The document provides an overview of Embrace Digital, a digital marketing agency. It introduces key individuals such as Philip Camino, Aaron Turkel and Daniel Ewing. It then discusses Embrace Digital's methodology, capabilities and experience. Specific case studies are presented, such as social media campaigns for Mazda Canada and a branded social game for Mazda. Embrace Digital's role is to provide strategic consultation and execute various digital tactics.

1. 2010
EMBRACE
DIGITAL
OVERVIEW
&
CAPABILITIES

2. Thank you for the
opportunity to introduce
our firm:
• Key Individuals
In this deck you fill find the • Company Overview
following content:
• Methodology
• Experience
2

3. PHIL CAMINO VP OF STRATEGY AND PARTNERSHIPS
Philip brings a wealth of experience to this team. After a successful stint as
the Director of Finance at his alma mater, Bishop's University, where he
gained experience booking talent and concerts for the student population,
Philip was immediately hired at SL Feldman (slfa.com) in Toronto. He
quickly rose to the position of agent, booking top talent such as Kardinal
Offishall, Obie Trice, Sum 41 and Sloan, while maintaining a small, boutique
roster of his own. He was intrigued by the marriage between brands and
art, and left to pursue his passion for marketing, partnering into a small
marketing agency, where he worked very closely for the next few years
with major record labels, working on such projects as The Killers, Snow
Patrol, Billy Talent, Buck 65, Hard-Fi and Paul Anka.
Philip was then approached to manage a North American music program for the Jack Daniel's brand at the
Hive Strategic Marketing (thehiveinc.com), where top talent such as Spoon, Blue October, The New
Pornographers, G-Love and Metric played exclusive private shows for contest winners, in a Jack Daniel's
branded environ- ment. Philip was then approached by Rogers Communications, the largest telecom brand in
Canada, to run the wireless marketing in Toronto. He excelled and was quickly promoted to Director of
Marketing, Ontario Region for Rogers Wireless. Philip developed numerous properties and campaigns while at
Rogers, most notably working to build a branded music festival in downtown Toronto, the Rogers Picnic
(rogerspicnic.com). He also worked very closely with all handset manufacturers, including Blackberry, Nokia,
Sony Ericsson, Samsung and Apple. He was instrumental during Rogers' 2008 iPhone 3G launch in Canada, and
also helped successfully launch the Blackberry Pearl, Curve and Bold into the Canadian marketplace. Philip is
currently a partner in both The Hudson in West Hollywood (thehudsonla.com), and also a growing
entertainment company, Embrace (embracepresents.com)

4. AARON TURKEL MANAGER OF STRATEGY AND PARTNERSHIPS
Aaron is one of those people who has the right mixture of energy and
intellect, who earns his right to be on the cutting edge through his
commitment to learning, innovation and partnerships. Aaron’s role of
providing holistic digital consultation to firms looking to embrace the
New Media Revolution, with emphasis on interaction and engagement is
a fantastic fit for his skill base. Aaron often defines his holistic approach
as a Media Mix Consultation as keeping Traditional Media campaigns
that work intact while enhancing the effectiveness of the marketing mix
by creating complementing, consistent branding messages via New
Media Vehicles. With a foundation in Digital Marketing and Experiential
Marketing Campaign Coordination, Aaron understands that engagement
is the primary method for getting your target audience to embrace
Specialties: brand messages.
Web Design, Search Engine Optimization, Social Media Marketing, Event Promotion and
Coordination, Custom Facebook App Consultation, Live Video Streaming Consultation,
Digital Content Creation, SMS and Custom App Mobile Marketing Consultation, On-site to
Digital Data Capture Consultation.

5. Daniel Ewing
DIRECTOR OF STRATEGY AND PARTNERSHIPS
Daniel is a senior marketing professional with a 10+ year
track record of success in strategy and planning, business
development, entertainment marketing and partnership
management. Recognized as a particularly effective team
leader who focuses on achieving results. Before his time at
Embrace, Daniel built his foundation on developing and
executing branded music strategies and alliances for the
marketing arm of Rogers Wireless. This included managing all
of their strategic music alliances including Live Nation, MTV,
MuchMusic, the major record labels and several music
Specialties: properties including NXNE, CMW, and the Polaris Music Prize.
Sponsorships, experiential marketing, digital marketing, mobile marketing, social media
marketing, strategic alliances and negotiation, event production, brand building. And his
favorite thing - innovation.

