4. Jessica Bzoch James Dunker Marc Espeso Nina Hood Mike Sawicki Alison Yorinks

5. Electronic Arts, Inc. Bus Tour and NCAA Football

6.  A major American developer, marketer, publisher, and distributor of video games. Founded and incorporated in 1982 by Trip Hawkins  Originally, EA was a home computing game publisher. In the late 1980s, the company began developing games in-house and supported consoles by the early 1990s. EA later grew via acquisition of several successful developers. By the early 2000s, EA had become one of the world's largest third-party publishers.  On May 4, 2011, EA reported $3.8 billion in revenues for the fiscal year ending March 2011, and on January 13, 2012, EA announced that it had exceeded $1 billion in digital revenue during the previous calendar year.

8. Competitive landscape is non-existent, no other college football game. 1.Action 2.Shooter 3.Sports

9. Target Audience From EA report: Males between the ages of 18 and 24 Approximately 15 million people

10. Watch Comedy Central, ESPN ESPN: 94% men between 18-34. Tosh.O: #1 for 18-34

11. Top 3: Hits & Hip Hop Hits slightly more female Hits again Modern Rock at 4 th

12. For video games, big on Word of Mouth, Social Media, and other Internet sources.

13.  Do you play video games? If yes, which ones; if no, why not?  What is you favorite thing about tailgating?  What is your least favorite thing about tailgating?  What are your feelings about college sports?  Where do you normally go to watch college sports?

14.  We interviewed 15 college males ages 19-25, who attend the University of Central Florida. This is the core of our demographic we hope to reach out to.  86 % of the males we interviewed do play video games, out of that 77 % of them enjoy playing combat type games and 69 percent enjoy sporting type games  93 % of the males intervened agreed that the thing that like mot about tailgating is the social aspect of the event that build into the actual game. ▪ 1 participant admitted that he does not like to tailgate.  60 % of males interviewed admitted to liking college sports, the latter preferred professional but still admitted to watch college sports.  Majority of the males interviewed will watch the sports programming at home but enjoy when they go out to either a bar or tailgating to watch with friends.

15.  A college football video game by EA Sports and developed by EA Tiburon.  A new momentum-based tackling system has been introduced, including double-hit tackles, and an overall increase in the number of tackle animations.  A coach mode has also been added, where players can call plays, and make pre-play adjustments as well as watch them unfold, through a broadcast- style camera. Field grass is now rendered in 3D for instant replays.

16.  Main selling point: live your NCAA football fantasy.  Create your own player, for your own team, to live out the pageantry of the college football season.

17.  Updated Graphics  Dynasty Mode  Cooperative and competitive multiplayer  Official mascots, bands, and fields

18.  Increase awareness of the game by 30% by launch  Increase pre-orders compared to last year

19.  Bus Campaign  Lots of involvement  Tons of attention  Has a WOW Factor  New Idea Entirely  Visit Campuses During Football Season  14 Regular Season + 4 Bowl  Neutral Site Games  SWAG  Shirts  Water (and Red Bull)  Advertising  Games (also, Girls)  Not a tour; An Experience

20. Bus Length: about 25 feet

21.  Bus is over 45’ Long  6 Fridges of Red Bull  6 of Smart Water  14+ Tour Stops  Country Wide  Coming To A Game Near You!

22. 21,713 miles covered over the entire duration of the bus campaign

23.  Event will be held near the IOA plaza  Footprint fees will be $25,000 Bright House Stadium home of the UCF Golden Knights University of Central Florida

25. Custom NCAA wristbands EA Vinyl Decals & Stickers EA Shirts

26.  Game plays during the tailgating events  Fourteen schools will be a part of the event where 64 random contestants per school will face off in the games  All 64 winners will receive a free EA t-shirt for competing  Top 2 winners per school will be invited to the national championship games in Miami  There will be only one winner of all the games who receives a $10,000 scholarship from the campaign and bragging rights until the next year’s bus tour!

29.  Provide information on game & bus tour  Network/connect with consumers- personal  Icons placed on flyers, posters, banners  Statistics (info.) about target market https://www.facebook.com/pages/NCAA- Football-13-Bus-Tour/117850251672055 https://twitter.com/#%21/Enterta02094965

30.  And here’s Mike with his one of a kind Radio Stylings.  Will be broadcast on top three stations in each city  Top 40’s, Hip-Hop, Rock  Cost is ≈$1000 each  8x daily for 2 weeks

31. Prevost H3-45 VIPNew 45' fully customized tour bus $ 1,000,000.00 $ 200,000.00 Apex 5040 Elite55' Stage Trailer w/ Game Stations $ 600,000.00 $ 120,000.00 Semi-TruckPenske tandem-axel Sleeper Truck $ 120,000.00 $ 24,000.00 Body WrapsFull body wraps for truck, trailer, bus $ 60,000.00 Game Stations*Game Station set-up x 25(see below) $ 43,000.00 $ 45,000.00 Samsung 37" 1080P TVs $ 14,625.00 $ - Sony PS3 $ 6,250.00 $ - Microsoft Xbox 360 $ 6,250.00 $ - BoomChair Sky Lounger $ 6,250.00 $ - Cables & Surge Bars $ 2,125.00 $ - Aluminum Stand $ 7,500.00 $ - Tangibles Sub-total $ 449,000.00

32. Bus CrewCampaign Manager $ 40,000.00 Equipment Officer $ 20,000.00 Logistics Officer $ 20,000.00 Assistants x 6 $ 60,000.00 Campus Rep x 15 $ 30,000.00 Drivers x 2 $ 30,000.00 ExpensesGas & Tolls for Bus/Trailer $ 28,000.00 Conference Crew x 18 $ 32,400.00 $ 54,000.00 Expense Account $ 30,000.00 $ 50,000.00 Set-up Cost $ 810,000.00 $ 800,000.00 InsuranceBus, Truck, Trailer Insurance $ 250,000.00 Event Insurance $ 250,000.00 General Insurance $ 250,000.00 Intangibles Sub-total $ 1,882,000.00

33. Marketing MaterialsT-Shirts $ 360,000.00 $ 400,000.00 Armbands $ 45,000.00 Decals $ 8,500.00 $ 10,000.00 Red Bull* $ 67,500.00 $ 70,000.00 Smart Water* $ 67,500.00 $ 70,000.00 IMG†School Sponsorship $ 720,000.00 $ 800,000.00 Posters & Flyers $ 11,000.00 $ 12,000.00 Radio Slots $ 306,000.00 $ 194,000.00 Marketing Sub-total $ 1,395,000.00