2011 Coaches' Trophy Presented by Dr Pepper Final Post - February 13, 2012
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2011 Coaches’ Trophy
Presented by Dr Pepper
Final Post
Presented by:
February 13, 2012
Table of Contents Three Year Program Results 2011 Season Trophy Tour Dr Pepper Retail Partner Appearances Dr Pepper VIP Customer Appearances On-Campus Fanfest Appearances BCS and Championship Market Impact on other Dr Pepper Initiatives Public Relations Summary On-Line Marketing
Three Year - Trophy Program
Results
Three Year Program Update
Dr Pepper Trophy Program Reach After Three Seasons:
Total Number of Appearances: 191
Total Number of Fans Who Had Photo With Trophy: 98,290
Total Photo Views: 276,238
Total Sideline Appearances: 47
Total Retail Partner Appearances: 73
Total Private Dr Pepper Customer Appearances: 32
Total Fanfest Appearances: 30
National Trophy Tour
Trophy appearances during the first three years of the trophy tour
shows the true national reach of the program.
2009
2010
2011
2011 Trophy Tour
2011 Season Objectives
The primary objectives prior to the college football season were
Utilize the national exposure of the trophy to position Dr Pepper as a
national college football sponsor.
Maximize the unique opportunity the trophy provides to strengthen Dr
Pepper relationships with key customers.
Continue to develop a link between Dr Pepper the company and The
Coaches’ Trophy
Utilize the draw and access the trophy brings to help promote other Dr
Pepper marketing initiatives (tuition giveaway, Dr Pepper TEN
sampling, etc.)
Establish brand visibility for the trophy at grassroots level
Generate customer sales leads through local marketing efforts
Trophy Tour
Dr Pepper Trophy Appearances
During the 2011-12 college football season, The Coaches’ Trophy presented by Dr
Pepper was put on display 61 times. That’s the second most appearances the trophy
has made in one season in its 26 year history.
36,950 fans had their photo taken with the trophy during the 2011-12 season. That’s
the most fans ever to take their photo with the trophy.
Appearance Breakdown
• 15 Football Games (Sideline Appearances)
• 15 Customer Public Appearances (11 different retail partners)
• 7 Private Customer Appearances
• 15 Day of Game fanfests (on campus before game)
Fans gathering around retail display in
Birmingham, AL
Trophy Tour
Dr Pepper Trophy Appearances
During the 2011-2012 college football season, The Coaches’ Trophy Presented by Dr
Pepper visited 15 different football games.
At these games the trophy was displayed and televised on the sideline. The trophy was
also shown on the ESPN College GameDay show on those Saturdays when the show
coincided with trophy spotlight game.
Florida State cheerleaders next to trophy during ESPN Fans line up for trophy photo at fanfest
Gameday show
Tour Schedule – National Exposure
Nationally Televised In-Game Exposure
The Coaches’ Trophy presented by Dr Pepper was shown and mentioned on ESPN’s
family of networks during 16 different game telecasts. Most of these games re-aired at
least once on ESPNU, creating additional exposure.
• Sept. 3, LSU vs. Oregon (Arlington, Texas) on ABC
• Sept. 10, Alabama at Penn State on ABC
• Sept. 17, Oklahoma at Florida State on ABC
• Sept. 24, Oklahoma State at Texas A&M on ABC
• Oct. 1, Nebraska at Wisconsin on ABC
• Oct. 8, Oklahoma vs. Texas (Dallas) on ABC
• Oct. 15, Alabama at Ole Miss on ESPN2
• Oct. 22, Texas Tech at Oklahoma on ABC
• Oct. 29, Oklahoma State at Baylor on ABC
• Nov. 12, Oregon at Stanford on ABC
• Nov. 18, Oklahoma State at Iowa State on ESPN
• Nov. 26, Notre Dame at Stanford on ABC
• Dec. 4, Southern Miss at Houston on ABC (Bristol, Conn.)
• Dec. 4, Oklahoma at Oklahoma State on ABC (Bristol, Conn.)
• Jan. 3, Allstate Sugar Bowl on ESPN
• Jan. 7, Allstate BCS National Championship on ESPNGameday National Exposure
ESPN’s College Gameday
The Coaches’ Trophy presented by Dr Pepper was shown and mentioned on ESPN’s
College GameDay and/or College Football Live at least 11 times during the season.
