Kevin DoohanDirector, Web MarketingConAgra Foods

Engaging Consumers Through Online Promotions

Promotion Industry Market Size

Spending (in billions) TACTI C 2003 2004 % I NCREASE % TOTAL

Event marketing $151.8 $166.0 9.0% 53.0%

Premiums & incentives 45.9 46.5 1.5 14.8

Direct mail 30.5 35.1 17.4 11.2

Retail 17.6 18.5 5.0 5.9

Sponsorship 9.8 11.1 8.4 3.5

Coupons 7.0 7.2 2.2 2.3

Specialty printing 5.9 6.1 4.0 1.9

Licensing 5.8 5.9 1.0 1.8

Fulfillment 4.1 4.7 14.0 1.5

Agency revenues 3.8 4.2 12.0 1.3

Interactive/online 2.0 2.4 25.0 0.7

Loyalty 1.9 2.0 4.8 0.6

Games, contests, sweeps 1.8 1.8 0.0 0.5

Sampling 1.5 1.8 20.0 0.5

TOTAL $289.3 $313.2 8.9% 100%

Source: PROMO 2005 Industry Trends Report

Current Spending

Event Marketing 166.0

Premiums / Incentives 46.5

Retail/P-O-P/In-store services 18.5

Sponsorship 11.1

Coupons 7.2

Licensing 5.9

Specialty Printing 6.1

Fulfillment 4.7

Agency New Revenues 4.2

Interactive (Internet & SMS) 2.4

Games/Contests/Sweeps 1.8

Sampling 1.8

Direct Mail 35.1

Loyalty 2.0

Total: 313.2

Source: PROMO 2005 Industry Trends Report, (in $ billions)

Interactive Promotions Market Size

DISCIPLI NE % 2004 MKTG.

BUDGET

Consumer promotion

30.5%

Advertising 39.4

Trade promotion 24.9

Other 5.2

The Mix

In 2004, brands spent most on…

TACTI C %

Direct mail 37.5

Trade shows 33.9

I nternet marketing 24.4

Co-mktg./account-specific 19.0

Sponsorships 18.5

Ad specialties 17.9

Event/mobile mktg. 17.3

Coupons 16.7

P-O-P 16.7

Premiums/incentives 14.9

Games/contests/sweeps 13.1

Sampling 13.1

Entertainment mktg. 7.1

Note: Subjects asked to cite top 3 spending areasSource: PROMO 2005 Industry Trends Report

ConAgra Foods is one of America’s favorite food companies. We provide many of the favorite brands that consumers enjoy for breakfast, lunch, and dinner and everything in-between.

ConAgra Foods

And many more…

Online Promotions at ConAgra Foods

• Online promotions can act as a hub for offline initiatives

• Goal is selling product

• Online success metrics cover three areas– Acquire new consumers for database– Engage audience with a branded experience– Cost-effectively execute promotions online with

offline drivers

Sample ConAgra Foods Promotions

• Get LOST with Orville Redenbacher’s– Integrated campaign for Orville

Redenbacher’s leveraging the immense popularity of ABC’s LOST

• LunchMakers “Get Your Game On”– LunchMakers and Nintendo partner to

provide branded experience and contest for target audience

Get LOST with Orville Redenbacher’s

• Goals– Reinforce Orville Redenbacher’s

positioning as “America’s Made for TV Snack”

– Drive incremental display and sales of Orville Redenbacher’s and LOST Season 1 DVD

Integrated LOST: On-Pack and POS

• $10 DVD mail-in rebate on-pack

• Custom POS calls out the partnership

Integrated LOST: Product Shipper

• Shippers distributed prior to FSI to ensure maximum possible merchandising opportunities

Integrated LOST: National FSI

• National FSI featuring the DVD rebate dropped 9/11/05

Online LOST: Minisite on ABC.com

• Trip to Hawaii (Oahu) sweepstakes• LOST desktop images, photos, buddy icons• Exclusive LOST video clips• LOST season 2 info with secret code in

Orville packages• LOST Season 1 DVD $10 rebate offer• All wrapped in Orville Redenbacher’s

branding for the entire experience

• Orville also had co-branded media exposure throughout ABC websites, full screen advertising introduction the day of the ‘LOST’ season 2 premiere, and inclusion in Primetime Insider newsletters.

