EVENT SUMMARY
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2 0 1 3 .
S A L T
L A K E
C I T Y ,
U T
Mike Leeds
A U G U S T
THANK YOU FOR SUPPORTING THE 2013 CANOE & KAYAK AWARDS! Date: Thursday, August 1st, 2013 Location: Pierpont Place, Salt Lake City, UT Attendance: 500 Print impressions: 543,882 Online advertising impressions: 168,244 Microsite impressions: 58,736 Social Impressions: 200,013* Online Editorial: 69,483 Public Relations Impresisons: 187,044 On-site impressions: 2,000 TOTAL IMPRESSIONS: 1,229,402
ADVERTISING
In the three month period leading up to the second annual Canoe & Kayak awards an advertising campaign that focused on bringing awareness and building hype for the event and the voting period for the awards ran in print and onlline. The 2013 Canoe & Kayak Awards event ad appeared in the June issue of Canoe and Kayak Magazine. The voting campaign was represented online by event ads and a full page takeover. Sponsor ads were featured on the Canoe & Kayak Awards microste on CanoeKayak.com
PRINT ADVERTISING PRINT AD IN JUNE 2013 ISSUE OF CANOE & KAYAK MAGAZINE IMPRESSIONS: 543,882* TOTAL VALUE: $16,935 June Issue Size: 2/3P/4C On- Sale: 5.29.13
July Issue Size: 1P/4C On- Sale: 7.3.13
Auagust Issue Size: 1P/4C On- Sale: 8.7.13
*Impressions are based off of Canoe & Kayak Magazine’s circulation of 59,000 and a pass-along rate of 2 readers other than the original recipient of the magazine.
July 2013 Issue
June 2013 Issue
Event Print Ad full page
August 2013 Issue
Event Print Ad 2/3 page
The Best in Paddling, decided by you With awards for: Film Achievement Expedition of the Year Paddling Philanthropy Explorer of the Year Paddler of the Year Lifetime Achievement
Vote now www.CKAwards.com #CKAwards
ONLINE ADVERTISING: EVENT “VOTE NOW” EVENT ADS ON CANOEKAYAK.COM IMPRESSIONS: 66,125 TOTAL VALUE: $1,323 Flight Dates: 6.6.13- 6.19.13 Location: Canoekayak.com Creative: Vote Now Size: 300x250, 728x90, takeover
EX: 728x90 Vote Now event ad units
EX Homepage takeover of Canoe & Kayak Magazine’s website
ONLINE ADVERTISING: VERIZON VERIZON ONLINE ADS ON AWARDS MICROSITE IMPRESSIONS: 39,980* Flight dates: 6.5.13- 6.27.14 Location: ckawards.com Creative: Casio GzOne Commando (animated) Size: 300x250 *Impressions from start date to current
EX: Verizon 300x250 adn 728x90 ad unit on CKAwards.com
MICROSITE
A dedicated event microsite (ckawards.com) on canoekayak.com featured a landing page, voting, video, photo, news, results and general information about the 2013 Canoe & Kayak Awards.
MICROSITE TOTAL IMPRESSIONS: 58,736 TOTAL VALUE: $20,000 Flight dates: 6.1.13- current Location: ckawards.com Microsite features: • • • • • •
Voting page Photo Video News About the 2013 Canoe & Kayak Awards Results
• • • •
Sponsor ad units Contstant hyperlinked sponsor footer Facebook and twitter feeds Facebook, Twitter, Instagram, YouTube, RSS and email buttons
EX: Canoe & Kayak Awards microsite homepage
MICROSITE METRICS CANOE & KAYAK AWWARDS MICROSITE TOTAL IMPRESSIONS: 58,736 TOTAL VALUE: $20,000 Flight dates: 6.1.13- current Location: Canoekayak.com Unique pageviews: 45,162 Average time on page: 1 minute 27 seconds
Pages with the most views and percent of total PAGE
% OF TOTAL VIEWS
Vote
23.6%
Graph illustrates table (left)
VOTE: Male Paddler of the Year
10.88%
VOTE: Spirit of Adventure
10.8%
Photo of the Year
9.1%
Home
8.9%
VOTE: Paddle with Purpose
8.7%
VOTE: Expedition of the Year
7.2%
VOTE: Female Paddler of the Year
6.8%
2013 CKA Recap
6.3%
VOTE: Film Achievement
3.8%
Microsite pageviews with percent increase or decrease coompared to the 2012 site
YEAR
PAGEVIEWS
UNIQUE PAGEVIEWS
%+/-
2013
58,736
45,162
50.2%+
2012
38,472
30,069
52.7%+
SOCIAL
Begining in June Facebook, Twitter and Instagram were used by Canoe & Kayak Magazine to create buzz about the 2013 Canoe & Kayak Awards. Social media was an important part in the voting process for this years show as well as in building hype fr the event. In addition to promoting general voting, the nomination process for Photo of the Year was entirely social. After the voting and nomination periods were over social media still played a valuable role in this years Canoe & Kayak Awards. On Twitter and Instagram the hashtag #CKAWARDS made it very easy for athletes, sponsors, fans and the magazine to share their Canoe and Kayak Awards experiences with eachother and the world. Canoe and Kayak Awards gained over 212,000 impressions socially.
