SPONSORSHIP PROPOSAL

The Hangout Music Festival is the �rst and only festival of it’s kind. Located directly on white sandy beaches surrounded by palm trees, the festival treats guests to a unique festival experi-ence and consistently features a diverse selection of top tour-ing artists.

Demand for 2011 Hangout festival tickets was high, with the festival selling out months in advance. The festival welcomed a crowd of 35,000 per day and featured a diverse lineup, includ-ing: Paul Simon, The Foo Fighters, Cee Lo, The Black Keys, Girl Talk and The Flaming Lips.

With an even stronger lineup, an expanded and improved site experience, and more awareness, demand for 2012 Hangout Festival tickets will exceed that of the 2011 festival.

OVERVIEW

To form a lasting partnership with Budweiser, Bud Light & Bud Light Lime which bene�ts both brands and which provides a platform for the creation and delivery of meaningful, relevant and engaging content for consumers across a variety of medi-ums (POS, online, on-site etc...).

OUR GOAL

Newsletter Mailing List - 45,000+ Subscribers

Twitter - 7,907 Followers

Facebook - 51,548 Fans

Monthly Active Facebook Users - 22,650 (Sept, 2011)

Hangout Facebook posts generate high feedback and impressions. 50+ com-ments per post on average, and we routinely achieve 100,000 impressions per post. Hangout Facebook fans are very engaged and routinely check in for news and updates. 95% live in the USA, with the top city being Atlanta. 95% speak English as a primary language. 60% are Female, 40% are Male.

Print & Online - 2011 (impressions)Spin Magazine (460,000 per month print & 250,000 per month online)Paste (200,000 per month online)Consequence of Sound (80,000 per month)Stereogum (139,000 per month)Relix / Jambands (Ads in Relix magazine leading up to festival, 240,000 per month)Jambase (96,000 per month)CMJ (College Music Journal) BlurtGrooveshark (Total impressions 14.45 million)

Radio - 2011Hangout had 21 Regional Radio Partners in 2011.

MEDIA

Product Trial & AwarenessCreate positive associations with a new or existing brand through trial at the festival. Guests gave The Hangout top marks for guest satisfac-

tion in 2011, ranking it as the #1 festival in the USA.

HANGOUT’S OFFERINGS

Brand AwarenessExposure across our numerous marketing channels leading up to the event, as well as extensive exposure on-site during the event. We are open to innovative activation ideas.

Consumer EngagementThe opportunity to interact directly with fans on-site during the festi-

val, including the ability to �lm or shoot footage of events or with artists to create content for future use.

Exclusive ContentUnprecedented access to artists and bands and the opportunity to create original content featuring artists and bands during the festival. We are open to any and all ideas that you would like to bring forward.

Consumer DatabaseAccess to our guests and fans (both on-site and online) leading up to,

during and following the event. Encourage them to enter contests, sign up for special o�ers and to interact with your brands on social

media platforms.

High-Demand TicketsWith exclusive access to tickets as part of a sponsorship agreement, Budweiser can capitalize on the high demand for tickets by leveraging them as contest prizing in both retail & licensee channels across the southeast, or nationally.

Festival Pouring RightsExclusive domestic and import pouring rights throughout the festival

grounds including VIP and artist-only areas.

OPPORTUNITIESStage SponsorshipPresenting sponsor of any of our 4 main stages, the largest of which has a capacity of 40,000. We are open to activation ideas to compli-ment this sponsorship.

Mobile App Sponsorship Bud Light would have presenting sponsor rights to the Hangout Mobile

App including logo placement on the loading page.

Mobile App Sponsorship / Contest Tie-InBud Light (or BL Lime) would be the title sponsor and have naming rights to the photo feature of the Hangout Mobile App, where users can take a branded photo of themselves experiencing the festival. Promotional Idea: Users could share their branded photos on the Hangout or Bud Light Facebook group, which could act as an automatic entry into a sweep-stakes or contest. This would provide Bud Light with far-reaching, impactful and engaging content on Facebook that users will share with their friends, providing excellent visibility for both Bud Light and the Port Paradise promotion.

Branded Bar GamesBranded, oversized bar games (jenga, checkers, connect four etc...)

could be placed at our various bars and lounge areas throughout the festival for guests to interact with while relaxing and enjoying their

beer.

Live Stream SponsorshipThe 2012 Hangout festival will be live-streamed online and Bud Light would have title sponsor and naming rights to this live stream. We are anticipating viewer-ship in the range of 250,000 for this broadcast.

We propose that the Hangout Festival be the destination of a future Bud Light Port Paradise Contest.

Partnering with the Hangout Festival would reduce the cost and complexity of the Port Paradise concert production, treating contest winners to a bigger and more diverse musical lineup while maintaining the look and feel of the Port Para-dise promotion (beach, bands, friends & Bud Light).

The Hangout Festival features a stellar musical lineup consisting of some of the biggest names in the entertainment industry, and treats guests to a unique festi-val experience on sunny white sand beaches, surrounded by palm trees.

PORT PARADISE:HANGOUT FESTIVAL

The Bene�ts For Bud Light

Location: The Hangout Festival takes place on white, sandy beaches featuring palm trees and the relaxing ambiance of a tropical island, matching the look and feel of previous Port Paradise locations.

Experience: The Hangout festival is completely unique, no other festival in the US matches the experience that guests receive at The Hangout.

Lodging: Beach-front condominiums surround the festival site. Lodging would not be an issue should it be required.

Lineup: We take our musical lineup seriously and consistently deliver some of the top acts in the entertainment industry.

Tickets: Access to high-demand tickets, the 2011 festival sold-out 45 days before the event date.

PORT PARADISE:HANGOUT FESTIVAL

Lodging OptionsCondos surround the festival site and would provide perfect lodging for contest winners. Bud Light could take over the majority of a condo prop-erty for the duration of the event, creating a unique, immersive brand experience for guests.

PORT PARADISE

Contest Activation / Entry Method IdeasSnapTags/QR Codes:Codes would be present on promotional POS materials in licensee and retail channels (table tent cards, posters, shelf-talkers, static clings etc...) as well as on marketing materials.

In-Pack:Unique contest PIN code inside specially marked packs of Bud Light & Bud Light Lime. Consumers could redeem code on special contest website.

Online:Fans can enter via custom Facebook contest. This would provide excellent brand visibility as fans share the contest with their friend lists.

Hangout deployed two forms of post-event research following the 2011 event to help further de�ne the demographic of attendees: consumer data-base research (V12) and a high participation post-event survey (iResearch). Highlights of �ndings are outlined below.

V12- Hangout customers tend to be interested in "the pursuit of happiness". Their interests are on growth opportunities and the necessities that �t their lifestyle. Health and �nances are important considerations for Hangout cus-tomers. - Hangout customers are "Upper Middle Class" who are maturing into middle age and coming from a�uent families. Many have families and are very stable �nancially. - The majority of Hangout customers are married, purchase over the inter-net, like to read and participate in sports. - 79% of Hangout customers earn over $60K and 51% have a length of resi-dence of less than 5 years.

iResearch - A majority of attendees (77.6%) agreed that “The Hangout Music Festival is the best event of its type.” - Respondents who had attended other festivals gave the highest mean sat-isfaction ratings to the Hangout Festival. - The vast majority of respondents (97.3%) would recommend the Hangout Music Festival to a friend. - The average survey respondent was 28.6 years old.

THE RESEARCH