Slide 1

HelloEveryone!

WeAreThe Company MembersJessica BzochJames DunkerMarc EspesoNina HoodMike SawickiAlison Yorinks

The Client and the Product

Electronic Arts, Inc.Bus Tour and NCAA Football The Client: Electronic Arts, Inc.A major Americandeveloper, marketer, publisher,and distributor of video games. Founded and incorporated in 1982 byTrip HawkinsOriginally, EA was a home computing game publisher. In the late 1980s, the company began developing games in-house and supported consoles by the early 1990s. EA later grew via acquisition of several successful developers. By the early 2000s, EA had become one of the world's largest third-party publishers. On May 4, 2011, EA reported $3.8billion in revenues for the fiscal year ending March 2011, and on January 13, 2012, EA announced that it had exceeded $1 billion in digital revenue during the previous calendar year.The Industry

The Industry

Competitive landscape is non-existent, no other college football game.ActionShooterSportsTarget AudienceFrom EA report: Males between the ages of 18 and 24

Approximately 15 million people

Consumer Analysis

Watch Comedy Central, ESPNESPN: 94% men between 18-34.

Tosh.O: #1 for 18-34Consumer Analysis

Top 3: Hits & Hip Hop Hits slightly more female Hits againModern Rock at 4th

Consumer AnalysisFor video games, big on Word of Mouth, Social Media, and other Internet sources.

Survey Says!Do you play video games? If yes, which ones; if no, why not?What is you favorite thing about tailgating?What is your least favorite thing about tailgating?What are your feelings about college sports?Where do you normally go to watch college sports?

Survey ResultsWe interviewed 15 college males ages 19-25, who attend the University of Central Florida. This is the core of our demographic we hope to reach out to.86 % of the males we interviewed do play video games, out of that 77 % of them enjoy playing combat type games and 69 percent enjoy sporting type games93 % of the males intervened agreed that the thing that like mot about tailgating is the social aspect of the event that build into the actual game.1 participant admitted that he does not like to tailgate.60 % of males interviewed admitted to liking college sports, the latter preferred professional but still admitted to watch college sports.Majority of the males interviewed will watch the sports programming at home but enjoy when they go out to either a bar or tailgating to watch with friends.

NCAA Football 2013A college football video game byEA Sportsand developed byEA Tiburon. A new momentum-based tackling system has been introduced, including double-hit tackles, and an overall increase in the number of tackle animations. A coach mode has also been added, where players can call plays, and make pre-play adjustments as well as watch them unfold, through a broadcast-style camera. Field grass is now rendered in3Dfor instant replays.NCAA Football 2013Main selling point: live your NCAA football fantasy.

Create your own player, for your own team, to live out the pageantry of the college football season.

NCAA Football 2013Updated GraphicsDynasty ModeCooperative and competitive multiplayerOfficial mascots, bands, and fields

SMART GoalsIncrease awareness of the game by 30% by launch

Increase pre-orders compared to last year

Idea PreparationBus CampaignLots of involvementTons of attentionHas a WOW FactorNew Idea Entirely

Visit Campuses During Football Season14 Regular Season + 4 BowlNeutral Site GamesSWAGShirtsWater (and Red Bull)AdvertisingGames (also, Girls)

Not a tour; An ExperienceTaking a concept

Bus Length: about 25 feetAnd making it reality!Bus is over 45 Long6 Fridges of Red Bull6 of Smart Water

14+ Tour StopsCountry WideComing To A Game Near You!

Bus Route

21,713 miles covered over the entire duration of the bus campaign Where and why it goes where it goes.21Example of Event

Event will be held near the IOA plazaFootprint fees will be $25,000

Bright House Stadium home of the UCF Golden Knights

University of Central FloridaEvent will be held near the IOA plazaHeld while students and fans are enjoying all the tailgating festivities before the game.Footprint fees will be 20-25 ThousandStudents will venture away from memorial mall and tailgate closer to the stadium which will create traffic flow for businesses within the plaza.

