BEAT THE BUZZ
PLEASE DRINK RESPONSIBLY
Major: Strategic Communications
Plans: Right now, my options seem
to somehow be simultaneously
endless and limited. But my hopes
are to eventually work my way up
in an advertising/ public relations
agency or respected company. My
dream career would be a social
media position in the Greater Columbus area.
Plans: After graduation I plan on
pursuing a career in advertising with
a focus on strategy.
Major: Journalism/Strategic Communications, Italian Studies
Plans: After graduation, I plan on
attending The Culinary Institute
of America to pursue a degree in
Baking and Pastry Arts Management. I eventually wish to own my
Majors: Journalism (advertising) &
Plans: One day, I hope to be an art
director at an advertising agency in
Chicago, Cleveland or Savannah.
Year: Senior graduating in
Major: Strategic Communication
Plans: My goals after graduation
Major: Public Relations
Plans: Pursue a career in PR and
Marketing in Chicago post-graduation.
1 | SLAPSHOT CREATIVE
relations or marketing position in
lapshot Creative is partnering with Brown-Forman and the Philadelphia Flyers to promote responsible consumption of
alcoholic beverages and encourage hockey fans to pledge to stop driving buzzed by finding alternative ways to “experience
life.” We plan to build the brand through educational promotion of Tennessee Whiskey and responsible drinking habits. By
raising awareness and gauging perceptions about responsible drinking, we can motivate Philadelphia Flyers fans to change their
behavior and the fan experience.
Brown-Forman and the Philadelphia Flyers established a relationship in 2011 to promote safe drinking habits at hockey games, as
well as to associate the Jack Daniel’s brand with corporate responsibility. There is currently a limited amount of advertising done
within Wells Fargo Center and the surrounding community (Great Philly Area). There are no established “Beat The Buzz” social
media accounts; Brown-Forman and buzzed driving promotions are few and far between; and post-drinking transportation is not
endorsed at Philly Flyers events.
Brown-Forman has been enriching the experience of life for over 150 years, but their focus on responsible drinking and advocacy
against buzzed driving has not been a core focus. Their partnerships with designated driver programs need strengthening, and the
Brown-Forman brand is not often associated with their products and responsible drinking messages. However, their Enrich the
Experience of life campaign and work in recent years has been wildly successful. Their programs across the areas of responsible
marketing, environmental sustainability, employee relations, economic contribution and community involvement have placed
Brown-Forman at the top of their field. Through the adoption of innovative programs and partnerships with advocacy organizations, Brown-Forman can raise awareness of responsible drinking and encourage consumers to find safe alternatives to driving
after drinking. By forging new partnerships with designation driver programs and advocacy organizations, while developing
strong public relations campaigns, Brown-Forman can grow their brand image.
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We have created a hybrid campaign that combines Brown Forman’s Philadelphia Flyers partnership with new campaign methods and innovative
strategies. The ultimate goal of the campaign is to encourage responsible drinking and safe driving practices among Philadelphia Flyers fans, while
simultaneously promoting an image of corporate social responsibility for Brown Forman. We want to couple the well-known Jack Daniels brand with
the responsible drinking message to give our audience a familiar name to associate with lesser-known Brown Forman.
After performing an extensive market analysis we have chosen to advertise in areas frequented by our target audience: the Philadelphia Flyers fan.
These areas include public transportation used to get to and from Wells Fargo Center and local radio stations that broadcast both home and away
games. We plan to advertise heavily within the Wells Fargo stadium, utilizing dashboards, the Zamboni and the Jumbotron. We believe these will be
the most effective advertising placements because over 60 percent of people we spoke to, say they pay attention to advertising once they are seated in
the sports venue.
To further promote Brown Forman’s social responsibility platform we plan to sponsor responsible drinking training programs such as R.A.M.P. and
C.A.R.E. for local bars in the Philadelphia area. We will also encourage Flyers fans to utilize services similar to BeMYdd and the extensive Philadelphia
public transportation network.
Creation, population and management of social media accounts ranging from Facebook to Vine will be a part of the media strategy. Opportunities to
win free tickets via social media contests created over the course of the campaign. Additional promotion of the Brown-Forman and Jack Daniel’s brand
will take place in the Wells Fargo Center, the bars and restaurants in Wells Fargo and local bars who host Flyers watch parties. Promotional items will
raise awareness of the Brown-Forman brand and it’s affiliation with Jack Daniel’s. Promotional items will include anything ranging from pens, to key
chains that encourage fans to “Beat the Buzz”.