6. Embrace Digital provides progressive solutions that
translate your marketing goals into fresh and
powerful digital strategies and tools.
Proprietary digital campaigns are originally constructed
and managed to accomplish specific digital goals.
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7. Embrace Digital maximizes consumer
engagement by leveraging digital marketing
solutions that specifically deliver brand objectives.
We can operate as a stand-alone digital agency
working directly with brands, we also act as
strategic consultants & service providers for agencies.
brands and agencies that we and our strategic partners have worked with...
7

8. Our Methodology is simple, Client Centered Social Solutions. First we
understand the client and their need to further take advantage of the
Digital Marketing and the Social Media Landscape. Then we recommend
proven Digital Marketing Strategies that highlight YOUR branded
competitive advantages.
Marketing by using Audience Engagement is centered around the idea that
TODAY PEOPLE ARE MORE POWERFUL INFLUENCERS THAN ADS.
Consumer Activation is the goal, so how do the tools used
in our digital strategy drive Consumer Activation?
We develop a strategic campaign, with your direction, that will engage
your customers with elements from the following Digital Cycle:
8
8

9. 9

10. WEBSITE + BLOG + MICRO-SITE CREATION
SOCIAL MEDIA MARKETING + FACEBOOK APP + MOBILE APP
LOCATION-BASED SOCIAL MEDIA CAMPAIGNS
SEARCH ENGINE MARKETING CAMPAIGNS
PHOTO + VIDEO MEDIA CONTENT CREATION
6

11. TARGET AUDIENCE ACQUISITION
• Receptive audience members are acquired through engaging
digital outreach.
SOCIAL MEDIA PROFILE & CONTENT OPTIMIZATION
• Users view Social Media channels as an increasingly dependable
source for information and content, increasing the importance of
our optimization solutions so users can find your page.
DIGITAL PROMOTION MANAGEMENT
• Social Media Campaigns that have well organized contests and
promotions have an average of 50% more active fans.
INCENTIVE BASED DIGITAL WORD OF MOUTH CAMPAIGNS
• We know how to find the right people that use products and then
spread the word about them, leveraging their own personal
networks to benefit the brand.
7

12. INTERACTIVE FACEBOOK FAN PAGE MANAGEMENT
• Creating and managing elements within Facebook to propel your brand’s
message and encourage interaction, engagement, sharing and brand
recognition.
TRADITIONAL CAMPAIGNS DIGITALLY TRANSLATED
• Don’t reinvent the wheel. We help translate your proven existing
promotional efforts into the digital space.
• Run targeted digital ad campaigns on Facebook, Google & Relevant Sites.
LIVE EVENT WEB CAST & REAL-TIME VIEWER ENGAGEMENT
• Get the most out of your fashion events by broadcasting them LIVE
globally!
• Engage your viewers in real-time chat and brand persona building as they
watch.
BRAND-BACKED CONTENT ENDORSEMENT
• We help your brand find and endorse new and exciting content, helping
the brand become a more trusted source for relevant information.
8

13. CONTENT PROMOTION AND SYNDICATION
• Keeping your audience invested in the information you provide is
about trust. Your audience will trust you because we use “PULL”
strategies that attract attention, not “PUSH” messages that
saturate the landscape.
SOCIAL MEDIA SURVEY AND POLLING PROGRAMS
• Want to retain and grow your audience? Why not ask what keeps
them coming back? We build integrated tools that engage your
audience and lets them know your listening.
DIGITAL ASSET OPTIMIZATION
• Do you have an audience that trusts you? Great! Now keep them
invested and engaged by optimizing your content so that it’s easily
accessible by your audience.
9

