DENVER BRONCOS2017 PARTNER DIGITAL/SOCIAL MEDIA

OVERVIEW CALL8.15.17

Brief History

2009: Broncos Facebook and Twitter social accounts created

2010: New DenverBroncos.com website

2011: Broncos Promos Facebook and Twitter Accounts created for partner integration purposes

2014: Broncos digital team created Branded content digital strategy with driver from social Partner posts mainly isolated to Broncos Promos Accounts and sold as # of

posts in most cases

2016: Facebook institutes “Handshake” icon and Broncos institute boosting

2017: Wasserman Study Restructuring of how digital/social is offered to partners and reintroduction of main Broncos social accounts

No longer sell posts Branded Content (digital/social combo) Social Only Concepts (social only with minimum digital spend)

THERE IS A SHIFT TOWARDS DIGITAL AND SOCIAL CHANNELS

Total % Change

TV

Digital

Radio

Print

OOH

Directories

- 6.2%

16.6%

- 2.3%

- 6.3%

- 0.6%

- 1.2%

16.6%

WASSERMAN STUDY: Market Trends

THINK ABOUT MOBILE

Especially as Mobile continues to eat into the share of digital traffic

VIDEO VIEWS PER DAY ON FACEBOOK,

SNAPCHAT & YOUTUBE

10 BILLION

900+ MILLIONMOBILE DAILY ACTIVE USERS ON FACEBOOK

WASSERMAN STUDY: Market Trends

SUCCESSFUL DIGITAL SPONSORSHIP PACKAGES INCLUDE:

Content Access for Partners Premium, Multiplatform

Campaigns

Platform Specific

Engagements

Banners that Promote

Campaigns

WASSERMAN STUDY: SPONSORSHIP

THAT AMPLIFIES WHAT BRANDS REALLY WANT

Ladders Back to Brand

AttributesQuality Over Quantity

Original and

Impactful

Relationships not

Sponsorships Bring me Ideas! Demonstrable ROI

WASSERMAN STUDY: SPONSORSHIP

FANS INTERACT WITH VARIOUS DIGITAL PLATFORMS FOR

DIFFERENT REASONS

Users go to

Facebook for stories,

entertainment and

inspiration.

.

Users go to Twitter to

know what’s

happening and

relevant right now.

Users go to Instagram

for beautiful photos and

videos.

Users go to Snapchat

for ephemeral,

behind-the-scenes

content.

Searchable videos;

YouTube channels

don’t have a voice.

AUTHORITY

FIGURE

NEWSFEED CONSUMER ACCESS VIDEO HUB

AND PROPERTIES AND BRANDS NEED TO UNDERSTAND THE ROLES OF EACH

PLATFORM TO MAXIMIZE SUCCESS

WASSERMAN STUDY: Platforms

BRONCOS VS. NFL

2nd most active team

5th largest audience

3rd largest page growth

3rd most followed

63% of tweets include link

21st in tweet with video

#1 in photo posts

4th most active

9th in total followers

WASSERMAN STUDY: Broncos audit

BRONCOS VS. COLORADO

More interactions than all clubs combined

Most active with 13.5 posts per day

Consistently in top 2 in page growth %

2X engagements than all

other clubs combined

3X more followers than all other

clubs combined

2nd most active behind Rockies

WASSERMAN STUDY: Broncos audit

Wasserman study

The Broncos hired Zack Sugarman, SVP Properties, Wasserman who has also done work for the NFL to conduct a study and make a recommendation on how the Broncos can reintroduce/rebundle digital/social packages for partners

Broncos/Wasserman Study (March, 2017) Key Takeaways:

Broncos need to build a digital/social partner inclusive strategy that sets us up for now and the future – set up for long term success without selling # of posts!

