Jessica Bzoch James Dunker Marc Espeso Nina Hood Mike Sawicki Alison Yorinks

Electronic Arts, Inc. Bus Tour and NCAA Football

 A major American developer, marketer, publisher, and distributor of video games. Founded and incorporated in 1982 by Trip Hawkins  Originally, 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 $3.8 billion 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.

Competitive landscape is non-existent, no other college football game. 1.Action 2.Shooter 3.Sports

Target Audience From EA report: Males between the ages of 18 and 24 Approximately 15 million people

Watch Comedy Central, ESPN ESPN: 94% men between Tosh.O: #1 for 18-34

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

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

 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?

 We 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 games  93 % 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.

 A college football video game by EA Sports and developed by EA 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 in 3D for instant replays.

 Main 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.

 Updated Graphics  Dynasty Mode  Cooperative and competitive multiplayer  Official mascots, bands, and fields

 Increase awareness of the game by 30% by launch  Increase pre-orders compared to last year

 Bus Campaign  Lots of involvement  Tons of attention  Has a WOW Factor  New Idea Entirely  Visit Campuses During Football Season  14 Regular Season + 4 Bowl  Neutral Site Games  SWAG  Shirts  Water (and Red Bull)  Advertising  Games (also, Girls)  Not a tour; An Experience

Bus Length: about 25 feet

 Bus is over 45’ Long  6 Fridges of Red Bull  6 of Smart Water  14+ Tour Stops  Country Wide  Coming To A Game Near You!

21,713 miles covered over the entire duration of the bus campaign

 Event will be held near the IOA plaza  Footprint fees will be $25,000 Bright House Stadium home of the UCF Golden Knights University of Central Florida

Custom NCAA wristbands EA Vinyl Decals & Stickers EA Shirts

 Game plays during the tailgating events  Fourteen 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 competing  Top 2 winners per school will be invited to the national championship games in Miami  There will be only one winner of all the games who receives a $10,000 scholarship from the campaign and bragging rights until the next year’s bus tour!

 Provide information on game & bus tour  Network/connect with consumers- personal  Icons placed on flyers, posters, banners  Statistics (info.) about target market Football-13-Bus-Tour/

 And here’s Mike with his one of a kind Radio Stylings.  Will be broadcast on top three stations in each city  Top 40’s, Hip-Hop, Rock  Cost is ≈$1000 each  8x daily for 2 weeks

Prevost H3-45 VIPNew 45' fully customized tour bus $ 1,000, $ 200, Apex 5040 Elite55' Stage Trailer w/ Game Stations $ 600, $ 120, Semi-TruckPenske tandem-axel Sleeper Truck $ 120, $ 24, Body WrapsFull body wraps for truck, trailer, bus $ 60, Game Stations*Game Station set-up x 25(see below) $ 43, $ 45, Samsung 37" 1080P TVs $ 14, $ - Sony PS3 $ 6, $ - Microsoft Xbox 360 $ 6, $ - BoomChair Sky Lounger $ 6, $ - Cables & Surge Bars $ 2, $ - Aluminum Stand $ 7, $ - Tangibles Sub-total $ 449,000.00

Bus CrewCampaign Manager $ 40, Equipment Officer $ 20, Logistics Officer $ 20, Assistants x 6 $ 60, Campus Rep x 15 $ 30, Drivers x 2 $ 30, ExpensesGas & Tolls for Bus/Trailer $ 28, Conference Crew x 18 $ 32, $ 54, Expense Account $ 30, $ 50, Set-up Cost $ 810, $ 800, InsuranceBus, Truck, Trailer Insurance $ 250, Event Insurance $ 250, General Insurance $ 250, Intangibles Sub-total $ 1,882,000.00

Marketing MaterialsT-Shirts $ 360, $ 400, Armbands $ 45, Decals $ 8, $ 10, Red Bull* $ 67, $ 70, Smart Water* $ 67, $ 70, IMG†School Sponsorship $ 720, $ 800, Posters & Flyers $ 11, $ 12, Radio Slots $ 306, $ 194, Marketing Sub-total $ 1,395,000.00