#41 BEST INDIVIDUAL SPONSOR FOLLOW UP REPORT ifea submission 2018 41) BEST INDIVIDUAL SPONSOR FOLLOW-UP REPORT Overview Information Introduction and Description of Main Event The first Fiesta Bowl game was played in 1971 after much effort from a group of nine visionary business leaders who worked tirelessly to bring a post-season college football game to the state of Arizona. Since that time, the Fiesta Bowl organization has grown into much more than just one game.

The Fiesta Bowl’s vision is to be a world-class community organization that executes innovative experiences, drives economic growth and champions charitable causes, inspiring pride in all Arizonans. As a nonprofit organization, we believe in the importance of fostering a culture of community outreach and service. Based in Scottsdale, the Fiesta Bowl hosts a variety of local events each year, as well as two elite bowl games – the PlayStation Fiesta Bowl and the Cactus Bowl. Together, these two events generate $170 million in economic impact for the State of Arizona.*

In 2014, the Fiesta Bowl became a part of the College Football Playoff along with five other storied Bowl Games, collectively “The New Year’s Six.” Each season, the Fiesta Bowl matchup is determined by an independent selection committee tasked with ranking the top 25 teams in the nation, placing the top four teams in designated Semifinal games and the remaining eight teams in the “Host Bowls.” The Fiesta Bowl is a College Football Playoff Semifinal game every three years, beginning in 2016 and again in 2019.

The Fiesta Bowl is played at University of Phoenix Stadium in Glendale, Arizona with a stadium capacity of 68,000+. Access to a pregame Fan Fest held outside of the stadium is included with all tickets and for an additional cost, fans may attend the VIP pregame party, “Stadium Club.” The 2017 game took place on Saturday, December 30 and featured a matchup between Penn State University and University of Washington in front of a crowd of 61,842 fans. * Economic Impact Study conducted in 2015-16 by Arizona State University W.P. Carey School of Business and Seidman Research Institute.

Name of Sponsor: Sony PlayStation Recognized as a global leader in interactive and digital entertainment, PlayStation is a division of Sony Interactive Entertainment (SIE). The first PlayStation was launched in Japan in 1994 and today is in its fourth generation, the PS4. The PlayStation family of products and services now includes PlayStation gaming consoles, virtual reality, the PlayStation Store, PlayStation Vue streaming services and several popular games created for the PlayStation platform. Headquartered in San Mateo, California, SIE is a wholly- owned subsidiary of Sony Corporation and has regional headquarters in London and Tokyo. Introduction and Effectiveness of Sponsor Follow-up Report PlayStation became the title sponsor of the Fiesta Bowl game in 2016 with a two-year contract that extended throughout this past football season. In year one, PlayStation utilized the partnership primarily to promote brand messaging with a focus on hardware products. Specific goals included increasing brand awareness with college football fans, interaction with students and college football fans, creating opportunities to generate media exposure and entertaining clients and staff. In year 2, PlayStation’s goals were to enhance exposure from last year in key areas (team hospitality suites, Fan Fest Gaming Truck, signage), create more consumer engagement experiences, and incorporate their gaming characters. Based on these goals, this year’s partnership focused on three key pillars: gaming experiences at various locations, in-game product giveaways, and gaming character presence throughout game week. PlayStation added more consoles, VRs, interactive gaming and better furniture at both hospitality suites and media day. To better engage consumers, PlayStation decided to utilize it’s :30 in-game promos to give away products. Two entire sections won a $20 PlayStation store gift card. One entire row was gifted a PlayStation 4 console and another row was gifted a Virtual Reality headset. To help promote their current and upcoming games, PlayStation incorporated their gaming character mascots throughout the game week. These characters played an instrumental role at each team outreach event. To cap off the gaming character presence, the two God of War characters were on-field as the two opposing team bands performed the God of War theme song, promoting the game with a release date of April.

Having a professional follow-up presentation for PlayStation was important for several reasons. PlayStation has numerous requests for sponsorship and marketing dollars so it was essential for us to show a positive return on investment. Being year 2 of the partnership with a potential renewal coming up, it was important for us to show we helped them accomplish their goals while over delivering throughout the partnership.

Follow-up reports have become an important tool not only in communicating with our corporate partners, but also internally as a historical reference and audit of our capabilities and ability to deliver results. Since we began generating comprehensive recap reports three years ago, multiple departments have referred back to the data at various times during the year to verify performance and operations. The Corporate Partnerships staff utilizes the data in creating new business proposals and activation summaries for existing partners, the graphics department will refer back to signage and logo samples, and the events staff will verify attendance and site set-up. This report will serve as an important tool as we expand on the sponsorship for this year’s upcoming game and allow us to compare results for better insights.