• Sept. 3, LSU vs. Oregon (Arlington, Texas)
• Sept. 17, Oklahoma at Florida State
• Oct. 1, Nebraska at Wisconsin
• Oct. 8, Texas vs. Oklahoma (Dallas)
• Nov. 3, College Football Live (Tuscaloosa, Ala.)
• Nov. 5, LSU at Alabama
• Nov. 12, Oregon at Stanford
• Dec. 4, ESPN’s College Football Final (Bristol, Conn.)
• Dec. 5, BCS Selection Show and Bowl Selection Special
• Jan. 4, College Football Live (New Orleans, La.)
• Jan. 9, BCS National Championship Pre-Game Special
Palo Alto, CA for Oregon vs. Stanford Arlington, Texas, for LSU vs. OregonDr Pepper Retail Partner
AppearancesRetail Partner Store Visits (Public)
Dr Pepper Partner Public Appearances
Throughout the season The Coaches’ Trophy Presented by Dr Pepper was on display
at a variety of retail partners throughout the country.
Most of the appearances were set up during the season in coordination with the
trophy stop for that weekend. Having the retail display on Friday before the game led
to larger crowds.
A majority of the retail appearances were requested by the local retail partner or
regional DPSG representative. Eleven different retail partners displayed the trophy.
This shows the the value that retail partners place on having the trophy displayed in
their store.
Dollar General staff at the Tallahassee, FL Publix appearance in Tuscaloosa on Nov. 5, 2011
appearanceRetail Partner Feedback
The$Coaches’$Trophy$Presented$by$Dr$Pepper$was$displayed$at$five$different$retail$partners
$whose$Dr$Pepper$rela:onship$is$managed$by$Buffalo$Rock.$
“Buffalo Rock has participated in the Dr Pepper BCS trophy events for three years now
and it continues to be a great event for solidifying our business relationships with key
retailers and our consumers. It provides great exposure for Dr Pepper in our marketing
areas and resonates with our heavy Dr Pepper users.”
Warren Austin – Vice President, Customer Development Sales
and Service, Buffalo RockRetail Partner Feedback
The$Coaches’$Trophy$Presented$by$Dr$Pepper$was$displayed$at$the$Dr$Pepper$booth$at$the
$Dollar$General$Conven:on$on$July$24$–$25,$2011$as$well$as$at$Dollar$General$Stores$in
$Tallahassee,$Florida$and$Las$Vegas,$Nevada.$
!!!!!!!“Having the Coaches’ Trophy available for both the convention and store appearances
went great in 2011. Dollar General was very thankful for the opportunity to
partnership with Dr Pepper at several events in 2011. The appearances generated a
lot of excitement at store level with the Dollar General Associates and the Dollar
General customers. I look forward to more opportunities in the future.”
- David Farber, Territory Sales Manager Dollar General
Dr Pepper Snapple GroupRetail Partner Store Visits (Public)
15 Dr Pepper Retail Partner Appearances
Date Partner Location Attendance
30-Aug Mariano's Market Chicago, IL 100
16-Sep Dollar General Tallahassee, FL 100
23-Sep HEB Market College Station, TX 250
29-Sep Copps Food Center Madison, WI 350
4-Oct Dollar General Las Vegas, NV 75
21-Oct Crest Foods Oklahoma City, OK 400
28-Oct Walmart Sillwater, OK 400
4-Nov Publix Tuscaloosa, AL 500
29-Nov Sheetz Altoona, PA 85
4-Jan Rouse's Metairie, LA 550
4-Jan Rouse's New Orleans, LA 475
5-Jan Rouse's Houma, LA 350
13-Jan Kroger Huntsville, AL 3,000
14-Jan Academy Sports Tuscaloosa, AL 2,940
15-Jan Publix Birmingham, AL 2,900
Total 12,475Retail Partner Store Visit - Displays
!Having$weekly$retail$store$appearances$helped$Dr$Pepper$gain$valuable$floor$space$in$a
$variety$of$stores$across$the$country.$Local$boSlers$do$a$fantas:c$job$building$elaborate
$displays$which$oUen$get$built$days$before$the$appearance$and$stay$up$aUer$trophy$leaves.$
Rouse’s Supermarket appearance in Metairie, LA
included two 15 ft tall trophy replicas made out of
Dr Pepper casesRetail Partner Store Visit - Displays
Elaborate display at Publix in Birmingham, AL
Dr Pepper TEN trophy display in Oklahoma CityDr Pepper VIP Customer
AppearancesDr Pepper Key Customer Appearances
Along with the public displays, the trophy made seven private VIP appearances at key Dr
Pepper partners and events throughout the country.
