CASE STUDES & CAPABILITES 2013

For the last 20 years, Haley Miranda Group has delivered strategic marketing programs for some of the most recognized and well-respected wineries in the country, including Robert Mondavi and Chateau Ste. Michelle.

Utilizing our strengths as a boutique agency with full-service capabilities, HMG can create a wide array of consumer programs for your company, with specialties in Event Production, Promotions, and Interactive Social Engagement.

HMG will bring a personalized, rapid-response, flexible approach to every marketing need, offering your company innovative, cutting-edge conceptualization while delivering quantifiable ROI and beneficial relationships that build long-term brand achievement.

About HMG

Haley Miranda Group is my go-to agency. Promotions, sweepstakes, online campaigns and huge events – they can do it all.

Beth ParksDirector of MarketingScripps Networks Interactive, Inc.

haleymiranda.com

WORLDMARKET.COM

CHANNEL

Clients

Services

Experiential

Guerrilla

Stunts

Mobile Tours

Multicultural

Sponsorship Activation

Sampling

Web Design & Programming

Advergames

Social Media Engagement

Integration

Mobile Marketing

Digital Engagement

Email Marketing

Sweepstakes, Contests, Games

Mobile Tours

Promotional Radio

Partnerships & Tie-ins

Rebate Programs

Incentive Programs

Direct Mail

Logistics & Fulfillment Services

Target Spring BrrrrreakOne of Target’s brand promises is to constantly find new, exciting ways to surprise and delight the public. So, after two years of executing successful Spring Break events for the retail giant, they told us they were throwing in the towel, unless we could come up with an idea so delight-fully original they couldn’t say “no.” So we came up with a very cool idea – the FIRST ICE RINK on the BEACH ever.

It was a Target winter wonderland on the beach. Students came in droves to skate, play games, sample Target’s Archer Farms snacks and freshen-up with grooming essentials from Unilever and Axe.

ResultsTarget was the coolest destination on the beach that summer, touching over 50,000 college students with their “Expect More” brand message and partner sampling. The event also triggered an avalanche of press and promotional radio exposure.

Case Studies

Shades of Our Community TourHMG produced and executed the Shades of Our Community Tour to drive tune-in and awareness for African-American fo-cused shows on four Turner Networks (TBS, CNN, TNT and CN).

Shades of Our Community made a splash at high-traffic African American festivals and fairs in ten AA markets across the U.S.

Built upon the concept of community togetherness, the event delivered an array of activities, including a custom button making booth, family portrait studio, dance-offs, health screenings, games and giveaways.

ResultsThe Shades of Our Community Tour touched over 1,000,000 people and generated heavy coverage by local newspapers, community websites, and radio stations. The tour supported numerous AA programs, CNN’s Black In America.

The season premiere of TNT’s HawthoRNe (after seven tour stops) ranked as ad-supported cables #1 program for the day among viewers and households. Meet the Browns was the #1 program among targeted demographics.

Case Studies

Team Coco Button Booth TourHMG generated buzz and drove tune-in for TBS’s late night talk show, CONAN, with the Team Coco Button Booth Tour – a memorable, interactive experience that was as quirky and loveable as Conan O’Brien himself. Targeted at affluent, tech-savvy CONAN fans, the tour stopped at high-traffic retail locations, sporting events, street festivals and concerts in 18 markets.

Fans lined up for the chance to create personalized “I’M WITH CONAN” buttons featuring their face and Conan’s famous orange hairdo. Digital versions of the personalized buttons were available for download from the “Team Coco” micro site which exponentially spread the word through social media platforms like Facebook & Twitter.

ResultsThe Team Coco Button Booth Tour was a huge success, delivering hundreds of thousands of targeted consumer and geo-targeted Facebook impressions.

Thousands of cross-channel CONAN tune-in spots aired, reaching millions of viewers.

The tour achieved a hefty ROI driving tune-in for CONAN with the show’s to-date deliveries up a remarkable percentage among targeted demos.

Case Studies

Reason for RieslingWine Tasting TourChateau Ste. Michelle, the leading producer of Riesling in North America, commissioned Haley Miranda Group to create an event that changed consumer perceptions about Riesling, one of the world’s most misunderstood varietals.

The Reason for Riesling Tour visited food, wine and music events events in seven markets, pouring thousands of samples of Chateau Ste. Michelle’s range of Riesling styles.

An aggressive social media campaign aimed at popular “mommy” and lifestyle bloggers was launched to extend the Reason for Riesling message. Bloggers residing in our event markets received VIP invitations to the events, generating additional stories with personal touches. Promotional radio was used in event markets to drive traffic to the events.

ResultsThe Reason for Riesling Tour exposed tens of thousands of people to the wonders of Chateau Ste. Michelle Riesling at live events and reached millions more through social outreach and radio. CSM Riesling sales increased after the promotion and Q4 shipments up well beyond plan.