14. ADVANCED DIGITAL AUDIENCE QUANTIFICATION TOOLS
• e know the best quantification tools available to ensure our
W
campaigns are attracting and activating the right audience.
• ur Digital Strategies always include powerful analytic tools
O
that help determine the who/what/when/where/how users
interact with your page. We use this data to adjust our
campaigns ensuring that your content continues to provide
optimal value to your audience.
DIGITAL BRAND MONITORING AND SOCIAL LISTENING
• s user generated reviews and online Word Of Mouth become
A
increasingly valued by prospective consumers; monitoring,
acknowledging and engaging these interactions has
become a critical factor of brand perception.
• e look for those mentioning your brand in the
W
digital space and engage these users on your behalf.
10

15. OVERVIEW:
The
Mazda
Canada
Social
Media
Community
was
constructed
to
give
Mazda
enthusiasts
a
place
to
engage
in
all
things
Mazda.
The
Canadian
Market
is
criQcal
for
Mazda,
with
special
consideraQon
given
to
the
new
2011
MAZDA2
which
is
one
of
the
only
vehicles
that
sells
equal
quanQQes
in
the
US
and
Canada.
TACTICS:
Our
Social
Media
Outreach
Program
follows
our
Social
media
Cycle.
A
Bi-­‐Lingual
community
was
Created,
qualified,
acQve
and
targeted
users
were
Acquired,
Engaging
content
was
created
or
sourced,
a
vibrant
community
flourished
and
detailed
metrics
were
recorded
for
the
cycle
to
revolve
more
effecQvely.
EMBRACE’S
ROLE:,
Working
closely
with
Donor,
Mazda’s
AOR,
Embrace’s
role
consisted
of:
Bi-­‐Lingual
Transla<on
and
Engagement,
digital
strategy
consulta<on,
content
crea<on
and
sourcing,
Social
Media
Listening,
Social
Media
Community
Manager,
and
Analy<cs
Consultant.
15

16. OVERVIEW:
Mazda
implemented
a
branded
Social
Media
Game
called
DriverVille
for
the
launch
of
their
new
Mazda2
sub-­‐compact.
Users
can
play
to
win
a
new
Mazda2
or
weekly
drawings
for
iPods.
TACTICS:
Users
play
this
in-­‐depth
game
to
achieve
their
own
customized
version
of
an
in-­‐game
Mazda2.
Users
are
constantly
endangered
while
racing
their
friends
and
customizing
their
car,
all
while
further
embracing
the
Community
of
Zoom-­‐
Zoom
culture.
The
community
of
in-­‐game
racers
included
both
tradiQonal,
race
inspired
Mazda
drivers
and
casual
gamers
who
might
not
be
as
familiar
with
the
Mazda
brand.
EMBRACE’S
ROLE:,
Working
as
a
liaison
between
developers
and
users
to
make
sure
that
game
bugs
were
properly
addressed
across
two
languages.
Embrace
also
worked
to
promote
the
game
and
it’s
connecQon
with
the
newly
launched
Mazda2.
16

17. DIGITAL
CONTEST
OVERVIEW:
HIGHLIGHTED
FACEBOOK
+
WEB
APP
FUNCTIONALITY:
Hollister
California’s
The
Perfect
Ride
• Available
to
consumers
in
6
countries
(Best
Bu`)
Contest
• Hollister
and
Abercrombie
&
Fitch
brands
• Call
to
acQon
in
tradiQonal
and
digital
channels
• ApplicaQons
built
for
Facebook
and
web
17

18. MOBILE
APP
OVERVIEW:
HIGHLIGHTED
APP
FUNCTIONALITY:
Napolean
Quality
Fireplaces
iPhone
App
• Configure
a
fireplace,
stove
or
insert
with
every
designer
accessory
and
opQon
available
–
Mantles
or
surrounds?
Louvers?
Logs
or
stones?
The
possibiliQes
are
endless!
• Free
download
–
play
around
and
have
some
fun!
• Use
the
default
room
set
or
take
a
picture
of
your
room
and
build
a
fireplace
for
it
• Direct
uploads
to
Facebook
allow
you
to
share
your
genius
designs
• Integrated
with
“Napoleon’s
Dealer
Locator”
so
you
can
find
the
nearest
“fireplace
expert”
• MSRP
provided
for
each
component
selected
18

