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crucial life enriching equipment and servicesYoung Lions 2016 Entry M-101-085

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Adapt to Existing HabitsBreak Through the Clutter

Seize the Open-Minded Moment

Find the ‘magic moment’ when the audience will be most receptive to and

will listen to the message.

85% of Millennials are motivated to give by a compelling mission or cause, and

56% by a personal connection. 2

Create an Experience

Experiences Trump ‘Things’

More than 3 in 4 millennials (78%) would choose to spend money on a desirable experience or event over

buying something material.1

Tap into Emotions

Make it Personal

How do we motivate them to choose Variety?

Millennials grew up with the notion of instant gratification. A similar concept applies to how they

purchase. Have the proper tools in place for them to be able to donate with instant fulfillment.3

Understand Purchasing Behavior/Trends

NO TIME DIFFICULT DONATION PROCESSHARD TO RELATE NOISY LANDSCAPE

What prevents millennials from donating to charity?

Young Lions 2016 Entry M-101-085

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FREEDOM FROM FOMO. FOMO FREE.Variety children face FOMO each day as a result of their disability; our target desires to free themselves from FOMO by attending experiences that make them feel like they belong. Connecting a Millennial’s deep understanding of what it’s like to miss out on experiences with what a Variety child feels daily is the emotional driver to get Millennials to donate.

FOMO is universal & drives Millennials to act

FOMO or the fear of missing out is the overwhelming sense that if you skip the event that you are missing out on a once

in a lifetime experience.Millennial FOMO is not just a

cultural phenomenon, it’s an epidemic.”

-Eventbrite Survey

Millennials Fueling the Experience Economy

“INSIGHT


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FOMO fuels the Experience Economy

100,000 Lollapalooza tickets sold out in 45 minutes4

440,000 Adele tickets sold out in 45 minutes5

$100M in Star Wars premiere tickets were sold before opening day6

The experience of going to an event is more than just the event itself. Going to an event means experiencing various phases— from the announcement, the

social buzz, buying the actual ticket, event buildup, to the actual event. And, Millennials are fully engaged throughout the process.

How can Variety use experiences to broaden awareness and drive donations?

Integrate into the full Experience Economy

“Millennials crave more experiences: Not shockingly, more than 8 in 10 Millennials (82%) attended or participated in a

variety of live experiences in the past year, ranging from parties, concerts, festivals,

performing arts and races and themed sports”-Eventbrite Survey

Millennials Fueling the Experience EconomyYoung Lions 2016 Entry M-101-085

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Integrate Variety into confirmation page, thanking audiences for their donation & asking them to learn

more information about the charity and read children’s stories.

Thank

Day of: Event Ticket SaleSome can spend up to 90 minutes waiting in a virtual

queue line to get tickets. Millennials are captive & focused on this page. Surprise by integrating into ticket queue

experience, giving user the choice to: 1. Wait in the regular line & learn about Variety or2. Donating to the cause (freeing a child from FOMO)

lowers their wait time (freeing themselves fromFOMO)

Align with the announcement of key events ticket sale dates on social media & tease Variety’s involvement in helping

Millennials get tickets & free them from their FOMO.

Event Announcement

Engage donors with Young Variety members at events to reinforce

message. Utilize app and location data to retarget donors.

Sustain

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IDEA: Ticket to FOMO FREEDOM

Buzz. Convert. Thank. Sustain


partnering with

6BUZZ: Your Ticket to FOMO FREEDOMLeverage momentum of ticket sale announcements through paid and earned social media and custom content

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The FOMO FREEDOM Campaign Message:

Variety Freedom Grant Program will be positioned as assisting ticket-

goers with getting tickets. How they will help won’t be revealed until the day of, but will messaging will tease

their involvement. This will generate buzz, excitement, and mystery so

users can discover the charity, resulting in high searches online.

“Millennials on average spend more than 3 hours a day on social media”7

• Tease partnership on social media piggybacking off ticket sale announcements with ticket partners

“53% of Millennials say the user-generated content has influenced their purchase decisions” 8

• Social Seeding: Engage Millennials in the conversation by having top influencers to promote the ticket sale event & Variety’s involvement

• Earned: Interact with social influencers & target

“70% of consumers say content marketing makes them feel closer to the sponsoring company” 9

• Leverage native partners like Nativo, Bidtellect & Sharethroughthat can share articles natively in environments that Millennials are browsing.

FOMO FREE


Bid on relevant search terms when buzz and chatter is high. • Align bidding structure to support event ticket sale dates and

locations .

• Ensure that Variety local websites are prioritized on search results page in their relative markets.

7CONVERT: Your Ticket to FOMO FREEDOMCreate 2 ticket queue experiences that surprise & engage our target

Wait in the regular lineLearn about Variety – The Children’s Charity

.

Donate for Freedom from FOMO for you & a child in need!Donating decreases their wait time in the queue

. OR

Feel Good.The more a person donates, the less

time they will wait to get their

tickets. They can donate $1, $5,

$10 , $15, or $20. Each dollar

increment will lower their time by 3

– 20 minutes. Giving back & getting

rewarded will make them feel good.

FOMO Free.Online Ticket Queues can be high

stress situations . Numerous

Millennials cite their displeasure with

these situations10. The abilitly to

lower our target’s stress in the queue

will help drive positive feelings for our

cause & give them a reason to donate.

You will automatically be re-directed to the ticket page when the queue opens

Donate

Your donation amount will lower your wait time in the queue!

$1 $5 $10 $15 $20

100% of proceeds goes directly to freeing fomo for a child in need through Variety Freedom Grants

Thank you for choosing to FOMO FREEDOM.

