blogwell chicago social media case study: kraft foods, presented by beth reilly
DESCRIPTION
In her BlogWell Chicago presentation, Kraft Foods' Digital & Social Marketing Lead, Beth Reilly, shares how they are experimenting in the social TV space. Beth talks about how they combined Twitter with high-profile award shows on television to engage their fans in new ways. Watch the video of this presentation here: https://vimeo.com/48055149TRANSCRIPT
SocialMedia.orgVideo Case Studies
Beth Reilly
Kraft #winsliquidgoldfor Playingwith the 2nd Screen
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellChicago
July 18, 2012socialmedia.org/blogwell
Kraft #winsliquidgoldfor Playing with the 2nd Screen
July 2012
1
THE STATS
• More than 86% of mobile internet users surf the mobile web while watching TV
• Mobile search volume traffic peaks from 7-11pm (prime time viewing hours).
• 47% of tablet users visit social networks while watching TV programs; 45% do so during commercials
• During the 2011 Super Bowl, Yahoo! Sports saw a 305% increase in mobile traffic during halftime and a 387% increase after the game.
• Tweeting or updating Facebook while watching is soaring
– 11.5 million comments were shared during the Super Bowl game over social media networks.
– In the final three minutes of this year’s Super Bowl, there was an average of 10,000 Tweets per second!
Source: All Things Digital, Nielsen
2
THE STATS
A recent study published by Time Warner indicates that…
Interacting with social media on a second screen makes viewers more engaged in programming than if they were watching alone without social media
3
4
THE GOAL
Capitalize on second screen interaction and get consumers
engaged in our new Liquid Gold TV spots by taking advantage of high
profile TV buys
5
6
• Liquid Gold Drive Thru :30
• http://www.youtube.com/watch?list=ULANljAR-owjA&v=ANljAR-owjA&feature=player_detailpage
THE TV
More than the worst dressed stars were talked about during the Emmys
We Took Notice
Multi screen social experiences around engaging programs created golden opportunity
8
Activate Optimize Learn
Turnkey launch of
Promoted Account &
Promoted Tweets to
amplify brand conversation
Adjusted bidding for
keywords associated with
the programs and
@cheesyskillet Tweets
before, during, and after
shows aired
Created copy in real
time to incorporate
program events and also
real time trends
Results:
- 2,500+ new
@cheesyskillets
Followers in four
days!
- Over 2.8MM
impressions
- Above average
engagement rate of
4% for Premieres
9
Promoted Tweet: @cheesyskillets | ‘#themiddle’
We Wanted More Next Opportunity to Deepen the Experience
10
Social Engagement P-O-E | On-Demand Content | Brand Experiences 2011 2012…
11
THE GOLDEN GLOBES ANVILS
BEFORE THE SHOW WE SEEDED OUR TWITTER PAGE.
BEFORE THE SHOW AWARDED OUR MOST INFLUENTIAL TWEETERS WITH THE GOLDEN ANVIL
BEFORE THE SHOW AND WE TWEETED AT OUR TWITTER FOLLOWERS WHO WERE ON THE RED CARPET!
DURING THE SHOW A TELEVISION SPOT ENCOURAGED USERS TO TELL THE BLACKSMITH: WHO WINS LIQUID GOLD?
http://youtu.be/aP5BXl5-i1w
DURING THE SHOW COMMENTED REAL-TIME ON WHAT WAS HAPPENING LIVE ON STAGE.
Z Z
DURING THE SHOW
ACHIEVED ORGANIC TWITTER TREND FOR “LIQUID GOLD” WITHIN 15 MINUTES TV SPOT AIRING AND ACTIVATION OF TWITTER CAMPAIGN
DURING THE SHOW WE GRABBED MORE EYEBALLS ON MOBILE, WITH USERS WHO WERE CHIMING IN ON THE
GOLDEN GLOBES WITH YAHOO!’S INTONOW MOBILE APPLICATION .
•Delivered over 2,000 tags and share on FB/ Twitter
•Nearly 1/3 of all Golden Globes checkins interacted with our brand polls
BY THE NUMBERS
TOTAL MENTIONS ON TWITTER OF @CHEESYSKILLETS REACHED 800
GAINED 2,892 MORE FOLLOWERS
11,400 PROFILE VIEWS
3.9MM TWITTER IMPRESSIONS
20
CHECKING IN AT THE OSCARS WITH MIRACLE WHIP
THE GOAL
Test the new check-in service Viggle during the high profile
Academy Awards
21
VIGGLE LIVE RED CARPET OSCAR HIGHLIGHTS
• Check-in takeover during Oscars
• Poll placement integrated into Viggle Oscar poll
– Specific to Miracle Whip commercial
• Video for bonus points within Viggle check-in
• Promoted Tweets and ability to tweet direct from Viggle
• Follow-up placements for a month in high profile programming (American Idol, Modern Family)
22
• 20,708 unique users checked into ABC Oscars Red Carpet Live show
• 40% of active users for the day checked into the ABC Oscars Red Carpet Live show
• 27% of checked-in users played Viggle Live Red Carpet
• 4,928 total poll votes cast during Viggle Live Red Carpet
23
VIGGLE LIVE RED CARPET OSCAR HIGHLIGHTS
VIGGLE LIVE RED CARPET NAVIGATION
24
POLLS AND TRIVIA
25
MIRACLE WHIP CAMPAIGN RESULTS
55.9% of users correctly answered a recall question about the Miracle Whip commercial 18,630 total votes cast for Miracle Whip commercial question In the Miracle Whip commercial, what did the mob leader want to do? • Eat Miracle Whip • Burn the Miracle Whip • Save the Miracle Whip 897,080 completed video views within the app experience
26
WHAT’S NEXT ON SOCIAL TV
27
We will continue to test opportunities and as platforms grow, we will invest more in mobile and social TV
In the first half of this year, Trendrr tracked more than 350 million conversations related to TV programming - and it will continue to grow
Thank You!
28
Beth Reilly Global Digital Strategy & Media Lead [email protected] @BethYoReilly http://www.linkedin.com/in/bethyohananreilly
@cheeseyskillets
@miraclewhip
Learn more about past and upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellChicago
July 18, 2012socialmedia.org/blogwell