1. 2015 Concert Activation
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2. • Increase Cabela’s Branding. Get More Attention
• Enhance Fan Engagement
• Connect Cabela’s to Luke Bryan
• Add social integration
“Improve” Current Activation
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3. Goals:
• Create a bigger, better, break-thru CABELA’S presence at Luke Bryan
concerts!
− Bring the Cabela’s brand to Life – What is Cabela’s
− Show Luke’s fans the Cabela’s Lifestyle – It’s In Your Nature
• Demonstrate that Luke is an outdoorsman, via:
− Real images of Luke in the field (fish/hunt), Tweets and Cabela’s ads
• Create a lasting memory with the fan about the Cabela’s experience
− Establish an emotional connection between Cabela’s and Luke
o Cabela’s brings access to Luke to the fans
o Cabela’s really made my concert experience awesome
• Cultivate a real database of Luke fans
− Activate onsite with multiple locations within venue
− Connect via WiFi/Social Media integration & promote Cabela’s App
• Drive traffic back to Cabela’s and cabelas.com
− Promote Luke’s 32 Bridge Line of clothing
2015 Cabela’s Activation of Luke Bryan
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4. The Frustrated Concert Goer
• 4G is normally either not available or not working properly
due to the amount of people in the crowd
• This means that concert goers:
o Cannot use their Smartphones
o Cannot upload or download photos or other media
o Cannot use social network platforms like Facebook
o Cannot purchase merchandise digitally
Result:
High frustration!
Can’t “share/brag about” their experience
Improve the Fan Experience
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5. The New
Innovation in Concert Activation
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Create a WOW Factor! Capture data on 30%-40% of Fans – Not 0.005%!
6. At Concert: Cabela’s Luke Bryan Hot Spot
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An Exclusive Opt-In Experience
• Connecting the Cabela’s brand to LUKE
• Bringing the data of thousands of fans
to Cabela’s
• Providing an amazing pre-concert/at
concert experience
7. At Concert: Cabela’s Luke Bryan Hot Spot
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Awesome innovation!
• Fan Does NOT need to:
− Download an app
− Have an Internet/4G connection
− Have App store account or use
their credit card
− Have advanced knowledge of their
mobile device
An EASY and FUN Experience
Brought to the fan by
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At Concert: Cabela’s Luke Bryan Hot Spot
How It Works
1. Fan connects to the WiFi at the Cabela’s
Luke Bryan hot spot
2. Fan launches their internet browser to
connect to The C-LB Experience:
Elements of the Hot Spot (options):
• Exclusive Content
− Backstage Cam
− Luke’s Outdoors Photo/Video
• Interaction
− Vote for Encore/Acoustic Song
− Stream “Luke’s Favorites” Playlist
− Enter to win:
• Seat upgrade / Signed guitar
• Tweet/Post thru the Site #LBHotSpot
− Win Cabela’s prizes
• Cabela’s Connections
− Download Cabela’s App
− Conservation/IHEA donation
− 32 Bridge Apparel
• Bounceback email after the show:
− Secret link to a LB Hot Spot web page
with exclusive downloads from show
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At Concert: Cabela’s Luke Bryan Hot Spot
Where Fans Connect
1. In the parking lot pre-show
2. In the venue
3. Even at a Cabela’s store
4. After the show via weblink
How
• Main Field Unit “Lives” in Display/Truck
• EventPods (Arrow) spread signal further
• After show website/link
Typical Concert Venue
10. WiFi Reach (170 yard radius):
• Main Field Unit:
− 3,500 people on WiFi simultaneously
• Each EventPod/Arrow
− 1,000 people on WiFi simultaneously
− Telescopes to 15’ tall
− Cell phone charging station
• Both units provide the Luke Bryan Experience
− Listen to Luke’s Playlist via Bluetooth in
parking lot
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At Concert: Cabela’s Luke Bryan Hot Spot
Install iBeacons into
“arrows:”
• Anyone with the
Cabela’s App would
be captured
• Could target for
special offers
11. Data Mining:
• Capture 30% to 40% of Fans – not 0.005%!
