1. San Mateo Mothers Club, 355 members 1
Will add new photo
Howard County Striders Females

2. The Digital Platform for Trusted Groups
Exercise Group
Parents Club
PTA
Neighborhood
Association
Family GroupVolunteer Committee

3. 95%
Influence others
purchases
Over 1 Million Community Influencers
95%
female
92%
have children
89%
are 25-54
82%
facebook67%
Use coupons
69%
Have pets
81%
homeowners
28%
early adopters
52%
Smartphone
users
Influence life online and off in their local communities
59%
$80K+ HHI
70%
BA/BS
or higher

4. What Members Do
Share news, files
and photos
Search the best
local deals,
sourced daily
Review and
recommend products
and services
Watch videos and
add comments
Buy, sell and trade
Seek and give advice
to friends
Plan and schedule
events
Share member
profiles

5. Gain consumer insights
Orchestrate successful launch
Drive purchase, brand advocacy
Share a passion
Reach targeted audience
BigTent Engagement Marketing Capabilities
Living Labs
Product Introduction
Brand Activation
Cause Marketing
Display Advertising

6. Display Ads
Survey
Product Review Form Email Communications
Calphalon Key Influencer
Case Study – Consumer Insights

7. Results
• 1.5 million impressions served
• CTR .20%
• 1,900 survey respondents
• 82% of respondents opted in to participate in key influencer group
• 500 Cooks with Style identified
• 500+ product reviews created (goal was 250 reviews)
• Averaged 120 words per promotion review (35% increase from
regular reviews)
• Organic Blog posts outside of BigTent:
Canning with Kids: http://www.canningwithkids.com/blog/2010/04/product-review-calphalon-unison-sear-nonstick.html
The Zimmer Zoo: http://zimmerzoo.wordpress.com/2010/03/29/makes-my-monday-free-stuff/
LIVE TO EAT: http://livetoeat-blog.blogspot.com/2010/04/cooking-with-calphalon.html
Living in Maryland: http://livinginmaryland.blogspot.com/2010/04/calphalon-review.html
Break the Cycle: http://breakthecycle4them.blogspot.com/s
• Next Steps: Branded Community
Calphalon Key Influencer
Case Study – Consumer Insights

8. #Members Clorox Green Works Brand Community
Case Study – Brand Activation
Branded Community
Group News Email

9. Clorox Green Works Brand Community
Results
• 300+ Key Influencer Members
• Survey – Battery Segmentation and Key Influencer
• 1.2 MM impressions
• 2,248 Completed Survey – 1 Week
• CTR .23%
• 85% of survey respondents opt-in to participate
• Ongoing living lab used for:
– Product research
– Consumer perceptions
• Next Steps – Consumer Insights and Promotional Programs
“I'm definitely a convert to all things Green Works since I tried the dish soap - seriously,
you've got to try it! It's the first environmentally friendly soap that actually cuts grease
and doesn't destroy my hands. Thanks for helping me see the light.”— Dominique
Case Study – Brand Activation

10. Case Study – Geo-targeted New Product Introduction
Godiva Coffee Tasting Parties
© 2009 Big Tent Design, Inc. Confidential.
Display Ads
Entry Form
Viral Sharing

11. Results
• 300K impressions phase one
– Total of 800k
• 12,370 invitees
• CTR .21%
• 15 Offline Group integration Parties
• 720 party attendees
– 300 + Consumer Insight Surveys completed at the parties
– Hundreds of Photos
• Geo-Targeted in Northern California
• Next Steps — Scaling to National Footprint
Godiva Coffee Tasting Parties
Case Study – Geo-targeted New Product Introduction

12. Program Currently Running
• 814K impressions
• CTR .23%
• Second of four campaigns
Case Study – Cause Marketing
Cloud B Audubon Campaign
Display ads
Donation landing page

13. eBay Classifieds Sponsorship
Currently in Development
• 3 tiers of sponsorship
- Display advertising
- Product sponsorship
- Product integration &
cross-posting
Classifieds Sponsorship
Case Study — Feature Sponsorship

14. BigTent Engagement Marketing Partners