Regional/National Finals Party Tour 06/07 Regional/National Finals

Regional/National
Finals Party Tour
06/07
Recap/Case Study
Table of Contents
LMP Delivers
Concept to Execution
The Cold & Refreshing Environment
The Consumers Experience
Consumer Intelligence Survey Results per City
The Maxim Girl Search Contest
Celebrity Judges per City
Consumer Judges – The Ultimate Consumer Experience
Attendance/Return Breakdown
Coors Light Maxim Program Fact Sheet
The LMP Life Force
Why the Program is a SUCCESS!
LMP Delivers
For the third season, Lightning Man Promotions
Ltd. was selected by The Integer Group and
Coors Brewing Company to Concept, Build and
Execute the Coors Light Maxim Model Search
Party Tour. 9 Regional Finals, 1 National
Final. The "Tour" as punctuation to localized
promotions, OOH, Web based consumer
interaction and other major media.
The Front-End Challenge:
Take the Coors Light brand attributes, positioning and
agency provided "flat" creative for this season’s promotion.
3 dimensionalize it and make it interactive all while keeping
it key consumer relevant and fully leveraging the Maxim
media relationship.
If you build it, they will come:
Using cost effective modular pre fabricated structures with custom wraps, state
of the art lighting and video (DL1/Catalyst core) and most importantly layers of
brand educated professional interactive talent in unique and highly stylized
wardrobe and roles, a complete brand immersion, consumer relevant
environment was unloaded and set in 4 hours! Regardless of venue size or
access.
Flawless Execution:
From drafting the entry affidavits for contestants, Sweeps processes and rewards to
managing the 100's of contestants and sweeps participants LMP provided all logistics for
the program seamlessly. This was including venue selection, negotiation, permits and legal
compliance. LMP also provided Celebrity outreach delivering numerous professional
athletes, TV and music personalities as guests and on stage contest judges. Additionally,
LMP promotional strategies delivered grass roots key consumer relevant communication
streams cultivating standing room only audiences for each event.
Results/Measurement:
3 years of program activation, 32 events to date. Over 40,000 key consumers attended. 75
consumers surveyed live at each event with brand CI questions for immediate read of
emotional impact. Post event survey of approx. 200 to 300 key consumers surveyed via
photo redemption website with similar battery of CI questions to gauge retention 7 to 10
days post. Overall measure and feedback from both client and consumer read as excellent
with optimized ROI.
On budget, on schedule, each year.
LMP
LMP Delivers
Delivers
Concept to Execution
The Cold & Refreshing
Environment
LMP delivers a cold and
refreshing Brand immersion
environment utilizing state of
the art audio, video, lighting,
scenic elements and theatrical
technique.
The Cold & Refreshing
Environment
LMP creative comes to life
with Brand educated
professional models,
hostesses and dancers
through custom castings in
every city.
Specialty Talent and
Costuming
LMP concepts and creates a
comprehensive Stylist Guide
complete with custom
costumes, makeup specifics
and well-defined talent
scripted rolls to assure the
overall event vision remains
flawless from city to city.
The Consumers
Experience
LMP’s Hub & Zone Activation
Upon arrival guests receive the Silver Bullet Train Ride
Token from the Ticket booth and their brand immersion
journey begins.
Guests visit the four Silver City “Train Stops”
•The Coors Light Spa
•Chilly’s Tattoo Shop
•Silver Bullet Train Race
•Snow Globe Photo Opp
Brand educated spokes models punch their ticket at each
of the zones once consumer has engaged in the Cold &
Refreshing activity.
Once the guests experience all the zones, the themed
models encourage the consumer to bring the token to the
ticket booth for swag redemption and a chance to win a
trip to Las Vegas.
The Coors Light
Spa
The Coors Light Maxim Spa
attendant engages consumers to
partake in a relaxing massage and
cold cue aroma therapy. Mint and
eucalyptus help to drive home the
cold refreshment proposition of CL
along with a massage kept this
zone busy all night.
Chilly’s Tattoo Shop
Branded Airbrush
Tattoo Designs
The Coors Light Maxim Tattoo
Hostess greets consumers
encouraging them to “brand”
themselves with CL Maxim
iconography. Beyond
expectation redemption at this
zone had the vast majority of
our guests inked by events end!
