An Overview
July 2009
Orange County Choppers Overview
Paul Teutul, Sr.
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Metalworker by trade and
founder of OCC
The tough task master
Merchant Marine veteran
Author, “The Ride of a Lifetime:
Doing Business the Orange County
Choppers Way”
OCC
• Started in the basement of Paul Sr.’s home in Montgomery, NY.
• First bike, ‘True Blue’ debuted at Daytona Biketoberfest in 1999
• Established Orange County Choppers, Inc. in 1999
• ‘Discovered’ by the Discovery Channel in 2002; signed to be featured in the
television series, American Chopper
• Now regarded as one of the world’s premier builders of custom motorcycles
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Orange County Choppers Overview
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Primary business is to build and sell custom motorcycles
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New world headquarters opened in March 2008; includes:
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Currently 10 dealerships selling OCC production bike line in the US and Canada
Parts & accessories line to be introduced in 2010
Licensors of OCC intellectual property; categories include auto aftermarket, apparel, toys, collectibles, etc.
Own and operate OCC retail store/theme bike museum and web-based e-tail site
Shop
30,000+ sq. ft. of retail space
Viewing area to watch bike builds/TV taping
Motorcycle showroom
Showcase for American Chopper on-air
build collection
OCC web site averages 300,000
unique visitors and 3,000,000 page
views per month
Themed restaurant to be built on site
American Chopper
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First aired on the Discovery Channel September 29, 2002
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Consistently Discovery’s top-rated show from 2002-2006
Over 125 episodes complete
Currently filming 7th season
Moved to TLC in January 2007
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Remains on Discovery Channel in international markets
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Selected to be Discovery’s first show put into syndication in 2008; picked up
in over 85% of the country
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2008 Ratings Highlights*
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New episodes of American Chopper ratings up 11% vs. 2007
60% of audience was Adult 18-49; 64% Adult 25-54
41% of audience was Male 18-49; 44% Male 25-54
#1 show on TLC with Men 18-49 and Men 25-54
American Chopper comprised 7% of TLC’s primetime viewing schedule in 2008
*Nielsen Galaxy 1/1/08-10/31/08
American Chopper
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In 2007, TLC conducted surveys and focus groups to learn the creative
appeals of the show. Highlights (both men and women) include:
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The bike is the star and focus of the show, including the conceptualizing, designing,
customizing and fabrication
The interactions of the OCC crew, particularly those of Paul Sr. and Paul Jr.
Watching talented craftsmen at work, both OCC crew and outside craftsmen brought in for
special jobs
American Chopper was the #1 cable network show in product placements
for the first half of 2008*. Top shows include:
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American Chopper
Project Runway
Top Chef
* Neilsen - September 2008
26,794 placements
10,316
9,316
American Chopper
Strong US Audience (SMRB 2006)
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Male
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Age 18-24
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Age 25-34
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Age 35-44
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Household Income $50,000-$59,999
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Household Income $60,000-$74,999
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Household Income $75,000-$99,999
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Household Income $100,000-$149,999
Index 139
Index 121
Index 126
Index 125
Index 126
Index 124
Index 133
Index 107
American Chopper – International
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Global reach – 160+ countries/territories; 35 different languages; strongest
markets include:
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International live appearances in 2008
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Europe – UK, France, Italy, Germany
Asia – Japan, Taiwan, India
Australia/New Zealand
South/Central America – Brazil, Mexico
Germany, Brazil, England
Won two ASTRA (Australian pay TV) viewer’s choice awards in 2006 and
2007
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Favorite International Program – American Chopper (2007 vs. Entourage, Rockstar:
Supernova and Deadwood)
Favorite International Personality – Paul Teutul Sr. and Paul Teutul Jr. (2007 vs. Tyra Banks,
Jon Stewart and Jeremy Piven)
Corporate Marketing Strength
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OCC has built custom theme bikes for some of the biggest names in corporate
America
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Intel
Sears Craftsman and Diehard
Northrop Grumman
Gillette
Siemens
Hewlett-Packard
US Army National Guard
Mercedes Benz USA
Sikorsky Aircraft
Sunoco
Microsoft
In 2004, the Teutuls served as corporate spokesmen for AOL
In 2005 and 2006, the Teutuls served as corporate spokesmen for NAPA
In 2007, the Teutuls were spokesmen for Lugz Shoes, Godaddy.com, Domino’s
Pizza and Hewlett-Packard, and Paul Sr. a spokesman for The Wall Street Journal
and GMC Trucks
In 2008 the Teutuls were spokesmen for Lugz Shoes and Sears
Paul Sr. is currently a spokesman for Sears DieHard Batteries
Public Relations Juggernaut
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Since the inception of American Chopper, OCC and the Paul Teutul, Sr.
