BlogWorld 2010 Like It Or Spike It

With your hosts….

Dave PeckMeshin@DavePeck

David GrinerLuckie & Co.@Griner

To help launch Season 2 of “The Colony,” Discovery Channel partnered with creative agency Campfire to make a Facebook-based alternate reality game.

Results:

• Coverage in Mashable, Neatorama, MediaPost, AdFreak and more

Results:


• Players spent an average of 6 minutes on site, some as long as 20 minutes

Results:



• 70% of users chose to allow Facebook Connect

Results:




• 59% who reached final “tune in” message went back and re-started the experience

Results:




• 59% who reached final “tune in” message went back and re-started the experience

• 350,000 pageviews in 2 weeks leading up to season premiere

Source: Campfire

Peck’s Take Griner’s Take

For its first global digital ad campaign, Cosmopolitan created a Facebook Connect app that simulates being in a Cosmo photo shoot.

Results:

• Launch coverage in the New York Times — but almost nowhere else

Results:


• 3,800 users in first week (Facebook fan base for Cosmo: 534,000)

Results:


• 3,800 users in first week (Facebook fan base for Cosmo: 534,000)

• Positive feedback from international fans on Facebook

Source: App user data determined by “Monthly Active Users” as of Oct. 10, 2010

When American Express declined to sell advance tickets for Pee-wee’s theater revival to its cardholders, the offer went to his Facebook fans instead — kicking off a landslide of social media support.

Results:

• Twitter: 590,000 followers

• Facebook: 230,000 Likes

• Foursquare: 9,500 Friends (up from 4,000 just days after badge launch)

• $1.5 million in ticket presales before the first ad ever ran

• Massive, glowing news coverage

Sources: “Pee-wee friends online followers to box office,” Variety, Sept. 11, 2010Social network data updated Oct. 10, 2010

In September 2010, Edge shaving gel began a Twitter campaign offering to help those who tweeted with a #soirritating hashtag. For some, rewards included iPod Touches, PS3s or gift cards.

Results:

• “Tremendous feedback,” according to senior brand manager

Sources: “Shaving Away Irritations via Twitter,” TalentZoo.com, Oct. 8, 2010Hashtag data via Radian6

Results:


• Campaign extended past September


Results:



• 4,930 tweets using #soirritating hashtag from Sept. 10 – Oct. 10


Results:



• 4,930 tweets using #soirritating hashtag from Sept. 10 – Oct. 10

• 2,839 tweets using #soirritating AND @EdgeShaveZone


In a two-pronged Facebook campaign, PepsiCo’s Naked is soliciting “your personal Naked Truth” for a chance at a Costa Rica vacation and also bringing the effort to college campuses.

Results:

• 14,615 active app users in first two weeks

Source: Facebook status updated Oct. 11, 2010.

Results:


• 2,000 photos from campuses (uploaded by brand), but only a handful from fans


Results:



• Minimal launch coverage


Results:



• Minimal launch coverage

• Audience (currently 44,000 fans) likely to grow as print ads and other campaign support begin running


An hour before the Season 2 premiere of NBC’s sitcom “Community,” the network played out a bonus scene on Twitter, with 80 #nbccommunity tweets posted by characters.

Results:

• Extensive preview coverage by Wired, HuffPo, Entertainment Weekly, Fast Company and more

Sources: Twitter data updated Oct. 11, 2010.Ratings info: TVByTheNumbers.com, Wikipedia.com

Results:


• 122,492 total followers for character accounts (average of 10,200 per character)


Results:



• Viewership (5 million) was down 2.7 million from Season 1 premiere (after “The Office”)


Results:



• Viewership (5 million) was down 2.7 million from Season 1 premiere (after “The Office”)

• BUT ratings were up 16% from debut in 8 p.m. slot — despite now competing with “Big Bang Theory”


In a branded charity effort with Canadian underwear label Stanfield’s, a cancer survivor locked himself in his apartment for 25 days. The goal? 25,000 Likes, yielding $25,000 for the Canadian Cancer Society.

Results:

• First week: 20,000 Likes

Sources: Facebook and donation data updated Oct. 11, 2010.Conversation data: Radian6

Results:


• $1,145 raised through Donation Challenges


Results:


• $1,145 raised through Donation Challenges

• Clear spike in mentions for Stanfield’s:


Closing thoughts.

Thanks for your time.

Want even more opinions from us?

Dave PeckTheDavePeck.comBullfrog-Media.com@DavePeck

David GrinerTheSocialPath.comAdFreak.com@Griner

BlogWorld 2010 Like It Or Spike It

Business

Transcript of BlogWorld 2010 Like It Or Spike It