Jack Daniels is a well-known brand among sports fans. Words such as delicious, classy, expensive and fun are commonly used to describe the brand.
However, like other spirits and liquor brands, Jack Daniel’s is not commonly associated with sporting events, including hockey. Specifically within
hockey venues, there is relatively low liquor competition. The combination of low competition and high brand recognition provides Brown-Forman
with an opportunity to break-through the noise and establish Jack Daniel’s as a beverage staple in an otherwise beer saturated atmosphere.
SLAPSHOT CREATIVE | 2
These brands and organizations are competition to the responsible alcohol consumption message. All have created similar PSA style messages raising
awareness about responsible drinking and driving.
> Century Council: Barcardi USA, INC, Beam, Constellation Brands, Diageo, Hood River Distillers, Pernod Ricard USA
> Ad Council: Buzzed Driving is Drunk Driving
These brands are direct competitors to Jack Daniels within the Wells Fargo arena and surrounding bars and restaurants in the Philadelphia area.
> Ovations Food Services (operate food and beverage services within arena)
> Bud Light
> Pepsi Co
> Makers Mark
> Crown Royal
> Wild Turkey
> Johnnie Walker
> Jim Beam
5 | SLAPSHOT CREATIVE
The first step in changing behaviors is through education. This is done by advertising what needs to change and why. The first step of our campaign
focuses on the education of buzzed driving and what its real life consequences are. Information to support our efforts was taken from statistics on the
correlation between vehicle accidents and alcohol consumptions.
The next step in our campaign is changing people’s attitudes towards buzzed driving. According to research done by the Ad Council, most people who
drive buzzed mean well and don’t associate themselves as being dangerous behind the wheel. Whether they’ve had one or seven drinks, they think they
are sober enough to drive, when in fact they present a serious threat to themselves and others on the road.
By changing attitudes, beliefs about buzzed driving will change as well. We want to make them believe that, if they can feel the effects of alcohol they
should not get behind the wheel of a car.
The final step of our campaign is changing behavior. Through promotions and education we hope people will understand what buzzed driving means
and become aware of its consequences. By providing alternatives to buzzed driving we can change their behavior. By highlighting public transportation, encouraging people to pledge to be designated drivers and making DD services readily available we hope people will use these alternatives and
stop driving buzzed.
> focused campaign with a target audience that is easily
> previously established partnership with Philadelphia Flyers
sible drinking and alternatives to driving after drinking
> media partnerships with Comcast communications allow us
to reach our audience directly
tion surrounding not driving after drinking
> alternatives to buzzed driving are present, and the public
transportation opportunities are vast
> statistical evidence to support buzzed driving is limited
> all-inclusive venue (Wells Fargo Center)
> focused campaign, centered directly around a single NHL
team may limit the amount of campaign exposure
> ability to partner with educational awareness programs like
RAMP and CARE who promote safe serving habits for bars
> responsible drinking campaigns are overused and popular
amongst distributors (a lot of noise)
> mediums for advertising on public transportation are
well-established and well traveled by Flyers fans
are associated with the fan experience
> expand the Be My DD program across state lines and
establish a partnership with the City of Philadelphia and
> fully integrated campaign that can be easily transferred
and applied to other teams and venues in the NHL
> opportunity to establish Brown-Forman as a leader in
corporate social responsibility and the promotion of safe
drinking habits within sports
> fans will begin to discover who Brown-Forman is as a company and associate them with responsible drinking habits
> success of the Flyers over the course of their regular
sorship/promotions by other alcohol-related brands
> Flyers fans are associated with being rowdy spectators
> prominence of alcohol, bars and restaurants at and around
Wells Fargo Center
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TARGET MARKET PROFILE
Our target audience consists of male and female hockey fans aged 21 to 45 from the Greater
Philadelphia area. Our core focus is on alcohol consumers attending NHL league games, while
targeting those seeking transportation to and from event venues, as well as surrounding fan bars.
We believe that fans don’t associate themselves with buzzed driving and are unaware of local
designated driver programs. They also may not associate corporate social responsibility with
Brown-Forman and Tennessee Whiskey.
