Developed byThe Tombras Group2014 Atlanta & Raleigh RegionSweet Tea Promotional Program

ObjectivesBuild a program to support increased sales of Sweet Tea in 2014.Build a program that is flexible enough to work in every market in the Atlanta & Raleigh Regions.Build a program that supports the 10th anniversary of Sweet Tea.

The Creative Theme• Southern• Youthful• Fun• Refreshing• Unusual• Hip Sound

A Comprehensive Program

Broadcast Creative:30 TV complete spot with $1 price point:22/:08 GCM radio shell:22/:08 AACM radio shell ?:22/:08 HCM radio shell ?

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“Tickets” Radio ScriptSFX: (upbeat instrumental music track enters. . .)Annc: Life is sweeter with Mickey D’s Sweet Tea. How sweet is it? Well, it’s like when your concert tickets ... SFX: (large venue/crowd ambience)Tough Guy: Hey, you can’t come in here with these tickets.Annc: . . .turn out to be backstage passes. . .Tough Guy: You need to go in the stage door, over there.Vocals: It’s gonna be a sweet, sweet day.Annc: Now it’s time to celebrate 10 sweet years with Mickey D’s Sweet Tea for just a dollar. At McDonald’s.SFX: (5 note signature plays)

“Cute Girl” Radio ScriptSFX: (upbeat instrumental music track enters. . .)Annc: Life is sweeter with Mickey D’s Sweet Tea. How sweet is it? Well, it’s like when that cute girl at work finally smiles at you .. 20-Something Guy: Sweet!Annc: . . .and talks to you. . .20-Something Guy: Make it sweeter.Annc: . . .to ask you on a date.Vocals: It’s gonna be a sweet, sweet day.Annc: Now it’s time to celebrate 10 sweet years with Mickey D’s Sweet Tea for just a dollar. At McDonald’s. SFX: (5 note signature plays)

“Phone” Radio ScriptSFX: (upbeat instrumental music track enters)Annc: For 10 sweet years, McDonald’s has been making life sweeter with our Sweet Tea. How sweet is it? Well, it’s like when your phone dies. . .SFX: (store interior ambience)Genius/Geek: Sorry, man. We couldn’t fix it.Annc: . . .the day before the warranty expires. . .Genius/Geek: So we loaded you apps and contacts on to a new one.Vocals: It’s gonna be a sweet, sweet day.Annc: Now it’s time to celebrate 10 sweet years with Mickey D’s    Sweet Tea for just a dollar. At McDonald’s.SFX: (5 note signature plays)

Outdoor Poster Creative

Outdoor Bulletin Creative

Digital Banner Ads300 px by 250 px, Animated GIF filePlus other standard sizes. . .

Digital Banner Ads300 px by 250 px, Animated GIF filePlus other standard sizes. . .

POP DesignsTransliteWindow ClingLot BannerPlus other items like real estate signs, register toppers, etc.

Tweets

Digital Promotion

Other ExtensionsMedia Merchandising – Promotional ideasSampling – In-store and street team samplingCrew Incentive – Rewards for UPT increasesBudget: $250 per store

Calendar IntegrationTwo options to local calendar integrationConcentrated 4-6 week promotional focusLocal “dominate” media weight levelsDigital, outdoor & social supportMedia merchandisingSamplingCrew incentiveOn-going Sweet Tea sustaining supportUse Sweet Tea shells in support of other offers

Questions & Comments