The document provides a table of contents for a slide deck on the path to purchase influence. It outlines sections on awareness and perception, consideration, conversion, and relationships. It then lists various company campaigns and initiatives that will be covered in the corresponding slides, including campaigns for Coke Zero, Caress, Toyota, Legendary Comic-Con, Toyota Dew Tour Scavenger, HP ePrinter, Ocean Spray, Smashbox, Toyota Dew Tour vehicles, Office Depot, TRESemme, Toyota ToyoTag, Got2B, Bud Light UFE, Bud Light Playbook, Orbit, Colorado Native.

1. Table of Contents:
• Slide 2- Path to Purchase Overview
• Slide 3- Awareness and Perception
• Slides 4-6- Coke Zero (2)
• Slides 7-8- Caress
• Slides 9-10- Toyota Cause Marketing (1)
• Slides 11-12- Legendary Comic-Con (1)
• Slides 13-14- Toyota Dew Tour Scavenger (1)
• Slide 15- Consideration
• Slides 16-17- HP ePrinter (1)
• Slides 18-19- Ocean Spray (1)
• Slides 20-21- SST Smashbox (1)
• Slide 22- Conversion
• Slides 23-24- Toyota Dew Vehicle (1)
• Slides 25-26- Office Depot (1)
• Slides 27-30- Office Depot (3)
• Slides 31- 33- SST TRESeme (2)
• Slide 34- Relationships
• Slides 35-36 - Toyota ToyoTag (1)
• Slides 37-38 - Got2B (1)
• Slides 39-40 - Bud Light UFE (1)
• Slides 41-43 - Bud Light Playbook (2)
• Slides 44-45 - Orbit (1)
• Slides 46-49 - Orbit (3)
• Slides 50-51 - Colorado Native (1)

2. PATH TO PURCHASE INFLUENCE
Awareness & Perception
Mass media, promotions, brand experience
AWARENESS & PERCEPTION
Consideration
Targeted media, timely information
CONSIDERATION
CONVERSION Conversion
In-store, direct, offers
RELATIONSHIPS Relationships
On packaging, feedback, offers

3. AWARENESS & PERCEPTION
AWARENESS & PERCEPTION
CONSIDERATION
CONVERSION
RELATIONSHIPS

4. Coke Zero- Two Slides

5. Coke Zero Experiential Sampling Tour
The Execution
• 5 Campaigns • 5 Street Teams • 500+ Events
Coke Zero has
spoken, you win!
Reply Z to see
what’s possible
with Coke Zero.

6. Coke Zero Experiential Sampling Tour
The Results: Activation Rate
• Over 150,000 snaps 15%
• Reached 12% activation rate 10%
• Facebook followers have grown 42%
5%
• Twitter followers have grown by 153%
0%
Cumulative Snaps
150,000
100,000
50,000
0

7. Caress- One Slide

8. Caress Girls Getaway Sweepstakes
Results:
• 26,000 Entries
• 16,000 Opt-ins
• Insightful media effectiveness metrics

9. Toyota Cause Marketing- 1 slide

10. Toyota Cause Marketing
Branded mobile giving allows consumers to donate directly from their phone bill

11. Legendary Comic-Con-One Slide

12. Legendary Comic-Con International, July 21-24, 2011
Creativity at its Best
Legendary created a mobile game inside the
Comic-Con Conference, allowing it to
simultaneously:
• Drive booth traffic
• Increase brand awareness
• Encourage engagement
• Reward loyal followers
How the Program Worked:
• The first 500 attendees at the Legendary Pictures booth
received a unique Legendary SnapTag lanyard
• They then became a ‘Snapee’ in a race against other
‘Snapees’ to collect the most Snaps
• The ‘Snapee’ with the highest number of unique snaps
from their lanyard tag won the Grand Prize, which
included an iPad, a $500 gift certificate to iTunes, 10
Legendary DVDS and more!

13. Toyota Dew Tour Scavenger- One Slide

14. Toyota Dew Tour: Scavenger Hunt
Dew Tour Overview
• Action sports tour featuring skate park, skate bowl, vert, BMX park, vert and dirt
• Events in July, Aug, Sept, Oct 2011
Toyota Action Hub Scavenger Hunt
• ToyoTag based scavenger hunt integrating rich content
• To play, participants hunt down three hidden celebrity ToyoTags
• Each ToyoTag has a video response from the celebrity and a clue to find the next tag
• The first player to snap all 3 tags wins a pair of VIP passes to the event and
Bob, Jamie, & Drew's limited edition wristbands
• Everyone else who finds and snaps all 3 tags will get the limited edition wristbands

15. CONSIDERATION
AWARENESS & PERCEPTION
CONSIDERATION
CONVERSION
RELATIONSHIPS

16. HP ePrinter- OneSlide

17. HP ePrinter Product Video

18. Ocean Spray Recipes- OneSlide

19. Ocean Spray Recipes
Consumers Rate Advertisement with
a SnapTag among the Best Performing
• Summer 2010
• Gfk MRI’s Starch Advertising Research
considered 27,268 ads in national consumer
magazines
• “Engagement score” based on how many
consumers noticed and how many took action

20. SST Smashbox- OneSlide

21. Smashbox Offers a Chance to Win & Free Samples
SNAP LIKE GET SHARE

22. CONVERSION
AWARENESS & PERCEPTION
CONSIDERATION
CONVERSION
RELATIONSHIPS

23. Toyota Dew Tour Scavenger- One Slide

24. Toyota Dew Tour: Vehicle Tags
• Featured on skateboards in front of the cars
• A single snap gives users access to vehicle
information, a brochure, a quote application and a
mobile website tool
• By supplying a wealth of information in an easy to
access format optimized for mobile, Toyota
encourages deep interaction and consumer learning
Message Vehicle Info Brochure Quote Mobile Tool

