3. Goals

5. Advertisements

6. Measuring ROI

8. Comprised of approximately 3.6 million merchants and cash access regional offices in all parts of the world

9. Discover Business Services is considered one of the leading independent credit card corporations in the US.

10. Slogans

11. “There’s always something more to Discover”

12. “It pays to Discover”

14. Demographics

15. Discover the Orange Bowl Card

17. Target

18. Advertising

19. How it works People sign up on-line to receive a Discover card in the mail If they receive the Orange card, they’re a winner! Benefits for Discover: Drives consumers to sign up for a Discover card Letter in mail promoting the benefits of being a cardholder will encourage increased card usage

20. Measuring success Measure how many new users signed up to receive a card during the season Track the amount of dollars spent by those new card users

21. Discover the Orange Bowl Flight

22. Target

23. Advertising

26. Objective of sweepstakes Bring in new users Utilize existing Discover Orange Bowl sponsor for cross-promotional purposes Create excitement of Orange Bowl for casual/non-football fans Promote Discover Miles and Escape cards

27. Measuring Success Measure the number of new Miles and Escape Cards issued Measure the usage versus previous years to track an increase during the promotion Measure where the promotion is most effective to pinpoint where our promotion is effective so that we can utilize the information the next year

28. Benefits Use of other sponsors will help leverage cross-promotion Promotes awareness of lesser-known Discover programs Sweepstakes appeals beyond football audience Improves image of Discover

29. Discover the Orange Bowl Code

30. Target

31. Promotional Goals Enter-to-win promotion targets loyal Discover Card users Reward loyal Discover Card users by offering a chance to win $10,000 Drive Discover Card users to Discover.com where purchases can be made at discounted prices with use of Card Increase Orange Bowl telecast viewership, which in turn will result in increased brand exposure to both Discover Card users and potential new users

32. Discover the Orange Bowl Code One unique promotional code will be displayed each quarter (4 codes total) in corner of TV screen during Orange Bowl telecast Discover Card users can enter to win up to 4 times (once per code) at Discover.com 4 winners (one per quarter) get $10,000 prize

33. Enter: OBDISLog on now at Discover.com for your chance to win $10,000!!!

34. Measuring Success Track number of code entries by unique card users Track Discover.com site traffic during Orange Bowl in comparison to historical site traffic during non-promotional time periods Measure increases in card usage by card holders entered into promotion

35. Discover the Orange Bowl Car

37. Target: Switchers

38. Associates the Discover brand with the Orange Bowl

40. Prize Payout 1-2 Footballs = Yaris 3-4 Footballs = Corolla 5-7 Footballs = Tacoma 8-10 Footballs = Highlander

41. Why It Works Toyota is a sponsor of the Discover Orange Bowl. Aligns Discover w/ an intangible experience Many sports fans remember the “experience” of the game and this provides them with a better in-stadium atmosphere Discover & Toyota both need to re-position themselves favorably in the mind of the consumer Discover = perceived inferiority to MC, Visa Toyota = recent controversy with recalls

42. Demographics How We All Sit In the Same Orange Bowl

46. Advertising

47. Discover the Orange Bowl All promotions are Linked together at Discovertheorangebowl.com Each website brings link brings you to the above website Promotes the 4 different ways consumers can discover the orange bowl for themselves Ties the promotions all back to the core

48. Advertising our promotions ESPN college game day TV Espn.com Discover.com American Airlines Online and at Terminals Toyota Online and in Store TV spots during Prime time television

49. Budget

50. Budget Budget Card promo 40,000 prize 10,000 New cost mailing Code Promo 40,000 prize Flight Promo558 round trip per person 2500 flight 3000 Hotel 4500 Destination Expenses travel around miami food spending money Car Promo 30,000 Car 10,000 Discounts 10,000 Tshirt 5000 Towel Advertising 155,000 total current