This document outlines integrated marketing concepts between Gatorade and CBS Radio/Altitude Group to build public awareness of Gatorade among adults aged 18-34 in all CBS markets from Q1-Q2 2017. The concepts include a "College Athlete of the Week" feature on radio platforms, March Madness viewing parties with product giveaways, and a sweepstakes where winners receive tickets to a pre-Super Bowl concert and the Super Bowl game itself. The objective is to create custom content that promotes Gatorade through CBS assets like on-air segments, outdoor events and digital platforms.

1. The follow ing pages contain proprietary information of CBS Radio and is to be used by the recipient solely for the purpose of
evaluating a transaction or business relationship with CBS Radio. This Proprietary Information should be kept confidential and is
not to be distributed, disclosed or disseminated to third parties.
GATORADE
INTEGRATED MARKETING CONCEPTS
CBS ALTITUDE GROUP
NOVEMBER 18, 2016
OBJECTIVE
Buildpublicawareness of Gatorade throughCBSassetsincluding onairsegments,outdoorevents,and
on digital platform
STRATEGY
Tap intothe powerhouse assetsof CBSto create custom Gatorade contentdirectedtothe younger
generation
TARGET
Adults18-34
TIMING
Q1-Q2 2017
MARKETS
All CBSMarkets
CONCEPTS
COLLEGE ATHLETE OF THE WEEK
Gatorade and CBS Radio partnerup to put local college athletesinthe spotlight! Weekly,acollege
athlete isnominatedineachmarketbyteammates,coaches,friends,etc,tobe Gatorade’sCollege
Athlete of the Week. CBSTalentencouragessubmissionsviasocial mediasites. Athletes are featuredon
CBS Radioplatforms withshortvignettes sharingtheirathleticexperiences,sportsstories,andwhy
Gatorade is the sportsdrinkof theirchoice. Featuredathletes andtheirteams andcoaches are then
sponsoredbyGatorade and receive Gatorade branded athleticequipmentandGatorade products for
sharingtheirstories.
To showcase the athlete andtomarketto studentsonhisor her campus,Gatorade throwsexclusive
“pump”up parties before the nextsportsgame withCBSstreetteammembersandDJ’sthrillingfans
withGatorade product giveawaysandtopradiohits.
Example:
Hey guys,its Nico.Do you knowa hardworking,deserving collegeathlete?My friendsat Gatoradeareon
the search fortheir CollegeAthlete of the Week. To nominatea talented player posta picture with why
they deserve it followed by #GateradeCollegeAthlete.

2. The follow ing pages contain proprietary information of CBS Radio and is to be used by the recipient solely for the purpose of
evaluating a transaction or business relationship with CBS Radio. This Proprietary Information should be kept confidential and is
not to be distributed, disclosed or disseminated to third parties.
MARCH MADNESS VIEWING PARTY
College basketballtournamenttime isalwaysanexcitingseason! Gatorade andCBSRadiopartnerup for
a basketball lover’sdream surprise! Gatorade sponsorsfun-filledMarchMadness ChampionshipGame
viewingparties throughoutthe country.AnnouncedandexplainedonourCBSplatforms,the first500
party hoststhat signup viaCBS websites issentanOfficialGatorade March MadnessViewingPartyKit
that includesGatorade productsandsnacksfor the night! Onthe nightof,1 luckyhostreceivesaknock
at theirdoor,a surprise fromabasketball legend! (MichaelJordan,MagicJohnson,etc).The videoof the
formerathlete crashingthe partyisthan airedonall CBSand Gatorade social mediaplatforms.
GATORADE THE NIGHT BEFORE
Gatorade,the sports fuel company, wantstoknow whatfuelsyou!Gatorade andCBS partnerup for the
ultimate sweepstakes. Whatbetterwaytocelebrate the SuperBowl thentoattend America’sBiggest
PepRallyonthe eve before the topweekendinsports.The nightbefore the SuperBowl,sportsand
musiccollaborate inHouston forthe 4th yearwithan epiccountry concert lineup. Gatorade andCBS
teamup and give the fortunate winners bothsportsandmusicinan unforgettable night withexclusive
access to Gatorade’scustombrandedpre-partylounge.Luckywinnersalsogetaonce-ina- lifetime
chance to attendthe SuperBowl the followingday.Inordertohave a chance at the amazingprice,CBS
listenersare encouragedviaradiototweetin#WhatFuelsYou?Withashort descriptionof something
that encouragesthemtokeepgoing!
Example:
Hey guys,it’sNico, my friendsover atGatoradeare flying a lucky winnerand a friend to Houston Super
Bowl weekend!Notonly do they win 2 tickets to The NightBeforeConcertin Houston,butthey also win
tickets to the SuperBowl!All you haveto do is tell us whatfuelsyou!
Gatorade hosts a national flyawaysweepstakesinselectmarkets rewardingwinnerswith2ticketsto
SuperBowl 51 & The NightBefore plusairfare andaccommodations.