WRANGLER – ‘ULTIMATE RIDE’

SWEEPSTAKES

Micro-Site and Promotional Campaign

APRIL 2009

WRANGLER‘Ultimate Ride’ Sweepstakes

The KEY to this Promotion is to create a Viral Marketing and Social Networking tool.

OBJECTIVE:

–Create and promote an interactive and fully-integrated program to drive magazine readers and internet users to participate in a national sweepstakes promotion for the WRANGLER - Ultimate Riding Jeans

–This program will support the print branding program and will be made up of an umbrella of interactive components that will promote and ultimately sell product in a way that no single print ad, or single video ad could accomplish.

WRANGLER‘Ultimate Ride’ Sweepstakes

STRATEGY:

– A Micro-site for users to register and post their photos and/or streaming video of themselves, their students, clubs, etc. riding in the WRANGLER – Ultimate Riding Jeans as well as share their stories/testimonials about the jeans

– Fulfillment of the Grand Prize Sweepstakes would be an all expense paid trip on the Ultimate Ride Dream Vacation – Other Prizes would include Free WRANGLER Jeans and Apparel

WRANGLER‘Ultimate Ride’ Sweepstakes

TACTICS:

– Promote the Sweepstakes in both print and online in an exclusive partnership with Equine Network – Horse & Rider and Practical Horseman magazines and Equisearch.com and Equine.com Websites

– Launch the Sweepstakes in August ‘09 to run through October ’09

– Announce the winner(s) at a major AQHA event, i.e., Congress or World Show

– Editorial Coverage/Story about the Ultimate Ride, the Sweepstakes, and the winner(s) in Horse & Rider and Practical Horseman January issue

The WRANGLER

‘Ultimate Ride’ SweepstakesOnline Micro-Site

This Online Micro-Site will be created by the Equine Network exclusively for WRANGLER. It will be

accessible from both the WRANGLER website as well as featured on both Equisearch,com and Equine.com.

It will serve as the

home of all campaign elements including product information and sweepstakes entry and posting of

photos and/or videos

Functionality of WRANGLER “Ultimate Ride” Sweepstakes Site

•Micro-Site Delivers:

** Registration for Sweepstakes entries that includes

•Registration,

•Demographic information – name/address/email/horses/discipline, etc.

•Opt-in for monthly e-newsletter,

•Sweepstakes registration

•Posting of personal Photos and/or Videos

•Posting of personal testimonials and stories about their experience riding in the Ultimater Riding Jean

** Product(s) information –

** “Influentials and Consumer” testimonials –

** E-commerce capabilities linked to your WRANGLER

dealers and/or find your local dealer

Sweepstakes Support and Database Program

We are experts at Sweepstakes promotion and have developed our own software program to create the entry

forms and database management of the complete sweepstakes campaign.

The WRANGLER ‘Ultimate Ride’ Sweepstakes will be based on entries from users that submit photos/videos and share their story of “Their Ulitmate Ride” wearing

their WRANGLER Ultimate Riding Jeans.

The names and address information of all contestants will be delivered to WRANGLER to create

database and to use for future WRANGLER Promotions.

Streaming VideoStreaming video is an option for entries to submit their

Ultimate Riding Experience.

Horse & Rider and Practical Horseman made their reputation with their award-winning “lesson in print”

coverage.

Now that same step-by-step coverage is available in streaming video This coverage could be sponsored by WRANGLER and could be complete with WRANGLERs product video spot. This video coverage could also link

back to the WRANGLER ‘Ultimate Ride’ Sweepstakes micro site.