Online LOST: ABC.com Minisite

Users visit the special Orville section of LOST.abc.com and are greeted with this fullscreen ad surrounded by Orville branding.

Online LOST: ABC.com Minisite

The logo is front and center identifying Orville as the sponsor of the site and featuring Orville’s tagline. All the while, golden fluffy, light, Orville Redenbacher’s popcorn is popping in the banners.

Online LOST: ABC.com Minisite

The homepage features many links to LOST content, Orville branding, and a place to enter the “secret code” on the popcorn bucket.

Online LOST: ABC.com Minisite

Exclusive content makes this a site that fans LOVE and they appreciate Orville Redenbacher’s bringing it to life!

Online LOST: Orville.com DVD Rebate

Click through to Orville.com and the DVD rebate banner is easy to find along with all the Orville info you could ever want.

Online LOST: Orville.com DVD Rebate

The rebate page has relevant information and links back to LOST.ABC.com as well.

Get LOST With Orville Redenbacher’s Results

• Amazing buzz among fan base and exposure for Orville– Between 2-3x entries in the first week vs.

similar sweeps held in the past on ABC.com

• Successful placements of both the DVD and Orville with retailers

• Add another stat here

Armour LunchMakers: Get Your Game On!

• LunchMakers and Nintendo partnered to drive lunch sales during key back to school season

Armour LunchMakers: Get Your Game On!

• LunchMakers desire to drive volume during peak “back to school” selling season

• Nintendo desire to drive awareness of two new franchise games: Mario Superstar Baseball and Mario Tennis Advance

• Similar target consumer for both brands

• The prize is AWESOME and there is a winner every day for 90 days (Sept-November 2005)

• One winner per day received the “Tricked Out Nintendo Game Room”

– One GameCube system– 10 GameCube games including NEW Mario Superstar

Baseball– 1 GameBoy Advance SP– 5 GameBoy Advance SP games including NEW Mario

Tennis Advance– 1 memory card– 4 Wavebird wireless controllers– 1 32” Television– 2 AK Rocker Game Chairs– 1 GameBoy Player

Armour LunchMakers: Get Your Game On!

Armour LunchMakers: Get Your Game On!

5 Game Boy®® Advance SP games including New Mario Tennis Advance tmtm

10 GameCubetmtm Games including New Mario Superstar Baseballtmtm

4 Wavebirdtmtm Wireless Controllers

1 Memory Card

1 Game Boy®® Advance SP

1 Game Boy®® Player

1 32” TV

2 AK Rockertmtm Game Chairs

1 Game Cubetmtm System

Package Graphics Create Consumer Pull

Floor Graphics Generate Demand at Shelf

• Eye catching floor execution in over 7500 stores

LunchMakersGameroom.com

LunchMakersGameroom.com

LunchMakersGameroom.com

LunchMakersGameroom.com

LunchMakersGameroom.com

LunchMakersGameroom.com

LunchMakersGameroom.com

Armour LunchMakers: Get Your Game On!

• Promotion is still running at www.lunchmakersgameroom.com

• Statistics so far are consistent with ePrize reports

• Sales impact will be determined post-promotion

Engaging Consumers Through Online Promotions

• At ConAgra Foods, driving sales is the objective. Specific online success metrics cover three areas:– Acquire new consumers for database– Engage audience with a branded experience– Cost-effectively execute promotions online with offline

drivers

• Both promotions use offline activity and strategic partnerships to add strength to the online execution

• “Get LOST with Orville” helps us connect with retailers and engages consumers by creating an Orville branded experience for one of America’s most loved shows

• “Get Your Game On” drives product sales at shelf, cost-effectively delivers an online promotion with offline drivers, and provides a branded experience for the target audience