NPR PRESENTS
Dynamic Event Sponsorship Integration & Activation
NPR Presents connects with diverse and engaged
audiences across America through live events
NPR PRESENTS EVENTS
Align your brand with dynamic events nationwide
2015 Events from NPR
The best of NPR’s comedy, pop culture, music and storytelling at live events
in major markets across the country
Pop Culture Happy Hour
Ask Me Another
Wait Wait… Don’t Tell Me!
All Songs Considered
Listening Party
Generation Listen
Microphone Check
NPR PRESENTS TAKE THE STAGE
Laugh, Listen, Engage
 NPR is taking its beloved programming on the road
through a series of dynamic live events to delight,
inform and entertain audiences nationwide
 NPR can work with a sponsor to develop scalable
event packages featuring co-branded, custom
activation at:
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Wait Wait… Don’t Tell Me!
Ask Me Another
Pop Culture Happy Hour
All Songs Considered listening parties
Generation Listen
Microphone Check from NPR Music
 NPR events attract a young, informed, engaged
audience – typically between 25 and 45
Ask Me Another Host Ophira Eisenberg
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DYNAMIC SOCIAL ENGAGEMENT
“At live recording of Pop
Culture Happy Hour and so
excited. Surrounded by fellow
pop culture nerds. #PCHHlive”
“It is actually really
hard not to shout out
the answers
#askmeanother.”
“I want to be Linda Holmes
@nprmonkeysee. Or at least have her
job/career. Tonight’s #PCHHlive was
amazing and I loved every second of it.”
“Milling about before #PCHHLive doors open and
just feel like I am surrounded by my people”
“You’re even better live! @jonathancoulton
@OphiraE #askmeanother”
LIVE EVENT EXTENSIONS
Custom On-Site Integration
Sponsors can amplify their brand and align with
NPR’s lighter side with a robust event activation
package, including:
 Co-branded, distributable content
 Pre-show VIP reception
 Prominent on-site recognition
 Product display/distribution
 Recognition in event promotion, including
targeted, in market promotion
 Opportunity to identify target markets for event
activation
 Event access for special guests and sponsor
social fan networks
 Social media recognition
Photo credits: Steve McFarland and NPR
NPR MUSIC LIVE EVENTS
From Intimate Listening Parties to First Listen Lives
ALL SONGS CONSIDERED LISTENING TOUR
Music Gatherings in Key Markets
 NPR Music presents intimate listening parties held
in local venues that connect fans with Bob Boilen
and Robin Hilton, hosts of NPR’s popular music
podcast, All Songs Considered
 Provides sponsors a unique platform to engage with
an audience of music tastemakers in key markets
 Panelists share new music with attendees, who rank
songs using branded signage
 NPR can work with sponsor to program tour in their
key markets. Past locations include:
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New York
Chicago
Portland
San Francisco
Seattle
Boston
Denver
Mellow Johnny’s
Seattle, WA
NPR MUSIC & FESTIVALS
Marquee Music Event Sponsorship
 NPR Music delights and engages music connoisseurs from coast
to coast through its industry-leading coverage of live events
 NPR Music has powerful presence at national music festival,
including SXSW’s opening day music showcase at Stubb’s
 Sponsors have a special opportunity to receive prominent
recognition and digital extensions by aligning with NPR Music
brand at marquee festivals nationwide. NPR Music has covered
festivals including:
― SXSW
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Sasquatch
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Bonnaroo
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Newport Jazz Festival
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Newport Folk Festival
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Celebrate Brooklyn!
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CMJ Music Marathon
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Pachanga Fest
EXCLUSIVE FESTIVAL SPONSORSHIP
CMJ Music Marathon
 Squarespace was a presenting sponsor of
the 2014 CMJ Music Marathon in New York
 Squarespace received sponsorship
recognition surrounding NPR Music’s CMJ
Music Marathon coverage, including:
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Recognition of Squarespace in event
collateral including invite, website, RSVPs,
press release and onsite signage
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VIP event access and tickets
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NPR Music and Squarespace collaborated
on a custom, co-branded event poster.