19. MOBILE
APP
OVERVIEW:
CTV
’s
2010
Vancouver
Olympics
iPhone
App
HIGHLIGHTED
APP
FUNCTIONALITY:
CTV
‘s
Vancouver
Winter
Games
App
allowed
users
to
watch
Olympic
highlights,
review
when
their
favorite
events
were
being
broadcasted
and
share
their
favorite
moments
with
friends.
19

20. MOBILE
APP
OVERVIEW:
Much
Music
VJ
2.0
contest
with
partner
Doritos
HIGHLIGHTED
MICROSITE
FUNCTIONALITY:
Much
Music
created
a
branded
micro-­‐site
for
their
VJ
2.0
Contest
backed
by
Doritos.
Users
could
get
to
know
the
VJs
and
make
their
selecQon
for
who
gets
the
job!
20

21. MOBILE
APP
OVERVIEW:
MTV
–
10
Spot
iPhone
App
HIGHLIGHTED
APP
FUNCTIONALITY:
The
latest
high
quality
photos
from
your
favorite
MTV
celebriQes
and
personaliQes.
Direct
links
to
full
10
Spot
episodes
for
purchase
on
iTunes.
Customizable
Twi`er
stream
that
let's
you
keep
track
of
your
favorite
10
Spot
celebs
in
real
Qme!
21

22. OVERVIEW:
The
Fenway
Alliance
hosts
an
impressive
roster
of
member
organizaQons
commi`ed
to
excellence
in
planning
and
development,
and
to
creaQng
a
contemporary
vision
which
will
unlock
the
huge
potenQal
of
the
Fenway
Cultural
District
in
Boston,
Massachuse`s.
TACTICS:
A
few
words
from
our
client:
‘As
director
of
the
Fenway
Alliance,
consor<um
of
22
of
the
major
cultural
and
academic
ins<tu<ons
in
Boston,
I
hired
Aaron
to
create
the
en<re
social
media
campaign
for
our
signature
event,
Opening
Our
Doors-­‐-­‐the
largest
free
day
of
cultural
ac<vi<es
in
Boston.
Aaron's
knowledge
and
effec<ve
implementa<on
of
social
media
strategies
brought
the
marke<ng
and
brand
recogni<on
of
our
event
into
the
21st
C.
Aaron
is
a
knowledgeable
and
charisma<c
speaker
on
the
concepts,
strategies
and
overall
power
of
social
media
to
grow
a
much
wider
audience
and
to
more
effec<vely
promote
an
event
or
an
en<re
organiza<on.
He
consistently
and
crea<vely
develops
new
methods
for
engagement,
and
demonstrates
an
increasingly
rare
client-­‐centered
focus.’
–
Kelly
Brilliant,
Director
of
the
Fenway
Alliance
EMBRACE’S
ROLE:
Embrace
was
responsible
for
running
the
Social
Media
Outreach
and
Content
Capturing
program
for
'Opening
Our
Doors',
an
event
which
welcomed
over
13k
people
on
Columbus
Day
Annually
to
enjoy
all
the
Fenway
has
to
offer.
For
Embrace
provided
addiQonal
support
by
assisQng
with
the
construcQon
of
a
LocaQon
Based
Social
Networking
tool
box
for
both
Locals
and
Visitors
to
uQlize
while
in
the
Fenway
District.
22

23. Philip
Camino
Los
Angeles
Office
VP,
Strategy
and
Partnerships
6098
Hollywood
Blvd,
3rd
Floor
Office:
323.318.4369
Los
Angeles,
CA
E-­‐Mail:
pc@embracepresents.com
90028
Aaron
Turkel
Los
Angeles
Office
Manager,
Strategy
and
Partnerships
6098
Hollywood
Blvd
Office:
424.835.0020
Los
Angeles,
CA
E-­‐Mail:
aaron@embracepresents.com
90028
Daniel
Ewing
Toronto
Office
Director,
Strategy
and
Partnerships
10
Alcorn
Ave.
Suite
304
Office:
416.646.4043
Toronto,
ON
E-­‐Mail:
daniel@embracepresents.com
M4V
3A9
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