New Year's Eve ancillary promotion using ESPN's credibility and brand equity to help launch our client's new company, Generation Tux.

1. ESPN RECAP DECK
12 / 28 / 15

2. PROGRAM OBJECTIVES
 Gain PR impressions and social chatter
 Reinforce George as a business visionary and
leader into what is next
 Drive sweepstakes interest, site traffic and
registrations
Continue to Launch Generation Tux in an
exciting and impactful way – connecting with the
target audience through an unexpected channel
and major partnership
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3. College football fans are some of the most
active, avid and loyal fans in all of sports.
ESPN and Gen Tux celebrated this fandom by
creating custom tuxedos for each of the final
four college football teams so Super Fans can
wear while them while cheering on their team
during the College Playoffs on New Year’s Eve!
PROGRAM OVERVIEW
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www.GenerationTux.com/ESPN

4. SWEEPSTAKES OVERVIEW
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• Entry form – email, team and size entering
for
o (2) Small (size 38) per team = 8 total
o (3) Medium (size 40) per team = 12 total
o (3) Large (size 42) per team = 12 total
o (2) X-Large (size 44) per team = 8 total
• Consumers were randomly chosen based on
the number of tuxedos per size
• Once (40) winners were chosen, ESPN asked
for shirt, shoe and pant size
OVER 17,000 ENTRIES IN ONE WEEK

5. MEDIA SUPPORT
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• ESPN supported the partnership through
various press opportunities and broadcast
highlights
• The tuxedos were featured at an ESPN press-
only event , on the Red Carpet at the College
Football Awards, on live broadcast during the
Awards Show, and on ESPN executives while
ringing the NYSE bell
• ESPN.com has over 16 million unique daily
visitors, ESPN network has nearly 22 million
daily users

6. TOPLINE RESULTS
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For PR to update

7. SOCIAL MEDIA ACTIVITY
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Over 500
likes in less
than 10
minutes
Over 12,000
likes
Over 3,000
likes

8. can you start building a deck in Google Docs for an
ESPN recap? It can be something very simple and similar
to the recap we did for DF but let's use the new template
that we have been using for the couples that Jessie from
HG provided. If you could start building the framework -
i.e. overview of the program, next slide how people
entered showing screenshots of the website and tuxes,
we had over 17,000 entries in a week, then next slide with
media support, insert screenshot of College Football
awards, photos from that and information about the
broadcast (i.e. live on ESPN with viewership of x), then a
slide with the social activity (pulling screenshots of
consumer comments, posts from ESPN, etc, also put in
some stats with reach of the posts) and then a slide with
PR that once we get the deck structure in place we will
ask Katherine and Lana to help insert
ALEXANDER AND MICHAEL
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