AVERAGE NHL GAME ATTENDEE via MRI
> Gender: Male
> Education: Graduated college plus
> TV Show Type: Hockey, Baseball Specials, Pro
Football Pregame Special, Soccer, Tennis
> Age: 25 to 44
> Occupation: Management, Business and Financial
> HHI: $150,000 +
> Census Region: Northeast & Midwest
> Marital Status: Not Married
> Child Age: 12-23 months & <2 years
> Years at Present Address: 1-4 years
> Home Value: $500,000+
> Race: White, Other and American Indian or
> TV Shows: IFC (Independent Film Channel),
MLB Network, MTV Tr3s, Palladia HD, Reelz
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> Watch TV: Weekday 9AM- 4PM, Weekend Sports
Sat. & Sun. afternoon
> Magazines: The Atlantic, Audubon, Delta Sky
Magazine, Kiplinger’s Personal Finance, Maxim, More,
New York Magazine, New York Times (Sunday), Ski,
Smithsonian, Southwest Spirit, Spin, Sporting News,
Tennis, US Airways Magazine, Wall Street Journal,
Wine Spectator, WWE Magazine
> Magazine Types: Airline, Boating, Music
>Listen to the Radio: Weekday 6AM- 10AM, Weekday
10AM- 3PM, Weekend 3PM- 7PM
> Websites: IMDb.com,Moviefone.com, Ticketmaster.
com, About.com, CBSNews.com, HuffingtonPost.com,
foxsports.com, MLB.com, Tripadvisor.com,
[ SECONDARY RESEARCH [
Studies show that even as little as one drink can impair driving ability.
Accidents are 36.6
percent more severe
even when alcohol
was barely detectable
in a drivers blood.”
Sociologist at University
of California, San Diego
BUZZED DRIVING CAMPAIGNS
The Ad Council was one of the first to develop a campaign focusing on ‘buzzed driving’ instead of
‘drunk driving’. They chose this focus because research reflected many impaired drivers excused dangerous driving habits by saying they were only buzzed.
Since the launch
of the campaign in
2005, the number
of people who have
died in a highway
crash involving a
driver or a motorcycle
operator with a blood
of .08 or higher has
each year, from about
13,500 in 2005 to
just under 11,000 in
SLAPSHOT CREATIVE | 8
[ SECONDARY RESEARCH [
Along with our target audience of hockey fans aged 21 to 45, we plan to create awareness of buzzed driving and promote responsibility when it comes
to alcohol consumption with the help of the Wells Fargo Center’s restaurant and bar employees. By encouraging management and employees to take
alcohol management courses, they will be better equipped to handle fans that choose to drink, as well as provide a safer environment for everyone.
> C.A.R.E. (Controlling Alcohol Risks Effectively) - This program is offered online
through the American Hotel and Lodging Educational Institute.
> R.A.M.P. (Responsible Alcohol Management Program) - This is an umbrella term
for a 5-step program, whereupon certification is given upon completion. The
program was developed by the Pennsylvania License Control Board (PLCB), and
once the establishment is R.A.M.P. certified, management must maintain compliance.
WHY GET TRAINED IN ALCOHOL MANAGEMENT?
> Monitor and control guests’ alcohol consumption
> Discreetly intervene before problems arise
> Enforce ID-checking policies (spot fake or altered IDs)
> Handle minors
> Identify the physical effects of alcohol
> Know and explain laws regarding alcohol service
Recognition as a responsible company
Knowledgeable and trained servers and managers
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Administrative Law Judge (R.A.M.P.)
Possible liquor liability insurance
Less likelihood of Dram Shop liability
According to Life and Leisure magazine’s “America’s Favorite Cities 2012” feature, Philadelphia was ranked number 17 in the nation for public transportation and pedestrian friendliness. Due to having one of the top public transportation systems in the nation, our campaign will promote using
the local transportation system as a preventative measure for buzzed driving. Along with the subway, bus, taxi and trolley services, we will promote
a partnership with designated driver services, such as BeMyDD, for fans that have driven to the game but have found they have consumed too much
alcohol to safely drive home.
BENEFITS AND ADVANTAGES TO BEMYDD
> Ride in the comfort of your own car.
> Far more affordable than a limo or chauffeur
> Professional drivers
> Door-to-door drop-off
> Eliminate the hassle of finding a taxi
> Both you and your car get home
SLAPSHOT CREATIVE | 10
[ PRIMARY RESEARCH [
As a part of our primary research, we conducted an online survey that reached 120 male and female hockey fans ages 21 to 64. The survey contained 16 questions related to hockey and alcohol consumption. The following information summarizes the overall results of the survey.
