The document proposes several campaign ideas for a chicken restaurant chain called Big Game Cluckers to target sports fans around the Super Bowl. The campaigns include (1) sponsoring a "Prank it Forward" video featuring a surprise for a deserving family, (2) sponsoring project builds for super fans on the "Awe Me" YouTube channel, and (3) an augmented reality experience allowing people to dance with virtual football players in an end zone. The proposals aim to promote Big Game Cluckers' Super Bowl theme through viral, experiential, and broadcast content that fits the targets and considerations for the campaign.

1. 1
BIG GAME CLUCKERS
SUPER BOWL CAMPAIGN

2. CAMPAIGN METRICS
oCampaign Target – “The MVP”
oSports Fans
o Adults
o Social types looking for a place to watch sports events
SUPER BOWL CAMPAIGN TARGETS AND CONSIDERATIONS
2
ADDITIONAL TARGET CONSIDERATIONS
oWomen account for 45% of NFL audience.
oWomen account for 60% of Twitter users & tweet 60% more.
oWomen influence 85% of the disposable income purchasing decisions.
All statistics show women’s rate of involvement in the NFL outpacing men. We feel it is important to
consider a balance of the men and women demographic in this campaign.

3. MEDIA POSITIONING
PLACEMENT FOR TARGETED EXPOSURE
3
• Prank it Forward focuses its content on pulling “positive”
pranks on unsuspecting and deserving individuals.
Examples include police pulling over drivers and giving
them cash instead of a ticket or throwing a couple the
surprise wedding of their dreams.
WHAT IS PRANK IT FORWARD?
THE IDEA
Pranking forward “Big Game” surprise to a deserving family or community
member. The setting for the PIF could be the college bowl game BGC is
sponsoring and could be broadcast into BGC locations nationwide. A second
smaller PIF could be released mid campaign with a BGC restaurant locations
as the setting.

4. MEDIA POSITIONING
PLACEMENT FOR TARGETED EXPOSURE
4
• Audience diversity (Male & Female)
• 2.6 Million Subscribers (Break)
• Viral reach (last video 2.8 million views)
FACTS AND FIGURES
WHY?
• Heartfelt, togetherness, touching, family, teams
• Versatility of integration
• College bowl game inclusion
• BGC location utilization
• Versatility of campaign spend (size)
• BGC advertising would fit current demographic focus
• Food, drink, lifestyle

5. MEDIA POSITIONING
PLACEMENT FOR TARGETED EXPOSURE
5
• The Awe me channel features one-of-a-kind project
builds with a geek twist. Super-Fan Builds focuses on
creating amazing project builds for amazing super-fans.
Projects including an Ironman Hulk buster armor High
Chair, A Han Solo in carbonate coffee table, and many
more.
WHAT IS AWE ME
IDEA
Doing project builds for
deserving super fans, AWE
ME will inspire you to raise
your game!
• Have Big Game Cluckers sponsor a build or series of builds. These builds
would be for Super Bowl super-fans featuring builds that would make the
ultimate Super Bowl Party. An additional super-fan build could be revealed
“Live” on game day at BGC and broadcast over the BGC network.

6. MEDIA POSITIONING
PLACEMENT FOR TARGETED EXPOSURE
6
• Diverse Audience (Male and Female)
• Over 3MM+ Subscribers
• Over 1.6 MM Weekly views
• Focus on giving back
• Wide integration possibilities (Campaigns or BGC broadcast)
• “Big Game Day” featured in build
• Content appealing to wide audience
• BGC advertising would fit current demographic focus
• Food, drink, lifestyle etc.
FACTS AND FIGURES
WHY?
Doing project builds for
deserving super fans, AWE
ME will inspire you to raise
your game!

7. VIRAL STUNT CAMPAIGN
AUGMENTED REALITY
7
WHAT IS AUGMENTED REALITY
• The augmented reality campaigns have been
growing in popularity. The augmented reality
Forever 21 experience at times square adds a
“cool factor” to the brand. The technology
involves digitally overlaid environments, people,
or objects that the public can see and interact
with.
IDEA Creating an augmented reality experience where members of the
public are placed in an end zone with virtual players and prompted to
do their best “end-zone celebration”. A further component could include
having five ground markers, when five people are end zone dancing
with the digital players the AR announces a TOUCHDOWN, music
plays, confetti rains down digitally.

8. VIRAL STUNT CAMPAIGN
AUGMENTED REALITY
8
WHAT?
• Augmented reality end zone dance
experience with virtual football players
• Viewers can have a “team” experience
• Hidden cameras capture the experience
• Highly visible and viral
• Campaign kickoff at Universal Citywalk

9. VIRAL STUNT CAMPAIGN
AUGMENTED REALITY
9
• Promotes BGC with Super Bowl theme
• Experiential branded marketing
• Can be customized to regional sports tastes
• Highly memorable, viral, BGC broadcast content
• Versatile and available for multi-city tour
WHY?
Any combination of campaigns can be used for increased exposure*

10. IN SUMMARY
BIG GAME CLUCKERS CAMPAIGN
10
• With the consideration of what football, sports, and the Super Bowl mean to so
many, the common threads are fun, family, and friends, everything that brings
people together to enjoy the game.
• The proposals presented here offer a complimentary mix that fits the sports,
Super Bowl, events, targets, and the viral groundswell you are looking for.
• Consideration should given to using multiple or complimentary campaigns and
having all content looped into the BGC network to be shown within BGC
nationwide locations.

11. 11
BIG GAME CLUCKERS
SUPER BOWL CAMPAIGN
Matt Erickson
(916) 806-8204
MattEricksonMBA@Gmail.com