OBJECTIVE: The primary goal of this campaign was to leverage the Cisco/NBA partnership to increase online awareness of Cisco’s home telepresence product, ūmi. STRATEGY & PLAN: There were a variety of considerations to take into account when pulling together this online awareness campaign. The factors to consider for this activation were: knowing the target audience and channels to promote on, creating a message that ties into the overall product message, leveraging the assets that had been created, and working with cross-functional teams to amplify all assets.

1. © 2010 Cisco Systems, Inc. All rights reserved. Cisco ConfidentialPresentation_ID 1
Cisco ūmi and the NBA:
The Power of Social Media Partnerships
Jeffrey Marusak: Digital Marketing Manager
Zoya Fallah: Social Media Manager

2. 2Revision Date (DD/MM/YY) Cisco Confidential
Cisco ūmi / NBA Marketing Program Overview
Cisco is the Official Technology Partner of the NBA.
The Cisco Sports Marketing team and the Cisco ūmi Marketing team
partnered with the NBA to capture four player/family pairs connecting over
Cisco ūmi from their homes. We began cross-promoting this partnership
with the NBA back in February 2011 beginning with the All-Star Jam
Session.
Since February, we have released the videos of NBA players using ūmi,
along with correlating blog posts, on the “NBA at Home” website. This led
into the “Meet an NBA Legend” sweepstakes which ran in June.

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Cisco ūmi Partnership with the NBA
NBA All-Star Jam Session – Online Promotion
Feb. 16 April 1 May 20 June 1 July 1
NBA at Home Videos – Online Promotion
“Meet an NBA Legend”
Sweepstakes
– Online Promotion
Timeline of Cisco/NBA Social Media Promotions
2011
Primary Goals To build Cisco ūmi‟s online community – Facebook, Twitter, YouTube, Blog
To increase Cisco ūmi awareness through our partnership with the NBA
Feb. 21
Successful Cisco
ūmi/NBA online and
physical marketing
programs
Extending physical
experience online
TV and traditional media
experience
Online and social media
approach

4. 4Revision Date (DD/MM/YY) Cisco Confidential
Cisco ūmi/NBA Marketing Programs (Feb-June 2011)
Comparisons
Facebook Twitter Video/Demos Blog
NBA All-Star Jam
Session
6 posts
117 “Likes”
20 comments
Reached 62,000
Followers
4 videos
1,300 views
*2,500 on-site demos
4 blogs
7000+ views
NBA At Home
Videos
7 posts
69 “Likes”
4 comments
Reached 4,500,000
Followers
23 videos 149,000
views
4 blogs
10,000+ views
“Meet an NBA
Legend”
Sweepstakes
11 posts
15,000+ “Likes”
2,000+ comments
Reached 13,500,000
Followers
23 videos 165,000
views
3 blogs
11,500+ views

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Cisco ūmi/NBA “Meet an NBA Legend” Sweepstakes
Overview
Contest
Launch Dates
June 3-June 19, 2011
 2 weeks
Contest Details
“Like” the NBA or Cisco ūmi FB page to enter-to-win
Share on your „Wall‟
U.S. only
Contest Location NBA Facebook Page (~9,200,000 Fans) and Cisco ūmi Facebook page (~25,000 Fans)
Contest Focus To drive further engagement of the Cisco brand with NBA fans
Contest Objectives
• Generate awareness of videos of NBA players connecting over Cisco ūmi with friends
and family
• Create interaction with the Cisco brand
• Learn more information about the product
Prize Structure
A conversation with NBA Legend Bill Russell on ūmi
A pair of Cisco ūmis+ 1 year free service ($retail USD$1200)

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Details
Introduction
Method
Social
Unique Marketing
Techniques used
Geo targeting Facebook posts to U.S. audience only to get valid submissions
Media outreach to traditional Cisco segments via PR
Promoted Cisco ūmi/NBA videos and sweepstakes via Cisco ūmi and NBA Facebook and
Twitter social channels
Leveraged YouTube to create additional videos to create awareness
Cisco ūmi/NBA “Meet an NBA Legend” Sweepstakes
Overview

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Cisco ūmi/NBA “Meet an NBA Legend” Sweeps
June 3-June 19
Campaign Awareness Results
Extend the “At Home with Cisco umi and the NBA”
partnership by rewarding a fan with a live umi call
with NBA Legend Bill Russell
Nearly 9MM impressions
More than 14MM followers reached
2,300 Comments and
15,000 „Likes‟
70% increase in umi
mentions and 99.9%
positive sentiment
16,000 video views and
26 comments
More than 10,000 views
on 3 blogs
Article about umi sweeps in
New England Sports viewed by
up to 300K
Bill Walton‟s wife, Lori Walton, tweeted with
Bill Russell‟s daughter and Huffington Post
journalist, Karen Russell:

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Cisco ūmi Twitter Campaign Comparison
Dec. 2010-June 2010
 Twitter exposure was higher than any other campaign due to the reach of the
NBA‟s Twitter account.
Name of Project Date of Project Twitter Exposure
Meet an NBA Legend Sweepstakes / BOGO Offer June 1 -19 14,148,858
MomItForward #GNO Twitter Party April 26 9,060,914
Cisco Tweetup During CES January 6 1,536,813
Life Edited Contest November - January 27
10,624,236 (overlaps with R.
Seacrest/LifeEdited Contest)
Ryan Seacrest Contest November 26 – December 14 5,533,700
Home for the Holidays Contest November 20 – December 19
6,635,469 (overlaps with R.
Seacrest/LifeEdited Contest)

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Sample Online Comments

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Ingredients for Sweepstakes Success
Test: Test the front and back end of your sweepstakes to ensure all links work in all browsers.
Metrics and Rules: Ensure that clear metrics are established before you begin your program.
Collaboration: Collaborate and leverage the full extent of a partnership to promote and amplify
activities online.
Budget: Promotional spend is critical to the success of the campaign. Increase media spend to help
drive submissions and awareness online.
Timing of sweepstakes: Ensure timing of sweepstakes does not conflict with other promotions to
sustain awareness and momentum.
Prizes: Make sure the prizes are motivating & there is a “sharing” incentive for people who enter.

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Many Thanks to….
The Cisco ūmi Marketing team and the Cisco Sports
Marketing team, especially Mindy Mutschelknaus and
Cyndie Wang for driving the NBA partnership.
Thank you to Chris Wiebke and Mark Bodenrader from the
NBA for their partnership and support.

12. 12Revision Date (DD/MM/YY) Cisco Confidential