1. BRAND EXPOSURE REPORT
2014 Reebok Classic Breakout: July 8-11th
(Philadelphia, Pa.)
Report compiled by:
Edgar Walker
Co-Founder / CEO — Surge4 Marketing
Social Media / PR — Reebok Classic Breakout
2. 2
TABLE OF CONTENTS
Pg. 2) Table of Contents / Overview
Pgs. 3-5) Mainstream Media Influence
Pgs. 6-9) Social Media Influence
Pg. 10) College Coach Attendance
OVERVIEW
Key Takeaways:
• Of the three major events in the first July Live Period, Breakout was — unquestionably — the most
heavily discussed on social media.
• Breakout was attended by media members representing a total of more than 100 outlets, and
received daily coverage from all four of the major national Internet recruiting services.
• Along with national media coverage, Breakout welcomed a strong collection of leading local
Philadelphia metro area media and numerous college program-specific websites.
• Event photos and headshots have been prominently featured in national media coverage and on
camp participants’ own social media platforms, all featuring prominent Reebok Classics branding.
• The @BreakoutClassic Twitter account experienced nearly 20% growth in audience during the
month of July, and 31.5% growth in the two months leading up to Breakout.
• Content produced by an in-house digital media team increased traffic on the ReebokBreakout.com
website and added another dimension of event coverage.
• Social media attention from highly influential personalities increased Breakout’s visibility, both in
terms of on-court action and off-court experience.
3. 3
MEDIA INFLUENCE
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Key Takeaways
• Over 100 media outlets were represented in total throughout the event.
• This 100+ figure is a major increase from the 2013 number. Last year, we hosted 75 outlets.
• The “Big Four” national recruiting services were all represented, with daily recaps of action
appearing after each day of camp.
• Social media engagement from media in attendance was significantly increased.
• This year, media were urged to apply for credentials in advance and were contacted with pertinent
information, including a brief preview of the event and brand. Media were also urged to use the
event-specific hashtag before and during the event (media packets included #Breakout14 in the
footer of each page).
• Already, 50+ Breakout highlight and recap videos have been posted on YouTube.
• Many of these came from the well-respected Courtside Films channel, with prominent branding
featured in all aspects of the videos and distribution.
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Notable National Media Outlets in Attendance
• ESPN
• Sports Illustrated
• CBS Sports
• Scout
• Rivals
• BALLisLIFE
• 247Sports
• SB Nation
• NBC Sports
• Future150
• The Recruit Scoop
• Blue Star Media
• VICE Sports
• SNY
6. SOCIAL MEDIA
Buzz for #Breakout14
(In comparison to competing Nike and adidas camp events)
As seen above, Breakout was a massive success via social media channels, especially
compared to the two major competing events during the first July Live Period. A total of
3,211 tweets over the past month were tagged with the #Breakout14 hashtag, and
Breakout dominated the conversation throughout camp (July 8-11th
).
7. 7
SOCIAL MEDIA
In-House Social Media Highlights
9. 9
SOCIAL MEDIA
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More Social Media Highlights
10. COLLEGE COACH ATTENDANCE
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Key Takeaways
• Head coaches from the past three national champions (UConn ’14, Louisville ’13, Kentucky ’12)
were on hand at Breakout.
• Every single Division I conference was represented by at least one program.
• All four head coaches from the 2014 Final Four (UConn, Kentucky, Florida, Wisconsin) attended.
• For the fourth consecutive year, the number of college coaches attending increased.
• Increased pre-event buildup increased attendance early, as well. About 175 college coaches
entered the building within the first hour of camp.
• Emphasis was placed on capturing pictures of top coaches at the event with Breakout branding
featured in image.
11. 11
Edgar Walker
edgar@surge4.com
410-493-7462
Twitter: @Edgar_Walker