The Silver Bullet
Train Race
The Coors Light Maxim Train
conductor challenged guests to
Race the G scale custom train’s
running throughout the event
landscape. Big fun and visually
on target driving the CL Silver
bullet iconography!
Snow Globe Photo
Booth Experience
The ever popular photo op, done
right! Guests get their snaps done
and surrender their email address
for post event communication,
post event survey and photo
download redemption 7 to 10 days
post. A great read on consumer
experience retention!
Web Photo Marketing Initiative
Survey Results
Portland
Denver
Chicago
Pittsburgh
Philadelphia
New York
Boston
Tampa
Los Angeles
Las Vegas
Emails Sent
309
202
217
466
229
277
169
230
211
190
How would you rate your experience at the Coors Light Maxim Search party?
It was great!
It was OK, nothing special.
What party?
Have you ever had a Coors Light before this party?
Yes
No
Did this party change your perception of Coors Light?
Yes, I now feel that Coors Light fits my style.
Yes, I no longer think it’s the beer for me.
No, I liked it before and I still like it now.
No, it wasn't my favorite beer of choice and still isn't.
Will you tell anyone about your experience?
Yes
No
After this party experience which would you say best describes Coors Light?
Its not for me.
It’s a good beer to drink occasionally
I was surprised at how good it was.
Its always been one of my favorite beers. I often buy Coors Light when I'm
going out for drinks or dinner.
Individual Enlarge
Free Photo Thumbnail Photo
Downloaded Photo Page Page
328
11,755
3,048
260
10,555
6,020
409
15,800
7,442
678
19,079
10,858
539
7,471
3,728
306
10,839
3,555
585
13,643
5,946
403
10,981
5,778
217
7,232
3,710
238
8,993
7,521
Portland
Denver
Chicago
Pittsburgh
Philadelphia
New York Boston Tampa Orange Co Las Vegas
75
10
2
55
16
1
54
17
2
70
10
0
62
12
4
48
12
7
72
16
0
59
10
2
43
14
1
51
9
3
61
25
54
17
48
25
60
20
54
24
44
21
73
15
50
21
39
18
50
13
44
1
35
6
27
0
37
7
30
4
31
8
22
4
41
13
27
2
35
14
28
1
23
13
38
1
39
10
23
2
41
4
27
0
16
15
22
2
31
8
85
1
70
2
70
3
77
3
73
5
64
1
85
2
69
0
53
3
61
1
4
24
14
6
27
12
5
21
17
5
34
12
6
27
13
9
22
15
7
30
13
1
23
10
8
18
9
7
15
10
43
27
30
29
32
19
38
37
23
29
Consumer
Consumer Intelligence
Intelligence
Exit
Exit Surveys
Surveys
#1 - How would you rate your experience at the Coors Light Maxim Party?
Great
OK
Bad
#2 - Have you ever had a Coors Light before this party?
Yes
No
#3 - Did this party change your perception of Coors Light?
Yes - Fits Style
Yes - No longer my beer
No - Liked it before, Like it now
No - Still not my beer
#4 - Will you tell anyone about your experience at this party?
Yes
No
#5 - After this party experience, which would you say best describes Coors Light?
Not good for me
Drink Occasionally
Surprised how good
Always my favorite
exit Survey
The Coors Light Maxim
Interviewer/Hostess surveys 75
mixed male/female respondents
per event with a smile.
Survey results
per city
P
O
R
T
L
A
N
D
#1 - How would you rate your experience
at the Coors Light MAXIM
Party?
#3 - Did this party change your
perception of Coors Light?
Yes Fits Style
28%
4%
22%
15%
2%
Great
No, Liked it before
Like it now
OK
Bad
74%
55%
0%
4%
Yes
Yes
No
No
100%
96%
#5 - After this party experience, which
would you say best describes
Coors Light?
19%
Not good for me
Drink Occasionally
Surprised how good
31%
12%
No, still not my beer
#4 - Will you tell anyone about your
experience at this party?
#2 - Have you ever had a Coors Light
before this party?
38%
Yes, No longer my
beer
Alw ays my favorite
Survey results
per city
D
E
N
V
E
R
#1 - How would you rate your experience
at the Coors Light MAXIM
Party?
#3 - Did this party change your
perception of Coors Light?
13%
1%
16%
Yes, No longer my
beer
4%
19%
Great
No, Liked it before
Like it now
OK
Bad
77%
3%
1%
Yes
Yes
No
No
97%
99%
#5 - After this party experience, which
would you say best describes
Coors Light?