These appearances are a fantastic way to help strengthen partnerships between local Dr
Pepper representatives and their key customers.
Trophy display at the Dr Pepper booth at the Sonic
Trophy on display at the Dr Pepper booth at the McDonald’s
Convention
Regional Meetings in Florida.Dr Pepper Customer Appearance Feedback
The$Coaches’$Trophy$Presented$by$Dr$Pepper$was$displayed$at$the$Dr$Pepper$booth$at$the
$Sonic$Conven:on$on$September$13$and$14,$2011.$
!!!!!!!!“Having!The!Coaches’!Trophy!at!the!Sonic!Conven6on!made!for!an!outstanding
!experience!for!our!Sonic!Franchisees.!!The!opportunity!to!have!their!photos!taken
!with!the!trophy!created!a!constant!line!in!our!booth!and!created!addi6onal
!excitement.!!It!was!a!huge!success!and!the!Franchisees!raved!about!it!”!
! ! ! !E!Erika!Foster,!!Shopper!Marke6ng!Manager!
! ! ! !!!!!!!!!!!!!!!!!!!!!!!!!!!Dr!Pepper!Snapple!GroupDr Pepper Customer Appearance Feedback
The$Coaches’$Trophy$Presented$by$Dr$Pepper$was$displayed$at$the$Dr$Pepper$booth$at$the
$Taco$Bell$Conven:on$on$October$3$–$5,$2011$
!!!!!!!“We loved having The Coaches’ Trophy at Taco Bell's 2012 National Convention. It was
a big win! The trophy added excitement and fun to our booth. Franchisees were drawn
to the trophy, enjoyed getting pictures taken with the trophy driving increased
discussions on 2012 BCS national promotion plans with Taco Bell. ”!
! ! ! !E!Rob!Rudolph,!!Na6onal!Account!Execu6ve!
! ! ! !!!!!!!!!!!!!!!!!!!!!!!!!!!Dr!Pepper!Snapple!GroupDr Pepper Key Customer Appearances
2,925 customers and clients had their photo taken with the trophy at private customer
appearances.
We had additional trophy appearance requests by regional managers made during the season
but were unable to accommodate them due to scheduling conflicts.
Date Event Location Attendance
13-Jul WalMart Shareholders Meeting Bentonvile, AR 1,200
July 24-25 Dollar General Convention Orlando, FL 450
8-Aug Dr Pepper Growth Meeting Dallas, TX 250
Sept 13-14 Sonic Convention Las Vegas, NV 350
Sept 19-20 McDonalds SW Region Meetings Carlsbad, CA 75
Oct 3-4 Taco Bell Convention Las Vegas, NV 300
Nov 9-10 McDonalds SE Region Meetings Jacksonville, FL 300
Total 2,925Regular Season Fanfest
AppearancesTrophy display at Fan Fests
Dr Pepper Fan Fest Public Appearances
When possible, Dr Pepper had a trophy display at the university fan fest outside the
stadium prior to the game where fans could have a free online photo taken with the
trophy.
Dr Pepper never had to pay to be a part of any regular season fanfest this year.
Line of fans at the LSU/Oregon Fanfest Trophy booth at Seminole Village at Florida State.On-Campus Trophy Display (FanFest)
Over 21,500 fans visited the Dr Pepper booths outside of the football stadium to view the
trophy during the 2011 -12 football season.
Date Event Attendance
3-Sep Cowboys Classic - Oregon/LSU 1,000
16-Sep Florida State Pep Rally 400
17-Sep Seminole Village - Florida State 1,300
30-Sep Badgerville - Wisconsin 800
7-Oct State Fair of Texas 100
22-Oct Soonerfest - Oklahoma 500
22-Oct OU Corporate Partner Village 150
29-Oct HOF Block Party - Oklahoma St 800
29-Oct Oklahoma St Suite Level 100
5-Nov Ferguson Center - Alabama 3,000
10-Nov Stanford Booster Club 100
11-Nov Stanford Fanfest 1,200
4-Dec SEC Fanfare 600
1-Jan Sugar Bowl Allstate Fan Jam Day 1 1,650
2-Jan Sugar Bowl Allstate Fan Jam Day 2 2,400
7-Jan BCS Allstate Fan Jam Day 1 3,000
8-Jan BCS Allstate Fan Jam 2 3,000
9-Jan BCS Superdome 1,450
Total 21,550National Championship Game Fanfest
Dr Pepper Booth at the BCS Market
Dr Pepper had a booth at the Allstate Fan Fare as well as the BCS Fan Fare. More than
11,500 fans came to the Dr Pepper display to get their photo with the trophy.
