The document provides an overview of AAA Mid-Atlantic's core marketing and creative services including social media strategy, digital and mobile application development, content creation, advertising, and media planning. It then highlights some of AAA Mid-Atlantic's social media case studies, including campaigns to promote AAA sponsorships of sporting events that generated thousands of social media followers and entries.

1. CREATIVE SAMPLES AND
SOCIAL MEDIA CASE STUDIES

2. MARKETING & CREATIVE SERVICES
Core Services
• Social media strategic consulting and STRATEGY
execution DIRECT
RESPONSE BRANDING
• Digital and mobile application
development
• Development of content strategies
executed across media
• Strategy and brand response planning ADVERTISING
MOBILE
• Development and implementation of
activation and advertising campaigns
• Media planning and buying for
activation campaigns
INTERACTIVE CONTENT
CREATION
SOCIAL
MEDIA

3. CLIENTS

4. AAA MID-ATLANTIC

5. GET YOUR FREE
BUTT IN HERE. TIX
FREE.
Enter the AAA Ultimate Fan Zone Sweepstakes.
Enter the AAA Ultimate Fan Zone Sweepstakes.
Win FREE premium Eagles tickets at Lincoln Financial Field.
BLITZ
Win FREE tickets in the Ultimate Fan Zone on the Club Level at The Linc. FIRST 7 HOME GAMES:
Each week, 4 winners get a pair of free tickets, plus:
First 7 Home Games: 4 winners get a pair of tickets plus: Pre-game party at Citizen Bank Park with buffet,
Pre-game party at Citizen Bank Park with buffet, full beverage service, and appearances by Swoop
full beverage service, and appearances by Swoop and Eagles cheerleaders
and Eagles cheerleaders Eagles alumni autograph session
Eagles alumni autograph session Gift from the Eagles for all ticket holders
Gift from the Eagles for all ticket holders
GRAND PRIZE: 1 winner gets 8 tickets to final home game
Final Home Game: 1 winner gets 8 tickets plus: Includes Citizen Bank Park pre-game party,
alumni autograph session and free gift, as above.
2 parking passes
2 parking passes and 8 Eagles/AAA hats
Eagles practice facility tour with Troy Vincent
for all 8 guests 8 VIP pre-game sideline passes
8 Eagles/AAA hats
To enter the sweepstakes, go to AAA.com/Eagles.
To enter the sweepstakes or to purchase tickets in
AAA IS A PROUD PARTNER OF
the AAA Ultimate Fan Zone, go to AAA.com/Eagles. THE PHILADELPHIA EAGLES. AAA. Use it for all its worth.
®
AAA is a proud partner of the
Philadelphia Eagles. Use it for all its worth. NO PURCHASE NECESSARY TO ENTER OR WIN. Subject to Official Rules and entry at www.AAA.com/Eagles. Sweepstakes starts 8/15/09 and ends 12/16/09. Open only to legal US citizens, residing in a
zip code area located within the AAA Mid-Atlantic club territory and also within 75 miles of center city Philadelphia. See list of eligible zip codes at www.AAA.com/Eagles. Entrants must be 18 years of age or
older at time of entry. Four (4) winners per game will get a pair of tickets for each of 7 2009 Eagles home games. ARV $295/ticket. One (1) winner will get 8 tickets to the final 2009 Eagles home game. ARV
$295/ticket. One entry per household/e-mail address per day. Void where prohibited. Taxes are the responsibility of the winner. Sponsor: AAA Mid-Atlantic, Inc. 1 River Place; Wilmington, DE 19801
AAA MID-ATLANTIC

6. AAA MID-ATLANTIC

7. AAA MID-ATLANTIC

8. AAA MID-ATLANTIC

9. Follow us at
Facebook.com/AAAPitCrew
* Michael Waltrip and Friends Fan Cruise events are exclusive to those guests booking the AAA Michael Waltrip and Friends Fan Cruise. No exceptions will be made.
Personalities are subject to change without notice. All cancellation penalties apply should personalities change. Prices are per person based on double occupancy
and are subject to change. Price does not include air transportation or additional taxes of $91.45 per person. Additional terms and conditions apply. This cruise
package is not available in all AAA club territories. Visit MichaelWaltrip.com/AAA for details. Ships’ Registry: Bahamas. © 2012 AAA Mid-Atlantic, Inc.
AAA MID-ATLANTIC