Not good for me
Drink Occasionally
50%
33%
4%
No, still not my beer
70%
#4 - Will you tell anyone about your
experience at this party?
#2 - Have you ever had a Coors Light
before this party?
13%
Yes Fits Style
Surprised how good
Alw ays my favorite
Survey results
per city
C
H
I
C
A
G
O
#1 - How would you rate your experience
at the Coors Light MAXIM
Party?
#3 - Did this party change your
perception of Coors Light?
Yes Fits Style
19%
18% 1%
44%
Great
OK
No, Liked it before
Like it now
28%
Bad
No, still not my beer
9%
81%
#2 - Have you ever had a Coors Light
before this party?
#4 - Will you tell anyone about your
experience at this party?
3%
16%
Yes
Yes
No
84%
18%
Not good for me
Drink Occasionally
27%
Surprised how good
46%
No
97%
#5 - After this party experience, which
would you say best describes
Coors Light?
9%
Yes, No longer my
beer
Alw ays my favorite
Survey results
per city
P
I
T
T
S
B
U
R
G
h
#1 - How would you rate your experience
at the Coors Light MAXIM
Party?
#3 - Did this party change your
perception of Coors Light?
Yes Fits Style
16%
36%
4%
0%
Great
No, Liked it before
Like it now
OK
Bad
Yes, No longer my
beer
45%
3%
No, still not my beer
96%
#2 - Have you ever had a Coors Light
before this party?
#4 - Will you tell anyone about your
experience at this party?
6%
1%
Yes
Yes
No
No
94%
99%
#5 - After this party experience, which
would you say best describes
Coors Light?
9%
45%
Not good for me
21%
Drink Occasionally
Surprised how good
25%
Alw ays my favorite
Survey results
per city
P
H
I
L
A
D
E
l
P
H
I
A
#1 - How would you rate your experience
at the Coors Light MAXIM
Party?
#3 - Did this party change your
perception of Coors Light?
Yes Fits Style
10%
19%
1%
40%
Great
OK
Bad
80%
No, Liked it before
Like it now
49%
1%
1%
11%
Yes
Yes
No
No
89%
99%
#5 - After this party experience, which
would you say best describes
Coors Light?
6%
Not good for me
35%
Drink Occasionally
Surprised how good
20%
No, still not my beer
#4 - Will you tell anyone about your
experience at this party?
#2 - Have you ever had a Coors Light
before this party?
39%
Yes, No longer my
beer
Alw ays my favorite
Survey results
per city
N
E
W
Y
O
R
k
#1 - How would you rate your experience
at the Coors Light MAXIM
Party?
#3 - Did this party change your
perception of Coors Light?
Yes Fits Style
11%
34%
3%
23%
Great
OK
Bad
74%
#2 - Have you ever had a Coors Light
before this party?
0%
55%
No, still not my beer
3%
Yes
Yes
No
88%
Not good for me
33%
Drink Occasionally
Surprised how good
21%
No
97%
#5 - After this party experience, which
would you say best describes
Coors Light?
7%
No, Liked it before
Like it now
#4 - Will you tell anyone about your
experience at this party?
12%
39%
Yes, No longer my
beer
Alw ays my favorite
Survey results
per city
B
O
S
T
O
N
#3 - Did this party change your
perception of Coors Light?
#1 - How would you rate your
experience at the Coors Light MAXIM
Party?
Yes Fits Style
7%
24%
0%
39%
Great
OK
Bad
76%
#2 - Have you ever had a Coors Light
before this party?
No, Liked it before
Like it now
53%
1%
3%
Yes
Yes
No
85%
9%
Not good for me
28%
No
97%
#5 - After this party experience, which
would you say best describes
Coors Light?
Drink Occasionally
Surprised how good
20%
No, still not my beer
#4 - Will you tell anyone about your
experience at this party?
15%
43%
Yes, No longer my
beer
Alw ays my favorite
Survey results
per city
T
A
M
P
a
#1 - How would you rate your
experience at the Coors Light MAXIM
Party?
#3 - Did this party change your
perception of Coors Light?
Yes Fits Style
18%
Yes, No longer my
beer
6%2%
Great
OK
Bad
57%
23%
2%
No, Liked it before
Like it now
No, still not my beer
92%
#2 - Have you ever had a Coors Light
before this party?