Case Studies

Dragon Fest HMG created and produced the Dragon Fest Tour to promote Cartoon Network’s new series, DreamWorks Dragons: Riders of Berk. The highly interactive events featured a green screen photo experience that allowed fans to jump right into the world of “Dragons,” a “feed Toothless” toss game, a Viking-inspired prize wheel and plenty of premiums and giveaways. Brand Ambassadors – dressed in full Viking regalia – engaged the crowds and spread the word about the new series. HMG created and managed a dedicated Facebook page to generate additional buzz for the series and the events.

Local cable affiliates in tour markets were invited to co-sponsor the events in exchange for running cross-channel spots for the show.

ResultsThe Dragon Fest Tour was a roaring success! Thousands of people were “touched” at our live events and tens of thousands of Facebook fans were recruited in a few short months.

Participating cable affiliates ran numerous cross channel spots for Cartoon Network’s DreamWorks Dragons: Riders of Berk, delivering hundreds of thousands of dollars in unpaid media. The series scored as the #1 telecast in its time period among targeted demos, earning significant double-digit delivery gains across the board compared to the previous year.

Case Studies

CNN Essence Music FesitvalCNN asked us to create an impactful, on-the-ground presence at Essence Music Festival 2012 that would help drive tune-in and deepen and redefine CNN & HLN’s brand relationship with the African American audience.

In designing the space, we utilized interactive, “hands-on” experiences that would increase awareness of the CNN family of brands in a very personal, real-world way, immersing visi-tors with interactive activities and kinetic video content.

The three-day activation was filled with constantly changing highlights including:

• Talentappearances• On-aircelebrityinterviews• CNNgreenscreenanchorexperience• Free Wi-Fi access and phone charging

stations • HLN-branded“commuter”packs-to-go• Showcaseofon-airanddigitalplatformsvia

prominent video wall• Energeticemceetodrivetheaction• Plentyofbrandedtakeawaystofurther

brand exposure beyond the event.

We have been CNN’s agency of choice in activating their marketing presence at Essence now for 2 consecutive years (2011 & 2012).

ResultsThe CNN & HLN Essence Festival activation provided an exciting destination for consum-ers to interact with each of the networks. CNN & HLN made 410,000+ consumer impressions and over 25,000 direct consumer interactions.

Case Studies

2012 Hispanic Awareness CampaignTime Warner Cable entrusted HMG with a massive push to generate Hispanic-market subscribers to their cable, phone and internet packages. Haley Miranda Group’s job was to provide event marketing and position TWC as the leader in information, interactive technology and entertainment communication, as well as to solidify them as the leader of Los Angeles sports programming for the Hispanic market.

HMG created and produced an array of fantastic events at key festivals and locations throughout the country, such as the Indio Tamale Fest, the Los Angeles Taste of Soul and multiple Best Buy locations, creating opportunities for TWC brand exposure, data capture/lead generation, games, direct sales and product demos.

ResultsMore than 750,000 impressions were generated, over 15,000 branded premiums distributed, thousands of generated leads and hundreds of direct sales! Hosted by HMG bilingual emcees, the events were family-friendly with participants of all ages enjoying all the games, dancing to live music and broadcast radio remotes and demoing the latest in TWC’s interactive technologies.

Case Studies

SWEEPSTAKES / CONTESTS / GAMES

Sweepstakes, Contests & Game Experience Haley Miranda Group has years of experience successfully developing and administering sweepstakes promotions for high profile clients across all channels. HMG has administered and fulfilled hundreds of sweepstakes and contests on local, regional and national levels – offline, online and integrated. We handle every aspect of the process: planning, creative development, production, programming, legal, rules, bonding, state registrations, winner notification and prize fulfillment. Accountability / Indemnification We understand the potential liability that a sweepstakes can represent and approaches every promotion with extreme caution and diligence to protect our clients. HMG vets all consumer-facing promotional elements with the law firm of Loeb & Loeb, industry leaders in this legal discipline. HMG takes nothing for granted. We have never had a legal challenge to any of our projects. In addition, HMG maintains an errors and omissions insurance policy that names our clients and protects them with $5 million in coverage. Value Our sweepstakes administration fees are extremely competitive, and all-inclusive, unlike some of our competitors who charge a low basic fee that does not cover all necessary services.