have been at the center of an adoring fan base and national media; notable
coverage includes:
– Print: USA Today, TIME, Newsweek, TV Guide, Entertainment Weekly, Muscle &
Fitness, Men’s Health, NY Times, Brandweek
– National TV: The Late Show
with David Letterman, The
Tonight Show with Jay Leno,
Live with Regis & Kelly, The
Big Idea with Donny Deutsch,
Today, The Jimmy Kimmel Show,
The Martha Stewart Show,
Best Damn Sports Show, Fox
& Friends, and more.
Paul Teutul, Sr. Q Score Summary
Winter 2008 Performer Q: Basic Cable Subscribers
Marketing Evaluations Inc.
Name/Category
All Performers
Segment
Total
Males
Females
Score
18
17
18
Reality Show Participants
Total
Males
Females
19
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20
Paul Sr.
Total
Males
Females
M 18-34
M 18-49
M & F 18-34
22
25
18
32
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28
Case Study – Hewlett Packard
Situation
OCC
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Experiencing great growth; OCC needed to upgrade systems,
streamline workflows and perform more complex modeling
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Upon opening its new world headquarters, OCC needed to
integrate top-of-the-line equipment and IT network to meet business needs
HP
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Building consumer marketing model centered around ‘Computer is Personal Again’
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Building trade marketing model around ‘Design Beyond the Edge’
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Looking for compelling associations that meet brand attributes and resonate with cross-section of stakeholders
The Partnership
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Began with simple product placement in OCC shop – HP Workstation
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Workstations added to aid design process
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Decision to build bike designed on and meant to showcase new HP equipment
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Teutuls asked to star in HP Super Bowl commercial (most watched commercial in 2007 Super Bowl – 100 million
people)
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OCC/Teutuls featured in 2007-2008 ‘Computer is Personal Again’ broadcast and print campaigns as well as trade
marketing including appearances at key trade events throughout the campaign
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OCC features HP technology throughout new HQ, including all design function, corporate workstations and 25 42”
monitors in showroom/retail space
Case Study – Intel
Situation
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Intel was searching for innovative ways to showcase the performance potential of their embedded technology and
to celebrate 30 years in the embedded market.
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Intel wanted a partner that would ‘wow’ the industry and show how embedded technology could be mainstreamed.
The Partnership
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Intel commissioned OCC to design and build a concept bike that would put Intel technology to the test
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Intel brought partner, Advanced Diamond Technology on board to build the one-of-a kind, ultra mobile computer to
run the motorcycle and keep the computing system protected from water, dirt, shock and vibration.
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The result of this 3-way partnership is the ‘biggest’, most technologically advanced chopper ever built by OCC,
including a ‘V-quad’ engine to replicate the quad-core technology of Intel’s Embedded Technology Division.
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Everything on the bike is integrated with the computing system:
– The ignition system is controlled by fingerprint recognition software
– The sunlight viewable digital dashboard displays all of the traditional vehicle indicators like speedometer,
tachometer, fuel and oil gauges, battery life and turn signals
– The dashboard also provides audio and video infotainment, including GPS navigation, Wi-Fi connectivity for
quick updates on traffic and web-surfing, touch screen access to the radio and MP3 files, and even cell
phone service
– Rear mounted cameras replace standard rear-view mirrors
– Electronic kickstand
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Dashboard can be detached and used as a traditional PC
Case Study – Sunoco
Situation
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Sunoco was looking for ways to activate its involvement in NASCAR that would resonate with a broad spectrum of
consumers and chose to partner with OCC to build a bike that would bring attention to not only Sunoco’s racing
heritage, but also raise funds for Kyle and Patti Petty’s charity ‘The Victory Junction Camp’
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Sunoco also wanted a credible partner who utilized its high-performance fuel
The Partnership
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The Sunoco bike was built as a café style racer to highlight Sunoco’s contributions to the advancement of racing
technology; the signature logo was that of The Victory Junction Camp and the bike toured the US on the Chik-fil-A
Kyle Petty Charity Ride, generating tremendous exposure and awareness for the charity.