*Some graphs may equal more than 100% because participants were able to answer some questions with more than one answer.
HOW OFTEN DO YOU
ATTEND NHL GAMES
WHO DO YOU ATTEND
NHL GAMES WITH?
WHERE DO YOU LIVE?
HOW DO YOU GET
TO & FROM GAMES?
7.04% Use a DD
WHAT TYPE OF
ALCOHOLIC BEVERAGE DO
YOU CONSUME DURING
HAVE YOU EVER HAD
A NEGATIVE FAN
EXPERIENCE CAUSED BY
DO YOU CONSUME
ALCOHOL AT THE RINK
OR DURING THE GAME?
DO YOU CONSUME
ALCOHOL BEFORE OR
AFTER THE GAME?
WHERE DO YOU DRINK
BEFORE & AFTER A
ON AVERAGE, HOW
MUCH DO YOU DRINK AT
A HOCKEY GAME?
IF YOU AREN’T
ATTENDING THE GAME,
WHERE ELSE DO YOU
ENJOY CHEERING ON
IF YOU ARE WATCHING
THE GAME AT A VENUE
OTHER THAN THE RINK,
HOW MUCH ALCOHOL
DO YOU CONSUME?
45.9% 1-2 Drinks
34.43% 0 Drinks
16.39% 3-5 Drinks
3.28% 5 Or More Drinks
33.39% 3-4 Drinks
31.82% 1-2 Drinks
25.76% 0 Drinks
9.09% 5 Or More Drinks
IF A DESIGNATED
DRIVER SERVICE WERE
OFFERED AT HOCKEY
ARENAS, WOULD YOU
HOW MUCH WOULD YOU
BE WILLING TO PAY FOR
A DD SERVICE?
29.69% Would Not Pay
SLAPSHOT CREATIVE | 12
[ PRIMARY RESEARCH [
As a part of our primary research, we conducted in-depth interviews with nine hockey fans. We asked them questions about their alcohol consumption at sporting events, attitudes about hockey games and perceptions of advertising during hockey games, among various other questions.
“I don’t drive buzzed,
but I know that a lot of
people do simply for
lack of a better option
for getting home and
getting there when
they want to.”
“I absolutely love the
experience of attending
the games in person.
There's always an electric
atmosphere, and fans really
get into the game. I've loved
the sport for so long, and it's
always a good time going
out to support your team.”
13 | SLAPSHOT CREATIVE
Bryon McElwee Zach Weinberg
“Buzzed driving is
having had 4 beers
in about two hours,
or simply not having
on the situation I
are way too expensive
and there are no buses
that go all the way to
the suburbs. Its also
transportation after a
sporting event because
of the hectic nature when
a sporting event ends. “
“I don’t really pay attention
to advertising at hockey
games that much. It doesn’t
interest me. If it was more
catch my attention more.”
“I think jumbotron ads are
the most effective because
that is where my attention
is if it is not on the game.
I’m looking there to check
the scores and see what I
“There is no fan like a hockey fan. We
are invested in not only the development of the sport itself, but also all of
the games and the players. You go to
a hockey game to watch the game and
cheer on your team. I will say, however,
we know how to drink. Hockey fans
can be rowdy, and this usually stems
from drinking before the game or
drinking during so that you’re boozed
up to celebrate a win or mourn a loss.”
As a part of our primary research, we conducted in-depth interviews with nine hockey fans. We asked them questions about their alcohol consumption at sporting events, attitudes about hockey games and perceptions of advertising during hockey games, among various other questions. Here are a
few quotes from conversations we gained from our discussion:
“If I’m drunk I won’t drive home, but if I only feel buzzed that won’t prevent me from driving home.”
“Random fans screaming is annoying. People who don’t know anything about the sport can be
“If there was a service that would pick me up at anytime within the hour for a reasonable price I
SLAPSHOT CREATIVE | 14
According to our online survey, most hockey fans drive themselves to
NHL games where they often consume alcohol. Because of this, hockey fans are the perfect market to target for designated driver services.
Although fans may realize they are buzzed, they do not see themselves as a danger behind the wheel.
Most hockey fans we spoke with have never used a DD service,
but if it were readily available, they would use one that was reasonably priced and convenient.
before and/or after they attend NHL hockey games.