Title Sponsor • Logo integrated with game logo • Name/logo inclusion on all promotional material, advertising and materials referencing game • Category exclusivity: Gaming Hardware

PlayStation Fiesta Bowl • Saturday, December 30, 2017 • University of Phoenix Stadium • Penn State 35, Washington 28 • 61,842 Attendance • TV Broadcast: ESPN • 5.9 Household Rating • 10.1 Million Viewers • Most watched non-semifinal Fiesta Bowl in CFP Era • Radio Broadcast: ESPN affiliate stations Earned Media: November 15 – January 5 • Team Selection: December 3 • Team Arrivals: December 24 & 25 • Game Date: December 30 • Total Earned Media Value: $48,700,000 • 31,458 mentions • 20,500,000,000 impressions

Penn State Team Outreach • One hundred and nineteen (119) total mentions • $247,425 media value

Washington Team Outreach • Five (5) total mentions • $22,500 media value

Sources: TV Eyes, Cision Promotional Plan November 27 – December 30, “Game Campaign” December 21 - 30 Television • 93 spots delivered on KPHO, KTVK, KNVX, KSAZ, and Cox Interconnect (ESPN) • Featured Programs: Bowl Games, CBS News, Army-Navy Game, NFL Game, Fox News, Big 12 Championship, Big 10 Championship Radio • 202 spots, 1,295,000 impressions • Top indexing local stations

Digital Display • Programmatic digital display ad buys • Phoenix DMA • Washington and Penn State universities geo-fenced • Phoenix Business Journal Print Ad • 4 weekly issues Promotional Plan Digital Outdoor Billboards December 5 – January 1 • Fourteen (14) locations throughout valley • 2,834,235 spots and 10,597,971 impressions

Flight Dates: Nov 22 – Dec 27 Flight Dates: Dec 7 – Dec 30 Added Value: Team Arrivals • Phoenix Sky Harbor Airport • December 23rd and 25th

Partnership Elements • One thousand (1,000) PlayStation Fiesta Bowl Mardi Gras beads • Distributed to both teams at team arrivals Game Week Events • Team Hotel Gaming Lounges • Games Played: • Scottsdale Plaza Resort & Scottsdale • FIFA 18 Fairmont Princess • Madden 18 • December 23 – December 30 • MLB The Show 17 • Gaming Consoles • NBA 2K18 • Virtual Reality Stations • Crash Bandicoot • PlayStation Vue • Call of Duty WWII • Daily Competition Challenges • Gran Turismo Sport

*Added Value* Daily Competition Challenges • Penn State vs. Washington • Top player received daily trophy • Weekly winner received championship trophy • Dec 25th: MLB the Show 17 – HR Derby • Dec 26th: GT Sport – Fastest Lap Time • Dec 27th: Crash Bandicoot – Time Trials • Dec 28th: FIFA 18 – Penalty Kicks Game Week Events: Media Day • Thursday, December 28 • JW Marriott Scottsdale Camelback Inn • 483 Credentialed Media

Partnership Elements • Entire alcove space dedicated solely to PlayStation gaming area • PlayStation Fiesta Bowl Mini Helmets

*Added Value* Penn State Team Outreach Event • Wednesday, December 27 • Notre Dame Prep Academy • HopeKids & Children’s Cancer Network • Speaking Opportunity – Mary Yee • PlayStation Giveaway Bags • PlayStation Gaming Truck • Gaming Characters

Washington Team Outreach Event • Thursday, December 28 • Scottsdale Community College • Special Olympics Arizona • Speaking Opportunity – Mary Yee • PlayStation Giveaway Bags • PlayStation Gaming Truck • Gaming Characters

Fan Fest at PlayStation Fiesta Bowl • Saturday, December 30, 2017 • 9:30 am – 1:30 pm • Fiesta Bowl Fan Fest • University of Phoenix Stadium, Great Lawn • Attendance: 25,000+

On-Site Exposure • Contractual: 80x40 display space • Actual: 100 x 50 space for Gaming Trailer • Logo inclusion on select signage • Jumbotron wraps • Stage wrap *Added Value* • 17 x 17 branded tent • Gaming Characters

Hospitality PlayStation Fiesta Bowl Kickoff Dinner • VIP Dinner for Coaching Staff, Athletic Directors, Conference Commissioners and PlayStation Executives • Thursday, December 28, Dominick’s Steakhouse • Six (6) invitations plus guest PlayStation Fiesta Bowl Game • Loft 304: Twenty-person suite, including Bubble Lounge Passes and parking passes • Seventy (70) Club Level tickets *Added Value* • Opportunity to decorate suite • Access to Bubble Lounge Pregame • One (1) bus parking pass with dedicated parking in Lot A • Two (2) police escorts for PlayStation executives and guests

In-Game Elements • Executive inclusion in Pregame Coin toss • Shawn Layden • One (1) Welcome message • Played prior to team intros • Four (4) :30 second videos • Each Quarter • FIFA & Best Place to Play • One minute (1:00) in-game promotion • Ribbon Board digital signage • PS4 and Virtual Reality Creative *Added value*: • One (1) :30 second promotion

