Marketing Campaign pairing Jimmer Fredette and DJ Kaskade

1. March 2012
Jimmer Fredette and DJ Kaskade

2. Campaign Background
 Who: Jimmer Fredette and DJ Kaskade (Ryan Raddon)
 What: A marketing campaign involving the two personalities
 Where: Throughout the country
 National Television advertisements
 National Print advertisements (sports and music publications)
 Viral YouTube videos and fan interactions
 When: From the end of the 2012 NBA season until the start of the 2012-2013 season
 Why:
 Promote a company’s new product line
 Get more national exposure for Jimmer Fredette
 Follow a successful trend of pairing athletes with musicians
 Tap into two entertainment markets to sell a single product
 Use their Mormon commonality to create a partnership for future ventures

3. Campaign Goals
 Combine Sports with Music to help market a specific product
 Bring about national exposure to all parties involved
 Increase local and national sales of endorsed product
 New, unforeseen marketing opportunities for Jimmer
 Secondary campaigns
 Long-term partnership between Jimmer and Kaskade
 Spread awareness of Mormon beliefs

4. How Octagon Benefits
 Create relationships with new targets for other clients and sponsorships
 Receives a percentage of any of the new endorsement deals created
 More exposure for Jimmer, which opens doors for future opportunities
 Promotes Jimmer’s new shoe, which public does not currently know a lot about
 Potential to be a ‘friend’ of Kaskade for his marketing deals
 Helps Octagon continue to bridge gap of sports and music industries, where more
opportunities for newer clients can come about
 Opportunity for Octagon to run future, major music events that Kaskade partakes in
(EDC, Ultra Music Festival, Cosmic Opera, events not created yet)

5. The Personalities
Jimmer Fredette: Sacramento Kings Point Guard, taken 10th overall in the 2011 NBA Draft
 2011 Naismith Award winner
 Recipient of the 35th Annual John R. Wooden Award
 Named 2011 Player of the Year by The Associated Press
 2011 State Farm Coaches’ All-America First Team selection
 2010-11 Lowe’s Senior CLASS Award winner
 Mountain West 2011 Player of the Year
 Led the nation in scoring during senior season with 28.9 ppg
 Broke the BYU scoring record with 2,599 career points
 2011 ESPY Award winner for Best Male College Athlete
 Baptized into the Mormon church at 10 years old
 Proclaimed as “The Greatest Mormon Missionary in the World”

6. The Personalities
DJ Kaskade (Ryan Raddon): An American electronic music DJ and Record Producer
 2008 Grammy Award nominee for best remixed song
 Voted America's best DJ for 2011 by DJ Times and Pioneer DJ
 Headlined the inaugural 2011 IDentity Festival, a 20-city tour
that played to tens of thousands in amphitheaters
 2011 ‘Fire and Ice’ album debuted at number four on the US
albums charts and number one on the US dance charts
 Resident DJ at world-famous Marquee Night Club in Las Vegas
 Over 500,000 Facebook Likes, 184,000 Twitter followers, 35,000
YouTube subscribers, 5,000,000 YouTube video views, and
36,000 iTunes Ping followers
 Devoted Mormon who credits church choir practice as one of
his musical influences
 Despite his immersion in the club scene, Kaskade has never
had a single drink of alcohol, or taken any type of drugs

7. Kaskade Booking and Contact Information
DJ Kaskade (Ryan Raddon): An American electronic music DJ and Record Producer
 Manager: Little Empire Music
117 Dobbin Street, Suite 109
Brooklyn, NY 11222
(347)-529-5121
contact@littleempiremusic.com
www.littleempiremusic.com/kaskade
 Booking Agent: William Morris Endeavor
Pete Wiederlight
(212)-903-1458
ppw@wmeentertainment.com
http://www.wmeentertainment.com/kaskade/summary/
 Record Label: Ultra Records
235 W. 23rd Street, 6th Floor
New York, NY 10011
info@ultrarecords.com
http://www.ultramusic.com/artist/biography-featured-kas