44 m : 20 s

NameAddressCityStateZip CodeE-mail

Can you imagine missing out on the experience of riding a bike or taking a long walk? Disabled children face that experience

everyday.

Variety Freedom Grants empower these children with

ways to make them mobile and independent. Your donation goes to funding a way to be

mobile for these kids

45 m : 20 s

Can you imagine missing out on the experience of riding a bike or taking a long walk? Disabled children face that

experience everyday.

Variety Freedom Grants empower these children with ways to make them mobile and independent. Your donation goes to funding a way to be mobile for these kids

DonateLearn Share

Learn

Share

Want to free yourself from FOMO & get to the experience faster? Chose to donate & lower your wait time

Their terms.Our target expects everything to

be in their terms. Giving them

the option to choose their

experience and share will make

Millennials appreciate Variety.

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Connect.Real stories about how these

kids miss out on essential daily

experiences & the impact of

our cause will develop a

personal connection between

Millennials & Variety.

Captive Audience.Our audience can wait long

periods of time in virtual ticket

queues to get tickets. Taking

over ticket queues will be

unexpected & a disruptive way

to reach this captive audience.


“68% of millennialssaid they've made a

spur-of-the-moment purchase due to ‘fear

of missing out” – Eventbrite Survey

8THANK & SUSTAIN: Your Ticket to FOMO FREEDOMAppreciate those who freed a child from FOMO post-sale, at the event, and after

Thank you! You will be FOMO free for this event & helped us make a different in a child’s life. Your

donation means the world to us.

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Thank. Integrate into Event

Confirmation Email &

express gratitude

toward Millennials.

Payoff.Show the user where the

donations went and provide

stories they can connect to.

Retarget.

Reach those who donated

when they are at the event by

retargeting them via the event

app.

“Millennials have a universal desire to be acknowledged, appreciated, and rewarded for their efforts”

-Power 2 Motivate

Involve.

Ask audiences to get involved

with Young Variety and local

Variety location.

We hope you are enjoying event- thanks for allowing Asher the same joy

Measure Awareness.Engage.

Use location based targeting

to remind them to visit the

Young Variety members

stationed at the event.


Utilize email lists of people who

donated/saw the ticket queue &

serve them with a brand study to

measure awareness.

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8 Event Ticket Queues

3 ELECTRONIC MUSIC EVENTS, 2 count ry m usic concer t s,

2 movie releases, 1 artist

$3MM

$2MM

Taking the Experience Economy to the next levelRecommended Budget Allocations & Events

Partnership

Social

Custom

Total

July Sept Nov DecAug Oct

225,000 tickets7

70,000 tickets

400,000 tickets

80,000 tickets$300K

58,000 tickets

$400K


1.5- 2MM tickets for

movie premieres nationally

4 million tickets & eyes on the Freedom Grant - that’s just the ticket queues

…Plus this concept is scalable both locally and internationally and can be used with anything that requires a ticket!

How We’ll Measure Success • 5% Increase in donations YOY

• Donation Amount• Engagement with our content in ticket queues

• Pre & Post-Brand Awareness Study with ticket partners• Audience Reach/Total Impressions/Engagement Rate

Pre/Post Study

Jun

$100K

Search $200K 14,000 tickets

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Slide 2

1. Millennials: Fueling the Experience Economy

https://eventbrite-s3.s3.amazonaws.com/marketing/Millennials_Research/Gen_PR_Final.pdf

2. The Non-Profit Marketing Blog

http://www.networkforgood.com/nonprofitblog/trust-is-paramount-to-millennials/

3. Commit Change: Why Many Nonprofits are Struggling to Reach the Millennial Donor

https://www.commitchange.com/blog/nonprofits-struggling-to-reach-millennial-donor

Slide 4

4. It took about 45 minutes for Lolla passes to sell out

http://www.chicagobusiness.com/article/20150324/NEWS07/150329919/it-took-about-45-minutes-for-lolla-passes-to-sell-out

5. Adele Fans Outraged As Tour Tickets Sell Out in Minutes, Websites Crash

http://www.thewrap.com/adele-fans-outraged-as-tour-tickets-sell-out-in-minutes-websites-crash/

6. ‘Star Wars: The Force Awakens’ Sells More Than $100 Million in Advance Tickets

http://variety.com/2015/film/box-office/star-wars-the-force-awakens-box-office-advance-1201662572/

Media Spend Expected Participation Rate Average Donation Donations Generated*

PROJECTED SUCCESS IS IMAGINABLE

4MM 25% $5.00

169% Return on Media Investment

Total Tickets in Program

$3MM 4MM 25% $5 $5MM


Calculated by total tickets x expected participation rate x average donation

FOMO Freedom can make a change

Slide 6

7. Marketing Charts: 2015 US Media Audience Demographics

http://www.marketingcharts.com/online/millennials-said-to-be-highly-trusting-of-user-generated-content-41276/

8. MediaPost: Millennials Consume Content Every Waking Hour

http://www.mediapost.com/publications/article/221178/millennials-consume-content-every-waking-hour-and.html

9. Roper Public Affairs

Slide 7

10. Harry Potter Online Ticket Queue Hell

http://www.telegraph.co.uk/culture/harry-potter/11963796/My-Harry-Potter-online-ticket-queue-hell.html

Reddit Board About Ticketmaster Waiting in Online Queue

https://www.reddit.com/r/ToolBand/comments/3tkn5l/ok_ticketmaster_makes_you_wait_in_an_online_queue/

Slide 9

11. Live Nation Entertainment

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