This is a broad sampling of my work

1. L. Scott Neumann
Creative Director
Integrated Marketing
2014

2. Creative philosophy
GREAT
CREATIVE
COMES FROM
UNDERSTANDING
WHAT
MOVESPEOPLE.

3. Creative process
THEN ASKING
QUESTIONS
WHICH LEADS TO DISCOVERING
INSIGHTS
THAT MANIFEST INTO
BREAKTHROUGHS
AND PIERCE THE HEART, INSPIRING
ACTION
IT STARTS WITH
LISTENING

4. Wrigley
Concept creative designed to engage
kids and dimensionalize Juicy Fruits
long lasting flavor.

5. Intel
Concept creative designed to engage
and educate consumers on the new
form factors created by Intel and the
importance of the chip inside.
This execution focused on using the
chip and the power it has to help
release your inner creativity whether
by painting or spending time with your
family and friends.
Color coded identity system helped
guide consumers through the process
of selecting the right chip for their
needs.

6. McDonald’s
Creating a global movement.
Global Casting was the first of it’s kind
global promotion inviting guests to
share their passion with the world.
119 countries participated in submitting
entries and celebrating the 25 stars
selected to tell their story on
McDonald’s packaging.
In-store merchandising, teaser
packaging, print, online ad units, email
blasts and word-of-mouth helped
create awareness.
Program credited with giving
McDonald’s the confidence to push
into the digital space.

7. Nike
This concept puts Nike in the center of
it’s users lives by opening “Fitness
Labs” where their customers work out.
Pop-up “Labs” serve as demo areas
for new and existing products. Free
fitness classes run by professional
trainers offer participants the
opportunity workout and improve their
form while trying and giving feedback
on the products they use.

8. Nike
In-store posters, product hang tags,
email blasts build awareness for the
program.
Email and text blasts alert members
when new devices and classes are
scheduled and available.

9. Kraft
Snack Force 100 makes smart
snacking rewarding!
With new packaging and growing
interest in smart snacking, Nabisco
wanted to show woman that they
weren’t alone in battling the afternoon
“hungries.”
Enter points from packs online. Create
your persona and allocate points to the
rewards that most suit you.
Email program kept members engaged
by sending daily affirmations, and
alerts with coupons at 3pm when
cravings for snacks tend to be at their
peak.
In office sampling started at 2:45 when
attaché cases loaded with samples
were left at the front desk.

10. Season Pass
Episodic mobile trivia game app where
contestants played against the clock
and each other to collect points and
win prizes.
New questions were delivered just
before game time on Sunday,
Mondays and Thursdays.
In app purchases gave tips, extra
points and the ability to pass on tough
questions.

11. T•Mobile
A simple yet effective activation that
gave attendees at the Chicago “Green
Festival” the opportunity to jump the
line if they brought a phone to recycle
at the event.
People who shard their info with us
received an entry to win tickets to see
the Crossroads Guitar Festival
featuring Eric Clapton at Toyota Park.
Unbelievable response as attendees
dropped perfectly good phones into the
recycling bin just to jump the line.

12. Applebee’s Racing
Created identity and appearance
materials for Applebee’s racing
program.

13. Johnsonville
You can grab, gobble and go with this
summer promotion at Wal-Mart.
On-pack game piece and in-store
display with dealer loader let Wal-Mart
shoppers know that there was more
then the smell of BBQ in the air.
Customers enter the code from
Johnsonville packs online for their
chance to win great summertime
activities like race tickets, 3 month
supply of sausage and great outdoor
grilling gear.

14. Johnsonville
It’s a Thrillin’, Chillin’ and Grillin’
summer with Tim George Jr and
Johnsonville!
An end aisle cold vault, with
recipe/coupon take one, thermo brat
bag and on-pack game piece invite
consumers to register online for their
chance to win a limited edition Chevy
Silverado pickup truck.

15. Super 8
Use a simple tactic, wallet drop, to
create excitement and drive
awareness for Super 8 hotels.
Richard Petty, a legend in the sport of
auto racing lends his name and
likeness for his sponsor.
On race weekends in race markets
wallets will be “dropped.” Those lucky
fans who find one will get a Super 8
gift card, signed photo of Richard and
real cash if they call the enclosed
number to report finding the wallet.

16. Applebee’s
Establish Applebee’s as a late night
destination through the introduction of
a new vodka, GTV, and it’s association
with Cash Money Records mogul,
Brian Williams, a.k.a. Birdman.
Leveraged Birdman’s music
connections to award guests concert
tickets, backstage tours and music
paraphernalia as well as wearables
and Applebee’s gift cards.

17. Applebee’s
Expand message and GTV appeal to
the dinner day-part. Soften music and
lifestyle imagery yet keep late night
feel and reference.

18. Applebee’s
Establish Applebee’s as a late night
destination through the introduction of
a new vodka, GTV, and it’s association
with Cash Money Records mogul,
Brian Williams, a.k.a. Birdman.
Tap in to Birdman and CMR artists
social sphere’s to invite followers to
experience late night at Applebee’s.
Tweet out offers, hidden prize locations
and Applebee’s gift cards. Offer meet
‘n greets in markets where store
locations and concert venues intersect.

19. Planetgadget
Use NASCAR, specifically its NASCR
GREEN initiative to build awareness
for Planetgagdet, an electronics
recycling company that pays you for
recycling phones, computers, TV’s,
cameras, etc.
Trackside pop-up recycling center
pays fans for electronics they drop off
during race weekends.
Partner with Staples to be a much
needed collection center.
Add more value by creating a loyalty
program that offers recyclers points as
an added incentive to recycle their
electronics with Planetgagdet.

