Event Marketing & Sponsorship Plan - WWE "Paramount"

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“NXT Paramount and “NXT Paramount Axxess”

A platform to the consumers that matter most to our business partners

WWE is the global leader in entertainment and content creation with 50+ years of experience. With WWE’s global brand now a toddler in the hyper local Florida market, it’s imperative to the success of NXT and it’s partners to create long lasting business relationships with Florida businesses while providing second to none sponsorship opportunities with activations that can’t be found with another entertainment company.

As WWE NXT prepares for “NXT Paramount” and “NXT Paramount Axxess”, the marketing efforts paired with Tijuana Flats branding and food will encourage great awareness of both NXT and Tijuana Flats throughout Florida with a specific amount of national and global exposure.

Using WWE’s only natural resource, our talent and wrestlers, connecting with the demographics our business partners seek is effective, easy, and fun to activate. While establishing “NXT Paramount” as the premiere yearly event for NXT fans, WWE will be establishing an exclusive platform for our business partners to access, analyze, and promote their products to audience segments that companies can only dream of holding captive.

Market trends

Significant market trends in the Central Florida area are as follows:

· Heightened awareness of NXT brand presence in Florida.

· Diminishing discretionary income for middle to low-income households.

· Increasing demand for added value in entertainment properties.

· Increasing competition for discretionary dollars between entertainment properties in Central Florida.

· Increasing interest in experiential events like fan festivals, conventions, and the like.

· Increasing interest from businesses to sponsor these types of events.

Market growth

WWE’s NXT brand has experienced explosive growth over the past 12 months with a 210% increase in event market over event market attendance. This indicates a growing demand for NXT product in markets all over Florida. The most dramatic growth in Florida markets that are typically not associated with hosting live events. The strong pairing of WWE NXT broadcast in North America on WWE Network and the growing marketing efforts in Florida will likely continue growth beyond 2014 and will be monitored to help predict future market demands and growth.

Vision for “NXT Paramount” Property as a platform for partners

“NXT Paramount” 2014 serves as the inaugural event of its kind. Rather than simply being a product in and upon itself, “NXT Paramount” and associated properties (including “NXT Paramount Axxess”) serves as both a consumer product and a vehicle or platform for business partner development and sponsorship activations. The inaugural year event is to be internally positioned for growth in both “NXT Paramount” and non- “NXT Paramount” opportunities in the future.

Vision for consumers

“NXT Paramount Axxess” is the fan festival complementing the WWE Network Live Special, “NXT Paramount”. Admission to “NXT Paramount Axxess” is provided with a ticket purchase for “NXT Paramount” Live Special, encouraging an increase in value in the eyes of ticket holders. Central to the NXT brand is creating a compelling and captivating environment for fans to escape reality and have memorable experiences. Providing fans in attendance for “NXT Paramount” with an Axxess Fan Festival with autograph signings, meet & greet opportunities, “Character Stations”, and other experiential opportunities from within the WWE / NXT Universe will create these experiences and fill listed objectives, accomplish the goals, and further expand digital reach of the brand.

Positioning of “NXT Paramount” Live Special for consumers

WWE NXT offers a unique and intimate fan experience that provides an up close and personal connection with WWE NXT Superstars to enrich the experiences of our fans both locally in attendance and globally during the television broadcast. The “NXT Paramount” property is to be established in the minds of fans, sponsors, and business partners as the “premiere” yearly NXT live event where the brightest stars of the future begin to shine today. “NXT Paramount” is to be separated from other WWE Network live events, including all other WWE NXT Live Specials, and placed on a higher, more sentimental platform. Network coverage, marketing efforts, activations, live fan engagement, social engagement, and any other medium used to promote, discuss, partner, or interact regarding “NXT Paramount” will treat this event property in the same manner.

Positioning of “NXT Paramount axxess” fan festival for consumers

“NXT Paramount Axxess” will be promoted, executed, and regarded as a “once a year” event that allows NXT fans in attendance for “NXT Paramount” Live Special to develop long lasting memories and interact with WWE NXT Superstars and our sponsors through experiential marketing stations in a fun, safe, and all inclusive environment.

