#TORNADOWEEK:

THE AGENDA

I. The OpportunityII. The SolutionIII. The TeamIV.The ExperienceV. The TimelineVI.The ResultsVII.The MagicVIII.Q & A

@weatherchannel

@vertmob

@TheRealBuffner

@kplanovsky

#TORNADOWEEK:

THE OPPORTUNITY

• Tornado Week: 7 Days of original tornado programming on The Weather Channel

• Dates: April 29 – May 3, 2013• Goal: “generate buzz & create

awareness via social media” • Timing: 3 weeks to launch• Budget: “Efficient”

#TORNADOWEEK:

THE SOLUTION

• Twitter Powered Tornado @ TWC• 11 high-speed, industrial-power fans• Live stream of “interns” working in

the Tornado Room from 9am to 8pm, with guest appearances by on-camera meteorologists

• Microsite with tweet-tracker & wind speed graph in real-time

• Promotion on weather.com and on The Weather Channel

• Paid digital media campaign to drive early awareness & participation “The Calm before the Storm”

#TORNADOWEEK:

THE TEAM

Brandon UffnerManager TV MarketingOn-Site Client Lead

Kelsey AgnewDigital Brand ManagerSocial Messaging Strategy

Kevin PlanovskyPrincipal, Account StrategyStrategy & Account Director

Cameron HuppertzProduction ManagerOn-Site Livestream Coordination

Matt GriffinPrincipal, Creative TechnologyDesign & Development Lead

Crystal clear CTA

Live Video Stream

Simple & Powerful Branding

Real time activity & feedback

ProgramPromotion

#TORNADOWEEK:

THE TIMELINE

TUE

FINAL SETUP:Finalizing shots, setting up stream, Final fan tests…

TODAY SHOW2 live simulcasts with the full crew in NYC

BUZZFEED:The biggest trends site on the web catches wind…

MASHABLE:From a basic tip-off tweet, we score big coverage

LAUNCH:The Livestream is active & tweeting

PAID MEDIA:Launched Promoted Tweets, Facebook media & network buy

TRENDING:Within hours the hashtag begins trending nationwide

MON

#tornadoweek

#TORNADOWEEK: THE RESULTS

#TORNADOWEEK: THE RESULTS

#TORNADOWEEK: THE RESULTS

#TORNADOWEEK: TV RESULTS

NEW VIEWERSP25-54 across

the week in prime time!

Increase in TIMESPEND VIEWING

as comparedto the previous4 weeks!

Outperformed2012's Storm Week by

Attracted Prime Time Viewers

as compared to the previous 4 weeks…

#TORNADOWEEK:

THE MAGIC

• Making a BIG Splash early• Paid Media support!• Asking for earned media• Trending Nationwide• Buzzfeed begets,

Mashable begets…• Always engaging• TRUE “Real-Time”

#TORNADOWEEK:

Questions? Quips? Queries?

@weatherchannel @vertmob@TheRealBuffner @kplanovsky