In-Game Promotion • One (1) Lucky Section Promotion • Sections 104 & 134 • $20 gift cards • Two (2) Lucky Row Promotions • Section 122, Row 13 • Virtual Reality Headset • Section 117, Row 10 • PlayStation 4 LED Ribbon Board Signage • Exclusive rotation during 30 minute pregame ceremony • Contractual: Four (4) 1:30 ribbon board rotations • *Added Value*: 35:41 minutes in-game exposure • Exclusive rotation during post- game trophy presentation Halftime Performance Joint band performance • God of War • Accompanying GOW video • Two Minutes (2:00) in length Post-Game Trophy Presentation • Eric Lempel • Emcee: Tom Luginbill, ESPN • Fiesta Bowl Executive Director • Fiesta Bowl Chairman of the Board • Penn State Head Coach James Franklin • Penn State Athletic Director Sandy Barbour • Offensive MVP: Trace McSorley • Defensive MVP: Marcus Allen

Stadium Signage: Interior • Field Logos – 50-yard and 25-yard lines • Super Column Wraps (North and South) • B-Red / C-Red Walls • Tunnel Covers • North Tunnel Interior • Locker Room Door Wraps • Field Level: Field Wall and Goal Post Wraps • Miscellaneous: Player Jersey Logos, Chain Crew, Media Vests

Stadium Signage: Exterior • West Stadium Banner (100’ x 50’) • West Stadium Decal (80’ x 40’) • Twelve (12) Column Wraps • Along 95th Avenue • Entrance Signage *Added Value* Gaming Characters • Integration of PlayStation Gaming Characters • Kratos & Atreus • Ratchet • Parappa the Rapper • Sackboy • Crash Bandicoot

Gaming Characters interacted with fans and players at the following events: • Team outreaches • Fan Fest • Stadium gates and concourse • Post-Game Trophy Ceremony

Game Program • 9,000 copies • Distributed in suites and sold at merchandise stands • One (1) full-page ad • President’s Welcome Letter • Logo inclusion on Special Thanks page Digital FiestaBowl.org had 314,951 visitors in the month of December with 959,005 page views • Homepage Header Rotating Leaderboard • PlayStation Fiesta Bowl game page skin • Final Instructions Email (3,928 recipients) • Thank you for Attending Email (4,179 recipients) Social Media • 255 Total Posts • Facebook: 51 • Twitter: 169 • Instagram: 35 posts • 7,007,149 Total Impressions • Facebook: 1,624,081 • Twitter: 5,240,000 • Instagram: 143,068 • 378,181 Total Engagements • Facebook: 41,776 • Twitter: 323,687 • Instagram: 12,718

This year’s PlayStation Fiesta Bowl garnered 30% more impressions and nearly 80% more engagement than December 2016. The #2 top tweet showcased the PlayStation characters, with 544k impressions and 40k engagements. National Bank of Arizona Fiesta Bowl Parade Saturday, December 30 • 104 entries • 2,500 grandstand tickets • 100,000+ spectators along route • Broadcast live on KTVK Channel 3 • 4.3 rating • PlayStation Fiesta Bowl Float Pod • Lead banner signage • Live broadcast inclusion • One (1) full-page ad, Parade Guide • Fifty (50) grandstand tickets • Twenty (20) VIP Parking Passes • Twenty (20) parade breakfast invitations Key Takeaways from last year… Successful! • Player Gaming Suites were well used by players  Gaming suites again used well by players with very positive feedback • Include PlayStation in player gift options  Fiesta Bowl swapped out gift suite with PlayStation 4 as gift • Larger footprint at media day, possibly integrate characters?  Entire alcove dedicated to PlayStation gaming  Characters integrated at events throughout game week • Utilize an interactive element in-game, less :30 second spots  In-game product giveaway promotions • Team Outreach Events, Include gaming truck in both events if possible  Gaming truck used at both events • Game Logo signs at trophy presentation aren’t as visible but still used by players  Game logo signs used by players • PlayStation & Octagon Feedback? *Added Value Summary* Team Arrivals • One thousand (1,000) PlayStation Fiesta Bowl Mardi Gras beads • Distributed to both teams at team arrival Daily Competition Challenges • Daily competition, Penn State vs. Washington • Top player received daily trophy Team Outreach Events • Speaking Opportunity – Mary Yee • PlayStation Giveaway Bags • PlayStation Gaming Truck • Gaming Characters Fan Fest • 17 x 17 branded tent • Gaming Characters *Added Value Summary* (cont.) Hospitality • Opportunity to decorate suite • Access to Bubble Lounge • One (1) bus parking pass • Two (2) police escorts for PlayStation executives and guests In-Game Elements • One (1) :30 second promotion • 35:41 minutes in-game exposure Pregame Photo Corral • Opportunity for PlayStation to take photos midfield during pregame Dedicated Photography • Dedicated photography team assigned to PlayStation game week events