2. T HE G AME P LAN Discover Card Background Goals Our Sales Promotions Discover the Orange Bowl Card Discover the Orange Bowl Code Discover the Orange Bowl Flight Discover the Orange Bowl Car Target Demographics Advertisements Measuring ROI Budget

3. D ISCOVER Discover Financial Services owned by Morgan Stanley Dean Witter & Co. which has over 50 million cardholders all over the globe Comprised of approximately 3.6 million merchants and cash access regional offices in all parts of the world Discover Business Services is considered one of the leading independent credit card corporations in the US. Slogans Theres always something more to Discover It pays to Discover Ranked 2 nd best in customer service

4. G OALS OF S ALES P ROMOTION Increase the number of Discover cardholders through our various sales promotions Increase card usage among existing cardholders Build the brand equity of Discover Card

5. D EMOGRAPHICS

6. D ISCOVER THE O RANGE B OWL C ARD

7. Sign up for a Discover Card during the college football season (Sept. 4 to Dec. 3) 4 lucky participants will find the Orange Discover Card in their mailbox The Orange Discover Card is worth $10,000 Current and potential new users can sign up at Discover.com to enter for the chance to obtain the Orange Card

8. T ARGET

9. A DVERTISING

10. H OW IT WORKS People sign up on-line to receive a Discover card in the mail If they receive the Orange card, theyre a winner! Benefits for Discover: Drives consumers to sign up for a Discover card Letter in mail promoting the benefits of being a cardholder will encourage increased card usage

11. M EASURING SUCCESS Measure how many new users signed up to receive a card during the season Track the amount of dollars spent by those new card users

12. D ISCOVER THE O RANGE B OWL F LIGHT

13. T ARGET

14. A DVERTISING

15. D ISCOVER THE O RANGE B OWL F LIGHT Sign up for a Discover Miles or Escape card and use it for an American Airlines flight during the college football season (Sept. 4 to Dec. 3) Winner will receive a trip for four to Miami, a 5- night stay at a hotel and passes to access Discovers luxury box at the Orange Bowl

16. D ISCOVER LUXURY BOXES As the title sponsor Discover is entitled to a luxury box: section 214 A and B

17. O BJECTIVE OF SWEEPSTAKES Bring in new users Utilize existing Discover Orange Bowl sponsor for cross-promotional purposes Create excitement of Orange Bowl for casual/non- football fans Promote Discover Miles and Escape cards

18. M EASURING S UCCESS Measure the number of new Miles and Escape Cards issued Measure the usage versus previous years to track an increase during the promotion Measure where the promotion is most effective to pinpoint where our promotion is effective so that we can utilize the information the next year

19. B ENEFITS Use of other sponsors will help leverage cross- promotion Promotes awareness of lesser-known Discover programs Sweepstakes appeals beyond football audience Improves image of Discover

20. D ISCOVER THE O RANGE B OWL C ODE

21. T ARGET

22. P ROMOTIONAL G OALS Enter-to-win promotion targets loyal Discover Card users Reward loyal Discover Card users by offering a chance to win $10,000 Drive Discover Card users to Discover.com where purchases can be made at discounted prices with use of Card Increase Orange Bowl telecast viewership, which in turn will result in increased brand exposure to both Discover Card users and potential new users

23. D ISCOVER THE O RANGE B OWL C ODE One unique promotional code will be displayed each quarter (4 codes total) in corner of TV screen during Orange Bowl telecast Discover Card users can enter to win up to 4 times (once per code) at Discover.com 4 winners (one per quarter) get $10,000 prize

24. Enter: OBDIS Log on now at Discover.com for your chance to win $10,000!!!

25. M EASURING S UCCESS Track number of code entries by unique card users Track Discover.com site traffic during Orange Bowl in comparison to historical site traffic during non-promotional time periods Measure increases in card usage by card holders entered into promotion

26. D ISCOVER THE O RANGE B OWL C AR

27. Cross-Promotion (with Toyota) designed to increase in-stadium card usage. Target: Switchers Associates the Discover brand with the Orange Bowl Mood Congruent Memory

28. H OW I T W ORKS Consumers sign up for Discover card at the Orange Bowl Discover Orange Bowl T-shirt & rally towel awarded with new enrollment 25% discount on all in-stadium purchases w/ card Entered into sweepstakes that gives consumer a chance to win a new Toyota Customer given 10 footballs, just 1/10 wins a new car!

29. P RIZE P AYOUT 1-2 Footballs = Yaris 3-4 Footballs = Corolla 5-7 Footballs = Tacoma 8-10 Footballs = Highlander

30. W HY I T W ORKS Toyota is a sponsor of the Discover Orange Bowl. Aligns Discover w/ an intangible experience Many sports fans remember the experience of the game and this provides them with a better in-stadium atmosphere Discover & Toyota both need to re-position themselves favorably in the mind of the consumer Discover = perceived inferiority to MC, Visa Toyota = recent controversy with recalls

31. D EMOGRAPHICS How We All Sit In the Same Orange Bowl

35. A DVERTISING

36. D ISCOVER THE O RANGE B OWL All promotions are Linked together at Discovertheorangebowl.com Each website brings link brings you to the above website Promotes the 4 different ways consumers can discover the orange bowl for themselves Ties the promotions all back to the core

37. A DVERTISING OUR PROMOTIONS ESPN college game day TV Espn.com Discover.com American Airlines Online and at Terminals Toyota Online and in Store TV spots during Prime time television

38. B UDGET

39. Budget Card promo 40,000 prize 10,000 New cost mailing Code Promo 40,000 prize Flight Promo558 round trip per person 2500 flight 3000 Hotel 4500 Destination Expenses travel around miami food spending money Car Promo 30,000 Car 10,000 Discounts 10,000 Tshirt 5000 Towel Advertising 155,000 total current