Squarespace selected the designer, with
NPR Music approval, from among the
Squarespace platform clients
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NPR Music used Squarespace’s ticketing
platform for event RSVPs
FIRST LISTEN LIVE
Marquee Music Event Sponsorship
 NPR Music’s First Listen series lets fans hear upcoming
albums in their entirety days before an album’s official
release date
 First Listens feature a range of new and established artists
across genres. Past albums have included Alabama
Shakes, Dan Deacon, Belle and Sebastian, and Bob Dylan
Partnership Overview: First Listen Live and Lexus
 In February 2014, Lexus served as the exclusive sponsor of
the “First Listen” and “Heavy Rotation” series from NPR
Music
 To highlight Lexus as the sponsor of the First Listen Live
series, NPR Music hosted a First Listen Live event in New
York City
 On February 27, Real Estate debuted their new album
“Atlas” live at SubCulture, days before the album’s official
release
 The sold-out event was streamed across NPR Music digital
platforms to audiences across the country
MICROPHONE CHECK
Marquee Music Event Sponsorship
 Experience the wide world of hip-hop with DJ and
producer Ali Shaheed Muhammad and NPR Music
editor Frannie Kelley.
 The weekly podcast brings the full breadth of rap
music from old school classics to new school favorites
 Microphone Check also features interviews with
established and up-and-coming musicians, business
people and creative professionals
 NPR can work with sponsor to program events in their key
markets
ASK ME ANOTHER
Comedy & Pop Culture
ASK ME ANOTHER
Local Pub Trivia Night for a Live Audience
 Ask Me Another is an exciting show featuring puzzles,
word games, and trivia
 Taped in front of a live audience, AMA features audience
participation, celebrity guests, and a lively combination of
brainteasers and banter
 Host Ophira Eisenberg blends puzzles and local pub trivia
night with comedy and music, featuring house musician
Jonathan Coulton
 Appealing to a social-media savvy audience through
Facebook and Twitter
 Show is taped at the Bell House in Brooklyn, NY and at
select venues nationwide
 Bell House events typically draw crowds of 180+ people,
with select roadshow tapings selling 1000+ tickets per
venue
AMA & TITO’S HANDMADE VODKA
On site Integration and Recognition
 Tito’s Handmade Vodka was a featured sponsor
at an Ask Me Another taped a live show at The
Bell House in Brooklyn
 Sponsorship elements included:
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Co-branded lobby & table tent signage
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Tito’s-branded bar materials
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Featured specialty cocktail, “Brooklyn
Tito-Rita”
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Co-branded audience quiz with selected
winner called on stage to participate in a
final Tito’s-inspired game
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Co-branded shot glasses giveaway
WAIT,WAIT…
WAIT…DON’T
DON’TTELL
TELLME!
ME!
WAIT
NPR’s
Oddly Informative
News
Quiz Show
Oddly Informative
News Quiz
Show
WAIT WAIT… DON’T TELL ME!®
The Irreverent, Beloved News Quiz
 NPR’s oddly informative – and highly entertaining –
news quiz offers a whip-smart approach to the
week’s news and newsmakers
 Hosted by humorist and award-winning playwright
Peter Sagal
 Callers, panelists, and guests compete by answering
questions about the week's events
 Incredibly popular with an audience of more than
3.6 million weekly listeners*
 Wait Wait… Don’t Tell Me! hosts 30-35 live tapings
annually at Chicago’s Chase Bank Auditorium
 Live performances are also hosted in select markets
across the country
Source: ACT1/Nielsen Audio Nationwide, Spring 2014, Persons 12+.
© 2014 The Nielsen Company. May not be quoted or reproduced without the prior written permission of Nielsen.
