Civic Entertainment Group

Presentation by Civic Entertainment GroupA Seacrest Global Group Company

• Founded in 1999, Civic is one of the most award winning agencies in the US working with leading brands across a range of sectors.

• We create big, brand-defining platforms that inspire the imaginations of audiences and the media, drive sales, impact culture and engage customers, employees and partners

• Areas of focus: Entertainment, Experiential, Partnerships & Sponsorships, Digital / Social, Values-based and Grassroots Marketing

• In 2012, Seacrest Global acquired a majority stake in CEG with the vision to build a world-class marketing services company creating unique engagements among media, entertainment, technology and consumer brands.

NBC NEWS EDUCATION NATIONFirst-of-its-kind multi-platform enterprise positioning NBC NEWS at the center of the hot national dialogue about education and driving incremental sales to NBC

• Annual 3-day live Summit convening nation’s business, gov’t, media and civic leaders

• 72MM viewers...NBC, MSNBC, CNBC, Telemundo

• National Tour: Week-long events, coverage in Chicago, LA, Philadelphia, Denver, Atlanta, Miami, Detroit, New Orleans and Phoenix

• Summit features President Obama, President Clinton, Governor Romney, Warren Buffett, Melinda Gates, 10 Governors, Sec. Duncan, Laura Bush, Jeb Bush, LeBron James, Mayors Bloomberg, Booker, Villaraigosa and Nutter, Colin Powell, David Brooks, Walter Isaacson

New YorkNew York Public Library

New YorkAmerican Museum of Natural

History

New York

American Museum of Natural History

New YorkAmerican Museum of Natural History

Chicago Field Museum

PhiladelphiaFranklin Institute

“It was a conversation that everybody wanted in on.”

BOARDWALK EMPIRE LAUNCH

GOALS• Create “must-see” anticipation; drive ratings for the premiere

• Generate national scale awareness through partnerships

• Maximize ROI by garnering industry buzz + substantial earned media

• Reinforce HBO’s reputation as a smart and innovative marketer

CONCEPT• “Compliments of Nucky”

CAMPAIGN ELEMENTS• BWE Facebook page where fans “pledge their loyalty,” view trailers to access set tours, distillery visits, VIP trips via HBO and partners

• Canadian Club Retail Partnership

• Harrah’s/Caesar’s On-Premise and Digital Activation

• MTA / 1920’s Vintage Subway Media Stunt

Canadian Club: 5000+ retail store promotion

with on-bottle messaging and POS standees and signage

Specialty co-branded product for private events

Exclusive liquor sponsor for the AC Premiere, GQ Suiting event and Speakeasy events

National Sweepstakes: win your own Suite For A Year in AC

Bloomingdale’s: Flagship store exterior

transformed into AC with 115 ft authentic “boardwalk” on the sidewalk and Boardwalk Empire marquee

Windows depict series themes and collection of men’s suits inspired by 1920’s

POS in all 35 Bloomingdale’s; GQ suiting events in 16 stores

National sweepstakes: win a Suite For a Year and Bloomingdales $500 Shopping Spree

Harrah’s: Unprecedented AC domination

with OOH , ACES train and Caesars façade / interior

1,920 rooms priced at $19.20 $19.20 pre-fixe menu at

restaurants throughout AC Branded gaming tables/chips,

key cards, in-room content across all 40 properties

Trailer on 50,000 plasma TVs Cover story in Caesars

magazine National Sweepstakes offering a

Caesars Suite For a Year

Canadian Club 25000+ retail store promo; on-bottle

messaging; POS standees and signage

Specialty product for private events

Sponsor for AC Premiere, GQ Suiting event and Speakeasy events

Sweepstakes: Win a Suite For A Year

Harrah’s Unprecedented AC domination: OOH ,

ACES train, Caesars façade / interior

1,920 rooms at $19.20; $19.20 menus

Branded gaming tables, chips, key cards, in-room content at 40 properties

Trailer on 50,000 plasma TVs

National Retail Partnerships

RESULTS

•Ratings. 12MM viewers, surpassing expectations and season 1 finale

•Awareness/Partnerships. HBO calculated $5MM+ in incremental media value/reach via partnerships – OOH, digital, retail displays, media in hotels and transportation hubs

•Buzz/Earned Media. 190MM impressions. Massive earned media: NPR, Multichannel News, Huffington Post, Adweek, Gawker, NY Post, NYMag Vulture, Fast Company, Hollywood Reporter, Gothamist, WSJ , PerezHilton.com, Daily Variety

•ROI. 5:1 ROI for HBO on media value vs. campaign cost

“probably the COOLEST advertisement ever!”

