TMF Presentation Andrew Cristal 12/14/15

JBL + NBA Background Signed four-year sponsorship with NBA, becoming the league’s first official audio partner

Title sponsor of the Entertainment Series at NBA ALL-STAR Weekend JBL Ambassadors include MVP and Champion Steph Curry and All-Star Damian Lillard

The Challenge Develop a charitable platform for JBL to increase brand awareness as the official

audio partner of the NBA

The Objectives Drive awareness of JBL as the

Official Sound of the NBA Increase JBL cultural relevance

and visibility to NBA fans Increase purchase

consideration

Mr. Holland’s Opus Foundation Music is said to ignite all areas of child development: intellectual, social and emotional, motor, language, and

overall literacy. Mr. Holland’s Opus Foundation works to close the gap that exists in underprivileged communities by donating musical instruments to music programs lacking the resources and support to

adequately stay afloat. JBL will partner with MHOF to bring music to children and teenagers.

JBL believes in the young & ambitious

It takes a ton of grinding to make it to the top

But the Heavy Hustle doesn’t always equate to SUCCESS

Somet imes a l l they need is a

helping hand

JBL will pair its two passions together –

Music & Basketball

to put opportunity in the

hands of the driven

T h i s i s W hy We Press Play

Spinning off the NBA’s “This is Why We Play” campaign, JBL will

empower both aspiring musicians and basketball players to gain the

resources, knowledge and exposure they need to follow their dreams.

The Framework

Challenge: Develop a charitable platform for JBL to increase brand awareness as the official audio partner of the NBA

JBL Jam Camp Build Your Brand JBL Mentors

CSR Platform: This is Why We Press Play

#JBL4BarFriday

Objectives: Drive awareness of JBL as the Official Sound of the NBA

Objectives: Increase JBL cultural relevance and visibility to NBA fans

Objectives: Increase purchase consideration

Client: JBL

Charity: Mr. Holland’s Opus Foundation

JBL Jam Camp The JBL Jam Camp is the perfect way to bring together kids who are interested in basketball and music. The Jam Camp will feature a basketball court and musical performance stage, allowing athletes and musicians to share the spotlight while honing their skills. We will invite high school students with a passion for music and basketball to gain experience in both through clinics and showcases.

JBL Jam Camp MUSIC: The performance side will feature concerts as well as clinics taught by local talent and music teachers. After the clinics, the camp’s students will have the opportunity to perform on-stage, showcasing the skills they learn from the pros. JBL will provide all instruments at the Jam Camp, which will later be donated to underprivileged music programs in the community through MHOF.

JBL Jam Camp BASKETBALL: The basketball side will feature structured tournament games as well as clinics taught by local talent, coaches and JBL ambassadors. At the end of the clinics, we will put out trampolines for students to reach the rim, attempting their best dunks. We will capture footage of each student’s best ‘Slama Jamas’ to later use for highlight reels.

Build Your Brand JBL will help facilitate the creation of highlight reels and recruitment videos for both athletes and musicians wanting to build their brand. We will produce footage for each student during the dunk portion of the camp to later pair with soundtrack selected or performed during the recording portion of the jam clinic. The end result will be a shareable video showcasing the basketball and musical talents of each student. The best videos created will be featured on JBL’s website.

JBL Mentors JBL inspires all to follow their dreams. We will seek out students who have a passion for music, asking them to submit a video explaining how a college scholarship would help them reach their dreams. We will leverage Damian Lillard and Essence Carson to each award one scholarship to a high school student of their liking. Beyond picking the students, they will both become mentor-like figures to the individuals throughout their college careers. In exchange, both recipients will donate a portion of their time to talking to classrooms impacted by MHOF about the importance of education and pursuing passions.

#JBL4BarFriday We’ll encourage young, powerful rappers to share their best 4 bars every Friday on Instagram and Twitter using the hashtag #JBL4BarFriday. Each month JBL will award one winner with JBL headphones, speakers or NBA tickets. Each month’s winners will gather to compete in a rap battle at the All-star Entertainment Series Stage to win studio time with Damian Lillard. The battle will invite consumers to donate money to the MHOF at entrance.

The Framework

Challenge: Develop a charitable platform for JBL to increase brand awareness as the official audio partner of the NBA

JBL Jam Camp Build Your Brand JBL Mentors

CSR Platform: This is Why We Press Play

#JBL4BarFriday

Objectives: Drive awareness of JBL as the Official Sound of the NBA

Objectives: Increase JBL cultural relevance and visibility to NBA fans

Objectives: Increase purchase consideration

Client: JBL

Charity: Mr. Holland’s Opus Foundation

Experiential PR, Digital Digital, Promotional Promotional, Social