Marketing goals

Position “NXT Paramount” property for a 25% CAGR increase in sponsorship revenues and a 10% CAGR increase in ticket sale revenues for “NXT Paramount” 2015 by creating the premiere “NXT Paramount” brand to provide value and benefits to our target market desires and position “NXT Paramount Axxess” (by way of “NXT Paramount” Live Special) with consistent promotions, advertising, and supported branding efforts. Further efforts for 2016 and beyond will also be implemented.

A 30% increase in potential partners within 6 months for non- “NXT Paramount” related activations and 2 times the partners for “NXT Paramount Axxess” 2015 by attracting a larger local base of strategic business partners by providing excellent value to sponsors of “NXT Paramount Axxess” through partnering with WWE for creative marketing, unique activations, and long-term relationship building.

A 75% response rate on fan surveys for fans in attendance for “NXT Paramount Axxess” prior to entering the venue for “NXT Paramount” Live Special by obtaining fan feedback through quantitate data collection to provide more value for future sponsors, promote fans’ social engagement, and to better develop and execute “NXT Paramount”, “NXT Paramount Axxess”, or other NXT related events in the future. Much like “WrestleMania Axxess” professionally taken video and photography from staff on-site will only be accessible from logging into your account (provided by a “Fan Axxess” Card) and completing the survey provided.

Target audience

Existing WWE NXT fans that have already purchased tickets to NXT Paramount, which include Males 18-24, Females 24-49, and Youths 8-13. This includes low income to middle income families with small to medium amounts of discretionary income. Fans come from all over Central Florida, specifically from the Greater Orlando Area. They are “Middle America”. They shop at Wal-Mart for their needs and live paycheck-to-paycheck, mostly.

They follow social media to keep up with friends and family and follow a few brands (including NXT) to keep up with the stories and to feel like they are a part of the brand. When NXT has a special show or a talent debuts on Monday Night RAW, they make a cake and a giant “CONGRATS” card to bring to the talent at the next show. They enjoy being an active participant in the NXT Universe.

Cost to consumer

“NXT Paramount Axxess” tickets are automatically provided for fans with purchase of “NXT Paramount” Live Special tickets, ranging from $20 - $45 (before taxes and fees). “No additional cost” concept drives increase in “NXT Paramount” Live Special value. Together “NXT Paramount” and “NXT Paramount Axxess” encompass the fan experience and the total event. As part of the title sponsorship activation with Tijuana Flats, select “VIP” packages will be available during the promotional activation period and at select locations only. Please refer to the Promotional Strategies and Campaign Concepts section; “Heat & Greet” on PAGE 7 for more information.

Location

Full Sail University “Live Venue” hosts “NXT Paramount” Live Special. Fans and business partners are provided with further value and convenience due to “NXT Paramount Axxess” taking place just outside the “Live Venue” with both outdoor and indoor areas for sponsor booths, marketing stations, and visual activations.

Event marketing vs. broadcast marketing

Crucial to the success of both the Live Special and “Axxess” events, this Event Marketing Plan is not to be confused with storyline promotional content or broadcast call-to-actions, both aspects still necessary to the overall strategy behind the “NXT Paramount” experience in person and on television. WWE positions live events to sell tickets based on the brand, rather than the content of the show (I.E. consumers purchase tickets to “NXT Paramount” because it’s a WWE event before they would purchase tickets for what matches and stories will be a part of the show).

Marketing Distribution

Broadcast

Announcement of “NXT Paramount Axxess” will be produced as a commercial spot during the 8/28/14 episode of WWE NXT on WWE Network. Produced in-house, WWE approved. Public alerted to ticket sales on 9/1/14. *PENDING ANY CREATIVE CHANGES FROM WWE REGARDING EVENT DETAILS OR CREATIVE. THERE IS NO PUBLIC ANNOUNCEMENT PRIOR TO THIS SPOT.

Posters promoting “NXT Paramount” Live Special and “NXT Paramount Axxess Presented By Tijuana Flats” with specifics on event details and marketing installations will be distributed through the Greater Orlando area on 8/29/14 (+/- 1 day). These posters will be placed in community centers, local coffee shops, & family focused establishments. No restaurants will be included due to presenting sponsors exclusivity in business category.

Print advertisements displayed in Tijuana Flats restaurants will be focused on the sponsorship activation, “Tijuana Flats Fajita Bar Featuring NXT Divas only at NXT Paramount Axxess”

Full-page advertisement in Orlando Weekly’s 8/27/14 issue. Artwork to be approved by WWE and Tijuana Flats prior by 8/5/2014, delivered to Orlando Weekly by 8/10/14.