Although people recognize brand such as Jack Daniel’s, they are
not familiar with the parent company Brown-Forman.
15 | SLAPSHOT CREATIVE
[ CREATIVE EXECUTIONS [
Slapshot Creative will implement a hybrid media strategy. By fusing traditional methods of advertising with newer technologies we will promote
responsible drinking habits while changing the behavior of our target market. Through radio spots, print advertising and social media engagement
we will encourage fans to beat the buzz and find alternatives to driving after drinking. Bold, strategic promotion of the Jack Daniel’s brand will raise
awareness of Brown-Forman and their commitment to corporate responsibility and enhancement of the fan experience. All media strategies will begin
to be implemented one month before the first regular season NHL game in September and conclude after the Stanley Cup finals in April.
The Beat the Buzz campaign centers around measures to prevent buzzed and drunk driving. The campaign’s tone will be fun and informative. We
will stay away from being preachy and avoid using scare tactics. We want Flyers Fans to make the right decision on their own, with a little help from
Brown- Forman. We have come up with a number of ways to execute our creative strategy and get our message across to Flyers fans.
Flyers fans are important to us. We want to see you get to
and from games safely. Use this drink scorecard to keep
track of how many drinks you consume throughout the
night. Have fun and stay safe—the Flyers need their fans.
It can be difficult to monitor the amount of alcoholic beverages consumed in a night out on the
town. The Drink Scorecard allows Flyers fans at
participating bars to keep track of the amount
of drinks they consume while watching Flyers
games. This promotional item will help fans
become aware of their alcohol intake so they
can make smart decisions in regards to driving
home from bars or the games.
We found a common theme in the interviews we conducted: people love free merchandise. Due to this insight, we will create a promotional bag of
goodies with the Beat the Buzz logo on each item. They will be distributed to the first 2,000 fans at the beginning of two Flyers home games. Promo
items will include water bottles, draw-string bags, keychains, T-shirts, pens, key chains, plastic stadium cups, etc.
SLAPSHOT CREATIVE | 16
[ CREATIVE EXECUTIONS [
One time purchase of two standing promotional banners to have at all promotional events.
One Beat the Buzz logo and a second to raise awareness of the Brown-Forman and Jack Daniel’s brand.
LARGE DD SIGN-UP TABLE BANNERS
Banners to hang at the base of tables at Wells Fargo Center bars, as well as promotional events
to encourage people to pledge to be a designated driver.
Beat the Buzz posters will hang up in participating bars and around the Wells Fargo Stadium.
CUSTOM POP-UP TENT
One time purchase to have at promotional events
17 | SLAPSHOT CREATIVE
We want Flyers fans to get home safely, Since taxis can be expensive, we will hand out coupons
for taxi services in the Philadelphia area.
BEER GOGGLE SHOOTOUT
Who says drinking education can’t be fun? One way to make an impression with our
Beat the Buzz campaign is to host beer goggle shootouts during home games. We
will purchase police-grade beer goggles and have contestants wear them while trying
to shoot a puck into the goal. This promo event will remind fans how much their
senses are impaired while consuming alcohol.
BEAT THE BUZZ[ER]
At half-time or during a timeout, 2 randomly selected contestants will navigate an
obstacle course to get dressed in hockey gear. This will be timed and the goal is for
one of the participants to complete the above task and score a goal before the buzzer
sounds. The winner will receive Beat the Buzz promo gear.
BUZZER BEATER GIVE-AWAY
If a Flyers player scores on a buzzer beater Brown-Forman will donate money to a
local DD service and will handout $30 taxi vouchers to adults 21+
At one of the Saturday Flyers games, we will have a stand in the Wells Fargo Center where fans can take a pledge to be a DD for the night. Those that
sign-up are given a Beat the Buzz member card and a promo swag bag full of Brown-Forman and Beat the Buzz gear. After the game, those with
membership cards can go on the ice and meet Flyers players.
BATTLE OF THE BARS
Brown-Forman will invite bars in the Philadelphia area to a select few Flyers games throughout the season. At half-time, the bar owner and staff compete in an obstacle course on the rink. Winners will receive free R.A.M.P. or C.A.R.E. training for their bar, donated by Brown-Forman.
SLAPSHOT CREATIVE | 2
[ CREATIVE EXECUTIONS [
1. FIELD HOUSE SPORTS AND BEER HALL.
Located on Filbert Street
2. PADDY WHACK’S IRISH SPORTS PUB.
3 locations: 2nd and South, Welsh Rd., Comly Rd.