Fans also received a free sample of Dr Pepper TEN as they waited to get their photo
with the trophy.
1-Jan Sugar Bowl Allstate Fan Fare Day 1 1,650
2-Jan Sugar Bowl Allstate Fan Fare Day 2 2,400
7-Jan BCS Allstate Fan Fare Day 1 3,000
8-Jan BCS Allstate Fan Fare Day 2 3,000
9-Jan BCS Superdome 1,450
Total 11,500National Championship Game Fanfest
Dr Pepper Booth at the BCS Market
Fans line up to have their photo taken at the trophy display at
BCS Fanfest in New Orleans, LA
the Allstate FanfestChampionship Market Appearances
Championship Market Tour
During the three day, three stop championship market tour, more than 9,000 fans came out
to have their photo taken with The Coaches’ Trophy
Huntsville, Alabama. Kroger Grocery Store
• Friday, Jan. 13
• Attendance: 3,050
Tuscaloosa, Alabama. Academy Sports and Outdoors
• Saturday, Jan. 14
• Attendance: 2,930
Birmingham, Alabama. Publix Grocery Store
• Sunday, Jan. 15
• Attendance: 3,010Championship Market Tour (cont.) There were long lines in each of the three stops. We actually arrived and began taking photos at least 30 minutes before our scheduled start times to get a jump on the crowds. All the major television stations in each market came to the store to cover the appearances. Some showed up to multiple appearances. Every event ran smoothly. Fans were happy that we were able to keep the line moving relatively fast. All three retail partners were pleased as well. Long line of fans waiting for photo at Kroger in Line of fans stretches outside Academy store in Huntsville Tuscaloosa, AL
Impact on Dr Pepper
InitiativesTrophy Impact on Dr Pepper Initiatives
In addition to the heavy fan interaction and media attention the trophy tour
generates, it also provides an avenue to help promote other Dr Pepper
marketing initiatives.
Million Dollar Tuition Giveaway
When the trophy is displayed at a school fanfest on gameday or at a retail partner,
hundreds of fans come through the trophy booth to get their photo with the trophy.
We use these opportunities to talk to fans about the tuition program and even collect
video submissions.
Video submission at Seminole Village in Tallahassee, Tuition banner next to the trophy display at Mariano’s
Fla. retail appearance out of ChicagoTrophy Impact on Dr Pepper Initiatives
Dr Pepper TEN Sampling
With the introduction of Dr Pepper TEN this past year, the trophy displays allowed Dr
Pepper the opportunity to distribute samples thousands of fans at trophy events this
season.
Trilogy distributing TEN samples to the thousands of fans Dr Pepper TEN branded truck full of samples at retail appearance in
who waited in line to view the trophy at the BCS fanfest. Oklahoma City.Public Relations Summary
Public Relations Summary
Local Television Exposure
During the 2011 season tour, The Coaches’ Trophy appeared on at least 25 local
television stations. Many of the segments ran on multiple newscasts during the week.
Each of these listed below showed and/or mentioned Dr Pepper as presenting sponsor
during the segment. If interviewed, we took every opportunity to mention the Dr
Pepper Tuition Giveaway (in chronological order by week).
Market Stations
Chicago CSN Chicago (Comcast)
Tallahassee WTXL-TV (ABC), WCTV-TV (CBS)
Bryan/College Station KBTX-TV (CBS)
Madison WISC-TV (CBS), WKOW-TV (ABC), WMTV-TV (NBC)
Oklahoma City Fox 23 News (Fox)
Tulsa News on 6 (CBS), Fox 23 News (Fox), KTUL-TV (ABC)
Tuscaloosa WVUA-TV (Ind.)
New Orleans WSDU-TV (CBS), Cox Sports (Regional)
Alabama (statewide) Raycom broadcast
Montgomery WSFA-TV (NBC), WAKA-TV (CBS/Fox)
Baton Rouge WBRZ-TV (ABC)
Birmingham ABC 33/40 (ABC), WBRC-TV (Fox), WVTM-TV (NBC), WIAT-TV (CBS)
Huntsville WAFF-TV (NBC), WAAY-TV (ABC), WHNT-TV (CBS)Public Relations Summary
Local Television Exposure (cont.)
WTXL-TV in Tallahassee, Fla. KTUL-TV in Tulsa, Okla. WVUA-TV in Tuscaloosa, Ala.