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The bike proved to be the beginning of a multi-year relationship that included:
– “Official fuel of OCC” designation including Sunoco fuel pump and two Sunoco portable pumps in the OCC
shop
– National point-of-sale promotion telling consumers about the relationship
– National 4-week hero card promotion in the second year of the partnership – Sunoco commissioned four
motorcycle builds for NASCAR drivers Jimmie Johnson, Kasey Kahne, Dale Earnhart, Jr. and Tony Stewart;
each driver was photographed with his bike and a Hero Card was created; each week for four weeks,
consumers received a free hero card with an 8-gallon fill-up; the back of each card had ¼ of a logo;
consumers who collected all four and were able to identify the logo received a chance to build their own
OCC motorcycle
– Two national holiday promotions – first, selling die cast Sunoco truck with Sunoco/OCC bike and second,
selling three versions of Sunoco/OCC bikes
Case Study – Lugz
Situation
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Lugz, the flagship brand of JSSI, Inc. was traditionally marketed to young urban males
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For the past several years, they had utilized Hip Hop musicians as spokespeople and advertised in magazines and
on television (primarily targeting wrestling fans)
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Lugz was looking to expand their target to a broad blue collar male audience including men who worked with their
hands, truck drivers and motorcycle riders
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At the time, they had noticed that Paul Jr. wore Lugz on just about every episode of American Chopper; he had
been a Lugz customer for years
The Partnership
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At the first meeting both sides knew there was a real synergy; in a short amount of time, the Teutuls were signed
as endorsers for the brand
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In the first year, the Teutuls were featured in two advertising campaigns as well as Lugz in-store marketing
materials
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In year two, they were again featured in Lugz advertising, but Lugz took the relationship to the next level – they
commissioned a custom themed motorcycle, which became the first ever done by OCC where they incorporated
leather in the fabrication of the gas tank as well as the wheels; the bike then appeared in ads with the Teutuls and
made promotional appearances at retailers throughout the country
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Year three took the relationship to yet another level as Paul Jr. worked with the Lugz design team to create his
own shoe; the advertising strategy moved to radio and OCC and the Teutuls now endorsed traditional Lugz as well
as their own line of licensed shoes
Case Study – Darien Lake Theme Park
Situation
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PARC Management Corporation owns and operates theme parks, water parks and family entertainment centers in
the US and Canada; one property is Darien Lake Theme Park Resort in NY State
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In 2008, Darien Lake acquired a Motocoaster - unique new roller coaster that offers riders a traditional roller
coaster experience with one significant difference – they would sit on the ride like they were on a motorcycle
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Darien Lake wanted to promote this new ride and the park itself, so they chose OCC to help tell their story
The Partnership
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To give the new ride some excitement, Darien Lake renamed it The Orange County Choppers Motocoaster and
created a joint logo to promote it
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Darien Lake then commissioned a themed motorcycle build to showcase the family fun and excitement that is
offered at Darien Lake; the finished bike featured Ferris Wheel wheels, a Tornado air cleaner cover, roller coaster
track on the tank and rear fender and of course, the OCC Motocoaster logo
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A replica bike was created and used as the centerpiece of a season-long sweepstakes; at the end of the season,
more than 50 contestants came back to the Park to select a key that would start the bike; Mikey Teutul was on
hand to lead the festivities and award the prize
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The OCC Motocoaster is a featured ride at the park today; a line of co-branded merchandise was developed by
OCC and Darien Lake and is available to provide lasting memories
Case Study – GoDaddy.com
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Situation
GoDaddy.com, the premiere domain name provider in the US has garnered attention through edgy advertising and
wanted to broaden their target market by reaching a global audience through OCC
The Partnership
GoDaddy commissioned an OCC bike build to showcase their services over and above providing domain names,
specifically their web hosting capabilities
As part of the relationship, GoDaddy assisted with a redesign of the OCC website and took on web hosting duties
As the relationship between GoDaddy and OCC continued to grow, GoDaddy CEO Bob Parsons was so
impressed that he invited the Teutuls to appear in one of GoDoddy’s world famous Super Bowl commercials
The GoDaddy/OCC bike can regularly be seen at one of the many high profile GoDaddy sponsored events such
as Indy Racing League races with Danica Patrick and NASCAR events with GoDaddy sponsored cars and trucks
In addition, Mr. Parsons commissioned a personal bike build with a US Marine theme
Partnership Opportunities
OCC will build a custom program that can include any or all of the following:
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On-air custom chopper build
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Bike build
R&D and unveiling appearances
Limited intellectual property rights package
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Off-air custom chopper build
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OCC/Teutul endorsement
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Intellectual property rights (logo and likeness) for use in consumer and trade advertising and
promotion, including any/all broadcast, print, radio, web, outdoor and point-of-sale
Appearances
“Official Partner” Program
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Signage/handouts at OCC HQ
Signage/handouts at 12 dealerships in US and Canada
Presence in OCC retail store
Website link
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