3. MIKEY’S AMERICAN GRILL AND SPORTS BAR
Located on Chestnut Street
BILLBOARDS | BEAT THE BUZZ
To be placed alongside highways that are traveled on when en
route to Philadelphia Flyers games at the Wells Fargo Center.
Two medium billboards on I-95 North to Broad Street Exit
Two medium billboards on I-95 South to Broad Street Exit
Two medium billboard on Pennsylvania Turnpike east to Exit 6
SEPTA LINES | BEAT THE BUZZ
We will purchase advertisements on blue and orange subway
lines in Philadelphia to promote the use of public transportation
to avoid buzzed driving.
Taxi top advertisements will be purchased in order to promote
our campaign message, as well as to attract the attention of those
who may utilize public transportation instead of a DD program
after Flyers games.
WELLS FARGO CENTER
A dasherboard advertisement will be purchased at Wells Fargo
Center for the duration of the Flyers season. This advertisement
will attract the attention of the over 15,000 Flyers game attendees
and encourage responsible drinking.
19 | SLAPSHOT CREATIVE
4. PJ WHELIHAN’S PUB
Located in the Wells Fargo Center
5. CADILLAC GRILLE
Upscale and members-only
RADIO, TV AND DIGITAL
> Utilize Comcast networks that serve the Philadelphia community and broadcast all Flyers games:
> On-Air Features after sports report about Flyers on days of games sponsorship
> Advertising on AM frequency on WIP- CBS Sports Radio 610
> Sirius XM Radio NHL Network Radio
> Game day spots played during morning and afternoon commutes
Average of 2 advertisements per home game
Advertisement for a full season
Advertisements will be on local FoxSports station for the Beat the Buzz campaign. The creative idea for the TV spots will be “Don’t be that fan.” We’ve
all been to sporting events where there’s that one fan that gets a little too drunk. The ads would center around a character that becomes way more
intoxicated than he should be. He’ll do things in hockey game situations like spill his drinks on other fans, fall down the aisle, cheer for the wrong team
and anything else that would be considered annoying at a Flyers game.
INTERACTIVE DIGITAL DISPLAY SCREEN
“Help Bobby Beat the Buzz”: and interactive game that allows people to direct a character “Bobby” to consume alcoholic beverages and perform tasks.
It will allow people to see the side effects to unhealthy consumption of alcohol, raise awareness about buzzed driving and encourage our target audience to change their behaviors. The digital display will be featured at all promotional events and Flyers home games.
SLAPSHOT CREATIVE | 20
Run digital advertisements on the Flyers website to reach our target market directly.
ESPN MOBILE APPLICATION
Advertisements on mobile site for both pre and post game coverage
BROWN – FORMAN WEBSITE
Place information about success of latest campaign on website, as well as links to important information about taxi and DD services in the Philly area.
Create and manage a Beat the Buzz account. Tweet facts, information and run Twitter contests in order to interact with target market.
Create and manage a Beat the Buzz account promoting responsible drinking habits. This site will be utilized for photo posting and as a way to share
content with the target audience.
CPM Advertisements (200,000 impressions)
Create and manage a Beat the Buzz account. Encourage fans to snap a picture of their DD for the evening using the hashtag #NumberOneFan for the
chance to win free tickets to Flyers games. Purchase of Flyers tickets (4 tickets per each home game)
Create free Beat the Buzz account and post videos of promotional events, DD sign-ups, as well as game action.
Pro upgrade to assist in the monitoring and management of social media accounts.
21 | SLAPSHOT CREATIVE
[ CREATIVE EXECUTIONS [
COMCAST SPECTATOR/ FRONT ROW MARKETING
The Comcast Spectator and Front Row Marketing will be hired to run analytics on the Beat the Buzz campaign and assist in evaluating the success of
SEPTA LINES IN PHILLY
The Philadelphia transportation system is a great resource for this campaign. We will partner with SEPTA (South Eastern Pennsylvania Transportation
Authority) to make sure fans get the best deals on rides home after games.
RAMP AND CARE
Free staff training for the five dining and entertainment areas within Wells Fargo Center. They include, The Cadillac Grille, Cigar Bar, Lexus Club,
Cure Insurance Club and P.J. Whelan’s. We will sponsor training for 30 staff members at each establishment.