Various local TV stations at BCS Media WSDU-TV in New Orleans. WBRC-TV in Birmingham
Day in New Orleans.Public Relations Summary
Print and Web Site Exposure
During the season the following newspapers and media web sites showed and/or
mentioned The Coaches’ Trophy, including Dr Pepper as sponsor. The list below does
not include non-media blogs and fan message boards.
Media Outlet Date(s)
DailyHerald.com (Chicago) Aug. 29
BigTenNetwork.com Aug. 29
Oregon vs. LSU game program Sept. 3
WTXL.com Sept. 15
Warchant.com (Fox Sports Florida) Sept. 15
KBTX.com Sept. 21
Daily O’Collegian Oct. 28
Daily Oklahoman Oct. 29
AL.com Nov. 3
WSDU.com Jan. 3
Houma Today Jan. 4
NOLA.com Jan. 6
AL.com Jan. 10
Tuscaloosa News Jan. 10
ABC3340.com Jan. 11
WHNT.com Jan. 11
WAAY.com Jan. 11Public Relations Summary
Other Media Exposure
The trophy was shown nationally on the Big Ten Network on August 29.
ESPN shot new video of The Coaches’ Trophy and its Dr Pepper branded box in
studio for use during bowl season and beyond.
Local radio affiliates promoted the trophy displays at retail stores in Oklahoma and
New Orleans.
The Coaches’ Trophy Facebook page grew from 200 “Likes” at the start of the season to
more than 750 by January.
Twitter searches for “Coaches Trophy” yield dozens of results including many fan photos
from retail events.On-Line Marketing
Online Photography
Photography Overview
Throughout the season fans were able to have their photo taken with the trophy. To
increase brand awareness, all photos were taken using online photo technology.
Fans had their picture taken with the trophy then received a photocard instructing
them how to retrieve their free photo online.
Fans would go to www.drpepper.com/trophy and input their photocode to retrieve
their picture.
The photo retrieval website mirrored the look of the Dr Pepper college football page
on drpepper.com
Trophy PhotocardOn-Line Photography Full Program
Photo retrieval data for all public FanFest and private appearances.
26,230 fans went to the Dr Pepper micro-site to retrieve their photos this season.
That’s a 71% photo retrieval rate which is a fantastic percentage given how many fans
use their camera phones to take photos with the trophy.
The three championship market appearances yielded an 85% photo retrieval rate.
Number'of'Times'Photos'Viewed' 128,539'
Photo'Cards'Distributed' 36,950'
Retrieval'Rate' 71%'
Number'of'Times'Photo'Sent'by'Email' 12,344'
Number'of'Times'Photo'Sent'by'to'Mobile' 3,756'
Number'of'Times'Photo'Sent'to'Facebook' 6,562'
Number'of'Times'Photos'Were'Sent'to'TwiNer' 1,221'On-Line Photography
Click-Through Rates
Many fans who went to retrieve their photo clicked-through to the main
drpepper.com site. More than 2,501 fans who retrieved their photo clicked through
to the million dollar tuition page on drpepper.com.
External'Clicks'
http://www.drpepper.com 3,109'
http://www.drpepper.com/promotions/football (tuition) 2,501'
http://www.drpepper.com/promotions/vida23/ 392'
http://www.drpeppermuseum.com/ 401'On-Line Photography – Consumer Research
Which of these products do you drink the most?
45% 39%
40%
35%
30%
25%
20% 16%
14%
13%
15%
10% 8%
3%
2%
5%
0%
Snapple Sunkist Dr Pepper 7Up A&W Deja Blue No
Root Beer Water Response
* 21,598 respondentsOn-Line Photography – Consumer Research
How Would You Rank Your Experience With The Trophy?
71%
80%
70%
60%
50%
40%
25%
30%
20%
3% 1%
10%
0%
Very Good Good Average Poor
* 13,785 respondentsRecommendations With Discover sponsoring the BCS Championship Game next season, we can look to explore possible promotional sponsorships. e.g. – use your Discover Card to purchase a case of Dr Pepper and you are entered into a chance to win an all expense trip to the national championship game. While we understand that Walmart is one of the biggest customers for Dr Pepper, having other key Dr Pepper customers host the championship market tour proved to be a big success. It’s great to spread large events like this to as many retail customers as possible. Work to secure championship market partners early. Ideally after the teams are identified in early December. Having the retail trophy appearances held on Friday each week proved to be a big success. Even with the short notice, we were able to put on big events and all retail partners were happy to have the trophy at their store.
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