Promotional Services §  Website design, programming & hosting §  Creative design & copywriting services §  Custom web applications §  Legal advice and counsel §  Official rules development §  Registration & bonding §  Winner selection, validation & notification §  Data collection / data entry §  Affidavits & Liability Releases §  1099 documentation & filing §  Secure PO Box §  Winners list & rules request processing §  Indemnification & insurance §  Online moderation & entry screening §  Marketing to minors (COPPA & CARU compliance) §  Independent judging & arbitration §  Tracking & reporting §  Email integration §  Print production management §  Prize sourcing & fulfillment §  Secure storage & warehousing §  Travel management & coordination §  Partnership management Project Experience §  Online sweepstakes §  Instant win games §  Skill contests §  In-store / Retail §  User-generated content contests §  Social media promotions / Custom Facebook apps §  Mobile / SMS §  Text to Win §  Watch & Win §  Advergames §  Collect & Win / Scratch-off / Decoders §  Social media integration §  Charitable promotions §  Viral promotions

Sweepstakes Partners

Cost Plus World MarketLife of Pi SweepstakesTo support the partnership between Cost Plus World Market and 20th Century Fox’s Academy Award winning film, Life of Pi, HMG created an online sweepstakes to generate awareness, increase consumer interaction and build the specialty retailer’s consumer database. Consumers could enter via a micro-site, or through Cost Plus World Market’s Facebook page for a chance to win a trip to India. To further support sweep-stakes entry, HMG secured media on KTLA in Los Angeles.

ResultsRichard Parker would have roared his ap-proval! The sweepstakes produced more than 600,000 entries while client email sign-ups reached more than 75,000.

HMG Servicesn Website Designn Promotional Administartion/Legaln Web Banner Creationn Prize Fulfillmentn Promotional Media Procurementn Prize Fulfillment

Case Studies

Style Search ContestLevi’s are the original jeans. They are the most successful, widely recognized and often imitated jeans products in the history of apparel. But times are changing and current market drivers – college students – weren’t tuned in to Levi’s. To help Levi’s increase brand awareness among elusive college market, HMG created a relevant, multi-faceted program that reached students where they live – online and on campus.

We created Style Search, a nationwide model search executed online and on campus at Levi’s pop-up stores to find a few good faces to star in a Levi’s advertising campaign. Students uploaded photos of themselves in their favorite Levi’s jeans and encouraged friends to vote for them online, increasing web sign-ups tenfold. Winners were featured in a national Levi’s “Style for Every Story” print campaign which celebrated the personal connection people have with their Levi’s jeans.

ResultsThousands of entries were received during the 7-week promotion. The contest homepage received over tens of thousands of hits, and thousands opted-in to the database.

Case Studies

Unlock the tC Road TripScion is a unique car brand that targets trend-setting young males by actively supporting emerging talent in the arts, music, design, and racing.

To help launch their next-generation Scion tC, the auto maker needed a concept that leveraged their hip lifestyle associations and deliver fast and sustained awareness online and via social media.

HMG took the wheel, creating the Unlock the tC Road Trip Game – an 8-week, multi-stage, virtual journey across the USA that challenged players with mini-games and trivia questions. Scion’s music, art, racing and lifestyle sites were incorporated into the gameplay to give players meaningful interaction with the brand culture.

ResultsThe Unlock the tC Road Trip Game was a roaring success with over 60,000 unique visitors and a stage-to-stage retention rate of over 94%. Returning visitors spent more than 5 minutes on the site. Facebook was crucial to success of program. Of the users who clicked through from Facebook, 27% went on to create a new account.

Case Studies

Win It Like A Newlywed PartnershipHaley Miranda Group created a match made in heaven between eclectic home furnishings retailer Cost Plus World Market (CPWM) and Game Show Network’s hit series, The Newlywed Game.

Able to show-off their creative décor selections to consumers nationwide, CPWM took over The Newlywed Game set for a full week, giving each daily segment it’s own unique, World Market look and feel. In addition, a month-long online sweepstakes was co-branded by both partners, with the grand prize being a Bahamas getaway sponsored by honeymoon favorite, Sandals.

CPWM’s goals were to drive sales, build online traffic and promote data capture for potential new customers. The Newlywed Game was thrilled to have an opportunity to capitalize on CPWM’s extensive and passionate online and in-store consumer base.

ResultsBoth partners said an emphatic, “I do!” CPWM received more than $2MM in media exposure, while The Newlywed Game reached a whole new audience, generating millions of impressions both online and offline. In addition, the co-branded sweep-stakes was a wedding gift you’d never take back – nearly 280,000 sweepstakes entries and 48% opt-in rate for participants asking to receive future communication from CPWM.

Case Studies

American Film Institute100 Years, 100 MoviesSweepstakesHMG produced this classic, integrated promotion to drive viewers to AFI’s 100 Years…100 Movies telecast and increase sales of partners’ nominated movies.

The destination website combined an enter-to-win contest with an e-commerce functionality linking visitors to Best Buy’s DVD store to purchase winning movies. Traffic to the site was driven by a fifty-market radio promotion and online partnerships with entertainment sites.

HMG Servicesn Promotional Website Design/Programmingn Collateral Designn Promotional Radion Sweepstakes Administration/Legaln Digital Engagement Campaignn Prize Fulfillment

Case Studies