#4 - Will you tell anyone about your
experience at this party?
0%
17%
Yes
Yes
No
No
83%
100%
#5 - After this party experience, which
would you say best describes
Coors Light?
17%
35%
Not good for me
Drink Occasionally
Surprised how good
13%
35%
Alw ays my favorite
Survey results
per city
O
R
A
N
G
E
C
O
#3 - Did this party change your
perception of Coors Light?
#1 - How would you rate your experience
at the Coors Light MAXIM
Party?
Yes Fits Style
24%
35%
5%
Great
32%
No, Liked it before
Like it now
OK
63%
Bad
#2 - Have you ever had a Coors Light
before this party?
3%
No, still not my beer
38%
#4 - Will you tell anyone about your
experience at this party?
19%
30%
Yes
Yes
No
70%
13%
25%
11%
No
81%
#5 - After this party experience, which
would you say best describes
Coors Light?
51%
Yes, No longer my
beer
Not good for me
Drink Occasionally
Surprised how good
Alw ays my favorite
Survey results
per city
L
A
S
#1 - How would you rate your experience
at the Coors Light MAXIM
Party?
#3 - Did this party change your
perception of Coors Light?
Yes Fits Style
12%
Yes, No longer my
beer
22%
Great
37%
24%
OK
Bad
48%
No, Liked it before
Like it now
No, still not my beer
41%
#2 - Have you ever had a Coors Light
before this party?
V
E
G
A
S
16%
#4 - Will you tell anyone about your
experience at this party?
24%
38%
Yes
Yes
No
62%
No
76%
#5 - After this party experience, which
would you say best describes
Coors Light?
9%
15%
Not good for me
Drink Occasionally
55%
Surprised how good
21%
Alw ays my favorite
Celebrating
Celebrating Women
Women
The Maxim Girl
Search Contest
Celebrity
Celebrity Judges
Judges per
per City
City
PORTLAND
Zack Mann
Marconi
DENVER
Champ Bailey
Jay Cutler
DJ Williams
Andy England
CHICAGO
The entire CHICAGO BEARS TEAM
Devin Hester
Nathan Vasher
PITTSBURGH
Max Starks
James Harrison
PHILADELPHIA
79 Todd Herremans
82 L.J. Smith
A.J. Feeley
NEW YORK
Michael Strahan
Visanthe Shiancoe
BOSTON
Tully Banta-Cain
Sebastian Telfair
Free
TAMPA
Alex Smith
Ryan Howard
ORANGE COUNTY
John Webourne
Jo De La Rosa
Tito Ortiz
LAS VEGAS
Joann Gambino
Hambone
Jay Cutler
Shawne Merriman
From the Real World MTV/Key West edition
On Air DJ KUFO rock radio
Denver Broncos Star Corner
Denver Broncos Starting Cornerback
Denver Broncos Linebacker
CBC CMO
Numerous Bears Players attended
Chicago Bears Cornerback/Return Specialist
Chicago Bears Cornerback
Pittsburgh Steelers Tackle
Pittsburgh Steelers Linebacker
Philadelphia Eagles Offensive Guard
Philadelphia Eagles Tight End
Philadelphia Eagles Quarterback
NY Giants Star Defensive End
NY Giants Tight End
New England Patriots #95 Linebacker
Boston Celtics NBA Team #30 Guard
Former Host BET's popular 106 & Park/Musician
Tampa Bay Buccaneers Star Tight End
Philadelphia Phillies Star First Baseman
Kansas City Chiefs Star Tackle from Torrence/Berkeley
Star of the Bravo Hit show Real Housewives of OC
The Huntington Beach Bad Boy UFC mixed martial arts
Maxim Magazine Photo Editor
LV on air radio DJ
Denver Broncos starting Quarterback
San Diego Chargers Outside Line Backer "Lights Out"
Consumer Judges
The Ultimate Consumer Experience comes to life
PORTLAND
Aaron Renhard
Eldon Ashton
Sean Ellis
DENVER
Ryan Lynch
Katie Gallardo
CHICAGO
Dan West
Brooke Aldrich
Matt Krause
PITTSBURGH
Raymon Bouyer
Leanne Martin
Brian Mikulan
PHILADELPHIA
Ryan Fisher
Allicia Attanasio
NEW YORK
Jay Galvin
Allison Burch
BOSTON
Bobby Higgins
Julie Cesati
TAMPA
Brian Taylor
Courtney French
Troy Taylor
ORANGE COUNTY
Lance Miller
Kristen O'Brien
