University of Michigan 2008 Football Season “Adidas is coming” Michigan team: Allan Hoffman Anamaria Sarbu Naveen Das Blake Gower

Agenda: Who is “Michigan” Adidas-Michigan Campaign Print Campaign On campus events Game-Day Events Wrap-up

Agenda: Who is “Michigan” Adidas-Michigan Campaign Print Campaign On campus events Game-Day Events Wrap-up

Who is Michigan – OUR Traditions Set the Standard Started competing in intercollegiate football in 1879 Largest Capacity Football Stadium in the U.S.A.: Michigan Stadium (“The Big House”): 107, straight games of more than 100,000 Best Helmet in Football (ESPN) Best Uniform in Sports (ESPN) Best Fight Song – “The Victors” only song in the Football Hall of Fame

Who is Michigan – OUR Tradition is Performance 3 Heisman Trophy Winners: Tom Harmon (1940); Desmond Howard (1991); Charles Woodson (1997) 76 All-Americans, including: – Braylon Edwards – Reggie McKenzie – Anthony Carter – Dan Dierdorf – Steve Hutchinson – Jumbo Elliot – Jake Long – AND, 3-time Super Bowl Champion: Tom Brady

Who is Michigan – OUR Tradition is Winning Most Wins Best Winning Percentage in NCAA Division 1-A History: Winning Seasons 25 Undefeated Seasons 14 National Titles

What is Game Day - Seven Saturdays in A² Ann Arbor is the most majestic place for a sporting event It is not only a Saturday – it is a weekend. There are reunions and memories built around the game Students, alums, non-alums with family connections, locals, kids, seniors People arrive 3 hours before and leave 1 ½ hours after game

What is Game Day – Pre-game Traditions Whole town is dressed in Maize and Blue Tailgating Golf courses and front lawns covered with parked cars Skipping breakfast and going straight to beer and hot dogs

Agenda: Who is “Michigan” Adidas-Michigan Campaign Print Campaign On campus events Game-Day Events Wrap-up

WHO IS THE CONSUMER? Michigan Students (40,000) Michigan Alums (420,000) Ann Arbor Locals (60,000) …and they are all passionate Wolverines fans

OUR MARKET RESEARCH FINDINGS 40% of students don’t know that Adidas is sponsoring the team next season 42% of students spend between $50 and $100 a year on Michigan Apparel Students mostly purchase T-shirts, sweatshirts and hats Most purchases take place at campus apparel stores The most popular traditions are: tailgating, winning, players touching the M Club Banner They stay informed about Michigan Football from friends and on- line sites (mgoblue.com, mgoblog.com)

CAMPAIGN OBJECTIVES: Build Awareness among Michigan Football fans Drive consumers to retail Make Adidas an integral part of Michigan Football experience Improve retail sales of Adidas in Ann Arbor by $3.1M in the first year

Financial Objectives: Size of Population Conversion rate X Customer base Dollars Spent X Total Revenues $3,000,000 Students: 40,000 Alumni: 420,000 Locals: 60,000 Students: 59% Alumni: 21% Locals: 11% Students: 23,400 Alumni: 88,200 Locals: 7,200 Students: $70 Alumni: $15 Locals: $20

Make Adidas part of the town Link Adidas to the Michigan football traditions and successes Enable Adidas to enhance the Football Experience CAMPAIGN STRATEGY:

HOW? Print Campaign On Campus Events Game Day Events

Print Campaign

Impossible is nothing The Weekend Starts Now.

Impossible is nothing Winning a National Championship is Everything. Those who stay will be Champions.

Impossible is nothing Play better than you know how.

Impossible is nothing

Play better than you know how.

Impossible is nothing The team, the team, the team.

Impossible is nothing Awww. Get used to it.

Impossible is nothing Beating Ohio State is Everything.

Impossible is nothing Winning the National Championship is Everything.

PRINT CAMPAIGN – MICHIGAN FOOTBALL MOMENTS Publications:  The Michigan Daily - students  Ann Arbor News- locals  Alumni Quarterly Magazine- alumni  Electronic Newsletter - alumni Banners & signs:  Michigan Union - students  Briarwood Mall – locals and students  Buses – locals and students Posters:  Sell in On Campus Stores  Sell in the stadium on game days  Sell on the alumni website Websites:  Alumni Website  mgoblue.com  mgoblog.com  Facebook Michigan Football Fans Group

Banners and signs

Websites

On Campus Events

ON CAMPUS EVENTS Contest on YouTube YouTube brand channel to pair Michigan football with Adidas brand Pop-up store on campus Michigan Football Facebook Group Huge Plastic Football Jersey on Campus – The Diag “Adidas is coming” event

Contest on YouTube Why it works: Enables Gen Ys to use their creative self expression and their passion for Michigan Football and be rewarded for it What: Adidas fans will create videos to link Adidas and Michigan Football Prizes: Adidas Apparel, Tickets for key away games, etc

Establish a Pop-up Store on Campus Why it works: tremendous foot traffic willingness to spend more on Michigan Apparel during Football Season Providing exclusive products generates buzz among Gen Ys Building excitement and awareness for the brand

Facebook group Why it works: Gen Y is online most of the time – Adidas needs to be online where Michigan football Fans are They are willing to share their personal lives and passion

Giant Football Jersey on The Diag Why it works: Central location on Campus High Traffic Area Creates buzz

“Adidas is coming” event What: Print Campaign Viral, Guerilla campaign Group of students walking around campus: dressed up in Adidas wearing Adidas tattoos color their hair in the Adidas stripes handing out tattoos giving away discount coupons playing trivia with students on campus and award prizes

Game Day Events

Adidas Tailgate Adidas Key Chains for the “Key Game” – every third down Adidas signage “Go Blue! With a small Adidas Logo Adidas plastic balls to be thrown above the people in the stadium GAME DAY EVENTS

Tailgate every Game Day How: Food & Drinks TVs broadcasting ESPN College Game day EA sports NCAA video games Athletic Challenges Trivia Contests Adidas Michigan Apparel for sale

Where: Golf Course Pioneer High School Elbel Field Tailgate every Game Day

Why it works: Tailgates are the pre-game events on campus No regular corporate presence Creates a lot of buzz Tailgate every Game Day

Adidas Key Chains Why it works: Every third down people use key chains to signify a critical play Will allow Adidas to be part of the actual game Adidas will become Top of Mind for fans

Adidas Plastic Football Balls and Handheld Signage in the Student Section Why it works: Will allow Adidas to be part of the actual game Adidas will become Top of Mind for fans Will provide free national coverage

Agenda: Who is “Michigan” Adidas-Michigan Campaign Print Campaign On campus events Game-Day Events Wrap-up

“Adidas is coming” event Print Campaign You Tube contest Giant Football Jersey Football Season T-shirt Print Campaign Tailgates every game day Pop –up store Key Chains for the games Adidas Signage and Plastic balls Facebook Group August 2008Football Season