PORTFOLIO - Rich Penner - 2014 v.2

©Rich Penner - 2011
RICH PENNERMARKETING & EVENTS PORTFOLIO

TOURS
Take your show on the road.
©Rich Penner – 2014

NCAA SPIRIT OF CHAMPIONS ©Rich Penner - 2014

NCAA SPIRIT OF CHAMPIONS
OBJECTIVE
Extend Brand presence and
marketing value of strategic
partnership between The Coca-
Cola Company and the NCAA,
while connecting students,
universities,
and retail partners.
STRATEGY
Build emotional connections
and “achievement” association
through power of sport: both
participation and the fan
experience.
RESULTS
Five-year traveling
event engaged more than
200,000 active participants and
drove sales among 250 partner
retailers.
SCOPE(s)
• Program Manager
• Design & Build Management

ACTIVELY BALANCED CHOICES TOUR ©Rich Penner - 2014

ACTIVELY BALANCED CHOICES TOUR
OBJECTIVE
Showcase the portfolio of brands
within the Coca-Cola
family and to help people gain a
better understanding of
how beverages fit into a healthy
lifestyle.
STRATEGY
Broaden the dialogue on the
causes of obesity and other
health problems to include more
discussion about sedentary
lifestyles and physical activity
related to achieving
and maintaining healthy weight.
RESULTS
From April 2004 through
December 2004 the Tour
traveled to 18 events generating
82,250 impressions.
SCOPE(s)
• Account Executive
• Program Manager

MAZDA ROCK ‘N’ ROLL MARATHON

MAZDA ROCK ‘N” ROLL MARATHONS
OBJECTIVE
Expand Mazda’s sponsorship of
the Rock N’ Roll Marathon to
elevate the brands presence
beyond just a logo on the wall.
STRATEGY
Create a footprint on the world’s
largest running series to
establish Mazda as a company
who wants to reinstate and build
upon the love of motion
consumers used to experience
as a child, generating
connectedness between
attendees and the brand.
RESULTS
Within the 131 hours of
activation, the Mazda Fueling
Stations resulted in:
• Mazda presence at 7 Rock N’
Roll Marathons
• Nearly 7,000 hand raisers
• 3,500 Mazda Speed Cam
photos
• Over 22,000 premiums
distributed
SCOPE(s)
• Program Manager

TARGET – C9 LAUNCH TOUR
SCOPE(s)
• Tour Manager
• Design & Build
Management

TARGET – C9 LAUNCH TOUR

JOCKEY

©Rich Penner - 2011©Rich Penner - 2014
JOCKEY “Tame That Booty” College Campus Tour
SCOPE(s)
• Program Manager
• Design & Build
Management

TEAMS
Put feet on the street.
GRASSROOTS

STILL BEVERAGE FIELD FORCE ©Rich Penner - 2014

STILL BEVERAGE FIELD FORCE
OBJECTIVE
Introduce consumers to
the Coca-Cola Company’s
still-beverages portfolio.
STRATEGY
Develop a modular
experience that gives field reps
the ability to rebrand the
experience on the fly to focus
on high potential/high interest
brands for each market.
RESULTS
Diverse, flexible tour
experience increased trial by
35% and repurchase by 50%,
all with a 30% reduction in
operating expense over prior
initiatives.
SCOPE(s)
• Operational Management
2009 Winner
Gold Ex Award for Best
Multi-Venue Event

COKE ZERO AGENT
V I E W I N G P A R T I E S Z E R O D E C I B E L
P A R T I E S
I N F L U E N C E R
P R O G R A M

COKE ZERO AGENT COLLEGE AMBASSADOR PROGRAM
OBJECTIVE
Build positive brand
associations for
Coca-Cola among visionary
college
students as the Brand that
supports authentic, unique
experiences.
STRATEGY
Launch a grassroots
ambassador program that
gives influential college
students accredited
experience managing
branded events.
RESULTS
Coca-Cola Zero Agents on
34 campuses drew more
than 266,000 students to
events (comprising 40%
new tasters) and achieved
1.5 million consumer
impressions.
SCOPE(s)
• Design & Build
Management
2011 Winner
Gold Ex Award
Best Buzz
Marketing/Influencer
Program