Digital and Social

Following the 8/28/14 episode of WWE NXT on WWE Network, NXT will launch a social campaign to promote “NXT Paramount Axxess” event and ticket sales to “Axxess” and “NXT Paramount” Live Special. Furthering sponsorship activations social posts, media, and related content will be created and released to the public 8/28/14 – 10/11/14 for “NXT Paramount” Live Special and “NXT Paramount Axxess”.

Promotional strategies and campaign concepts

All ticket sales without an NXT Sales Representative present with mobile sales devices will be directed to nxttickets.com

1. “HEAT & GREET”
Promotional Campaign & Sponsorship Activation with Presenting Sponsor Tijuana Flats

During Tuesdays in September 2014 NXT Superstars will participate in “Heat & Greet Taco Tuesdays” at selected Tijuana Flats restaurants listed. Between 7pm and 9pm fans will have exclusive access to the Tijuana Flats location for dinner, opportunities to meet, take a professionally created photo with and receive and autograph from an NXT Superstar. At 8pm, the selected location hosts a viewing party with fans and the NXT Talent for “WWE Main Event” live on WWE Network (active account, devices needed to view, and accessories for hook up provided by WWE).

Throughout the activation period fan in attendance will have an exclusive opportunity to purchase a special “VIP Package” for “NXT Paramount” which includes the following:
(1) Floor seat ticket for “NXT Paramount” Live Special
(1) Ticket for “NXT Paramount Axxess”
(1) “Skip The Line” card for “NXT Paramount Axxess”
(1) Catered meal from Tijuana Flats on-site and during “NXT Paramount Axxess”
(1) “NXT Paramount” and “NXT Paramount Axxess Presented By Tijuana Flats” commemorative T-Shirt provided on-site at “NXT Paramount Axxess”

Consumer Cost - $65 per person. Taxes and fees included in final price. Limit of (10) “VIP Packages” available. Packages will be available to purchase until all (10) tickets have been sold.

Regular tickets to “NXT Paramount” and “NXT Paramount Axxess” along with “VIP Package(s)” will be available to purchase on location during the activation period of 7pm – 9pm only. Cash payments accepted, mobile devices will be used for credit or debit purchases, tickets available to be printed on site or available at will call day of event. An NXT Ticket Representative will accompany NXT Talent Relations staff member and NXT Talent to restaurant location. A total of (2) WWE/NXT Staff, (1) NXT Talent, and (1) Tijuana Flats location manager are requested for each activation. Tijuana Flats Marketing and Promotions Staff may also be present as part of the activation process.

Promotion for “Heat & Greet Taco Tuesdays” will be in store and local to Florida only. Life size cardboard cut outs of selected NXT Talent per restaurant location will be displayed two weeks prior to selected activation date. One attendee will win the cardboard cut out autographed by NXT Talent at activation location at the discretion of restaurant management. Promotional Dates, Activation Date, and locations are as follows:

Begin promotion - end promotion; activation date; City (Street location)
·      8/19/14 - 9/2/14; 9/2/14; Jacksonville (San Jose location)
·      8/26/14 - 9/9/14; 9/9/14; Tampa (Dale Mabry location)
·      9/2/14 - 9/16/14; 9/16/14; Gainesville (University Ave. location)
·      9/9/14 - 9/23/14; 9/23/14; Orlando (Avalon Park/UCF location)
·      9/16/14 - 9/30/14; 9/30/14; Sarasota (Tamiami Trail location)

2. SOCIAL COMMERCIAL / VIRAL VIDEO FOR “TIJUANA FLATS FAJITA BAR FT. NXT DIVAS ONLY AT NXT PARAMOUNT AXXESS”

Social Promotion & Sponsorship Activation with Presenting Sponsor Tijuana Flats

Creative

Hungry NXT Divas takeover Tijuana Flats to make lunch but something isn’t right. After dragging the kitchen outside to the street, something still doesn’t feel right. With an ingenious idea, the NXT Divas borrow flatbed trucks and bring the kitchen to an NXT Live Event, and cook outdoors with fans in a barbecue / party like atmosphere.