Fans engage across platforms – so must content offerings – digital is not a silo, it’s an eco-system

Overall, Broncos have consistent over-delivery on completed banner ad campaigns across web and mobile

Think about/include mobile offerings to partners

Reintroduce partner integration on social media platforms with a commitment to content– creative execution

PARTNER Branded BRONCOS content

THE DIGITAL OFFERINGS BY CONTENT TYPE FOR PARTNERS IS AS FOLLOWS:

VIDEO CHANNELSDesktop:

Branded frame wrapping video :15 dedicated pre-roll video (1:3 ratio) 300 x 250 companion banner ad Logo lock-up with concept/partner in the thumbnail graphic on the DenverBroncos.com video

webpageMobile:

:07 pre-roll billboard (1:3 ratio) Logo lock-up with concept/partner branding

CURRENTLY AVAILABLE: Broncos in :60, Victory Speech

VIDEO CONTENTDesktop/Mobile:

Logo on lower-third of the video Logo on the intro/outro graphics within the video Audio mention in the opening billboard

CURRENTLY AVAILABLE: Three & Out, Top 5 moments vs. upcoming opponent

ADDITIONAL SOCIAL OPPORTUNITIES ON VIDEO CHANNELS/CONTENT FOR PARTNERS: Collective impressions goal across Facebook (after first :05 seconds with handshake icon and

boosted per Facebook policies), Twitter, Instagram and YouTube (varies by concept) Text inclusion in description of YouTube video Opportunity to add incremental audio mentions, video subtitles and @Partner tags on Twitter

and Instagram

PARTNER Branded BRONCOS content

MORE DIGITAL OFFERINGS BY CONTENT TYPE:

PHOTO GALLERIESDesktop:

300 x 250 companion banner ad on launch page 300 x 250 interstitial banner ad every seven photos

Mobile:

300 x 250 interstitial banner ad every seven photos

CURRENTLY AVAILABLE: Game Day Photo Gallery & AFC West Round-up

ARTICLESDesktop:

Logo inclusion on the custom webpage header One 300 x 250 banner ad and two 300 x 100 banner ads on right side of article

Mobile:

320 x 50 ad interspersed within the content

CURRENTLY AVAILABLE: The Squeeze, Three Keys/Three Keys Unlocked

ADDITIONAL SOCIAL OPPORTUNITIES ON PHOTO GALLERIES/ARTICLES FOR PARTNERS: Collective impressions goal across Facebook (after first :05 seconds with handshake icon and boosted per

Facebook policies), Twitter, Instagram and YouTube (varies by concept)

Examples of Partner Branded Broncos Content

Examples of Partner Branded Broncos Content

SOCIAL ONLY CONCEPTS

Orange (5M+ impressions) and posted on a year-round/season long consistent basis 35 seconds with… Hype Videos What they’re saying Game score graphics

Blue (3-5M impressions) and posted 1x/month National perspectives Best dressed/who wore it better? Dad jokes What’s in your locker? Quote of the day/night/game

White (1-3M impressions) and posted once every 2 months Monday Motivation with Brock Animated PR notes Tasty Tailgate

Gray (under 1M impressions) and posted once Tailgating fans Player trading cards Insider social videos (field/stadium prep, etc.)

**Each package has a minimum sponsorship spend as well as minimum digital allocation**

ADDITIONAL DIGITAL/SOCIAL OPPORTUNITIES

Newsletter inclusions in either Orange Juice or ICYMI (300 x 100)

ROS banner ad impressions across all platforms (desktop, mobile, app)

Game Weekend Digital Domination (home page sponsorship)

Broncos Promos Facebook & Twitter Posts must be Broncos themed and offer a value add to followers

Other info:

With any content posted on the Broncos social pages, partners are encouraged to repost/share all content to their individual pages

Broncos Promos Facebook page receives engagement at a rate of 32 times that of Broncos Facebook

The Broncos have developed a “pullover” plan in which highly engaging content on Broncos Promos social pages are automatically pulled over to main social pages.

Geo-targeting capabilities do exist for a premium

Facebook algorithm encourages boosting. Partners are able to pay on top of Broncos $ to boost more

All agreements include digital reset language

Madwire is a Broncos partner that can be a great resource for production and social enhancement options

Wayin Social Aggregator and Contest Hub available to partners

Examples of Partner Social Posts

Examples of Non-Contractual Partner Posts on Broncos Promos

Examples of Partner Social Posts

Examples of Partner Video Posts

Q&A