SPRITE REMIX

SPRITE REMIX
OBJECTIVE
Penetrate the youth market,
reinvigorate Sprite as a youth
iconic Brand with ReMix flavor
extensions.
STRATEGY
Develop a highly experiential
sampling
tour centered on music
and technology where
consumers remix popular
songs live.
RESULTS
Multi-year initiative
visited more than 60 markets
and executed
over 2,000 events
engaging millions of targeted
consumers.
The Tropical and Berry Clear
ReMix brands exceeded sales
projections in consecutive
years.
SCOPE(s)

NATIONAL CONVENTIONS ©Rich Penner - 2014

NATIONAL CONVENTIONSOBJECTIVE
Deliver on The Coca-Cola
Company’s role as the
“Official Recycling Provider”
to drive awareness of its
environmental commitment
and the important role of
recycling, make the
Convention environmentally
sustainable, refresh and
hydrate attendees.
STRATEGY
Leverage The Company’s
partnership with the
Democratic and Republican
National Committees to send
a strong call –to-action
communication “Give it Back”
showcasing The Company’s
recycling commitment and
develop a comprehensive on-
site infrastructure to ensure
guests access hydration and
refreshment.
RESULTS
DNC execution resulted in
the largest one day sampling
effort in the history of The
Coca-Cola Company . Within
6 hours distributed 102,000
samples across a portfolio of
brands,
RNC activation was highly
targeted and provided
upscale environment for
VIP’s to relax and sample
coffee and water beverages. ©Rich Penner - 2014
SCOPE(s)
• Program Management

NCAA FINAL FOUR STREET TEAMS

NCAA FINAL FOUR STREET TEAMS
SCOPE(s)

CHAMILIA

CHAMILIAOBJECTIVE
Generate awareness, sales and
excitement for the
Chamilia line of jewelry and their
independent retailers.
STRATEGY
Created the Chamilia Premium
Event Program that
provided independent retailers with
all the necessary tools to host
Chamilia Premium Events. Chamilia
Party Coaches collaborated with
each retailer to create a successful,
turn-key event, and incorporated
social media and PR to recruit
guests and promote the event.
Retailers were outfitted with the
exclusively designed Party In A
Box™ to transform their event into a
festive Chamilia environment and
included elements such as signage,
branded jewelry rolls and polishing
cloth premiums, wish list cards,
good friend gift cards, catalogs and
more. The newly launched Local
Marketing Center provided retailers
with custom printed invitations and
direct mail lists to increase guest
attendance and reach a
new audience.
RESULTS
To date more than 300 Chamilia
Premium Events have taken place
throughout the U.S. and Canada.
The program has already generated
over 40 new retailers carrying the
Chamilia line and Chamilia has
experienced a 195% return on
investment.
2011 Winner
Gold Ex
Award for Best Retail/ In-
Store Event Program
SCOPE(s)

COCA-COLA® OPEN HAPPINESS

COCA-COLA® OPEN HAPPINESS
SCOPE(s)
• Program Manager

EVENTS
Come together.

SPRING BREAK

SPRING BREAK
OBJECTIVE
Build brand relevance and
preference among college
youth.
STRATEGY
Dominate the beachfront
Spring Break experience
and online chatter with live
entertainment, competitions,
and
social-media integration.
RESULTS
The program has
Hosted millions of college
students, leading Rolling
Stone to name Coca-Cola
Beach the premiere Spring
Break destination in the
U.S. The 2010 effort
garnered 10,000 Facebook
friends for Coke and 7,500
event-video views on
YouTube.
SCOPE(s)
• Program Manager
• Design & Build
Management

VANILLA COKE FLOAT ©Rich Penner - 2014

VANILLA COKE FLOAT
OBJECTIVE
Build media and consumer
interest in the opening of the
World of Coca-Cola
attraction in Atlanta.
STRATEGY
Create a media event for
the grand opening gala,
leveraging the re-launch of
Vanilla Coke as a thematic
hook.
RESULTS
The “World’s Largest Float,”
made with 3,000 gallons of
Vanilla Coke and certified
by the Guinness Book of
World Records, drove more
than 24 million media
impressions in 22 top-tier
media markets.