SOCIAL TOTAL POTENTIAL SOCIAL IMPRESSIONS: 212,149** Canoe & Kayak Facebook fan page imprssions: 112,659 Total Canoe & Kayak Facebook posts: 20 Total Canoe & Kayak Twitter posts: 4 @canoekayakmag Twitter potential impressions: 85,374* Total Instagram posts: 17 @canoekayakmag Instagram potential impressions: 1,980* More than 75 people used the hashtafg #CKAwards to share their night on Twitter and Instagram *Canoe & Kayak potential impressions based off of total number of posts x total number of followers. **Total potential impresions based off of Canoe & Kayak potential impressions + total fan and sponsor posts x average number of Twitter and Instagram followers
@CanoeKayakMag Instagram posts
@CanoeKayakMag Tweets
Canoe & Kayak Magazine Facebook post
ONLINE COVERAGE
The 2013 Canoe & Kayak Awards recieved extensive online coverage before, during and after the event. Canoe & Kayak Magazine was particularlty active in creating online editorial about the show. Additionally, the show was represented online by email press releases and newsletter mentions as well as by video coverage of the 2013 awards.
ONLINE COVERAGE TOTAL CANOE & KAYAK ONLINE EDITORIAL: 18 TOTAL IMPRESSIONS: 65,274 Canoe and Kayak Magazine kept fans informed with online editorial before, during and after the event. The 2013 Canoe & Kayak Awards were covered extensively. A Google search for Canoe & Kayak Awards 2013 brings up more than 1.1 million results.
EX: Canoe & Kayak Magazine’s online editorial coverage of the night
PR PR CAMPAIGN LEVERAGING CANOE & KAYAK MEDIA ASSETS WITH READERSHIP, REGIONAL AND NATIONAL MEDIA OUTLETS. TOTAL IMPRESSIONS: 186,737 QTY: 6 Newsletter distribution: 37,286 Press release distribution: 307
• Sponsor brand inclusion on all publicity efforts • Editorial html blasts distributed by grindmedia • Social networking
4.26.13: Award nominations open (newsletter mention) 6.10.13: Voting opens (press release) 6.13.13: People’s Choice Photo of the Year (newsletter mention) 6.27.13: Vote now for Canoe & Kayak Awards ( newsletter mention) 7.16.13: The people have spoken (newsletter mention) 8.6.13: Canoe & Kayak Awards recap and video (newsletter mention)
EX: Email press release
EX: Canoe & Kayak newsletter mention
VIDEO CONTENT TOTAL IMPRESSIONS: 4,209 TOTAL VIDEO PACKAGES: 15 TOTAL VIDEO TIME: 80.95 MINUTES Branded bumper at the begining and end of teaser and show intro video. • 2013 Canoe & Kayak Awards Teaser- 00:50 • Show intro video- 05:32 Red carpet interviews: • Adriene Levknecht- 03:38 • Jason Craig- 03:53 • Rob Lesser- 08:24 • Tom Sherburne- 01:49 • Evan Garcia- 08:46 • Tommy Hileke- 03:55
2013 Award presentations and acceptances: • Paddle with Purpose Award- 06:51 • Spirit of Adventure Award- 03:57 • Female Paddler of the Year- 05:11 • Male Paddler of the Year- 06:07 • Expedition of the Year- 06:00 • Lifetime Achievement Award - 12:05 • Film Achievement Award- 03:52
Spirit of Adventure
Tommy Hileke Red Carpet Interview
Female Paddler of the Year
Rob Lesser Red Carpet Interview
Expedition of the Year
Film Achievement Award
Paddle with Purpose Award
Tom Sherburne Red Carpet Interview
CKA 2013 Teaser
2013 Show Intro
Adriene Levknecht Red Carpet Interview
Jason Craig Red Carpet Interview
Male Paddler of the Year
Evan Garcia Red Carpet Interview
Lifetime Achievement Award
PHOTO OF THE YEAR THE PEOPLE’S CHOICE PHOTO OF THE YEAR PRESENTED BY BODY GLOVE NOT ONLY ALLOWED FANS TO CHOOSE THE WINNER BUT IT WAS ALSO AN EFFECTIVE SOCIAL PROMOTION FOR THE 2013 CANOE & KAYAK AWARDS. • Photogrphaers submitted thier photos to Canoe & Kayak Magazine via Facebook. • Fans then voted for the photo that they thought deserved the Body Glove Photo of the Year trophy on Facebook, Twitter, and the Canoe & Kayak Awards microsite. • The 10 photos with the most votes were then displayed at the show where attendees voted and chose the People’s Choice Photo of the Year presented by Body Glove.
EX: Photo of the Year plaque from voting wall
Photo of the Year nominees at Pierpont Place
Canoe & Kayak Magazine Facebook post about the People’s Choice Photo Contest
ON-SITE BRANDING
Event sponsors were very well represented at the Canoe and Kayak Awards. Sponsor logos were on all marketing collateral and every sponsor was branded uniquely throughout the venue.
ONSITE BRANDING ATTENDANCE: 500 ON-SITE IMPRESSIONS: 2,000 • • • • • • • • • • •
Verizon branded trophies for all winners (8) Verizon phone charging station Presented by verizon on pierpont place marquee Sponsor gobos on venue wall Sponsor product ice sculpture Co-branded step and repeat photo backdrop Co-branded stage screensaver Co-branded vip table reserved signs (11) Co-branded social media cards (20) Co- branded event banners (4) Co- branded check in sign
Step and repeat photo banner
Presented by Verizon on venue marquee
Verizon phone charging station
Verizon logo on stage wall
Sponspor Product Ice Sculpture
Verizon product testing booth at Canoe & Kayak Awards
EX: Canoe & Kayak Awards presented by Verizon banner
Verizon phone charging station at the Canoe & Kayak Awards
Canoe & Kayak Magazine & Verizon booth at the Outdoor Retailer Trade Show
THANK YOU
THANK YOU!