Holiday 2014 Campaign Recap Contents Overview Assets Live & Produced Spots Social Experiential Digital Results Contacts Campaign Overview Objective Drive retail sales of coffee and tea holiday gifts, blends, seasonal drinks in the San Francisco Bay Area and Washington D.C. metro during this pivotal and record short retail season. Strategy iHeartMedia will leverage organic DJ chatter promoting the brand and area locations with top on-air personalities, social networks and experiential marketing in high traffic locations. Net Investment Combined markets: $180,000 Campaign Overview ENDORSEMENT Commercial Messaging ● 11/10-11/17 MUSIC ● 12/01-12/22 ● 11/10-11/17 Peet’s Sampling ● San Francisco and :30 ● 12/01-12/22 ● onsites Washington D.C. ● Schedule weighted ● key retail areas around key shopping ● supported on- :15 dates line and on-air Social ● All talent support the campaign with social features NOV DEC Holiday Shopping Season BLACKBLACK FRIDAY 1 3 Only 3 Power Weekends between 60% One of just 26 days, Black 2 Thanksgiving and Christmas Friday, is a key Of Holiday to drive sales for the year purchase are revenue day in the shortest shopping Made Thanksgiving weekend season possible Campaign: San Francisco Talent Sana G & Miss Kimmie KMEL-FM Renel & Christie AM Drive KISQ-FM Rhythmic CHR AM Drive Rhythmic AC Sandy & Marcus D. Don Bleu & Carolyn KIOI-FM KOSF-FM AM Drive AM Drive Adult Contemporary Classic Hits Armstrong & Getty JV & Selena KKSF-AM KYLD-FM AM Drive AM Drive News Talk Pop CHR Campaign: Washington D.C. Talent Aly Jacobs Loo Katz WMZQ-FM WASH-FM AM Drive AM Drive Country Adult Contemporary Lisa Berigan WBIG-FM Afternoons Classic Hits Intern John WIHT-FM AM Drive Contemporary. Hits Mike Jones WWDC-FM Afternoons Album Oriented Rock Campaign: Produced Spots 11/24 – 12/11 Adult D.C. Stations :30 Youth D.C. Stations :30 Adult D.C. Stations :15 Youth D.C. Stations :15 Adult SF Stations :30 Youth SF Stations :30 Adult SF Stations :15 Youth SF Stations :15 12/12 – 12/28 SF and D.C. :30 SF and D.C. :15 Campaign: Highlights Listener recommends Peet’s on LIVE call - KOSF Don Bleu & Carolyn Don and Carolyn were doing a bit about Neil Patrick Harris not wanting to know which of his sons he fathered and which son his husband, David fathered. As they were talking to a listener about it, Carolyn mentioned how she was exhausted from all this learning and the listener suggested that Carolyn go find a Peet's Coffee. A fantastic example of how the endorsements and our messages every day stick with the listeners. Live and Local - KOSF Don Bleu & Carolyn Don and Carolyn on KOSF heard about Peet’s Coffee being handed out along market street so they did an additional mention during their show Campaign: Social SF KMEL Campaign: Social SF KOSF Campaign: Social SF KISQ Campaign: Social SF KKSF Campaign: Social SF KYLD Campaign: Social SF KIOI Campaign: Social D.C. WWDC Campaign: Social D.C. WASH Campaign: Social D.C. WBIG Campaign: Social D.C. WIHT Campaign: Social D.C. WMZQ Campaign: Experiential Union Square San Francisco 3X Events Each event promoted on-air Event listings on all 6 Bay Area Station :15 websites for each event Campaign: Experiential Union Square San Francisco 3X Events ROS Display Banners on all 6 Bay Area stations for each event Campaign: Experiential Union Square San Francisco 3X Events Campaign: Experiential Union Square San Francisco 3X Events - and 1X Bonus onsite with KIOI Over 2128 Samples and 1150 coupons distributed! Campaign: Experiential Union Square San Francisco 3X Events Campaign: Experiential Union Square San Francisco 3X Events Campaign: Digital Coupon: Homepage placement on KYLD and key word “Coffee” link on all sites. Campaign: Results Interest Index: 100! Interest Index: 82 iHeartMedia Final Week iHeartMedia Dark Week Interest Index: 73 Interest Index: 54 iHeartMedia Campaign Kick Off Interest Index: 58 Washington D.C. Washington Google Google Search Trend Campaign: Results iHeartMedia Final Week Interest Index: 100! Interest Index: 50 iHeartMedia Campaign Kick Off iHeartMedia Dark Week Interest Index: 37 Interest Index: 39 San Francisco Google Google Search Trend Thank you iHeartMedia appreciates your continued partnership! CONTACTS Dawn Pepka Integrated Media Client Strategist Brand Integration Group iHeartMedia [email protected] 415.247.4780 Damon Gunkel VP, National Sales iHeartMedia [email protected] 415.247.4382 .