TCM CLASSIC FILM FESTIVAL ©Rich Penner - 2014

TCM CLASSIC FILM FESTIVAL
OBJECTIVE
Deepen classic movie fans’
connection to TCM, other
fans, increasing Brand
evangelism, solidifying
TCM as the authority on
classic film.
STRATEGY
Leverage the first annual
TCM film festival in a
creation of memorable ,
artistic, entertaining
consumer experiences to
celebrate the magic and
fan’s passion for classic film
and all that is TCM.
RESULTS
Like a true Hollywood
classic, the festival was set
in the best city, the ultimate
theaters, the most historical
settings and was developed
and created with business
partners whose shared
passion for cinema ensured
a premier like no other! 4
days, 61 screenings, 48
hours of Club TCM, 11
speaker events, 2,000
movie lovers from over 45
countries. TCM deemed the
event a tremendous
success and has executed
for 6 years running.
SCOPE(s)
• Program Manager

NFL GAME DAY ©Rich Penner - 2014

NFL GAME DAY
SCOPE(s)
• Program Manager

WINTER OLYMPICS
OBJECTIVE
Bring to life the shared
equities of The Coca-Cola
Company and the Olympics in
a unique and memorable
experience that captures the
uplifting, inspirational and
celebratory spirit of The
Games.
STRATEGY
Provide guests a platform
from which to experience the
Olympics in a personal,
authentic way showcasing the
passion, excitement, and
intensity of the Games and
The Company’ s association
and emotional connection to
the spirit of the Games.
RESULTS
Created a 20,000 sq. ft. tented
Olympics Sports pavilion
“Coke On The Ice” providing
guests the opportunity to
become an Olympian.
• 16 days of activation, over
200 hours
• 500K visitors
• 165 athletes
visited/participated in the
experience.
SCOPE(s)
• Program Manager

VERIZON MOBILE MAPPED PROJECTION
OBJECTIVE
• Convert cable and satellite
customers to FiOS
• Encourage existing
customers to expand “the
whole house” to FiOS.
• Engage consumers
through Social Media
STRATEGY
• Four week street team
campaign showcased
product information and
gathered leads using QR
codes
• Integrated instant win and
grand prize sweepstakes
• 3D Mapped Projection
captured guests’ attention
while highlighting FiOS at
multiple high traffic venues
• Executed a Social Media
campaign including VIP
Blogger Event, on-line
contests and event invites.
SCOPE(s)
• Program Manager
• Build & Design Management

VAULT MOTOBOWLING
OBJECTIVE
Create a PR event to support
the launch of Vault. Enhance
the presence of Vault and
Coca-Cola at the Pepsi
sponsored Daytona 500.
STRATEGY
Leverage NASCAR driver
Michael Waltrip and Greg
Biffle and their Coca-Cola
sponsorship, to drive traffic to
the event. Utilize existing and
impactful Vault branded CXT.
Provide Coca-Cola and Vault
presence at the Daytona 500.
RESULTS
Created “Motto Bowling” to
deliver a unique and impactful
PR event where 10 foot Vault
branded bowling pins were
pummeled by huge branded
CXT trucks.
The program generated
strong national reach with
media coverage picked up by
two national networks and
171 local affiliates..
SCOPE(s)
• Program Manager

STONE MOUNTAIN PARK
OBJECTIVE
Create a winter wonderland
playground destination in the
deep South, exposing
consumers to the fun in the
snow activities including: real
snow, tubing, snowman
building, and snowball fights.
STRATEGY
Create a park for all seasons!
Covert Stone Mountain Park
during the winter months into
Snow Mountain Park by
providing families an
entertaining winter experience
otherwise unavailable in the
region. Create extraordinary
memories with implausible
activities.
RESULTS
Using state-of-the-art
technology a plan was
developed to pump water
from Stone Mountain Lake to
produce snow in any climate!
• A 400’ hill with 20 lanes of
tubing
• Snowball shooting gallery
• Igloo City
• Snofire Point with bonfires
and s’mores.
One of the South’s and
Atlanta’s premier winter
attractions 5 years running! ©Rich Penner - 2014
SCOPE(s)
• Program Manager

DISNEY – ESPN THE WEEKEND
SCOPE(s)
• Program Manager

TARGET – LIBRARY MAKEOVER (MLB Integration)
SCOPE(s)
• Tour Manager
• Design & Build
Management

ENVIRONMENTS
Immerse them.
SCOPES PROVIDED
Operational Development
Design & Build Collaboration

TARGET BACK TO COLLEGE
SCOPE(s)
• Program Manager

VAULT COUNTRY MUSIC AWARDS FESTIVAL
SCOPE(s)
• Program Manager

RICH PENNER
VIMEO LINK OF PROJECTS
Spring Break: http://vimeo.com/43909711
Verizon Mobile Mapped Projection: http://vimeo.com/49630889
214.876.4239
rpenner@rpeventproductions.com

PORTFOLIO - Rich Penner - 2014 v.2

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