An Example of Equine Networks Sweepstakes Micro-Site

•

Features, Advantages, & BenefitsWRANGLER ‘Ultimate Ride’ Sweepstakes

Micro-Site

CLEAN

CLASSIC DESIGN

FEMININE

EASE TO NAVIGATE

TELLS A STORY

USES ALL THE LATEST TECHNOLOGY TO PRESENT THE PRODUCTS

INTERACTIVE ON ALL PAGES

Advertising & Promotional OpportunitiesPRINT:

Horse & Rider and Practical Horseman4C – Full Page Ads – August, September, October

Advertorial Coverage of the Sweepstakes and Ultimate Ride in the January Issue of both magazines

ONLINE:Equisearch.com, Equine.com

Banner Ads Rotating on SitesEmail Pushes to Equisearch and Equine subscribersContent Sponsorship of Trail Riding NewsletterStand Alone Email Pushes to Equine.com and EquiSearch.com double opt-in email subscribersHOW TO Training Videos on HorseandRider.com and PracticalHorseman.comAdvertorial Coverage on Equisearch.com

National and Regional Promotion

Equine.com and Equisearch.com have over 600,000 unique visitors per month. We have a combined database

of nearly 500,000 opt-in users (nearly 5 times the size of the largest association database in the industry).

Support of the program would be provided by regionally targeted interactive banners and category sponsorships.

BUDGET “A”$58,000

MICRO-SITE - $9,000 – Functionality

– WRANGLER “Ultimate Ride” Sweepstakes - registration and database management

– Testimonials & “What the Experts Say”– E-Commerce Store link to Top 10 Retailers– Product Information Pages– Photo AND Streaming Video Posting for users– Admin and hosting of the site for all the above

ADVERTISING & PROMOTION - $49,000– PRINT

• Horse & Rider and Practical Horseman– ONLINE/INTERACTIVE

• Equine.com and Equisearch.com

Promotion/Advertising ProposalWRANGLER Micro Site and Sweepstakes – Plan “A”

PRINT ***Aug’09 Sept’09 Oct’09 Jan ’10 = COST

Practical Full pg Full pg Full pg Full pg $ 14,008H&R Full pg Full pg Full pg Full pg $ 18,571

TOTAL $ 32,579*** Print Frequency Discount at 12X and full page for 2/3 page rate

ONLINE$5,600/mo = $16,800

EQUINE.com Banners – 200,000 imps/monthEmail Blast – 40,000 subscribers 3 Stand Alone

EQUISEARCH.comBanners – 200,000 imps/monthEmail Blast – 35,000 subscribers 4 Stand AloneHOW TO TRAINING VIDEO Section Sponsor

Trail Riding E-Newsletter – 45,000 subscribers

BUDGET “B”$42,870

MICRO-SITE - $7,500 – Functionality

– WRANGLER “Ultimate Ride” Sweepstakes - registration and database management

– Testimonials & “What the Experts Say”– E-Commerce Store link to Top 10 Retailers– Product Information Pages– Photo Posting for users– Admin and hosting of the site for all the above

ADVERTISING & PROMOTION - $35,370 PRINT

• Horse & Rider

ONLINE/INTERACTIVE• Equine.com and Equisearch.com

Promotion/Advertising ProposalWRANGLER Micro Site and Sweepstakes – Plan “B”

PRINT ***Aug’09 Sept’09 Oct’09 Jan ’10 =

COSTH&R Full pg Full pg Full pg Full pg $18,570

TOTAL $18,570

*** Print Frequency Discount at 12X and Full page for 2/3 page rate

ONLINE$5600/mo = $16,800

EQUINE.com Banners – 200,000 imps/monthEmail Blast – 40,000 subscribers 3 Stand Alone

EQUISEARCH.comBanners – 200,000 imps/monthEmail Blast – 35,000 subscribers 4 Stand AloneHOW TO TRAINING VIDEO Section Sponsor

Trail Riding E-Newsletter – 45,000 subscribers

Single Largest Reach in the US Equine Market

Total combined circulation: 435,000

2.3 Readers per copy, totaling 1,000,500

600,000 unique internet users per month

Equine Network

Total of 1.6 million impressions per month

SIZE OF THE INDUSTRY

1.9 million people own horses

THANK YOUNext Steps:

1. Determine Launch Date of Site 2. Confirm Prize Destination and

cross-promotion opportunities

3. Determine advertising and promotion materials

4. Identify & Develop Content

EQUINE NETWORKMary Watts