1. MLB all-star game alcohol responsibility activation

2. 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, 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.

3. 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

4. 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

5. 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)

6. 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)

7. 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

8. 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

9. 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

10. Event Activation Images

11. Event Activation Images