10. AAA-MIDATLANTIC

11. AAA-MIDATLANTIC

12. SOCIAL MEDIA CASE STUDY
CHALLENGE
• Engage fans with AAA’s sponsorship with Dover International Speedway
• Promote awareness of AAA’s title sponsorship of the Fall Sprint Cup
Race
SOLUTION
• Developed the “AAA Ultimate Monster Mile” Sweepstakes
ACTIVATION
• Leveraged Michael Waltrip Racing partnership to capitalize on “Local” fan
favorite driver personality, Martin Truex, Jr.
• Created a social media promotion to generate fan Interaction and grew
AAA’s database
RESULTS
• Generated over 1,600 Facebook Fans (benchmark was 1,000) and
10,400 unique entries (benchmark was 7,500)
• In year two of promotion, we transitioned over 2,000 fans to the new
“AAA Pit Crew” Facebook page, allowing AAA to extend brand equity
across their Motorsports activation platform
AAA MID-ATLANTIC

13. MEET THE MONSTER
Enter now for a chance to win a price pack for
four (4) for a Complete Raceday Experience
at the AAA 400 at Dover International
Raceway on October 2, 2011.
WINNERS
RECEIVE:
4 Tickets to AAA 400
4 Garage Access Passes
Pre-Race Tour of the
Martin Truex Jr. team hauler
Pre-Race meal with the
Michael Waltrip Race Team
Driver meet and greet
Opportunity to participate in
pre-race Driver Introductions
Opportunity to wave the Green Flag
to start the AAA 400
Pit Box access during the AAA 400
ENTER FOR YOUR CHANCE TO WIN
AAA Pit Crew is the culmination of all things racing. Exclusive
visit
NO PURCHASE OR CONSIDERATION NECESSARY TO ENTER. Sweepstakes starts 8/20/11 at 9 A.M. E.S.T. and ends on
9/23/11 at 11:59 P.M. E.S.T. “Promotion Period”. ENTRY: To enter go to www.Facebook.com/AAAPitCrew any time during the
Promotion Period and follow the directions for entry. Limit one entry per person/per email address during the Promotion Period.
Mid-Atlantic Automobile Club, which is not responsible for lost, late or misdirected entries, or for phone, electronic, network,
Sweepstakes open only to legal residents of the United States and the District of Columbia. Entrants must be 18 years of age
or older at time of entry. Employees of AAA Mid-Atlantic Inc. (the “Sponsor”), Dover Motorsports, Inc. and all other travel/prize
other person or entity directly involved with this sweepstakes, as well as their immediate family members (parents, children,
siblings, spouse) and members of their households (whether related or not) are ineligible to participate in this sweepstakes. Void
where prohibited or restricted by law.
AAA MID-ATLANTIC

14. SOCIAL MEDIA CASE STUDY
CHALLENGE
• Build a larger social media following in order to provide news and
information to attendees of the inaugural Quaker State 400
• Increase traffic from social media sites to KentuckySpeedway.com in
order to sell tickets, campgrounds and merchandise
• Develop social media strategies and solutions designed to engage with
fans, industry and media in order to enhance Kentucky Speedway’s
social media voice
SOLUTION
• Developed a new KentuckySpeedway.com focused on sales and news
about the track
• Launched a variety of social media promotions via Facebook and Twitter
to build fan base and drive traffic to KentuckySpeedway.com
ACTIVATION
• Created interactive Fan Guide for website and Facebook
• Ran sweepstakes to engage new Facebook fans
• Conducted on-site Tweet-Up
KENTUCKY SPEEDWAY