22Sponsors

Talk about how our research help choose these, and why they promote the image of our brand.23Giveaways

Custom NCAA wristbands

EA Vinyl Decals & Stickers

EA Shirts

The CompetitionGame plays during the tailgating eventsFourteen schools will be a part of the event where 64 random contestants per school will face off in the games All 64 winners will receive a free EA t-shirt for competingTop 2 winners per school will be invited to the national championship games in MiamiThere will be only one winner of all the games who receives a $10,000 scholarship from the campaign and bragging rights until the next years bus tour!

Contestants play the game at tailgating events14 schools, 64 random contestants/school All 64 get a free t-shirt for competing2 winners/school

64 contestants invited to national championship game in MiamiTop 2 winners from each schoolWinner gets a $10,000 scholarship

25Promotional Items

FlyersDistribute around campuses by rep/SGA2 weeks, Mon-Fri from 11 a.m.-2p.m.Also distributed on day of eventPostersPosted around campus (glass/bulletin boards)Banners5 banners/school (30 extra just in case)Hung in diff. buildings on campus & student union

26Promotional Items

FlyersDistribute around campuses by rep/SGA2 weeks, Mon-Fri from 11 a.m.-2p.m.Also distributed on day of eventPostersPosted around campus (glass/bulletin boards)Banners5 banners/school (30 extra just in case)Hung in diff. buildings on campus & student union

27Social MediaProvide information on game & bus tourNetwork/connect with consumers- personalIcons placed on flyers, posters, banners

Statistics (info.) about target market

https://www.facebook.com/pages/NCAA-Football-13-Bus-Tour/117850251672055https://twitter.com/#%21/Enterta02094965And heres Mike with his one of a kind Radio Stylings.

Will be broadcast on top three stations in each cityTop 40s, Hip-Hop, Rock

Cost is $1000 each8x daily for 2 weeksRadio Spot

Logistics BudgetPrevost H3-45 VIPNew 45' fully customized tour bus $ 1,000,000.00 $ 200,000.00 Apex 5040 Elite55' Stage Trailer w/ Game Stations $ 600,000.00 $ 120,000.00 Semi-TruckPenske tandem-axel Sleeper Truck $ 120,000.00 $ 24,000.00 Body WrapsFull body wraps for truck, trailer, bus $ 60,000.00 $ 60,000.00 Game Stations*Game Station set-up x 25(see below) $ 43,000.00 $ 45,000.00 Samsung 37" 1080P TVs $ 14,625.00 $ - Sony PS3 $ 6,250.00 $ - Microsoft Xbox 360 $ 6,250.00 $ - BoomChair Sky Lounger $ 6,250.00 $ - Cables & Surge Bars $ 2,125.00 $ - Aluminum Stand $ 7,500.00 $ - Tangibles Sub-total $ 449,000.00 Logistics BudgetBus CrewCampaign Manager $ 40,000.00 $ 40,000.00 Equipment Officer $ 20,000.00 $ 20,000.00 Logistics Officer $ 20,000.00 $ 20,000.00 Assistants x 6 $ 60,000.00 $ 60,000.00 Campus Rep x 15 $ 30,000.00 $ 30,000.00 Drivers x 2 $ 30,000.00 $ 30,000.00 ExpensesGas & Tolls for Bus/Trailer $ 28,000.00 $ 28,000.00 Conference Crew x 18 $ 32,400.00 $ 54,000.00 Expense Account $ 30,000.00 $ 50,000.00 Set-up Cost $ 810,000.00 $ 800,000.00 InsuranceBus, Truck, Trailer Insurance $ 250,000.00 Event Insurance $ 250,000.00 General Insurance $ 250,000.00 Intangibles Sub-total $ 1,882,000.00 Logistics BudgetMarketing MaterialsT-Shirts $ 360,000.00 $ 400,000.00 Armbands $ 45,000.00 $ 45,000.00 Decals $ 8,500.00 $ 10,000.00 Red Bull* $ 67,500.00 $ 70,000.00 Smart Water* $ 67,500.00 $ 70,000.00 IMGSchool Sponsorship $ 720,000.00 $ 800,000.00 Posters & Flyers $ 11,000.00 $ 12,000.00 Radio Slots $ 306,000.00 $ 194,000.00 Marketing Sub-total $ 1,395,000.00

Thank You!