− Data on 3,000 – 4,000 fans per 10k event x 50 events = 100k-200k fans
• Full Google Analytics/Local AWstats
− # of people/traffic, when, how long
− Sections visited
− Downloads
− Type of mobile service
− Results of Polls, contests, etc.
• Filing in Form Fields – provides data
− First name, last name, email, gender, zip code
• Requesting Access to Social Media Accounts
− Captures rich data:
• Ask for Like
• Ask for Login via Facebook/Twitter
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At Concert: Cabela’s Luke Bryan Hot Spot
Build the Cabela’s Profile for the Luke Bryan Fan!
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At Concert: Modular Display
Reach beyond just one location!
• Modular Set Up:
− 10’ tall x 20’ wide x 10’ deep
− Split up elements to use in different locations around venue
− Use only 1 or 2 elements at small venues
− Portability = able to take IN STORE to do Events & Contests!
A
Chevy Vehicle (or just
a trailer) used to hold
WiFi system & store
modular display
B
Karaoke Station &
Cabela’s Apparel
C
WiFi
D
Social Media
Wall &
Video
Display
E
Photo
Wall
F
Promote
Cabela’s tie-
in with
Luke’s 32
Bridge
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Cabela’s BIG 55 inch SCREEN
• Programed to cycle through:
− Cabela’s TV Spots
− Seasonal product features
− Photos of Luke:
• With Fans and onstage
• In the outdoors
− Social media posts from the venue
displayed on the screen
− Live Shot of “back stage”
At Concert: Social Media Wall
14. Fan Engagement – Photo Center
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• Tablet Based Photo App
• Consumer gets an “at
concert” photo via:
− Email
− Social media
15. 1. Data Collection
Customer enters personal
information or signs in with
Facebook on Tablet provided
2. Customizable
• Choose from 4- 10 custom branded overlays
− Custom Luke Bryan/ Cabela's Border
• Takes picture of customer with LB/ Cabela's themed piece
Ex. Picture w/Luke, Picture w/ taxidermy
Fan Engagement – Photo Center
3. Retrieval
• Email or text of picture
4. Social Interaction
• Post picture to Cabela’s Facebook and/or personal FB
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32 Bridge – Muckalee Creek, South GA
• Need to “improve” bridge photo
• We will need to work hard on creative
& compelling display of Luke’s Apparel
− 2-3 Men's and 2-3 Ladies items
• Drive traffic to purchase:
− Online via the Hot Spot
− Back to a Cabela’s Store to purchase 32
Bridge line of clothing
• Hand out biz cards, stickers or can
koozies to promote
− 32 Bridge & Cabela’s logo along with
web address
− Bounceback: Bring in ticket for a
discount % off
At Concert: Link Cabela’s & 32 Bridge
Bridge Photo and Clothing are FPO. Actual
graphics and apparel to be finalized later.
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VIP Cabela’s Cabin
Create Cabela’s Cabin at Luke’s shows:
• A backstage meet & Greet “Host Cabin”
• Or deluxe midway display area
18. Back wall
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VIP Cabela’s Cabin
Create the Cabela’s Cabin for Luke’s shows.
• Features
− Barn siding/lodge feel
− Cabela’s product displays
− 32 Bridge tie-ins
− Taxidermy
− Cabela’s Luke Bryan Hot Spot
− A lounge area for VIP guests
− Integrated sound system
− Recessed ambient lighting
− AC power outlets
• Size
− 320 sq. ft.
− 20′ x 16′ open footprint
− 20′ x 8′ closed footprint
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Other Options - Event Display or VIP “Cabin”
A flexible, portable display area!
