© 2005 Sprint Nextel. All rights reserved. Sprint’s ‘Talladega Nights: The Ballad of Ricky Bobby’ Campaign Dan Klores Communications July – August 2006.

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Presentation transcript:

© 2005 Sprint Nextel. All rights reserved. Sprint’s ‘Talladega Nights: The Ballad of Ricky Bobby’ Campaign Dan Klores Communications July – August 2006

© 2005 Sprint Nextel. All rights reserved. Table of Contents Total CAV & Impressions CAV by Audience Segmentation Highlights Breakdown by Audience Segmentation

© 2005 Sprint Nextel. All rights reserved. Total CAV & Impressions Total CAV: $3,381, Total Impressions: 9,655,656

© 2005 Sprint Nextel. All rights reserved.

Highlights

© 2005 Sprint Nextel. All rights reserved.

“Sprint Nextel Corp…signs are plastered all over the film’s racetrack sequences…but Sprint…also enlisted Ferrell to appear - in character as Ricky Bobby – in nationwide commercials. A series of video shorts are available as mobile content on Sprint phones and to TiVo subscribers.”

© 2005 Sprint Nextel. All rights reserved. Ferrell, as 'Bobby,' Drives for Sprint Nextel June 29, 2006 By Todd Wasserman/Brandweek Ferrell, in character, prepares to 'go mobile.' NEW YORK Will Ferrell, in character as race car driver Ricky Bobby, will star in a new round of commercials starting this Saturday for Sprint Nextel, tying in with the upcoming Nascar-themed movie Talladega Nights: The Ballad of Ricky Bobby. Ferrell's Bobby character will star in TV spots created by TBWA\Chiat\Day, New York, promoting exclusive mobile content from the movie. Much of the content in the spots is improvised. In one scene, Bobby is talking to his friend Michael, a live chicken standing on the roof of his car. In another, Bobby is posing for a glamour calendar. Some of the content from those shoots will be available in mobile form starting July 1 to consumers who have Sprint Vision, a service from the company that offers video over its mobile network. "In these spots, Will Ferrell isn't promoting the exclusive movie content available on Sprint phones—Ricky Bobby is," Mike Goff, vice president of national advertising at Sprint, said in a statement. This is not the first time Sprint has tied in with Nascar. In 2004, Nextel inked a $700 million deal with Nascar to become title sponsor of what used to be the Winston Cup. Sprint bought Nextel the next year.

© 2005 Sprint Nextel. All rights reserved. Breakdown by Audience Segmentation

© 2005 Sprint Nextel. All rights reserved. Mobile Families OutletCirculationCAVDateTitleAnalysis Kansas City Star 278,937111, /25/06Sprint takes a rideLists all the exclusive Ricky Bobby perks and clips available to Sprint customers Kansas City Star 278,93722,6988/8/06On a roll with Ricky Bobby Mentions Sprint Nextel as a sponsor of the Ricky Bobby team The Journal Gazette 74,2274,0058/4/06‘Talladega’ sponsors in on joke Mentions Sprint’s sponsorship and the commercials with Ricky Bobby Reading Eagle 62,7672, /10/06Ricky Bobby becomes boy Wonder for maker of popular bread band Mentions Sprint Nextel as a sponsor of the Ricky Bobby team.

© 2005 Sprint Nextel. All rights reserved. Mobile Families OutletCirculationCAVDateTitleAnalysis Biloxi Sun Herald 47,9842, /10/06Movie Means Dough Mentions Sprint Nextel as a sponsor of the Ricky Bobby team The Free Lance- Star 47,8663, /5/06Ricky Bobby, meet local fans Mentions Sprint’s ‘Ricky Bobby’s Ringers’ ring tones for cell phones. Columbia Daily Tribune 18, /9/06Power ballad – ‘Talladega Nights’ tie-in butters Wonder’s bread Mentions Sprint Nextel as a sponsor of the Ricky Bobby team Macon Area Online N/A 8/3/06‘Talladega’ brand deals in high gear Mentions the Sprint’s sponsorship and the exclusive commercials Will Ferrell did for Sprint Nextel cell phones.

© 2005 Sprint Nextel. All rights reserved. Tech Connected OutletCirculationCAVDateTitleAnalysis CNN668,0002,2017/28/06“American Morning” Mentions Sprint’s presence in the movie The Wall Street Journal 2,049,7861,451, /28/06Sony’s ‘Talladega Nights’ Comedy is a Product- Plug Rally Named Sprint as a promotional partner, and the Sprint commercials and promo video for cell phone users Los Angeles Times 851,8321,754,2568/4/06“Film Sponsors: Spoof me, please” Mentions Sprint’s sponsorship in the movie and the exclusive Sprint cell phone commercials. Hollywood Reporter 36,20014, /3/06‘Talladega’ brand deals in high gear Mentions the promotional partners and commercials that Will Ferrell did for Sprint Nextel

© 2005 Sprint Nextel. All rights reserved. Tech Connected OutletCirculationCAVDateTitleAnalysis BrandWeek25,2488, /28/06Ferrell as ‘Bobby’ Drives for Sprint Nextel Discusses the exclusive commercials Ferrell did for Sprint, available on Sprint cell phones. Reuters4,020,940 visitors per month N/A8/3/06‘Talladega’ brand deals in high gear Mentions Sprint’s sponsorship and the exclusive commercials Will Ferrell did for Sprint cell phones. Wall Street Journal Radio Network N/A 7/28/06“Wall Street Journal This Morning” Discussed Sprint’s product placement in the movie and the commercials Will Ferrell did for Sprint cell phones.

© 2005 Sprint Nextel. All rights reserved. Basic Boomers OutletCirculationCAVDateTitleAnalysis WB11-TV117, /3/06“WB 11 Morning News” Reporter mentioned Ferrell’s NASCAR outfit in the Sprint commercials WDAF-TV98,5811,6808/2/06“Fox 4 News at 9 PM” Showed a clip where Will Ferrell as Ricky Bobby says, “Sprint, you provide very reliable service across the country and overseas. So, thank you.” KSHB-TV76, /25/06“NBC Action News at 6” Announced Sprint phones are seen in the movie and exclusive Talladega Nights clips are available to Sprint customers WDAF-TV70, /3/06“Fox 4 at 5 PM” Showed a clip where Will Ferrell as Ricky Bobby says, “Sprint, you provide very reliable service across the country and overseas. So, thank you.”

© 2005 Sprint Nextel. All rights reserved. Basic Boomers OutletCirculationCAVDateTitleAnalysis KSHB-TV23,613898/18/06“NBC Action News Today at 6” Reported that Sprint paid two billion dollars for product placement in Talladega Nights Yahoo.com101,125,278 visitors per month N/A8/3/06‘Talladega’ brand deals in high gear Mentions the Sprint sponsorship and the exclusive commercials Will Ferrell did for Sprint Nextel cell phones.

© 2005 Sprint Nextel. All rights reserved. Youth Centric OutletCirculationCAVDateTitleAnalysis The Envelope N/A 8/3/06Sponsors Can’t Resist ‘Talladega’s’ NASCAR Audience Mentions Sprint’s sponsorship in the movie and the exclusive commercials for Sprint cell phones.

© 2005 Sprint Nextel. All rights reserved. Dan Klores Communications