20. The North Face
Introduce a new line of TNF gear to a
jaded, younger audience by partnering
with the preeminent winter sports
property, the X Games.
Brought TNF to the mountain via eco
powered tent complete with charging
stations, meet and greets and product
demos.
Used athlete endorsers to tweet clues
where fans could get pro lessons and
find the latest TNF gear free.
Extended the mountain to the store by
letting customers borrow gear for
green screen photos of themselves
shredding the half pipe or tearing up
the back country. Images were
created and could be output as posters
or sent to customers Facebook page.
Free music downloads were also given
with each purchase.

21. Applebee’s
Tap into the crazy margarita growth by
creating a proprietary Applebee’s Mix.
Engage Tim George Jr- chef,
mixologist and race car driver- to whip
up the perfect blend that we’ll call
Applebee’s High, Wide & Handsome
margarita.
We’ll surround the launch with drink
offers, appetizer specials, giveaways
And special NASCAR viewing parties.

22. CD One Price Cleaners
Developed a new graphic look and feel
for CD One Price Cleaners.
Expanded the color pallet beyond blue
and used photography to create an
emotional connection with customers.

23. CD One Price Cleaners
Developed a new graphic look and feel
for CD One Price Cleaners.
Selected font, color pallet, logo design,
pos templates and photo style.
Established look and feel was then
extended to OOH, web, social and
advertising.

24. CD One Price Cleaners
Developed local store marketing
templates, maps, coupons.

25. CD One Price Cleaners
Broke new ground by creating new
avenues for CD One to reach potential
new customers.
Here I targeted office managers and
sent them $5 value cards to give to
employees as an enticement to visit
CD One Price Cleaners.

26. CD One Price Cleaners
Simplified on-boarding materials and
am in the process of creating a new
“member” kit.

27. United Healthcare
Concept leveraging NASCAR to help
United Healthcare generate new leads
from corporate sponsors and racing
fans.
Rick Hendrick, a billion dollar business
owner, was to be the B-2-B and B-2-C
face of United Healthcare in getting out
in front of Obamacare.
Corporate round table discussions with
other NASCAR sponsors were
designed to identify issues and soft sell
UHC solutions.
A sweepstake offered interested
consumers a chance to win seats in
the owners suite to watch a race.

28. United Healthcare
Use NASCAR as a lead generating
program to attract racing fans while
educating them on Obama Care.
In exchange for their email address
fans were entered into a sweeps
where they might win tickets to watch
a race from the owners suite.
Names were passed along to UHC
agents who followed up with info
based on opt-in question answers.
At-track kiosks and bus shelters
decked out to look like an owners suite
helped build awareness for the
program and entice fans to sign-up.

29. Taco Bell
A sequel Halloween promotion
featuring six collectable eyeball straws.
Motorized, 3-dimensional display
featuring actual straws was the center
piece of in-store activation.

30. Timex
Building on “it takes a licking and
keeps on ticking” we created a
program that let Giant fans select and
vote for the top “lickings” of the game.
Text your vote at stadium or vote later
online. Unscheduled rewards were
given randomly to people who voted
and or shared their information with us.
Tickets, signed gear and experiential
prizes were included in the prize pool.

31. Timex
Revitalize an aging brand by making it
an integral part of athletic training.
We used an existing partnership with
the NY Giants to give high school
teams the opportunity to train in a
world class facility with world class
trainers as well as receive a training
room make-over for their high school
sponsored by Timex.
Participants could register online or in-
store for a chance to win.

32. McDonald’s
The Dark Card brought a hip new vibe
to late night at McDonald’s.
From a new kind of crew kid, to late
night restaurant makeovers, to
concerts in key markets, to a carbon
fiber RFID card, we showed McD’s
what could happen when the
Playland closed and the big kids
came out to play.
Cards, were tipped in to popular young
adult magazines and on McDonald’s
packaging. Street teams handed out
cards at clubs and on the street as
bars were closing.
Registered your card online to opt-in
for late night entertainment and meal
deals.

33. Le Meridien Hotel
Associate program awarding cash via
debit card to travel agents for booking
rooms at Le Meridien.
This was the first program of it kind
aimed at agents that delivered what
they really wanted…cash!

34. McDonald’s
Go Ronald, a voice activated computer
program enabled kids to talk to their
computers!
Designed for Happy Meal aged kids,
this program allowed them to play
games and access different functions
on their computers using only their
voice.
In-store merchandising built
awareness for this program.

35. Frito-Lay
Use Tony Hawk to build excitement for
the launch of a new product during the
back-to-school time period.
Go Snacks were 3 dimensional crisps
that were fun to eat and thanks to the
new packaging easy to carry.
Tony was mom friendly, kid cool and
an on-the-go role model making him a
great choice to launch the product.
TV, FSI’s, self shippers, autograph
cards for in-store appearances and 3D
banners were used to help build
excitement for the program.

36. JCPenny
Pop The Lock & Win!
We showed JCP how to combine
cool teen brands and swipe card
technology to drive traffic and win
the competitive back-to-
school/back-to-campus time
period.
TV commercials helped drive
awareness while FSI’s, magazine
inserts, direct mail drops and in-
store handouts delivered the
plastic game cards.
Branded lockers and other POP
created in-store awareness while a
centrally located display featured
lockers with swipe card readers.
Non-prize winning cards awarded
up to 30% in savings.

37. Thank you!
l. scott neumann
Integrated Marketing
708.524.2234
708.691.3720
lsneumann2004@yahoo.com
lscottneumann.com