1. From Fenway to the Runway Event
September 21, 2015

2. Neuro was the presenting sponsor of the ‘From Fenway to the Runway’ Event supporting
the Boston Red Sox Foundation on 9/21/15.
Athleta Back-to-School Bash
Purpose

3. Program Overview
Event Sponsorship: Presenting sponsor of the Fenway to the Runway Event
Media (Web, Social, Print, & TV):
Web:
Neuro featured on Red Sox Foundation homepage and dedicated event page
Social Media :
Dedicated social media campaign for Twitter & Instagram
Print:
Full page magazine ad in the Improper Bostonian
National TV:
Foundation Friday Interview with Red Sox Wife, Lindsay Buchholz, on NESN & NESN.com
On Field:
Check Presentation at Fenway Park
Retail Activation:
Sales integration with key grocery account, Market Basket

4. Fenway to Runway Event (9/21/15)

5. Web: 9,700 monthly unique visitors
https://www.redsoxfoundation.org/event/fenway-to-the-runway-with-red-sox-wives

6. Social Media
Twitter Followers: 24,300
Twitter Followers: 1.12M

7. Print
Full page magazine ad
in the Improper
Bostonian.
Circulation: 550K
monthly unique readers
in the New England
area.

8. National TV Interview on NESN
Foundation Friday
Interview with Red
Sox Wife (Lindsay
Buchholz) during
pre-game show on
NESN reaching over
7M viewers in the
New England area.
Video posted on
NESN.com and
viewed 3,370 times.

9. On Field Activation
On field check presentation in front of
30K spectators at Fenway Park.
Neuro branding featured on the
jumbotron.

10. Retail Activation
Neuro banner ad in Market Basket circular
Neuro incremental displays in 150 store
locations
Neuro incremental sales of 3,500 cases
Retail sampling at select participating store
locations

11. Outcome
Runway Event:
Details: 2 hour event held at Saks Fifth Avenue on September 21, 2015
Attendance: 165 attendees
• 16 Red Sox wives participated in event
• 6 Red Sox players in attendance, including David Ortiz
• Product being delivered for Ortiz per his request after tasting SONIC
• 6 bottles of Neuro placed on each table inside of clear Neuro buckets (17 tables total)
• Neuro bottle and banner display at registration table
• Neuro barrel cooler placed inside hair/make-up prep area for Red Sox wives
Media:
Red Sox Foundation Website:
9,700 unique visitors per month
Prominently featured on page dedicated to event, as well as home page
Social Media Activation:
Red Sox Foundation Twitter: Red Sox Foundation Instagram:
24.5K followers 1,848 followers
20 tweets featuring ‘@drinkneuro’ as of 9/25/2015 6 posts featuring ‘@drinkneuro’ as of 9/25/2015
Boston Red Sox Twitter:
1.12M followers
1 retweet of RSF tweet featuring ‘@drinkneuro’ as of 9/25/2015
‘Favorited’ 33 times
Retweeted 9 times

12. Outcome Cont.
Improper Bostonian:
550K reach with 86,500 copies circulated
1 advertisement for Runway event featuring Neuro run in 9/2/15 issue
NESN Foundation Friday Interview:
NESN TV reaches over 7M people throughout New England (excluding Fairfield
County, CT)
• 1 pregame interview with Lindsay Buchholz mentioning Neuro aired during
pregame show on TV on 9/4/15
 Interview posted online on NESN.com
 Over 3,100 views online as of 9/25/15
 Video posted to Twitter 8 times from NESN.com
 Video shared 214 times on Facebook from NESN.com