PHILLY FLYERS GAME SPONSORSHIP
Sponsor two home games at Wells Fargo Center at which all game attendees receive promo items, as well as get that chance to participate in awareness
activities that be held during the periods at the Flyers Games.
PHILADELPHIA FLYERS PLAYER SPONSORSHIP
Sponsor one Philly Flyers player who will be the face of the Beat the Buzz campaign. They will promote responsible drinking, encourage fans to seek
alternatives to driving buzzed and be present at said promotional events.
SLAPSHOT CREATIVE | 22
[ PR KIT [
> The Beat the Buzz campaign is a
product of a partnership between BrownForman and Slapshot creative with the
goal of promoting responsible alcohol
consumption among hockey fans,
starting with fans of the Philadelphia
> Beat the Buzz will utilize public
transportation, and designated
driver services such as BeMyDD for
preventative drinking measures
> Beat the Buzz will define 3 steps of drinking: moderate, buzzed, and
drunk/binge drinking to raise awareness
> Beat the Buzz’s 3 campaign phrases are:
Mr. Rob Frederick
VP and Director, Corporate
Responsibility at Brown-Forman
1. Brown-Forman (the makers of Tennessee Whiskey) will always be your
number one fan.
2. We want to see you at the next Philly’s game. Don’t drive buzzed.
3. Sometimes fans get a little rowdy; we’re here to help get you home safely.
> Beat the Buzz hopes to encourage alcohol management programs, such as
C.A.R.E (Controlling Alcohol Risks Effectively) and R.A.M.P. (Responsible
Alcohol Management Program) among bar employees and owners.
> Lastly, Brown-Forman and Slapshot Creative seek to encourage hockey
fans to “Beat the Buzz” and truly have the opportunity to “experience life.”
1 | SLAPSHOT CREATIVE
Miss Erin Duff
August 1, 2013
For more information contact:
Brown-Forman and Slapshot Creative team up with Philadelphia Flyers for “Beat the Buzz” campaign
For the 2013-2014 hockey season, Brown-Forman (makers of Tennessee Whiskey) and Slapshot Creative will work with the Philadelphia Flyers in
preventing buzzed driving. They hope to do so through raising awareness, gauging perceptions, and consequently encouraging responsible drinking
behavior among Flyers fans. Expect to see Jack Daniels promotions, kiosks for designated driver programs and beer-goggle shoot-outs at this season’s
Pledge to become a designated driver at: http://buzzeddriving.adcouncil.org
Remember that a standard drink is defined as: a 12 oz. beer, a 5 oz. glass of wine, or 1.5 oz. of 80-proof liquor.
SLAPSHOT CREATIVE | 2
[ PR KIT [
SOCIAL MEDIA CONSIDERATIONS
> Hockey fans can take a picture of their DD for the night and include the “#numberonefan” hashtag in the post, along with tagging
> If fans also use public transportation/BeMyDD services, they can photograph their driver (with permission) and do the same
> Brown-Forman can take these photos from the hashtag and create a link on their corporate responsibility page, saying thank you to all the “numberone fans” out there
#BEATTHEBUZZ TWITTER CHAT
> At various games, handbills notifying fans of the upcoming Twitter chat and corresponding information will be handed out.
