From Fenway to the Runway Event September 21, 2015

Neuro was the presenting sponsor of the ‘From Fenway to the Runway’ Event supporting

the Boston Red Sox Foundation on 9/21/15.

Athleta Back-to-School Bash

Purpose

Program Overview

Event Sponsorship: Presenting sponsor of the Fenway to the Runway Event Media (Web, Social, Print, & TV): Web: Neuro featured on Red Sox Foundation homepage and dedicated event page Social Media : Dedicated social media campaign for Twitter & Instagram Print: Full page magazine ad in the Improper Bostonian National TV: Foundation Friday Interview with Red Sox Wife, Lindsay Buchholz, on NESN & NESN.com On Field: Check Presentation at Fenway Park Retail Activation: Sales integration with key grocery account, Market Basket

Fenway to Runway Event (9/21/15)

Web: 9,700 monthly unique visitors

https://www.redsoxfoundation.org/event/fenway-to-the-runway-with-red-sox-wives

Social Media

Twitter Followers: 24,300

Twitter Followers: 1.12M

Print

Full page magazine ad

in the Improper

Bostonian.

Circulation: 550K

monthly unique readers

in the New England

area.

National TV Interview on NESN

Foundation Friday

Interview with Red

Sox Wife (Lindsay

Buchholz) during

pre-game show on

NESN reaching over

7M viewers in the

New England area.

Video posted on

NESN.com and

viewed 3,370 times.

On Field Activation

On field check presentation in front of

30K spectators at Fenway Park.

Neuro branding featured on the

jumbotron.

Retail Activation

Neuro banner ad in Market Basket circular

Neuro incremental displays in 150 store

locations

Neuro incremental sales of 3,500 cases

Retail sampling at select participating store

locations

Outcome

Runway Event:

Details: 2 hour event held at Saks Fifth Avenue on September 21, 2015

Attendance: 165 attendees

• 16 Red Sox wives participated in event

• 6 Red Sox players in attendance, including David Ortiz

• Product being delivered for Ortiz per his request after tasting SONIC

• 6 bottles of Neuro placed on each table inside of clear Neuro buckets (17 tables total)

• Neuro bottle and banner display at registration table

• Neuro barrel cooler placed inside hair/make-up prep area for Red Sox wives

Media: Red Sox Foundation Website:

9,700 unique visitors per month

Prominently featured on page dedicated to event, as well as home page

Social Media Activation:

Red Sox Foundation Twitter: Red Sox Foundation Instagram:

24.5K followers 1,848 followers

20 tweets featuring ‘@drinkneuro’ as of 9/25/2015 6 posts featuring ‘@drinkneuro’ as of 9/25/2015

Boston Red Sox Twitter:

1.12M followers

1 retweet of RSF tweet featuring ‘@drinkneuro’ as of 9/25/2015

‘Favorited’ 33 times

Retweeted 9 times

Outcome Cont.

Improper Bostonian:

550K reach with 86,500 copies circulated

1 advertisement for Runway event featuring Neuro run in 9/2/15 issue

NESN Foundation Friday Interview:

NESN TV reaches over 7M people throughout New England (excluding Fairfield

County, CT)

• 1 pregame interview with Lindsay Buchholz mentioning Neuro aired during

pregame show on TV on 9/4/15

Interview posted online on NESN.com

Over 3,100 views online as of 9/25/15

Video posted to Twitter 8 times from NESN.com

Video shared 214 times on Facebook from NESN.com