- Perez Hilton

Entourage Air / Entourage Bungalow

GOALS• Buzzy promotion designed to increase tune-in over prior seasons

• Drive sampling/trial of new and old episodes (catch-up)

• Partner with a hip brand to make a media splash, garner outsized press and refresh perception among the target

CONCEPT • Entourage Air – first ever “branded” airline route

CAMPAIGN ELEMENTS• Launch event / In-flight premiere

• Entourage episodes available on Virgin TVs; collateral across Virgin (seatbacks, mini-bars, napkins, and bottled water).

• First-class cabins rebranded “Entourage Class” featuring Bose headphones, Kiehl’s products, Godiva truffles, and Dom Perignon

• Online/Mobile Sweepstakes

RESULTS

• Tune-in. S5 premiere viewership 6.1 MM; 5% + over series average

• Sampling. 91,000 views on board during 4-week campaign

• Brand/Media Splash. Secured partnership with on-target brand. Approximately 250,000 Virgin America passengers fleet wide during 4-week campaign. 573MM media impressions including features in USA Today, NY Post, People, EW, Access Hollywood, EXTRA, etc. totaling almost $3MM estimated “earned media” value

• Partnership with W Hotels to promote Entourage Season 6..

• Luxurious three story bungalow decked-out with high-end amenities synonymous with the A-list Entourage lifestyle.

• Dedicated HBO Entourage Channel at all W hotels

• Massive coverage (over 48MM+ impressions) including USA Today, E!, Access Hollywood, Ad Age and Promo

• Promotion in all consumer touch-points: check-in collateral, in- room entertainment, online, and sweepstakes integration

• “Entourage Experience” offered to all W customers

USA Today - July 27, 2009

Page Six, NY Post - July 27, 2009

HBO The Pacific on the National Mall

GOALS•Highlight patriotic, reverential tone of HBO campaign

•Turn the premiere into a national event

•Drive significant press attention and tune-in

CONCEPT•The Pacific “Honor Flight” to the National Mall

CAMPAIGN ELEMENTS•Partnership with Honor Flight Network / Outreach

•Activation with American Airlines and Marriott

•Send-off events from five local airports (Chicago, NY, Boston, Cleveland and Orlando) featuring military personnel and bands

•Ceremony at WW II Memorial on the National Mall

Send Off Events: Chicago, NY, Boston, Cleveland , Orlando and Philadelphia

RESULTS•Patriotic Tone. Partnership with “Honor Flight” Network

•National event. Launch at WWII Memorial on National Mall with 250 Pacific War Veterans, Tom Hanks, Steven Spielberg and the cast held on the Thursday leading into the premiere weekend.

•Press/Tune-in.– 100+ media placements across the U.S including CNN, AP, Reuters,

USA Today, ABC News, UK Daily Mail, Boston Herald, Detroit Free Press

– Premiere audience of 3.1MM; gross viewership exceeding 9MM

– HBO’s highest ratings for a miniseries in five years

LUCK Series LaunchTo complement a heavy media effort, a national promotional campaign was designed to: Build buzz, drive tune-in and engage a

broad national audience with a core target of horse racing enthusiasts, casual gamblers and sports fans

Break new ground and position HBO as a smart, innovative marketer

Offer a unique experience that feels fresh and aspirational

Introduce Facebook users to thoroughbred horseracing and handicapping – making it fun, cool, and totally accessible

Leave consumers asking “how did they pull that off?”

The Luck Pick SixThrough strategic partnerships with the Stronach Group, and MGM Resorts International, HBO developed an integrated marketing campaign to promote the series premiere centered around THE HBO LUCK PICK SIX, a first-of-its kind, branded bi-coastal thoroughbred horseracing event featuring a series premiere races at Santa Anita Park in Los Angeles and Gulfstream Park in Miami on Saturday, January 28th.