LAS VEGAS
Ryan McGonigle
Will McKinlay
Local Contest Winner
Online Contest Winner
Producer's Pick
Local Contest Winner
Online Contest Winner
Local Contest Winner
Online Contest Winner
Producer's Pick
Local Contest Winner
Online Contest Winner
Producer's Pick
Local Contest Winner
Online Contest Winner
Local Contest Winner
Online Contest Winner
Local Contest Winner
Online Contest Winner
Local Contest Winner
Online Contest Winner
Producer's Pick
Harbor Distribution (CL dist. Company) California
Coors Promotional Model Manager California
Token Sweeps Winner judge
Online Sweeps Judge
And The Winner Is
Miss Coors Light Maxim 06/07
Regional Finals
Denver
Chicago
Portland
Pittsburgh
Las Vegas
Orange County
Tampa
Missy Barrickman
(Boston)
Philadelphia
New York
Boston
Attendance/Return
Breakdown
2006/2007
1
2
3
4
5
6
7
8
9
10
Date/Time
11/30/2006
8p-12a
12/14/2006
9p-1a
1/25/2007
9p-1a
2/8/2007
9p-1a
2/15/2007
8p-12a
2/22/2007
9p-1a
3/1/2007
9p-1a
3/8/2007
9p-1a
3/15/2007
9p-1a
3/29/2007
10p-2a
City/Venue
Portland, OR
Barracuda
Denver, CO
RISE
Chicago, IL
Hard Drive/Hyatt
Pittsburgh, PA
Saddle Ridge
Philadelphia, PA
The Trocadero
New York, NY
Irving Plaza
Boston, MA
Avalon
Tampa, FL
Hard Rock Hotel
Orange County, CA
Astor Classics
Las Vegas, NV
Jet @ Mirage
Attendance
887
673M/214F
1183
1012M/171F
1185
723M/462F
1243
817M/426F
651
464M/187F
826
583M/243F
877
614M/263F
881
542M/339F
847
622M/225F
809
508M/301F
GA Tickets VIP Silk
313
133
*Prior Program Cycle attendance
*Prior Program Cycle attendance
LMP Guest List
2004/2005
2005/2006
441
1547
1683
487
444
252
2341
1363
278
243
664
1347
1653
351
166
726
1434
1508
253
107
291
987
1109
254
187
385
1158
808
287
108
482
N/A
1216
297
151
433
1067 (Miami)
1485
338
115
394
N/A
1283 (S.D.)
314
238
257
1712
1953
*The 06/07 program was promoted and ticketed with LMP only responsible for a small portion of the ticketing and
overall "buzz" factor for the events and attendances were dramatically decreased overall. During the 04/05 and
05/06 program cycles the attendances were 15-110% greater with LMP as the primary promoter and ticketing
entity.
Thousands touched
by the Brand
LMP creates lasting
Brand impressions and
memorable
experiences for your
target consumer.
Program Fact Sheet
LMP has scouted and cast over 1000 models, hostesses, dancers and contestants for the
Coors Light Maxim Search Tours since 2004! This is in addition to the on point DJ's
and MC's that have driven the 32 stage shows, coast to coast!
LMP developed and published the original contest processes, rules and proprietary
Applause-O-Meter technology unique to the Coors Light Maxim contest format
originally deployed in 2004.
LMP has designed over 150 unique renderings, tickets, flyers, posters, VIP treatments
and scenic elements for the Coors Light Maxim Search Tours since 2004!
LMP has flawlessly navigated alcohol beverage control laws and ordinances, fire safety
and general event production best practices and the unique circumstances that exist
state to state, city to city without incident or issue since 2004!
LMP on behalf of Coors Light has entertained over 40,000 key consumers, key account
representatives and CL partners since 2004!
The
The LMP
LMP
Life
life force
force
Tony Duffy
Principal, Lightning Man Promotions, Ltd.
Gina Duffy
Concept Ideation, Talent Stylist, Client Communications
Trisha Star
Concept Ideation, National Events Director
Scott Likens
Technologist
Eamon Madigan
Creative Designer
LMP
LMP Delivers
Delivers