BGE Ugly Fridge Contest Matt Buecker 4/4/14

Contest Objective Primary: Secondary: Increase awareness of BGE’s Appliance Recycling Program in a fun, interactive/viral manner while rewarding participants Secondary: Encourage customers to recycle old appliances Increase Facebook followers Increase Customer Satisfaction Objectives Raise interest levels and promote the financial incentives available and energy savings opportunities Generate homeowner leads and work for participating contractors Encourage homeowners to make energy-efficient home improvements, including upgrading to more energy-efficient equipment HPES – Work on converting audits to jobs HVAC – focus on customers who have an A/C contractor for maintenance and can be upsold to CEI and Duct Sealing

BGE’s Appliance Recycling Program We make it easy. Let us pick up your old (working) refrigerator or freezer for recycling and get your reward! $50 Reward—Receive a $50 reward when you recycle a refrigerator or freezer. $25 Reward—Receive a $25 bonus if you also recycle an old (working) room air conditioner at the same time as your refrigerator or freezer pickup Why? A spare refrigerator or freezer in your basement or garage could be wasting up to 1,200 kWh of energy and nearly $100 in electric costs every year. By recycling your old appliances, you’ll save energy and money

Contest Details Customers post pictures of their ugly refrigerators on BGE’s Facebook page Customers vote on the ugliest refrigerator to win Contest run by BGE Social Media Team with support from Energy Efficiency Marketing Use 3rd Party application to deliver contest (Woobox) Timing - 4 weeks Teaser week 2 weeks of submissions Voting week

Contest Rules and Prizes Must be a current BGE customer in good standing Must be at least 18 years old to participate Customers must “like” BGE’s Facebook page to enter and vote for their favorite ugly refrigerator Only original materials owned by the entrant will be considered when awarding prizes Refrigerator must be working and located in the entrants home Winner must recycle refrigerator at the time of accepting their prize Prizes 1st Prize – ENERGY STAR Certified Refrigerator (up to $1,200) 2nd Prize – ENERGY STAR certified Blu Ray Home Theatre System (value $200) 3rd Prize – Home Performance with ENERGY STAR energy audit (value $100)

Marketing Tactics Public Relations Utility Owned Channels Social Media Press Releases Announce Contest Reminder Announce Winner Social Media Facebook Twitter Linkedin Utility Owned Channels BGE.com BGESmartEnergy.com Internal Communications BGE Connections Print Email

Creative: BGE.com

Creative: BGESmartEnergy.com

Creative: Facebook

Creative: Facebook/Twitter Posts

Creative: Fangate Page Must “Like” our Facebook page before entering the contest

Contest Page

Creative: Post Entry Page

Results (as of 4/1) 37 Entries 16 Approved Entries 196 Likes 50 Shares 2,200 Visits 807 Votes 194 Invites

Questions? Matt Buecker Sr. Marketing Specialist Matthew.Buecker@bge.com 410-470-2835