Date of Site
2. Confirm Prize Destination and
cross-promotion opportunities
3. Determine advertising and promotion
materials
4. Identify & Develop Content
EQUINE NETWORK
Mary Watts