8. The Commonality
 Why pair Jimmer Fredette and Kaskade?
 Jimmer and Kaskade are the perfect tandem to combine the worlds of sports and
music, in order to market a particular product
 Jimmer and Kaskade were both baptized into the Mormon Church
 Both attended BYU to follow their dreams and be surrounded by other Mormons
 Jimmer and Kaskade were both seen as underdogs growing up
 Relentless work ethics have allowed them to overcome the odds and succeed in
industries where they are seen as the minority
 Jimmer and Kaskade share the importance of family
• Jimmer is extremely close to his brother TJ, who is an aspiring musician
• Kaskade is married with three small children, who he credits as his inspiration
 Between ‘Jimmermania’ and the Electronic Dance Music takeover, both Jimmer
Fredette and Kaskade have become major household names

9. A New Marketing Trend
 Sports and music are deemed harmonious, going hand-in-hand in all avenues of life
 Musicians have teamed up with athletes/associated themselves with athletics, in order to
promote companies and their products
 Currently, Electronic Dance Music DJs are being utilized in campaigns for the first time:
 Red Bull: Usage of athletes such as Blake Griffin and DJs such as Chuckie, with
EDM background music, in a new national TV campaign promoting “The World
of Red Bull’ The World of Red Bull
 Under Armour: Usage of Cam Newton and DJ AraabMuzik, with EDM
background music, in a new national TV campaign promoting new UA apparel
Cam's Night Out
 Budweiser: Advertisement debuting during the 2012 NFL Super Bowl, featuring DJ
Avicii, with EDM background music, to promote Bud Light Platinum beer
Bud Light Platinum- Work
 BlackBerry: Usage of DJ Diplo, with EDM background music, to promote the
BlackBerry Torch 9800 in a national TV campaign Diplo- Love What You Do

10. Potential Products: Spalding Basketball
Sneakers
 Why a Spalding campaign would work:
 Before the 2011-2012 NBA season, Jimmer Fredette signed a
shoe deal with the athletic equipment company Spalding
 Jimmer would be one of three NBA players to help debut the
company’s first line of basketball sneakers
 The next step in this partnership is to have Jimmer gain
exposure for the sneaker and himself by staring in a campaign
 For Spalding, it is all about being first, innovative, and the best
at what they do, traits that describe both Jimmer in his
basketball career, as well as Kaskade within the music industry
 Kaskade would be an integral part of the campaign with his
innovative and award winning music as the background for
the advertisements, and as an opportunity for Spalding to use
the DJ to start and promote a causal footwear line as well

11. Spalding Campaign Outline
What the campaign would consist of:
 Television advertisements staring the two personalities using, wearing, and promoting the sneakers
 Kaskade background music options include:
1. Fire in Your New Shoes
2. Raining
3. Move For Me
4. Turn It Down
 Print media advertisements from the campaign located in various magazines and catalogs
 Potential outlets include:
1. Slam Magazine
2. ESPN The Magazine
3. Vibe
4. Complex Magazine
5. Eastbay Catalog
 A YouTube viral campaign to go alongside the national advertising campaign
1. Jimmer and Kaskade stories from on the court and in the DJ booth
2. Testimonials about using the sneakers
3. Informative videos about their Mormon beliefs
4. Behind the scenes look at the making of the campaign
5. Jimmer and Kaskade fan interactions, answering Twitter and YouTube questions

12. Potential Products: FRS Healthy Performance
 What is FRS Healthy Performance?
 FRS was developed by health scientists trying to provide sustained
energy for chemotherapy patients
 FRS drinks are powered by Quercetin, a potent all natural
antioxidant, green tea catechins, and essential vitamins (naturally
occurring caffeine comes from the green tea extract, no extra
caffeine is added)
 FRS energy drinks work by naturally triggering your cells’ ability to
produce sustained energy, allowing you to focus on increasing your
stamina to maximize performance
 FRS Healthy Energy, Healthy Protein, Healthy Defense, & Healthy Slim
 Headquartered in the San Francisco Bay Area
 FRS Sport Ambassadors include Lance Armstrong, Tim Tebow, Jordan
Romero, and Christie Rampone
 Tim Tebow: Healthy Energy Tim Tebow: They Said

13. Potential Products: FRS Healthy Performance
 Why an FRS endorsement and marketing campaign would work:
 Elite athletes and musicians alike need to stay energized and hydrated in order to perform their
best on the court as well as in the DJ booth
 For individuals like Jimmer and Kaskade, FRS is the perfect healthy drink that would provide them
the sustained energy needed to stay focused on being the best that they can be, while abiding
by their religious beliefs
• For Jimmer, FRS is a great substitute to drinks such as Red Bull and Gatorade, which will
provide him the antioxidants needed to stay fresh and energized in the fourth quarter of an
NBA game
• FRS is a great substitute to alcoholic beverages and other carbonated , unhealthy energy
drinks for Kaskade, helping him stay focused and energized for his famous 12-hour DJ sets
 FRS has support from elite athletes such as Lance Armstrong and Tim Tebow, but has yet to tap into
the basketball or music markets
 Endorser Time Tebow shares the same type of outspoken dedication to his religious beliefs, as well
as the underdog mentality that Jimmer and Kaskade have