> The @BeatTheBuzz Twitter account will ask questions pertaining to:
> The participant with the most helpful/compelling/unique responses will win 2 free tickets to next Flyers game
The social media manager will create a Beat the Buzz Facebook page and a four-month content calendar for the entire
> Share content that appeals to hockey fans
> Talk about/provide forums for hockey game discussion
> Promote Beat the Buzz programs, such as pledging to become a designated driver
The manager of social media will set up a Vine account linking to the @BeatTheBuzz Twitter account and share
> Hockey games
> Beat the Buzz events/promos
Fans are also encouraged to post Vine videos, if their accounts are linked to their Twitters, and include the #BeatTheBuzz Twitter
> Beat the Buzz, Brown-Forman, and Slapshot Creative can use the videos as they see fit
25 | SLAPSHOT CREATIVE
TV, RADIO AND DIGITAL = $1,358,400
SPONSORSHIPS = $950,000
ONLINE = $358,900
PRODUCTION = $300,000
PARTNERSHIPS = $103,000
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1 | SLAPSHOT CREATIVE
R.A.M.P and CARE
Flyers Game Sponsorship
ESPN Mobile App
> Advertising Company in 300 Cities - Blue Line Media. (n.d.). Blue Line Media. Retrieved from http://www.bluelinemedia.com/
> Advertise on ESPN.com Your Way. (n.d.). ESPN.com. Retrieved from
> Buzzed Driving is Drunk Driving. (n.d.). Ad Council. Retrieved from http://buzzeddriving.adcouncil.org
> Controlling Alcohol Risks Effectively. (n.d.). Ahlei: Educational Institute. Retrieved from http://www.ahlei.org/care/
> Drunk Driving Statistics. (2010). Century Council. Retrieved from
> Dye, L. (2011, June 22). Drunk Driving: Even a Trace of Alcohol is Dangerous on the Road, Study Says. ABC News. Retrieved from http://abcnews.go.com/Technology/drunk-driving-tracealcohol-make-driver-dangerous/story?id=13897319
> Fall 2011 Product Leisure/ Sports. (n.d.). Gfk MRI Reporter. Retrieved from http://ureporter.mriplusonline.com.proxy.library.ohiou.edu/selectdemofromsearch.asp
> Fall 2011 Product Whiskey. (n.d.) Gfk MRI Reporter. Retrieved from
> Impaired Driving Facts. (2012, October 2). CDC. Retrieved from
> Planar Custom Displays. (n.d.). Planar Systems, Inc. Retrieved from
> Sponsorship Evaluation. (n.d.). Front Row Marketing Services. Retrieved from http://www.frontrow-marketing.com/analytics.aspx
> Statistics. (n.d.). Mothers Against Drunk Driving. Retrieved from
> Varga, P., Nall, T., Steiner, L., & Frederick, R. (2012). Enriching the Experience of Life: Corporate Responsibility Report 2011-2012. Brown-Forman.
> Wells Fargo Center: Arena Information Flyers Ad Sales. (n.d.). Wells Fargo Center. Retrieved from http://www.wellsfargocenterphilly.com/adsales-flyers.aspx
> Wells Fargo Center: Eat and Drink . (n.d.). Wells Fargo Center. Retrieved from http://www.wellsfargocenterphilly.com/eat-drink.aspx
> What is Ramp?. (2012). RAMP Certified. Retrieved from http://www.rampcertified.com/
(2013). RAMP. Retrieved from www.ramprenewal.com
> Ad Council. 2009. [Photograph of hospital patient with a head injury]. Retrieved from
> City of Linz. (n.d.). Linz Ice Skating Rink Panoramic. [Picture]. Retrieved from http://www.linz.at/images/eishalle2.jpg
> Creative Commons. (n.d.). [Photograph of hockey stick and puck]. Retrieved from http://en.wikipedia.org/wiki/File:Hockey-Stick-and-Puck-Photographic-Print-C11950881.jpg
> Crohn’s & Colitis Foundation of America. (n.d.). [Photograph of Philadelphia skyline]. Retrieved from http://www.ccfa.org/assets/images/chapter-images/philadelphia-delaware/main-page/
> Foley, Stephanie. (n.d.). [Photograph of beer in a glass]. Retrieved from
> Getty Images. (n.d.). Beers-Cheers. [Photo]. Retrieved from
> Getty Images. (n.d.). [Photograph of Philadelphia Flyers players celebrating]. Retrieved from http://cdn.bleacherreport.net/images_root/slides/photos/002/079/480/136457452_crop_650x440.
> Getty Images. (n.d.). [Photograph of Philadelphia Flyer player yelling]. Retrieved from
> GotPhotoz.com. (n.d.). [Photograph of sparkle black keychain]. Retrieved from http://gotphotoz.com/images/KC%20Black%20Sparkle%20-%20800.jpg
> Jack Daniel’s (n.d.). [Photograph of Jack Daniel’s products]. Retrieved from
> K’Spoosh Entertainment Ltd. 2013. [Photograph of Philadelphia Flyers goalie blocking shot]. Retrieved from http://cdn.lightgalleries.net/4bd5ec057c321/images/106_Capitals_v_Flyers-3.jpg
> Street Lovely. (2012, March 2). [Photograph of man on the street]. Retrieved from http://streetlovely.com/wp-content/uploads/2012/03/3-2-12_matthew3-610x915.jpg
> T-Shirts.com. (n.d.). [Photograph of orange t-shirt]. Retrieved from
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