MLB all-star game alcohol responsibility activation

MLB All-Star Game – Objectives/Achievement Goal #1: Amplify Budweiser “Make a Plan to Make it Home” message through media/brand activation Success Criteria: Engage consumers with Budweiser “Make a Plan to Make it Home” message via signage and ambassadors Activation Result: Engaged 45,000 21+ consumers via 1:1 interactions. Integrate within Budweiser brand activation to provide a seamless consumer experience Messaging integrated into BAM activation, on-premise SMT and BAB/Bud & Burgers. Goal #2: Safe Ride Partnership Develop a partnership with Lyft to provide free/reduced fare rides home for consumers Nearly 150 consumers redeemed offer – 80 free/reduced fare rides provided.

MLB All-Star Game – Ambassador Activation Ambassador Activation Took Place: July 12, 13 and 14 Location: Sponsor Zone Area - Bud Build-A-Bar/Bud & Burgers Time: 12:00pm – 8:00pm Activation: - Ambassadors distribute: Lyft 3,500 cards 6,500 Beads 5,000 rally towels - Promote Budweiser’s Make a Plan to Make it Home message - Show users how to download and use Lyft app

MLB All-Star Game – Activation Components Budweiser Sponsor Zone areas: Build-A-Bar Bud & Burgers Safe Ride Home Partner – Lyft In-Stadium: Good Sport Execution Print – Ad in ASG Program At Retail: Custom Signmaking BAM integration in on-trade MLB Fan Zone: Activation with TEAM Coalition

MLB All-Star Game – Signage/Activation Signage included within Sponsor Zone activations Build-A-Bars Bud & Burgers locations Table tents TV Signage Signmaking Activation Ambassadors reached 45,000 consumers via 1:1 interactions with consumers promoting Budweiser’s MAPTMIH message 20,000 beads 15,000 rally towels 10,000 Lyft Cards BAMs canvassed select on-premise accounts distributing Lyft cards (discounted rides)

MLB All-Star Game – Lyft Partnership Partnership with Lyft: Ambassadors distributed 10,000 Bud/Lyft co-branded cards to consumers in sponsor zone areas Codes offered $15 toward a ride home for new users and $10 for existing users “Lyft zone” created for pick-up/drop-off Results: 145 ride offers redeemed 80 free or reduced fare ride homes were provided 1.5% redemption rate (Lyft is new to Cincy market)

MLB All-Star Game – Activation Map KEY: Lyft Zone Location Bud & Burgers Build-a-Bar Potential Lyft Zones Next slide shows birds eye view of the potential Lyft zone pickup locations as indicated with logo, which include: East entrance to Sponsor Zone West entrance to Sponsor Zone South side of Sponsor Zone at roundabout (Theodore M. Berry Way + Roebling Way) North side of Sponsor Zone at Second Street and Walnut Street. Alcohol Responsibility Activation

Good Sport Activation In Stadium Two Good Sport Locations in Great American Ballpark: Located at Fan Accommodations Area Staffed by Cincinnati Reds ASG-specific sign-up forms $1 off O’Doul’s for consumers who pledge Roughly 100 pledges for ASG Honor Good Sport Designated Driver of the Season Video board recognition In-stadium announcement Photo opportunity

Fan Zone Activation – Team Coalition Partnership Responsibility Has Its Rewards Promoting responsible decision making and having as safe ride home More than 2,500 fans pledged to be responsible and have a Designated Driver

Event Activation Images

Event Activation Images