20. Fan Engagement – Mobile Gaming Center
• Video Games are the easy access
point to the Outdoors
• Portable System:
− Gaming on one side
− Video Monitor on the other
• For Concerts to Stores to Anywhere
Optional Stand Alone
Gaming Unit
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Video Side
Gaming Side
21. Inflatable Fishing Pond/Game
Fan Engagement – Other Options
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NXT Generation Inflatable Targets
Shooting Range http://nxtgentoys.com/
Current Cabela’s Assets
• Inflatable Air Gun Range
• Inflatable S.A.F.E Archery
• Tailgate Toss Games
• Duck BlindMisting Cool Zone
22. AT STORE (before or after concert)
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• Individual modular displays can be set up at Cabela’s stores between shows.
1. Luke Bryan Karaoke contest in-store or in parking lot
− winner gets VIP Luke prize pack
2. Luke Photo app – Get digital Photo with Luke
3. Social Media wall – see what happens at a Luke Show!
• Promotions:
− Spend $100 in-store get a concert ticket
− Ticket after the show receive 10% discount at store
23. Use Chevy truck and trailer with WiFi to visit:
• Busy gathering areas in town day prior to event (or same day)
• Local Cabela’s store
− Allow folks access to the Luke Bryan Hot Spot Experience!
− Take your photo with vehicle and tweet #LBHotSpot for chance to get your
photo on the video wall at the show.
− Get people to download Cabela’s App and Free Luke content
Cabela’s CLUB Tailgate Party
• Sign up in advance for special ticket to Luke’s Show
• eBlast to local CLUB members; offer includes:
− Pre-tailgate party at Cabela’s parking lot
− Cabela’s provides free food, beverages, tailgate games - prizes
− Bus shuttle to/from concert or exclusive CLUB members only parking
VIP Pre Show Event
− Spend a Half Day prior to the show with Cabela’s experts at a shooting
range, archery course, or fishing hole for real Cabela’s instruction & fun.
With all VIPs together, they will get to the show on time!! 23
Pre Concert…
24. • Luke’s Hot Spot (WiFi) Experience (12 mths)
− Wifi Platform & Development $125,000
− Arrows w/ iBeacons (2x) $45,000
− Tech Support/Staging/Reporting $55,000
− Truck/Trailer & Install of WiFi into it $20K-$40k
− Any venue cost/upcharge TBD
• Modular Midway/Tailgating display set up
− Display - Karaoke Station $10,000
− Display – 32 Bridge $10,000
− Social Media Screen & Programming $25,000
− Display Photo Station ($10k) & Photo System ($65k) $75,000
• Add-On Elements:
− Mobile Gaming Center $25,000
− Fishing Pond ($5,000), shooting games (TBD) $5,000
− Cool Mist Tent $3,500
• VIP Cabin $100,000
• RSM Management (2014 - $40K, 2015- $150k) $190,000
• Office Exp and Travel Exp At Cost
• Total Est Cost TBD
Note: Promoter must negotiate all venue space requirements and any Internet needs into
contract with venue. Assumes all elements are transported by Luke Bryan Team.
Est. Budget
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25. Elements below would be estimated based on # events desired.
• Pre Concert
− Daytime Downtown WiFi events
− Club member
• Tailgate Cabela’s Bus
• Pre-Show Outdoors Experience
• At Store Activation & Promotions (TBD)
Notes/Assumptions:
• Promoter must negotiate all venue space requirements and any Internet
needs into contract with venue
• All elements are transported by Luke Bryan Team
Est. Budget (other items)
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27. Bring the Cabela’s brand to life with AR (Augmented Reality)
• AR Cabela’s Wall
− Would allow you to transport yourself to different Outdoors scenes
− Put you in a boat or duck blind with Luke
− Hold fishing rod, hike a mountain
− Put you in 32 Bridge virtual dressing room
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Other At Concert Promotions
• Selfie contest wearing your Cabela’s gear
• Bad Weather – Cabela’s poncho giveaways
• Be Luke Bryans back-up singers (like dancing elf app) – post
to social media
• Cabela’s duck blind seat upgrade (side stage)
• 32 Bridge shirt giveaway
Other Add-ons…
