conan 2011: beardpocalypse programming stunt

Beardpocalypse Promotional & Digital

Campaign Recap

Executive Summary• Heavy campaign push hitting 71% US 18-49s 13.6 times:

• 11 on-air spot and graphic elements• 6 pre-premiere beard videos on teamcoco.com• Heavy TV presence on Turner nets, Spot TV & Spot Cable• Over 800 million Facebook paid media impressions

• Successful digital conversation and traffic• FB media drove 495k pre-premiere clicks to beard content on teamcoco.com• 7 million total page views 4/18 - 5/3 on teamcoco.com • 139k likes of beard content (FB media drove 90%)• Twitter worldwide trending topic for 45 minutes the night of 5/2

• 5/2 showed significant growth in 18-49 delivery (+26%) vs. prior 4• More tune-in (55%) than prior 4 avg (41%)• 33% of Monday’s viewers did not watch CONAN in prior 4• Target market increase (+69%) outperformed non-target market increase (+44%) vs.

prior 4 week average• Viewers of prior 4 weeks who did NOT watch 5/2 were watching DVRed programs

(7.4%), Family Guy on [adult swim] (4.5%) and NBA Lakers/Mavericks (3.7%)

On-Air Elements• 4/19: threat #1

watercooler donut spot airs

• 4/20: threat #2 watercooler donut spot airs

• 4/21: threat #3 watercooler donut spot airs

• 4/22: Beard Hype dated stunt spot starts

On-Air Elements• 4/25: Beard Mirror

dated stunt spot starts

• 4/29: graphics w/date & hashtag starts

• 4/29: TBS bug w/date & hashtag starts

• 4/29: hashtag versions of mirror & hype spots start

On-Air Elements• 5/2: DVR message in

Atl/Chi & Dal/Lakers NBA games

• 5/2: Very Funny Alert graphic starts

• 5/2: hypertopical spot airs 10p - 11p

• 5/2: hashtag TBS bug airs in-show

Animation Domination

comedies

Off-Channel TV Media

5/1 - 5/2

Teamcoco.com -- Video #1

Will Ferrell Threatens To Shave Conan’s Beard• Released Mon 4/18 • Top Performing Day: Tuesday 4/19

• 18,462 video streams • 53,008 unique visitors• 58,759 page views

• Conversion: 35% (streams/uniques)• Top 3rd Party Referrer:

• Typed/Bookmarked – 52% • Facebook 42% • Digg.com – 3%

Platform Statistics

Total Page Views: 144KTotal Streams: 54,615

Total Streams: 53, 631 Click-through: 115,415Likes: 29,412

Impressions: 141MMSource: Omniture


Will Returns With A Warning• Released Tues 4/19• Top Performing Day – Wed 4/20

• 13,348 video streams• 34,248 unique visitors• 38,230 page views

• Conversion: 39% (streams/uniques)

• Top 3rd Party Referrer:• Typed/Bookmarked – 81% • Facebook – 16%• Reddit.com – 2% Platforms Statistics

Total Page Views: 93,426Total Streams: 43,562

Click-through: 76,570Likes: 21,248

Impressions: 129MM

@Teamcoco Tweet 4/20

Source: Omniture


Will Ferrell Shaving Threat• Released Wed 4/20

• Top Performing Day: Thur 4/21• 11,567 video streams • 21,792 unique visitors• 24,494 page views


• Top 3rd Party Referrer:

• Typed/Bookmarked – 74% • Facebook – 20%• Google – 3%

Platforms Statistics


Click-through: 64,010Likes: 21,304Impressions: 82MM


Source: Omniture


Will Ferrell Wants To See Conan Smooth• Released Thur 4/21

• Top Performing Day: Tues 4/26

• 9,234 video streams (4/26=top streams)

• 9,839 unique visitors (4/22=top uniques, 11K)• 11,066 page views (4/22=top page views, 12K)




Total Page Views: 55,018 Total Streams: 52,087

Total Streams: 43,074 Click-through: 46,189Likes: 27,135

Impressions: 55MM


Source: Omniture


Beardpocalypse Promo• Released Mon 4/25• Top Performing Day: Mon 4/25




• Typed/Bookmarked – 68% • Facebook – 29%• Twitter – 2%





Source: Omniture


Mirror Promo• Released Thur 4/28• Top Performing Day: Mon 5/2

• 26,266 Video streams• 21,837 unique visitors (4/28=top visitors, 35K) • 24,123 page views (4/28=top page views, 39K)

• Conversion: 120 % (streams/uniques)• Top 3rd Party Referrer:

