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Dew Underground Winter Case Study 2008 - 2009

Dew Underground Winter Case Study 2008 - 2009.

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Dew Underground Winter Case Study 2008 - 2009

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  1. Dew Underground Winter Case Study 2008 - 2009

  2. After completing the Summer AST Dew Tour, Dew Underground continues with the AST Winter Dew Tour hosted by pro snowboarder Kier Dillon. Viewers got a front row seat into the sights, sounds, and happenings as he uncovers the hidden jewels of snow resort culture in the Rockies, Northeast, and Sierra’s. As always Kier also gets the inside scoop from all the athletes competing in the first annual Winter Dew Tour.

  3. Dew Underground Winter Vignettes • 34 Dew Underground vignettes produced (1:30-2:30) • 9 Dew Underground vignettes rotated in FUEL TV • commercial time. • 598 Dew Underground vignettes scheduled to air • from 1/12 – 3/23. • Guests: Danny Davis, Mason Aguire, Tara Jenson, • Kevin Pearce, Kelly Clark, Jake Burton, Luke Mitrani, • Hannah Teter, Chad Kagy.

  4. Dawn Patrol Vignettes • 9 Snow Patrol Dew Underground edition • vignettes produced. (1:30-2:00) • 9 vignettes rotated in FUEL TV commercial • time. • 439 Dew Underground Dawn Patrol’s • scheduled to air from 1/12 – 3/23.

  5. The Daily Habit Premieres: • 6 Dew Underground Vignettes premiered in TDH • 3 Dawn Patrol Dew Underground vignettes premiered • in TDH.

  6. Dew Underground Interstitials • 6 Dew Underground Interstitials produced. (2:00) • 2 of the 6 Dew Underground interstitials aired on • NBC for each stop of the Winter Dew Tour.

  7. Dew Underground Winter Promo: • FUEL TV created one :15 promotional spot driving traffic to fuel.tv instructing viewers to watch Dew Underground Winter content at fuel.tv. • The Dew Underground Winter promo ran a total of 110 times.

  8. On-Line: fuel.tv/DewUnderground • FUEL TV re-branded the Dew Underground Summer micro-site with a winter aesthetic. All FUEL TV produced Dew Underground content for each stop lives in the Dew Underground micro-site. Each Winter Dew Tour stop is broken into sections including content regional specific content, featured artists, featured musicians and pictures. • Dew Underground web banners generated over • 218,590 impressions since 12/05/08. • 27,949 page views on the Dew Underground site.

  9. Dew Underground Videos • The video section at the Dew • Underground micro-site hosted all • Dew Underground Winter content. • 16,695 videos were viewed in the • Dew Underground video player.

  10. Dew Underground HD Channel  FUEL TV created a high-definition Dew Underground video channel where users could watch more than an hour of high-definition Dew Underground content hosted on fuel.tv 800 videos were viewed on the Dew Underground HD Channel.

  11. Non-Linear Distribution: 34 Dew Underground vignettes and 9 Snow Patrol segments were distributed to Alli, Hulu, Vcast, and Mountain Dew.

  12. Winter Wondertrip Sweeps: • The Dew Underground Winter Wonderland Sweepstakes is sending a winner and a guest to the Burton US open of Snowboarding. The winner will receive air, hotel, lift tickets, and head to toe Burton gear. • Sweeps Components: 1 FUEL TV produced :20 promotional spot, Dew Underground branded splash page hosted on fuel.tv. • Sweeps promo ran a total of 324 times on FUEL TV. • 10,124 entries were received in the Winter Wondertrip Sweepstakes.

  13. The Dew Underground Winter promo spot is scheduled to run 1,530 times from 1/01-04/09

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