Campaign Elements Included: The LUCK Pick Six: Live horse racing event at Santa Anita Park (Los

Angeles) and Gulfstream Park (Miami), featuring six thoroughbred horse races run over a 90-minute span. Broadcast live on HRTV and Facebook.com/LUCKHBO.

Pari-Mutuel Wager: An actual Pick Six Pari-Mutuel Wager was available for betting at Sports Books nationwide as well as casinos, racetracks and OTBs. Over $500K was wagered on the HBO Luck Pick Six and over $2.5MM on the individual races.

LUCK $50K Facebook Challenge: HBO challenged Facebook users to pick a winner in each of the LUCK PICK SIX races for a chance to win a grand prize of $50,000. Celebrities and LUCK cast members made picks and shared them with their Facebook Fans and Twitter Followers.

Las Vegas Premiere: HBO hosted an invitation-only cast and crew Red Carpet Screening of the pilot episode of ‘LUCK’ at the Mandalay Bay Theater. Attendees included cast members Dustin Hoffman and Nick Nolte, among others, as well as the 200 finalists from the National Thoroughbred Racing Association’s National Handicapping Championship.

Las Vegas Domination: Luck creative took over the Hotels, Casinos and Sports Books at 10 MGM Casinos during the week leading up to the premiere of “LUCK” on HBO. Locations included: Aria, Bellagio, MGM Grand and Mandalay Bay, among others.

Luck Pick Six and Race Track Takeover

LUCK $50,000 Facebook Challenge

Las Vegas Domination

Las Vegas Domination

HISTORY

To generate buzz about THE PEOPLE SPEAK documentary online and on campuses across the country, launched a national college tour that brought producers and cast members to eight universities across the country through a combination of live performances by A-list celebrities (i.e. Matt Damon, Josh Brolin, Lupe Fiasco), film screenings and discussion with studentsHIGHLIGHTS― Generated more than 300K total impressions through

flyers and posters distributed at every campus

― Direct email communications with tune-in message to nearly 100k college students

― Partnership with online site TakePart.org included guest bloggers and video from each campus, hitting broad audience of progressive viewers

― Paid advertising and media coverage in campus and local press earned more than 4.7 million impressions

THE PEOPLE SPEAK College Tour

Save Our History

The History Channel

Integrated brand/ad-sales/affiliate campaign and strategic philanthropy initiative dedicated to local historic preservation and history education.

HIGHLIGHTS

― Secured $18+ MM in incremental ad sales revenue from Bank of America and Lowe’s

― First-ever corporate partnership with The White House

― Education materials used by 40,000 educators, reaching 1.2 MM students in 50 states and DC

― 791 MM media impressions since launch (2004)

― THC vaulted to #1 as “Favorite Channel,” “Quality” (3/05 Beta Brand Study of cable nets)

― 2005 Winner of Super Reggie - Promotion of the Year

“I wanted to publicly say thank you to Martha for promoting small businesses and startups. Martha isn’t just talking about them…she is, as you’d expect, actually doing something about it.” – Mayor Mike Bloomberg

PEOPLE ARE TALKING

“The [American Made] event was the culmination of a nationwide opportunity for small businesses to be in the spotlight.” – ABC News

“Whenever Martha calls I listen. I’m amazed at what Martha brought together with American Made. Incredible.” – J Crew CEO Mickey Drexler

“…an influx of artisans, crafters, small farmers and entrepreneurs as Martha Stewart Living Omnimedia hosted its inaugural American Made celebration of small businesses…It all goes back to what most Americans would consider the key issue of our time.” - Yahoo! News

“We felt as though we had wandered into the pages of Martha Stewart Living.” – New York Observer

“Martha is transforming Grand Central into a multimedia artisanal fair.” – Wall Street Journal

“Martha Stewart’s American Made panel sees future in ideas and the people who embrace them.” – Associated Press

“Helping a new generation of innovators, ‘American Made’ celebrates and supports US entrepreneurs.” – USA TODAY

499,433,929 impressions including 7 broadcast TV features (Today, Extra, Piers Morgan), 5 print (WSJ, USA Today,NY Post), 116 digital stories

(Yahoo, MSN) and AP (157x)

HONOREES

Lena Kwak, Cup4CupYountville, CA

Former French Laundry intern makes gluten-free flour as good – ‘cup for cup’ – as wheat flour for great breads and desserts.

