2. • 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.
3.
4. NBC NEWS EDUCATION NATION
First-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
16. 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
17.
18. 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
19.
20.
21.
22.
23. 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
24.
25.
26.
27. 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
29. 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
30.
31. 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
32. • 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
33. USA Today - July 27, 2009 Page Six, NY Post - July 27, 2009
35. 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
36. Send Off Events: Chicago, NY, Boston, Cleveland , Orlando and Philadelphia
37. 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
38. LUCK Series Launch
To 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?”
39. The Luck Pick Six
Through 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.
44. 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 students
HIGHLIGHTS
― 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
45. 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
46.
47. “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
48. 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)
49. HONOREES
Lena Kwak, Cup4Cup
Yountville, 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 Power
Madison, 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 Cellars
Greensboro, 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, NY
Husband 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, NY
Trio 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 Gardens
San 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, Makié
Soho, 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, OR
Handmade tableware and production services
for smaller artists to access high quality
manufacturing
Alisa Toninato, FeLion Studios
Madison, 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.sy
New 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
50.
51.
52.
53.
54.
55.
56.
57.
58. 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
60. 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!”
In each city, Summit, Teacher Town Hall, and Student Town Hall that each drew hundreds of attendees NBC Talent Participation: Chelsea Clinton, Rehema Ellis, Hoda Kotb, Chuck Todd Governors: Governor Rick Snyder (MI), Governor Bobby Jindal (LA) Mayors: Mayor Bing (Detroit), Mayor Landrieu (NOLA), Mayor Stanton (Phoenix), and three other Arizona mayors State Superintendents of Education from Louisiana and Arizona Over 75 Education Nation packages aired across local NBC affiliates Press: Detroit Free Press | Hundreds join NBC News summit on education in Detroit: “It was a conversation that everybody wanted in on.” http://www.freep.com/article/20130322/NEWS15/130322004/Snyder-take-part-Education-Nation-Detroit-hosted-by-NBC-News
