PREVIEW Titles VERSION ENIGMA INDEPENDENT EVENT AUDITS ENIGMA INDEPENDENTUnbiased Intelligence EVENT for SeniorAUDITS Marketers Unbiased Intelligence for Senior Marketers 2017 INDIANAPOLIS 500 2016 STATE FAIR OFIndianapolis, TEXAS Indiana Dallas, Texas May 28, 2017 September 30-October 23, 2016 P2 Highlights P3 Event Experience P4 Sponsor Recall and Appreciation P5 Activation Evaluations PageP8 2:Beverage ActivationHighlights Evaluations P9 Beverage Consumption PageP10 3-Product4: andEvent Brand ExperiencePreferences CONFIDENTIAL PageP16 5-Demographics8: Sponsors and Activations For paid subscribers only. P17 Tourism and Economic Impact Unauthorized duplication or sharing strictly prohibited. PageP19 9-Comments12: Auto and Methodologyand Truck Show Exhibits Page 13: Beverage Consumption Page 14-19: Product and Brand Preferences CONFIDENTIAL Page 20: Demographics For paid subscribers only. Page 21-22: Tourism and Economic Impact Unauthorized duplication or sharing strictly prohibited. Page 23-24 Comments and Methodology PREVIEW Highlights VERSION Favorite drivers Most recalled sponsors 1 Helio Castroneves (3) 1 Verizon Wireless 2 Tony Kanaan (10) 2 Penngrade 3 Fernando Alonso (29) 3 Fuzzy’s Vodka Most visited brand activations Top beverages purchased on-site 1 Chevrolet 1 Beer 2 Firestone 2 Soda 3 Honda 3 Bottled water Most appreciated brand activations Top preferred brands of attendees 1 Nerf Nitro Kids Zone Wireless services: Verizon 2 Disney Vehicle: Chevrolet 3 Crown Royal Liquor: Fuzzy’s Vodka Least visited brand activations Tourism and economic impact 1 Advance Auto Parts Percentage non-local: 67% 2 Nerf Nitro Kids Zone Estimated hotel room nights: 118,300 3 Disney Estimated economic impact of attendees: $146.5M Most popular features within brand activations Best attendee comments “IMS is one of the most special places on earth! The race gets better every year! 1 Yamaha boats and personal watercraft IndyCar is the best product in racing!” “Our group consisted of 18 people ranging from one rookie to people attending 2 Crown Royal Wall of Gratitude their 42nd race in a row.” 3 Disney Junior Race Car “I do support brands that sponsor IndyCar and its teams. It weighs heavily on my buying decisions.” CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 2 PREVIEW Event Experience VERSION Indianapolis 500 experiences (aided) Favorite driver at Indianapolis 500 (aided) Indianapolis 500 Helio Castroneves (3) Miller Lite Carb Day Concert Tony Kanaan (10) Fernando Alonso (29) Indy Lights races Ed Carpenter (20) Practice Scott Dixon (9) Qualifying Graham Rahal (15) Tailgating at or around event Marco Andretti (27) Alexander Rossi (98) Legends Day and concert Josef Newgarden (2) USF2000 races James Hinchcliffe (5) Pro Mazda races Takuma Sato (26) Camping at event Ryan Hunter-Reay (28) Will Power (12) VIP or corporate hospitality Juan Pablo Montoya (22) Snake Pit Experienced JR Hildebrand (21) Favorite Other Event ratings excellent good fair poor Quality of entertainment Variety of entertainment Value for admission price Cleanliness Variety of Quality of food and beverage food and beverage CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 3 PREVIEW Sponsor Recall and Appreciation VERSION Sponsor recall Sponsor recall (top 3 unaided among those who could recall sponsors) 30% 26% 24% 23% 18% 18% 13% 11% 11% Could recall at least one sponsor 10% Could not recall any sponsors 10% 8% Extent to which brands and corporate sponsors enhanced experience 7% 7% 7% 5% Did not Greatly 5% enhance enhanced 4% 4% 3% 3% Somewhat enhanced 3% 2% 2% 2% CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 4 PREVIEW Exhibit Evaluations VERSION Chevrolet Firestone Honda PARTICIPATION RANKING 1 2 3 ENHANCEMENT RANKING PARTICIPATION Entered exhibit Saw from outside Did not see ACTIONS TAKEN (among those who entered) Looked at Corvette display Looked at race car display Looked at race cars on display Looked at Indy 500 pace cars Looked at motorcycles or ATVs Received paper racing helmet Received free Chevrolet t-shirt Registered to win Honda Played electronic driving merchandise game Looked at part and accessory displays Received gift or merchandise Used photo kiosk Sat in vehicle Spoke with Honda representative Used charging station Took photo with car or driver Sat in vehicle Used tattoo station Played Honda Forza Watched stage presentations driving game Played or watched driving video game Relaxed in Acura lounge Used charging station EXTENT