1. THE ASK…
THE COFFEE HOUSE
EXPERIENCE
ROAD RACE
CODE RACE
LIVEPASS
MOBILE APP
“SPY HUNTER” GAME
ON TOUR
POWERED BY

2. THE COFFEE HOUSE
EXPERIENCE
• Limited to 50 each night
• Offered as a package upgrade where tickets are sold, but do
NOT include a ticket.
• Happens pre show and includes a Q&A , Photo and, if possible,
acoustic performance
• Images can be viewed and shared via email and social
Pepsi to add a recognizable presence by bringing in Starbucks beverages to brand
the whole experience.
• Pepsi will retain exclusive product rights for 12 months of the Coffee House
Experience
• We will recreate a traveling environment that reflects Starbuck’s design
sensibility for fans to experience the “third place”
• Fans will receive a “Starbucks Coffee Pack” (details TBD) with every Coffee
House purchase
• We will integrate Starbucks bottled product into the live experience and video
game
• We will commit to using Starbucks bottled product / coupons as rewards for HH
Point redemption
POWERED BY

3. ROAD RACE
• Pepsi to become the official channel for Road Race
info and integrate product and branding into the fan
experience.
• Use branded pepsi cans w an instructional hang tag
or on pack printing as clue / prize
• Prize pack would include Pepsi merchandise and
co-branded, limited edition items for fans
• Hunter will also RT related posts from @pepsi
• @hhroadguy to tag @pepsi in all road race fan
correspondence and RT any race related posts
from @pepsi
• Integrate image based mktg campaign through
PONGR to unlock alternate prizes
POWERED BY

4. CODE RACE
• Pepsi to power the tour branded digital program for fan
engagement + prizing
• Pepsi to become the official channel for Road Race info
and integrate product and branding into the digital
experience.
• Unlock Pre-Sale Codes, Discount Coupons & Exclusive
Content powered by Pepsi
• Provide social media promotion across all relevant channels
announcing
• Digital prize pack(s) to include co-branded assets and
limited edition badges / avatars and banners
• Hunter to RT related posts from @pepsi
• @hhroadguy to tag @pepsi in all road race fan
correspondence and RT any race related posts from
@pepsi
• Auto-Follow @hunterhayes, @hhroadguy, @pepsi
• Earn HH Points redeemable towards exclusive items, content
and experiences
• Built in SHARE functionality and messaging
POWERED BY

5. LIVEPASS
POWERED BY
Pepsi to provide touchscreen enabled “LIKE” machine for
sampling, share and prizing
Work w WMN to design and produce co-branded merch item or
updated HH App to utilize NFC / RFID check in capabilities
Work w WMN to develop exclusive content for LivePass
members
Work w WMN to produce the LivePass custom microsite
Dedicate budget, specific marketing assets and social
messaging to drive awareness for LivePass and LIKE machine

6. MOBILE APP
• Feature Pepsi on all in app branding
• Develop Pepsi specific trivia
• Direct Message Pepsi / Hunter Promo details
• Offer Pepsi discount coupons
• Integrate Pepsi branding / product into in-app game
• Develop Pepsi branded photo frame(s)
POWERED BY

7. VIDEO GAME
POWERED BY
• Pepsi will approve product / image integration into billboards,
storefront and character play
• Pepsi prize packs and bonus points available for in game play
• Work w WMN interactive to develop game, rewards and prizing
Proposed Creative
Aesthetic for ”Spy
Hunter”

8. Physical Activation
PEPSI ARCADE:
• (2) 10x10 in venue footprints featuring Pac-Man / Frogger / Donkey
Kong games, revamped to integrate Pepsi into the play
• “SPY HUNTER” driving game themed to an HH storyline with
partner billboards and product.
GREEN SCREEN PHOTO BOOTH:
• Mix of Props, Hats and HH / PEPSI branding available for photo
booth pictures across multiple backgrounds
• Social share activation during pre-print preview and feed to in
venue screens pre and post show
• On site printer available with branded frames
ON TOUR
POWERED BY

9. PACKAGE ADDENDUMS
THE COFFEE HOUSE
EXPERIENCE
ROAD RACE
CODE RACE
LIVEPASS
VIDEO GAME
MISSION : CONTROL
POWERED BY

10. THE COFFEE HOUSE EXPERIENCE INCLUDES:
•Coffee House Bundle (HH branded Mug, Poster, T
Shirt, Laminate)
•VIP Upgrade – enjoy coffee with Hunter before the
show
•Meet & Greet
•Acoustic Performance / Q&A
•Photo
•ONSITE
•Printout w/ Branded Frame
•ONLINE:
•Branded Photo Frame w/ Instant Social
Share
•Coffee House Gallery w/ #HHCoffeeHouse
THE COFFEE HOUSE
EXPERIENCE
POWERED BY

