OtterBox Events & Sponsorships

ESPN Winter X Games | January 2012

Activation Overview

On the heels of a successful 2011 events season, OtterBox invested in a larger booth and more robust activation at the 2012 Winter X Games in Aspen, Colo. With a Protection for What’s Next theme, attendees were invited to hop onboard the snowboard photo prop for their next big air.

This event activation truly brought Protection for What’s Next to life. With over 800 people taking advantage of the photo opportunity, it proved to be an engagement piece that had been missing. OtterBox was able to take and obtain all rights to photos and video taken while at X Games as well as capture emails, customer testimonials, product education and social traffic.

Sponsorship ROI

Over the course of the weekend, more than 108,000 spectators showed up at Winter X Games, and Saturday set a single-day ESPN attendance record of 45,600. The below snapshot illustrates how event activations and sponsorships were evaluated, focusing primarily on .com conversion, brand awareness and growing the e-newsletter subscriber base.

estimated Media Value

Based on ESPN Media Marketing, the OtterBox logo was visible on TV 674 times over the course of the games. This logo placement holds a value of $82,000 and that’s for each time the event is broadcast. Based on previous years, the Winter X Games footage is rerun an average of 40 times in one calendar year, which calculated to be $3.28 million in logo placement in 2012.

OtterBox Trade show Management & Activation

Trade shows and retailer events were also part of the OtterBox events and sponsorship roadmap. Responsibilities for these events included:

• Booth Logistics: Managing work order estimates with vendors, approving layout, graphics, renting furniture, installing product displays, and submitting graphics. Experience with footprints as small as 20’ x 20’ and as large at 100’ x 40’.

• Lead Retrieval: Responsible for researching, selecting, ordering and organizing lead capture system and technology at show, as well as systematic and timely follow up post show.

• Booth Staff: Overseeing staff onsite, varying from 4-24 people at one time. This includes product training, media training, staff scheduling and travel arrangements.

• RFP: Managed RFP process for new OtterBox/LifeProof trade show fabricator and vendor in 2013.

Show Involvement: CES, CTIA, SXSW, Best Buy Achievers, and ISTE

OtterBox & Avon Foundation Sponsorship

The partnership between OtterBox and the Avon Foundation proved highly successful with OtterBox donating a total of $179,072 for the 2010 - 2011 sponsorship year. The donation amount easily surpassed the $50,000 minimum requirement and was a 953% increase from the previous donation of $17K.

The “Pink is Strength” campaign launched with OtterBox offering limited edition pink and white cases for BlackBerry smartphones, beginning with the Curve 8500 series and expanding to include the Pearl 9100, Curve 3G and the Bold 9700. For every case sold, OtterBox donated 10 percent of the purchase price to the Avon Breast Cancer Crusade to support research to find a cure for breast cancer and programs that provide access to breast health care, regardless of a person’s ability to pay.