• Facebook – 48%, • Typed/Bookmarked – 45% • Google - 4%





Source: Omniture

Teamcoco.com -- Show Clips

Will Ferrell To Conan’s DaughterSneak Peek

• Released Mon 5/2

• Top Performing Day: • Mon 5/2: 15,007 streams

• Top 3rd Party Referrer:• Typed/Bookmarked – 57% • Facebook – 30%• Twitter – 11%


Total Streams: 21,452 Click-through: 13,607Likes: N/AImpressions: 45MM

@Teamcoco Tweet 5/2

Source: Omniture


Will Ferrell Interview• Released Tues 5/3• Top Performing Day: Tues 5/3

• 46,297 video streams*** • 20,954 unique visitors• 24,502 page views



• Typed/Bookmarked – 77% • Reddit – 13%• Facebook – 6%



Source: Omniture

***Reflects video streams across the blog post and the Team Coco video section. Streams accumulated across two separate locations within the site.


Will & His Razor Come To Shave Conan• Released Tues 5/3• Top Performing Day: Tues 5/3





Total Views: 17,176Total Streams: 39,899

@Teamcoco Tweet 5/3

Source: Omniture

Teamcoco.comHighlights

From Monday 4/18 – Tuesday 5/3• Total Page Views: 7.0M • Average Unique Visitors: 110K (from 4/18-5/3)• Strongest Performance: Tuesday May 3rd

Daily Unique Visitors

Social Media Highlights

Overview: Conversation Across Facebook & Twitter

Source: Scout Labs and Moxie Live

SOURCESCONVERSATION THEMES: APRIL 17 – May 3

4/19: Day after video of Will Ferrell emerges threatening to shave Conan’s beard. Picked up by media outlets and spread via tweets and Facebook

4/20: Will Ferrell surprises Conan with a warning

4/21: Will Ferrell serious about shaving thread video

4/22: Will Ferrell wants to see Conan “Smooth” video

4/26: Beardpocalypse photoshop contest

5/2: Conan O’Brien gets his beard shaved

5/3: Post-shaved beard conversations

Social Media Twitter

44 75 370

31234525

15007

40535028

13006

245

2987

20269

0

5000

10000

15000

20000

25000

5/1/2011 5/2/2011 5/3/2011TeamCoco Conan Will Ferrell #Beardpocalypse

#Beardpocalypse Trended Worldwide – 5/2

• More than 20K mentions vs. 2K for Jon Stewart• #conanreturns – 11/8: 31K mentions• #livecococoam – 10/20-10/21: 45K mentions

• 10.7% Engagement vs. 1-3% Twitter Engagement Average

Social Media Facebook

• Drove over 139K likes of Will Ferrell Content on Teamcoco.com. •Facebook Paid Media was responsible for 90% of the all the likes on Beardpocalypse content.

•Delivered over 800MM impressions with Tune-in and drove 494K clicks to Teamcoco.com

National Reach/Frequency

Turner TV:• 35.5% A18-49• 3.69 frequency

Off-channel TV:

• 8.98% A18-49• 1.36 frequency

Digital media:• 51.58% A18-49• 16 frequency

Total campaign:• 71.07% A18-49• 13.61 frequency

Delivery & tune-inMonday's telecast showed significant growth in P18-49 delivery against heavy competition while the rest of the week did not see much of a bump

More people tuned in for Monday’s telecast than the prior 4 Mondays

P18-49 (000)Verses Prior 4 Week

Daily AverageCompetition (18-49s)

1123 +26% - Mavericks/Lakers (3.9m) - FG on [adult swim] (1.5m & 1.8m) - Daily/Colbert (1.4m & 1.1m)

637 +6% - Grizzlies/Thunder (2.9m) - FG on [adult swim] (1.6m & 1.8m) - Daily/Colbert (1.1m & 862k)

533 -22% - Mavericks/Lakers (4.2m) - FG on [adult swim] (1.6m & 1.6m) - Daily/Colbert (1.3m & 942k)

629 -9% - FG on [adult swim] (1.7m & 1.7m) - Daily/Colbert (1.1m & 738k)

Source: Multitrak, Live+SD, CONAN 11p PRs 3/28-5/5/11, P18-49 average delivery

WEDNESDAY

THURSDAY

TUESDAY

MONDAY

% tuned-in % from lead-in

55% 45%41% 59%

MONDAY, 5/2PRIOR 4 MONDAYSSource: Nielsen NPower, Live, 5/2/11, Prior 4 Weeks based on 3/38-4/24/11, Source and Destination Report, % of P18-49 who were watching TBS at 10:52p who also watched CONAN at 11:06p.

conan 2011: beardpocalypse programming stunt

Marketing

page viewsconversion

spot tv spot cableover

onair spot

ktotal streams

stunt spot starts429

video streams34

hypertopical spot airs

watercooler donut spot