11. ROAD RACE
• HH Road Guy shares the location based clue via a push
notification to app users, followed by a message to twitter
• The first fan to find the key and share the picture is declared
the winner and receives a ticket upgrade and meet & greet
during the coffee house experience
• Online clues will lead to digital locations for digital prize
packs
THE ROAD RACE INCLUDES:
• In venue / online scavenger hunt
• First clues pushed directly to mobile community via official
app
• Follow up clues on twitter
• Winner receives:
• Meet & greet + VIP ticket upgrade + HH Points
• Merchandise discount + exclusive item
• Featured image on “Winner’s Circle” gallery and badges for
social
POWERED BY

12. CODE RACE
• Brand / Partner program designed for fan
engagement + prizing
• Unlock Pre-Sale Codes, Discount Coupons &
Exclusive Content
• Auto-Follow @hunterhayes, @hhroadguy, @pepsi
• Earn HH Points redeemable towards exclusive
items, content and experiences
• Co-branded activation page with unique call to
action opportunity
• Built in SHARE functionality and messaging
HH CODE RACE INCLUDES:

13. LIVE PASS
THE LIVE PASS INCLUDES:
• Pre sold online for fans to register Facebook
profile, earn points online (video game / mobile
app / social activity)
• “Check In” Enabled for HH Points
• Pepsi “Like” Machine enabled for unlock sampling /
prizing / engagement
• Nightly “welcome” video from Hunter
• Live Video + Live Audio
• Exclusive Images from Tour
• Nightly Meet & Greet limited to first 50 to “check in”
at PEPSI / LIVEPASS booth

14. VIDEO GAME
Online
• Fans able to play various level of game throughout the
tour cycle
• Single sign aligns with rest of Mission Control
attributes (Facebook oAuth)
• Spy Hunter theme – Hunter Hayes is left alone to get
his bus to all his various stops on tour
•Has to drive the bus in between stops and avoid
obstacles
•Oil slicks, back road bandits, other trucks,
etc.
• Fans able to play new levels with each tour stop
• Other Mission Control attributes contribute the point
totals in the game
• Grand / Exclusive prizing following the game
termination for the top scores
POWERED BY

15. On-site Installation
Fans able to play various level of game throughout the tour
cycle on-site at each stop
•Fans able to post score by entering name and email
•Spy Hunter theme – Hunter Hayes is left alone to get his
bus to all his various stops on tour
•Has to drive the bus in between stops and avoid
obstacles
•Oil slicks, back road bandits, other trucks, etc.
•Will be a different leader board for on-site activation
•Arcade style on the concourse, brand involvement ideal
VIDEO GAME (continued)
POWERED BY

16. ON TOUR
Pepsi “Like” Machine.
Fans will be able to:
• LIKE to sample
• SHARE for in-venue / retail coupons
• PLAY one of the touchscreen games for a chance to win
Pepsi prize packs
• Pepsi Matching Game
• Hunter Hayes Trivia
• Image Puzzle
Branded WiFi
Fans will be able to:
• Check In / tag / share for additional HH points
• Take, Tag and Share video and images to socials
• Watch and Listen to a localized “Welcome” message from Hunter
• Unlock discounts / rewards via social gaming
• Purchase Limited-Edition merchandise / experiential packages direct from their
seat
• Download / Unlock discount coupons / prizing and special offers at concessions
via
the Pepsi portal game
• Browse the web
• WMN will provide deep analytics and reporting on consumer behavioral data,
shares, tags and external links
POWERED BY

17. PEPSI ARCADE
• (2) 10x10 in venue footprints featuring Pac-Man / Frogger /
Donkey Kong games, revamped to integrate Pepsi into the
play
• “SPY HUNTER” driving game themed to an HH storyline with
partner billboards and product.
GREEN SCREEN PHOTO BOOTH:
• Mix of Props, Hats and HH / PEPSI branding available for
photo booth pictures across multiple backgrounds
• Social share activation during pre-print preview and feed to in
venue screens pre and post show
• On site printer available with branded frames
HH ON TOUR (CONTINUED)
POWERED BY

18. MISSION : CONTROL
• The HH Points system is designed to encourage
repeat fan engagement and reward for activity and
social sharing.
Fans accumulate certain levels of points for:
• Mobile App Download
• Venue Check In
• Tag(s) and Mention(s) across social channels
• Completing tasks / levels via social gaming
• Coffee House Check In
• Road Race Winner / Share
• Code Race Winner / Share
• Live Pass Activation
Points can be redeemed for music, merch or exclusive experiences
inside of the Redemption SILO in Mission : Control.
WMN will facilitate all SILO redemption pick, pack & ship and customer
service
POWERED BY