DIGITAL MEASUREMENT CASE STUDY/EXAMPLE OF OUTPUT

1. DIGITAL MEASUREMENT CASE STUDY/EXAMPLE OF OUTPUT

2. / DIGITAL CASE STUDY – TRIBECA FILM FESTIVAL • Case Study: Bombay Sapphire is in the second year (final) of a two-year Signature Sponsorship of the Tribeca Film Festival (TFF) held each April in New York City. Both years, the Bacardi brand selected rEvolution to conduct digital research to better understand the success/weaknesses of its digital activation strategy and the value of its digital sponsorship assets around Bombay Sapphire’s sponsorship. • The data in the following example has been changed to protect confidentiality of client and demonstrates limited data output and findings. • This case study, however, exhibits the type and quality of data which will be delivered should Esurance move forward with conducting digital/social media US Open research.

3. CASE STUDY / SIGNATURE SPONSORS APPEARED IN 8% OF THE TFF ONLINE CONVERSATION • Collectively, Tribeca Film Festival Signature Sponsors comprised 8% of all TFF online posts and interactions. • In the second year of TFF sponsorship, Bombay Sapphire was the second-most mentioned Signature Sponsor, up significantly from eighth place in 2012. • While Hilton had the most posts and interactions (2,230 interactions), over 2,000 interactions came from a single Facebook post by Hilton. • Bombay Sapphire’s online social interaction was far more engaging than all other sponsors, as multiple social media platforms accounted for a mix of accounts/individuals creating conversation. As recommended by rEvolution in 2012, Bombay Sapphire’s Transmedia award entitlement accounted for the large increase in brand credited TFF digital conversation. 6% 5% 7% 7% 7% 8% 11% 7% 13% 15% 11% Share of TFF Signature Sponsor Buzz Signature Sponsor TFF Discussion: n = 16,088 Post to Interaction Ratio 10.5 2.9 1.0 2.5 2.9 0.5 2.1 0.9 1.3 9.1 0.4 All TFF Discussion: n = 199,793 *Apple was not a Signature Sponsor, but created notable social media buzz. Post: any initial content submitted to a social networking site – a blog post, Facebook status update, a tweet, a video upload to YouTube or a photo upload to Flickr, etc. Interaction: any action that is performed on the initial post on a social network which typically includes comments, ‘likes,” re-tweets, etc. Tribeca Film Festival Signature Sponsors include: American Express (founding sponsor), Accenture, Alfred P. Sloan Foundation, AT&T, Bloomberg, BMCC, Bombay Sapphire, Brookfield, Cadillac, Conrad, ESPN, GE Focus Forward, Heineken, Hilton, IWC Schaffhausen, Jet Blue, Magnum Ice Cream Bars, Oppenheimer Funds, Pepsi, Sony, NCM Media Networks and The New York Times.

4. CASE STUDY / TWITTER LED BOMBAY SAPPHIRE POSTS IN UNIQUE POSTS WHILE INSTAGRAM CREATED INTERACTION • Over 2,000 posts and interactions about Bombay Sapphire and the Tribeca Film Festival occurred online in the month of April (leading up to and throughout the event), with 37% of these taking place on Instagram. • Although Twitter comprised the bulk of social posts, the social network did not produce the most interaction, as both Instagram and Facebook produced greater interaction through likes, shares and comments. • Instagram averaged nearly 14 interactions per post while Facebook averaged more than 90 interactions per post. While interaction on Instagram and Facebook requires limited effort (i.e., clicking “like”), the new feature of the platform which posts users’ activity (likes and comments) means the Bombay Sapphire brand was not only seen by the individual interacting, but also visible to that individuals’ extended social network. Leading Platforms for Bombay Sapphire TFF Online Chatter (Posts and Interactions) Total TFF Bombay Sapphire Original Posts vs. Total Subsequent Interactions (By Platform) Ratio of Interactions Per Post: 13.85 92.33 1.12 0.05 N/A 0.31 Interactions Posts Posts Interactions Posts Interactions READ: Instagram represented 37% of all TFF Bombay Sapphire online social chatter. There were 54 posts and 748 interactions on Instagram which represents a 13.85 post-to-interaction ratio. In other words, on average each post on Instagram received nearly 14 interactions. Interactions Interactions Posts Posts Interactions Posts n = 2,162 Post: any initial content submitted to a social networking site – a blog post, Facebook status update, a tweet, a video upload to YouTube or a photo upload to Flickr, etc. Interaction: any action that is performed on the initial post on a social network which typically includes comments, ‘likes,” re-tweets, etc.

5. CASE STUDY / IN 2013, BOMBAY SAPPHIRE ACHIEVED A MORE AUTHENTIC CONVERSATION, LED BY USER EXPERIENCE • Far and away, the 2013 Storyscapes event, coupled with the Transmedia award entitlement, created a more authentic user experience, versus that in 2012, which was driven almost 100% by created media. • Bombay Sapphire’s presence at the Tribeca Film Festival generated 156 individual conversations (posts with at least one “like,” share, retweet or comment). • Over half of these conversations took place on Twitter which is not surprising considering the majority of original Bombay Sapphire TFF posts were on the platform. Instagram was the platform for 35% of conversations, due to original photos posted from the Bombay Sapphire House of Imagination with subsequent interactions. • Bombay Sapphire conversation spiked 4/18 – 4/21 around the Storyscapes exhibit and House of Imagination. Conversation escalated again on 4/26 when the Award for Transmedia was given to Sandy Storyline. 4/18: Storyscapes Event Bombay Sapphire TFF Online Conversation Timeline 4/26: Transmedia Award presented to SandyStoryline 4/21: House of Imagination / StoryScapes chatter n = 156 Post: any initial content submitted to a social networking site – a blog post, Facebook status update, a tweet, a video upload to YouTube or a photo upload to Flickr, etc. Interaction: any action that is performed on the initial post on a social network which typically includes comments, ‘likes’, re-tweets, etc. Conversation: a post with at least one interaction