Erika Allen, Growing PowerMadison, WI and Chicago, IL

National nonprofit operating eight urban farm sites providing access to healthy, high-quality, affordable fresh food for people in under-served communities

Andy and Mateo Kehler, Jasper Hill Farm and CellarsGreensboro, VT

Brothers launch first new Vermont dairy farm in a generation; produce award winning cheeses in custom-built 22,000 square foot cellar

Jonah Meyer & Tara De Lisio, Sawkille Co.

Rhinebeck, NYHusband and wife who began selling Jonah’s sculptures and furniture out of a defunct service station; now craft furnishings capturing their love of tradition, such as stools, tables, and bed frames, made from locally milled and sustainably harvested wood.

Andrew Tarlow, Jed Walentas, Peter Lawrence, Wythe Hotel

Brooklyn, NYTrio converted a 111-year-old textile factory in Williamsburg into a 72-room hotel, which opened in May 2012; preserved the building's historical integrity—fashioning original ceiling beams into beds

Flora Grubb, Flora Grubb GardensSan Francisco, CA

Landscape architect and renowned vertical gardener whose 10 year old nursery is a San Francisco mecca for landscape artists and gardeners of all kinds.

Makié Yahagi, MakiéSoho, NYC

Clothes made from pure organic fabrics, meticulously sewn in Soho for women and children; baby jumpsuit featured in J Crew’s “In Good Company”

Chris Lyon, Brett Binford / Mudshark Studios

Portland, ORHandmade tableware and production services for smaller artists to access high quality manufacturing

Alisa Toninato, FeLion StudiosMadison, WI

Artist who creates handmade iron sculptures, best known for a series of cast iron skillets in the shapes of each of the 48 contiguous states

Carter Cleveland, Art.syNew York, NY

Described by The New York Times as the “Pandora for art,” launched on October 8; funded in part by Wendi Murdoch, Larry Gagosian and Eric Schmidt

AMERICAN MADE is a multimedia celebration of American artists, artisans and entrepreneurs across MSLO platforms, featuring a “blue-carpet” awards ceremony honoring 11 of America’s rising stars in the fields of Food, Design, Gardening, Crafts, Community and Technology and a two-day Workshop and Artisan Fair including the editors of Living and American Made luminaries.

HIGHLIGHTS

• Media Impressions totaled 499,433,929

• 250,000 consumers were exposed to the live event at Grand Central Terminal

• 400 Tastemakers attended the American Made Awards Opening Night including Mayor Mike Bloomberg, NBC TODAY’s Willie Geist, Presidential Cabinet Member/SBA Administrator Karen Mills and Mickey Drexler

• 50,000 samples at the American Made Café featuring our favorite local purveyors – Petrossian, Bouchon, Murray’s Cheese, Kobrick Coffee, Sullivan St., McClure’s, Balthazar

• 33 panels, workshops and demos featuring Martha Stewart, Calvin Klein, Mickey Drexler, Tory Burch, Ralph Rucci, Corby Kummer, Dan Barber, Mateo Kehler, CNBC’s Sue Herera, etsy’s Matt Stinchcomb and Bob Pittman

• 1787 nominations for audience choice honoree; 233,436 votes on AmericanMade.com

• Profitable MSLO enterprise with inaugural sponsors Toyota, UPS, Avery and JC Penney

LIVING SPREAD

PEOPLE ARE TALKING

Martha Stewart today is no doubt recognized as the doyenne of all things artistic, creative and artisanal, especially in the domestic design areas. Her empire is vast and her influence is unmatched. Hats in the air for American Made – it’s the quintessential example of practicing what you preach. MSL created a never-been-done-before program for entrepreneurs!”

PHOTOS

PHOTOS