Production

Principal filming date on 9/5/14 in Tampa, FL. Locations include: Tijuana Flats on Dale Mabry, NXT Live Event Venue, the University Area Community Center (UACC). All NXT Divas on television to participate. Tijuana Flats supplies outdoor kitchen props, as Dale Mabry already owns needed materials. (1) lane on Dale Mabry street needed for shoot, request for lane closure needed 4 weeks in advance of principal shoot date. Transportation for equipment on consumer flatbed trucks provided by production staff. UACC requires no additional permissions for street usage. Fans arriving will receive waiver to sign to participate in shoot if desired.

Staff requested includes NXT Creative staff, and Video Director. Talent requested includes all television and media trained NXT Divas, 2-3 male NXT Talents for cameos, and 50+ fans at venue. Hair, make-up, and production assistants provided through Full Sail University (offering GPS points for work and a unique portfolio piece).

Release

“Tijuana Flats Fajita Bar Featuring NXT Divas only at NXT Paramount Axxess” video to be released during WWE NXT episode broadcast on WWE Network on 9/25/14. Immediately following announcement on broadcast NXT and Tijuana Flats social platforms release video with YouTube and ticket sales links on all appropriate social media sites. Under WWE umbrella, all appropriate talent will also share video and sales information. A unique short link will be provided for all WWE related platforms and for all Tijuana Flats related platforms for precise tracking per impression, click, and conversion rates.

3. WHAT’S YOUR FAVORITE NXT PARAMOUNT MOMENT?

Social game promotion contest for (2) VIP Ticket Packages

Creative

What’s THE greatest moment in NXT history? WWE COO and NXT Leader Triple H wants to know what you think, and you could win a trip to Orlando, FL. to see NXT Paramount LIVE! Record yourself on video and upload it to YouTube and share on all of your social media sites to tell The Game why he should pick you and your favorite NXT moment of all time!

Fan process

Fans are prompted to record themselves on video talking about a specific moment in NXT history and why they feel its the greatest NXT moment ever, and upload it to YouTube. They are encouraged to share on their social media sites. Fans must use #NXTParamountMoments for tracking entries and social conversations. The more interaction a specific video gets, the more likely it will be chosen. Contest begins 9/5/14 and entities are due before 11:59pm on 9/19/14.

Review and winner selection

On 9/20/14, all videos uploaded as a part of the contest will be included in a playlist for Triple H to view and share the entries with fans worldwide. On 9/26/14 Triple H will announce a winner via Twitter, Facebook, YouTube, and WWE.com. Winner is chosen at Triple H’s discretion. After confirmation from winner they will be connected with WWE travel agents to arrange flight and hotel accommodations for 10/10/14 - 10/13/14.

PRIZE:

· (2) VIP tickets to “NXT Paramount” Live Special

· (2) Tickets to “NXT Paramount Axxess”

· (2) “Skip The Line” card for “NXT Paramount Axxess”

· (2) Catered meal from Tijuana Flats during “NXT Paramount Axxess”

· (2) “NXT Paramount” Event T-Shirts

· (2) Tickets to Disney World valid for 10/12/14 only

· (2) Round Trip tickets for Airfare from closest appropriate airport to Orlando, FL. (Flight to Orlando on 10/10/14, flight home on 10/13/14)

· Accommodations for (2) in hotel (Breakfast and Lunch included)

(10/10/14 - 10/13/14)

· Transportation to and from airport, hotel, “NXT Paramount” Live Special and “Axxess”.

· Special private meet & greet with WWE COO Triple H before doors open for “NXT Paramount” Live Special.

Estimated cash value $1000 - $2000. Cannot be exchanged for cash prize.

Compliance with Florida Rule 5J-14.003

Contest is open to all willing participants in the United States, Canada, and Mexico. Participation not required. No entry fee, no payment necessary, no proof of purchase necessary. Purchases of any kind do not increase chances of winning. Trust Account waiver is necessary (estimated prize value below $5,000). Estimated cash value $1000 - $2000. Cannot be exchanged for cash prize.

Filing for game promotion

As per Florida Statute Title XLVI; Chapter 849, WWE must file form FDACS-10951 (Game Promotions Filing Packet) pursuant with Section 849.094 of Florida Statute. A check payable to FDACS for $100.00, trust account waiver, and the Game Promotions Filing Packet must be submitted (7) days prior to the launch of the campaign and will be submitted 8/15/14.