14. FRS Campaign Outline
What the campaign would consist of:
 Television advertisements staring the two personalities using, consuming, and promoting FRS drinks
 Kaskade background music options include:
1. Move For Me
2. 4 Am
3. Don’t Stop Dancing
4. Raining
 Print media advertisements from the campaign located in various magazines and catalogs
 Potential outlets include:
1. Slam Magazine
2. ESPN The Magazine
3. Complex Magazine
4. Men’s Fitness Magazine
5. Men’s Health Magazine
 A YouTube viral campaign to go alongside the national advertising campaign
1. Jimmer and Kaskade stories from on the court and in the DJ booth
2. Testimonials about using the energy drink,
3. Informative videos about their Mormon beliefs and lives in the limelight
4. Behind the scenes look at the making of the campaign
5. Jimmer and Kaskade fan interactions, answering Twitter and YouTube questions

15. Potential Products: WeSC Headphones
 What is WeSC?
 WeSC is a Swedish clothing and accessories brand that has
skateboarding and musical influences and style
 US offices are headquartered in Santa Monica, CA
 The company produces men's and women's clothing, footwear,
accessories, and a headphones line that is growing in popularity
 WeSC has prided itself on its constructed ‘underdog’ image, in
order to reach a specific consumer base
 The brand already has sponsorship deals with personalities known
as WeActivists, who also display the WeSC underdog theme
 These ‘activists’ include:
• Kaskade • Stretch Armstrong
• Alesso • Bloody Beetroots
• Axwell • Jake Welch
• Jason Lee • Stash

16. Potential Products: WeSC Headphones
 Why a WeSC endorsement and marketing campaign would work:
 Both professional athletes and musicians use headphones during their daily lives,
and rely on them to help provide enjoyment, motivation, and an ease of mind
 Whether Jimmer is traveling from city to city, or pumping himself up for a big game,
he is listening to his favorite songs in order to get himself ready for the moment
 Jimmer needs quality headphones that will allow him to drain out all of the
distractions, and allow him to focus on the task at hand
 Kaskade needs the best sounding and most powerful headphones possible,
allowing him to exceed expectations while DJing a major festival or mixing a new
hit record
 Kaskade already has a partnership with WeSC, where he promotes, uses, and
wears the brand’s apparel line and headphones as well
 WeSC has a real need for a professional athlete endorser, and an underdog like
Jimmer would be a perfect fit for keeping the WeSC mantra afloat

17. WeSC Campaign Outline
What the campaign would consist of:
 Television advertisements staring the two personalities using and promoting the WeSC headphones
 Kaskade background music options include:
1. ICE
2. Move For Me
3. Don’t Stop Dancing
4. Turn It Down
 Print media advertisements from the campaign located in various magazines and catalogs
 Potential outlets include:
1. Slam Magazine
2. ESPN The Magazine
3. Complex Magazine
4. Vibe
5. Consumer Reports Magazine
 A YouTube viral campaign to go alongside the national advertising campaign
1. Jimmer and Kaskade stories from on the court and in the DJ booth
2. Testimonials about using the headphones, and how it helps them with their jobs
3. Informative videos about their Mormon beliefs and lives in the limelight
4. Life on the Road web-series: Behind the scenes of Jimmer and Kaskade in their
professional lives using the headphones

18. Summary
The pairing of Jimmer Fredette and DJ Kaskade (Ryan Raddon) is an opportunity that
would yield success for all parties involved
These two personalities share a common background and upbringing, which has
helped mold them into the American icons that they are today
By joining forces to endorsee and promote a specific product, ‘Jimmerade’ can be
the newest tandem that bridges the gaps between music, sports, and consumers
They would be following a successful trend by fellow entertainers, helping to bring
increased and sustained awareness to companies and their products
The possibilities are endless for Jimmer and Kaskade, with opportunities to further
enhance their public appeal, while opening doors for future endeavors

19. Starting A Revolution