15. SOCIAL MEDIA CASE STUDY
RESULTS
• Monthly traffic from social media sites to
KentuckySpeedway.com tripled
• 256% increase in Facebook Fans, largest increase in
percentage of any SMI track in 2011
• Nearly doubled the amount of Twitter fans over five months
• Achieved Klout score of 68 during event week, indicated
accomplishment of track’s goal to become a “Pundit” – with
opinions wide-spread and highly trusted as a leader in the
industry
• Kentucky Speedway was a “Twitter Trending Topic” on July
9, 2011 – the date of the inaugural Quaker State 400
KENTUCKY SPEEDWAY

16. PRO FOOTBALL HALL OF FAME PITCH CREATIVE

17. LEARNING THE
HOME TURF HISTORY OF THE
NEED A REST? NICKEL DEFENSE
IS WORTH THE
HOW ‘BOUT PRICE OF
A ROAD TRIP ADMISSION.
TO CANTON?
HOF-MKT-003 Travel Host 7.0625x10.indd 1 11/20/09 2:53:06 PM
PRO FOOTBALL HALL OF FAME PRINT ADS

18. RELIVE
GREATNESS
THE
RELIVE THE
GREATNESS
TOM BRADY RAY LEWIS
3-TIME SUPERBOWL SUPERBOWL
CHAMPION CHAMPION
2-TIME NFL MVP SUPERBOWL MVP
2-TIME SUPERBOWL 13X PRO-BOWLS
MVP
VISIT US THE PLAYERS THAT DEFINE VISIT US THE PLAYERS THAT DEFINE
2121 George Halas Drive N.W. GREATNESS LIVE IN CANTON. 2121 George Halas Drive N.W. GREATNESS LIVE IN CANTON.
Canton, Ohio 44708 From Terry Bradshaw to Tom Brady, and from Ray Nitschke Canton, Ohio 44708 From Ray Nitschke to Ray Lewis, and from Terry Bradshaw
330.456.8207 330.456.8207
to Ray Lewis - you’ll find today’s stars alongside yesterday’s to Tom Brady - you’ll find today’s stars alongside yesterday’s
heroes at the Pro Football Hall of Fame. Relive great heroes at the Pro Football Hall of Fame. Relive great
Profootballhof.com moments at the Lamar Hunt Super Bowl Gallery - like when
Profootballhof.com moments at the Lamar Hunt Super Bowl Gallery - like when
a young Tom Brady upset the St. Louis Rams for his first of a young Ray Lewis led the Balitmore Ravens to their first
three Super Bowl titles. And see the all-time legends of the Super Bowl title. And see the all-time legends of the game
game cast in bronze in the Hall of Fame Gallery. cast in bronze in the Hall of Fame Gallery.
AMERICA’S PREMIER SPORTS MUSEUM AND SHOWPLACE AMERICA’S PREMIER SPORTS MUSEUM AND SHOWPLACE
PRO FOOTBALL HALL OF FAME PRINT ADS

19. LIVE IN THE BALLPARK

20. LIVE IN THE BALLPARK

21. NFL PLAYER ENGAGEMENT WEBSITE

22. SOCIAL MEDIA CASE STUDY
CHALLENGE
• Difficult for NFL Player Engagement to reach their selected target
audiences – PREP, LIFE, NEXT – with a wide range of relevant
information
• Desired to become a year-round destination resource for future,
current and former players, their families and the general public
SOLUTION
• Developed a social and digital strategy that uses a variety of
technologies, including email, Smartphone Applications and Private
Social Networks, to create a richer experience and more engaged
audience
ACTIVATION
• Redesigned and reorganized website to increase interaction and
deliver relevant information
• Launched “Engagement Zone” and NFL LIFE Smartphone Application
• Began monthly emails to drive traffic to both platforms
RESULTS
• Increase in web traffic corresponding to email drop dates
• Email open rates ranging from 20% to 37%
• Content click-through rates averaging 10%, with spikes as high as
25%
NFL PLAYER ENGAGEMENT