25. Office Depot-One Slide

26. Office Depot Instant eGift Card Program
How the Program Works:
• Consumers can scan, or snap and send a picture of
the vendor-branded SnapTags . After replying with
their birthday and state locations, consumers
instantly find out if they’ve won a $100 gift card
• Through this advanced e-gift card
program, consumers simply show their phones at
check out to spend their winnings
• Remaining participants receive special mobile
coupons to save on a variety of back to school
essentials
• The program runs from July 24th, 2011 to
September 11th, 2011 will give away a total of
$500,000 during that period
• To engage and educate employees, an associate
program ran a week before the consumer program

27. Office Depot-Three Slides

28. Office Depot
Back to School Promotion Overview
How the Program Works:
• Consumers can scan, or snap and send a
picture of the vendor-branded SnapTags
• After replying with birthday and state
location, consumers instantly find out if
they’ve won a $100 gift card
• Through this advanced e-gift card
program, consumers simply show their
phones at check out to spend their
winnings

29. Office Depot
Back to School Promotion Overview
How the Program Works:
• Remaining participants receive special mobile
coupons to save on a variety of back to school
essentials
• Coupons are redeemable in-store and online
• The consumer program runs from July
24th, 2011 through September 11th, 2011
• To engage and educate employees, an associate
program will run a week before from July 17th to
July 23rd

30. Office Depot
Program Details
Program Details:
• 100 gift cards each in the
denomination of $100 will be given
away on a daily basis
• Over the course of the
program, rewards will total $500,000
• Advertising will feature Al Roker as
the spokesperson
• Ads will run on broad spectrum of
mediums such as TV, radio, in-store
and out-of-home print advertising to
email, direct mail, and online
advertising at
YouTube.com, Facebook.com, and
OfficeDepot.com

31. Patent pending
TRESemmé Offers a Printable Coupons
SNAP LIKE GET SHARE

32. Patent pending
TRESemmé Offers a Printable Coupons
Get The Email Click Print
Your one use coupon is ready
to be used at any participating
retailer!

33. RELATIONSHIPS
AWARENESS & PERCEPTION
CONSIDERATION
CONVERSION
RELATIONSHIPS

34. Toyota ToyoTag-One Slide

35. Toyota Release of the ToyoTag
Relationship Development
Toyota has taken fostering customer relationships and
providing information to the next level through its creation
of the ToyoTag- Toyota’s version of the SnapTag
Using different Code Rings around brand icons and logos
enables Toyota to run multiple campaigns simultaneously
and gain insight into segmented media performance
The Toyota Auto Show Program
• Toyota created 16 vehicle specific SnapTags
• With one snap, consumers received vehicle
information, a brochure, ToyotaCare and could request a
quote
• Toyota created Specific SnapTags for special vehicle
launches and promotions like the popular Swaggerwagon
• SnapTags were also created for programs and products
like ToyotaCare, Entune, and Toyota Mobile

36. Got2B-One Slide

37. Got2B Collect Feedback

38. Bud Light- UFE– One Slide

39. Bud Light Football & The Ultimate Fan Experience
Featured on: •Packaging •Retail Signage & Merchandise •Table tents •Online
Bud Light is engaging ultimate fans for a chance to win a trip to the NFL Kickoff game, the
2012 NFL draft, 2012 NFL Pro Bowl, 2012 NFL Season Tickets or the Superbowl XLVI.

40. Bud Light Playbook –Two Slides

41. Bud Light 2010 Playbook
41

42. Bud Light 2010 Playbook

43. Orbit-One Slide

44. Orbit Loyalty Points Program
Orbit Back to School Promotion
• Participating consumers
have the opportunity to
instantly win between $20
and $100 Orbit Bucks and can
participate daily to increase
their chances of winning.
• With more Orbit
Bucks, Consumers have
access to prizes of greater
value.
•When using Orbit
Bucks, Orbit captures
consumers’:
•Name
•Email Address
•Physical Address
•Age

45. Orbit-Three Slide

46. Orbit Back to School Promotion Overview
Instant Win Campaign
• The campaign will run July through
October.
• 1 of 30 different SnapTags will be
featured on the inside flap of Orbit gum
packaging.
•Orbit will produce 100 million packages
with SnapTags for the campaign.

47. Orbit Interactivity with Consumers
Orbit Back to School Promotion
•Mobile consumers snap and send to instantly find
out if they’ve won between 20 and 100 Orbit
Bucks.
•With more Orbit Bucks, consumers have access to
prizes of greater value.
•Winning consumers can easily connect to the
prize store via the SnapTag response to select
prizes from eight categories:
• Books
• Dorm Décor
• Electronics
• Gift Cards
• Music
• Sports & Outdoors
• DVDs
• Video Games

48. Orbit Rewarding Loyalty
Creating a Consumer Database
To effectively deliver winners’
prizes, the prize store
captures consumers’:
• Name
• Email Address
• Physical Address
• Date of Birth
Thus increasing Orbit’s
knowledge about consumers
and its connectivity with its
loyal consumer base

49. Colorado Native-One Slide

50. Colorado Native Unmistakably Colorado
Promoting Continual Engagement through New Programs
Since March, 2010, Colorado Native has ran over 10 SnapTag
programs. The consistent change in Native’s strategy
ensures continual consumer engagement by featuring fresh
content.
Past Programs
Past programs featured information on things consistent
with the brand’s local theme such as:
• Local charities
• Outdoorsy activities
• Colorado sports trivia
• Colorado night life
Current Program
The current program replies with a video of Native’s
founders calling for a toast to celebrate Colorado’s 135th
birthday on August 1st at the Rockies game with a Colorado
Native.