ENHANCED EVENT EXPERIENCE (among those who entered) Greatly enhanced Somewhat enhanced Did not enhance MORE LIKELY TO PURCHASE BRAND THAN BEFORE THE EVENT (among those who entered) GM Owners All respondents Honda/Acura owners Other brand owners Other brand owners CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 5 PREVIEW Exhibit Evaluations VERSION Cooper Tires GEICO Yamaha PARTICIPATION RANKING 4 5 6 ENHANCEMENT RANKING PARTICIPATION Entered exhibit Saw from outside Did not see ACTIONS TAKEN (among those who entered) Looked at race car on display Looked at boats and Looked at Cooper Tires personal watercraft Received gift or merchandise Entered contest to win Received Cooper Tires bag Played contest to guess Waverunner number of geckos Played or watched remote control cars Spoke with representative Looked at generators Watched GEICO stage presentation Took photo with car or driver Used charging station Saw or met driver EXTENT ENHANCED EVENT EXPERIENCE (among those who entered) Greatly enhanced Somewhat enhanced Did not enhance MORE LIKELY TO PURCHASE BRAND THAN BEFORE THE EVENT (among those who entered) All respondents GEICO customers Motorcycle, ATV, and UTV owners Other customers Boat and RV owners CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 6 PREVIEW Exhibit Evaluations VERSION Disney Nerf Nitro Kids Zone Advance Auto Parts PARTICIPATION RANKING 7 8 9 ENHANCEMENT RANKING PARTICIPATION Entered exhibit Saw from outside Did not see ACTIONS TAKEN (among those who entered) Looked at Disney Junior Played on inflatables Spun wheel to win prize race car Participated in Mickey Played or watched driving Entered Speedperks program Meet & Greet video game for $20 off purchase Received face painting, Used caricature or face helmet, or driver’s license painting stations Relaxed with family or friends Received customized balloon roadster Used coloring and licence plate activity EXTENT ENHANCED EVENT EXPERIENCE (among those who entered) Greatly enhanced Somewhat enhanced Did not enhance MORE LIKELY TO PURCHASE BRAND THAN BEFORE THE EVENT (among those who entered) All respondents All respondents All respondents CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 7 PREVIEW Beverage Activation Evaluations VERSION Miller Lite bars Fuzzy’s Vodka Crown Royal PARTICIPATION RANKING 1 2 3 ENHANCEMENT RANKING PARTICIPATION Entered exhibit Saw from outside Did not see ACTIONS TAKEN (among those who entered) Purchased Miller Lite product Purchased Fuzzy’s Vodka Looked at Wall of Gratitude Saw mini Crown Royal race car Purchased other product Relaxed with family or friends Received free Crown Royal beverage sample Visited Overseas Troop Care Package display Relaxed with family or friends Purchased other products Received Crown Royal merchandise Watched race from Fuzzy’s Turn 2 Suites Used photo kiosk EXTENT ENHANCED EVENT EXPERIENCE (among those who entered) Greatly enhanced Somewhat enhanced Did not enhance MORE LIKELY TO PURCHASE BRAND THAN BEFORE THE EVENT (among those who entered) Miller preferred brand Fuzzy’s Vodka preferred brand Crown Royal preferred brand Other preferred brand Other preferred brand Other preferred brand CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 8 PREVIEW Beverage Consumption VERSION Tailgating and brought to venue Purchased from concessions Average Average Percentage Percentage Type of liquor or spirits consumed most Beverages consumed on-site consumed consumed (among those who consumed liquor or spirits) consumed at event consumed at event (among consumers) (among consumers) Bottled water 43% 80% Beer 21% Soda 7% Liquor or spirits 17% 4% Coffee or coffee drinks 6% Energy drinks 3% 6% Juice 3% Wine or wine coolers 1% 2% Other beverages 0% 0% 6% 1% Tailgating and brought to venue Purchased from concessions CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 9 PREVIEW Product Ownership and Use VERSION Product ownership Products purchasing within next 30 days Car or light truck Fast food Smart phone Beer Home or auto insurance Soda or soft drink House or condo Liquor or spirits Dog or cat Energy drink Collector, hobby, or race vehicle RV, boat, or camping trailer Airline ticket Motorcycle, ATV, or side-by-side Cigarettes Vacation home or cottage Vaping e-liquid CONFIDENTIAL For paid subscribers only. Unauthorized duplication or sharing strictly prohibited. ENIGMA INDEPENDENT EVENT AUDITS 10 PREVIEW Vehicle Preferences VERSION Vehicle ownership Type of vehicle driven (among owners) 22% 17%