Tapout - WWE/JC Penney Launch recap

1. 1
WRESTLEMANIA
AND JCPENNEY
ACTIVATION RECAP

2. 2
• John Cena video addressing JCPenney employees
• 2016 Commercial spot tagging JCPenney
Debuted on Monday Night Raw on March 28th
• POS Signage
• John Cena in-store appearance and autograph
signing at Skillman Street store in Dallas | 4/1
• Digital and Social content promotion via WWE
athletes and WWE.com | beginning 4/1
PRE-WRESTLEMANIA PROMOTION | BEGINNING 3/28
SPRING 16 MEN’S ACTIVE LAUNCH —
Manhattan Mall | NYC
Timber Creek Crossing | Dallas

3. 3
PRESS COVERAGE
SPRING 16 MEN’S ACTIVE LAUNCH —
This is a sample of some of the local and national press around John Cena’s appearance at JC Penney
THIS LAUNCH GENERATED
MEDIA IMPRESSIONS
264 MILLION

4. 4
SPRING 16 MEN’S ACTIVE LAUNCH — JCP.COM
TAPOUT BRAND PAGE HEADER
FEATURED PROMOTION IN
BOTH MEN’S AND ‘WORKOUT
CLOTHES’ CATEGORY PAGES.
Tapout banner on wwe.com directing
consumers to jcp.com

5. 5
PR/COMMUNICATIONS week of 3/28
• ABG/WWE joint press release announcing
nationwide re-launch at JCPenney
DIGITAL / SOCIAL MEDIA week of 3/28
• Posts from WWE Superstars and Divas wearing
Tapout and expressing excitement about the
partnership
• WWE.com to promote 2016 brand spot through all
digital and mobile platforms
WRESTLEMANIA WEEK ACTIVATIONS
PRE-WRESTLEMANIA PROMOTION | 3/28 - 4/03

6. 6
BRAND AMBASSADOR 3/31
• Joe DeFranco podcast with Triple H to discuss
fitness & training regiments
• “Joe DeFranco’s Industrial Strength Show powered
by Tapout”
COMMUNITY EVENT INTEGRATION 4/2
• Tapout branding on promotional tees and signage
at WWE sponsored Special Olympics event
WRESTLEMANIA WEEK ACTIVATIONS
PRE-WRESTLEMANIA PROMOTION | 3/28 - 4/03

7. 7
WRESTLEMANIA WEEK ACTIVATIONS
PRE-WRESTLEMANIA PROMOTION | 3/28 - 4/03
Tapout store at WrestleMania Axxess
WRESTLEMANIA AXXESS INTEGRATION 3/31 – 4/3
• WWE athletes to wear Tapout apparel during on-site fan meet &
greets, autograph sessions, photo opportunities
• Tapout backdrop banner at on-site autograph stage
• “Powered by Tapout” branding integrated within on-site
experiences such as rock climbing wall

8. 8
PROGRAM
• Full page ad in Wrestlemania 32 program
highlighting product available at JCPenney
JUMBOTRON SPOT
• :30 second JCP-tagged Tapout brand spot to run
on stadium jumbotron during live event
PAY-PER-VIEW TELECAST
ON WWE NETWORK
• Multiple airings of :30 second JCP-tagged Tapout
brand spot during telecast
RETAIL PRESENCE
• Tapout apparel for sale at in-stadium retail
concessionaires and souvenir trucks
SHAQ APPEARANCE
• Shaquille O’Neal wearing Tapout as part of
surprise in-ring appearance
WRESTLEMANIA WEEK ACTIVATIONS
WrestleMania reached 1.82 MILLION GLOBAL HOUSEHOLDS on WWE Network alone, making it the most-watched WrestleMania in history
LIVE EVENT ACTIVATIONS | 4/03
RECORD SETTING ATTENDANCE
101,763

9. 9
WRESTLEMANIA WEEK ACTIVATIONS
ENGAGEMENT ON SOCIAL MEDIA

10. 10
WRESTLEMANIA WEEK ACTIVATIONS
ENGAGEMENT ON SOCIAL MEDIA
DURING THE WRESTLEMANIA
WEEEKEND, TAPOUT GARNERED
AND
1,000,000
ENGAGEMENTS
25 MILLIONSOCIAL MEDIA IMPRESSIONS

11. 11
@TapoutSnaps launched at WrestleMania and
gave fans an inside look at all of the weekend’s
events and activities:
• John Cena JCPenney Signing
• NXT Takeover
• WWE Hall Of Fame
• WWE Axxess
• Wrestlemania
TAPOUT DEBUTS ON SNAPCHAT
WRESTLEMANIA WEEK ACTIVATIONS
40 SNAPS
TAPOUT POSTED
93%ENGAGEMENT RATE
AND RECEIVED A