ESPN COLLEGEPICK‘EM PRESENTED BY DR PEPPER

Objectives  Leverage Dr Pepper’s existing sponsorships of the ACC and Big 12 Conference Championships  Create a marketing program that extends Dr Pepper’s presence in college football to the regular season  Develop an ownership position for the soft drink category in college football  Create preference for the Dr Pepper brand among fans

Promotion Overview –Flight: 8/1/06 – 11/25/06 –Fans select the winners of 10 teams who are playing each Saturday and assign confidence values to each pick to accumulate points. The winners who out-pick Mike Golic have a chance to attend the ACC or Big 12 Championships and throw for $1M at halftime. –Grand Prize is awarded to the fan with the most points overall. Prize is a trip for two to ACC or Big 12 Championship game with VIP behind the scene access –Weekly Prize from fans who out-pick Mike Golic. Three trips for two to the ACC or Big 12 –Secondary prizes includes autographed Mike Golic footballs or vintage Dr Pepper football jersey t-shirts

Multi-Media Support  Television –ESPN:  Co-branded spot –Dr Pepper:  Tagged brand spots with promotional message and ran co-branded spot in sales inventory  Online –ESPN.com – hosting promotion, co-branded media support.  Radio: –Promo ads driving to EPSN.com  Print: –ESPN The Magazine:  Co-branded promo ads  Off Channel Support: –Point-of-Sale – 250K pieces of POS –Packaging – 200M

TV Spot

Online entry page

Pick Page

Mike Golic Weekly Blog

Mike Golic Weekly Analysis – Audio Clip

ESPN The Magazine Print ad ran in 8/28/06 and 9/11/06 issues of ESPN The Magazine

POS and Packaging

Results  Entries: –Over 280K entries  Page Views: –Over 20M page views  Impressions: –Over 250M impressions

Why It Worked?  Leveraged a fan passion point in fantasy football and engaged fans with the Dr Pepper brand throughout the season  Personal services agreement with Mike Golic helped to elevate the perception of the Dr Pepper brand with CFB fans by aligning with a popular and recognizable spokesperson  Multi-media approach  Off-channel support – Dr Pepper promoted ESPN College Pick ‘Em at retail through POS and on-pack promotion  Compelling prize pool – DP contribued over 36 trips to their conference championship games