EVENT ACTIVATION CASE STUDY
WWDTM & Angie's List
 Angie’s List sponsored the live taping of
Wait Wait… Don’t Tell Me! at the Chase Bank
Auditorium in Chicago
 Recognition for Angie’s List included:
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Co-branded lobby & stage signage
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Sponsor acknowledgment in pre-show
opening remarks
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Co-branded audience quiz, with a
selected winner called on stage to
answer one final question at the close of
the show
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Audience giveaway in the form of custom
co-branded coffee tumblers
POP CULTURE HAPPY HOUR
A Spirited Roundtable on All Things Pop Culture
POP CULTURE HAPPY HOUR
Covering the Latest in Pop Culture
 Pop Culture Happy Hour is a lively entertainment and
pop culture podcast that explores books, movies,
music, television, comics and pretty much anything
else that strikes a nerve, all in a weekly roundtable
 Hosted by Linda Holmes, writer and editor of Monkey
See, NPR’s pop culture blog
 Regular panelists include NPR Music editor Stephen
Thompson and writer and comic book expert Glen
Wheldon
 Pop Culture Happy Hour has hosted live, sold-out
tapings in Washington, DC and New York
“Excellent weekly podcast. It’s a lively, intelligent, enjoyably
upbeat affair, driven by enthusiasm and wit.” – The Telegraph
EVENT ACTIVATION CASE STUDY
PCHH, Tito’s Handmade Vodka & Squarespace
 Pop Culture Happy Hour taped a live sold-out
show at The Bell House in Brooklyn, NY
co-sponsored by Tito’s Handmade Vodka and
Squarespace
 Sponsorship elements included:
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Co-branded lobby, stage & table tent
signage
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Tito’s-branded bar materials
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Featured specialty cocktail, the
“Studio 44”
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Co-branded audience quiz
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Sponsor recognition in pre-show
opening remarks
GENERATION LISTEN
Connecting New Ideas with Younger Audiences
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GENERATION LISTEN
Fresh Ideas, Insights and Audiences
 Generation Listen aims to serve as the leading cultural
tastemaker of young adults, influencing trends and serving as the
primary discovery platform for public radio
 Generation Listen connects with an audience of 18-34 year-olds,
generates support from a new generation of donors and develops
a pipeline of new and fresh ideas, insights and perspectives
 Event activations may included:
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Generation Listen Roadtrip – NPR staffers will take a crosscountry road hosting intimate listening parties at stops across
America
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#STORIED events – Previous events included SXSW
storytelling slam and NPR report Adam Cole on “the science of
online dating”
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Opportunity for collaborations with member stations and
civically-minded organizations, such as Global Shapers
NPR Wants to Click With Those Who Tweet
In March 2013, The New York Times profiled
the launch of Generation Listen
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DYNAMIC SOCIAL ENGAGEMENT
“I’m a first-time donor to
@wvpe because of this
campaign. Young #NPR
listeners unite!”
“As a Millennial who’s
also a member of WKSU,
I’m qualified to say that
@NPRGenListen is a
great idea.”
“NPRGenListen is a cause I can get
behind. So glad engaging young listeners
is finally a public radio priority!”
“Great way for young listeners to really
connect and get passionate about radio.”
“This is the greatest thing ever
@NPRGenListen.”
NPR PRESENTS SPONSORSHIP SUMMARY
Sponsorship Activation
Activation Details
Partner Co-branding
 Integrated co-branded experiences at event and through extensions such as co-branded,
distributable content; co-branded experiences such as in-store NPR event pop-ups and content
curation
Custom Content
 Co-branded content produced by NPR for distribution on NPR Presents Hub and sponsor’s digital
platforms; potential for thematic alignment with sponsor objectives. Content could include, but is not
limited to video series, quizzes and curated content
Social Media Activation
 Sponsor recognition in program’s social media channels, including Tumblr, Twitter and Facebook;
opportunity to distribute tickets/VIP experiences to sponsor’s social fan networks
VIP Reception / Experience
 Pre-/post-show VIP experience for sponsor at NPR MC2 event, including talent appearances and
behind-the-scenes tours
 Co-branded signage, event collateral, giveaways
Prominent Onsite Recognition
 Tabling / sponsor display
 Sponsor can share a welcome message with the audience, including on stage welcome or video
welcome crated in collaboration with program producers
Location Flexibility
 NPR can collaborate with sponsor to hold events in sponsors target markets, when possible
Ticket Packages
 Set # of tickets made available to sponsor for VIP entertaining or distribution to sponsor’s networks
via their website or social media channels
NPR Presents Online Hub
 Recognition on NPR Presents digital hub, including but not limited to digital banners and clickable
logo
Local Underwriting Spots
 Event promos with sponsor recognition on NPR member stations in target markets
CONTACT:
NPR Sponsorship
[email protected]
202.513.2093