drake’s toronto takeover february 2016clearchannel.ca/drakes-toronto-takeover/img/drakes... ·...
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Views From The 6 Drake’s Toronto Takeover February 2016
CASE STUDY
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Drake wanted to amplify an2cipa2on for his forthcoming ‘Views From The 6’ album during 2016 NBA All-‐Star Game Weekend in Toronto. His team came to Clear Channel with a crea2ve strategy to pepper the city with out-‐of-‐home assets that contain insider references to Toronto, the city that Drake adoringly calls home. During the week-‐long prelude to the All-‐Star Game on February 14th, a crescendo of out-‐of-‐home assets went live. As you might expect, Drake’s fans took voraciously to social media to share and discuss campaign visuals and news of the impending album release. Even for a meme-‐factory of an ar2st accustomed to breaking the internet, the results were off the charts.
Drake’s Toronto Takeover
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To beRer understand the scope of the campaign’s earned media performance, we turned to our friends at Sysomos, a leading social analy2cs and insights tool provider that measures social media success across earned, owned and paid channels. The resul2ng analy2cs report revealed a ton of insight into the campaign and how it unfolded. You’ll find a complete summary of those insights on page 8.
Distilling a Torrent of Earned Media
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Toronto Eaton Centre Banner
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AOB North Billboard
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Select Campaign Assets
Billy Bishop Toronto City Airport
Billy Bishop Toronto City Airport Gardiner Expressway Spectacular
Fairview Mall Poster Lakeshore Spectacular
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• Online conversa2ons about Drake’s billboards teasing the release of his much an2cipated album “Views From The 6” generated a total of 5,260 men.ons
• Men2ons about the billboards and posters of the soon-‐to-‐be-‐released VFT6 album, covering the period of February 8 – 15, were amplified to an es2mated 127.2 million impressions
• 68% of the men2ons originated from male users; 32% came from female users • With 83% share of voice (equivalent to 4,357 men.ons), Twi@er delivered the bulk of men2ons about the teasers for
Drake’s upcoming album, followed by Instagram with 13% • 29% of TwiRer content was organic, compared to 70% retweets
• @BLUNTIQ’s tweet, “Billboards SpoRed In Toronto Hints At April. 2 Release For Drake's Album” was the most retweeted post, which was reposted 212 .mes
• #viewsfromthe6 (350 men.ons) was the most used TwiRer hashtag during the covered period
• With a total 3,445 men.ons produced, the highest daily surge in men2ons about Drake’s VFT6 billboard in Toronto was recorded on February 10
• Hourly breakdown showed that the steepest buzz spike ac.vity occurred at around 11am ajer @billboard’s post, “Drake plasters Toronto in ‘Views from the 6’ ads” generated 393 reposts
• The billboards scored 5% posi.ve and 2% nega.vely sen.ment, with neutral men2ons covering 93% of the overall content volume
• General Men2ons from users who expressed their liking for Drake’s billboards was the most dominant content, accoun2ng for 76% of all men2ons in this sen2ment
• Meanwhile, men2ons from users who were displeased with the billboard teaser idea, and wished that the ar2st would just release the album instead mainly drove nega2ve conversa2ons – this theme covered 66% of all unfavorable men2ons
• Loca2on-‐wise, the “Views” billboard in Dundas Square in Toronto had the highest number of men2ons (553 men.ons)
REPORT SUMMARY
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29%
70%
1%
Regular Tweet
Re-‐Tweets
@reply
89%
10%
1%
1 Tweet
2-‐4 Tweets
5 or more
TOTAL REACH TOP DAY UNIQUE USERS
5,260
127.2million (42.2M on TwiRer; 85M on
Instagram)
3,393 men.ons (February 10,
51% of overall content)
3,691 (on TwiRer)
TWITTER 83%
BLOGS 0.3%
FORUMS 0.1%
NEWS 2%
INSTAGRAM 13%
TUMBLR 2%
GENDER SPLIT
32%
68%
TWEET TYPES
ENGAGEMENT LEVEL
DASHBOARD
TWITTER WORD CLOUD & TOP HASHTAGS
350
158
138
138
124
123
36
34
31
29
#viewsfromthe6
#vj6
#drake
#toronto
#views
#ovoszn
#hiphop
#bhramabull
#stupiddope
#flow935
TOTAL MENTIONS: 5,260 ESTIMATED REACH: 127.2M impressions
BUZZGRAPH
* Super Bowl 50 and related keywords have been removed from the word cloud
WHO WAS TALKING
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FEBRUARY 10
0
100
200
300
400
500
12 AM 1 AM 2 AM 3 AM 4 AM 5 AM 6 AM 7 AM 8 AM 9 AM 10 AM 11 AM 12 PM 1 PM 2 PM 3 PM 4 PM 5 PM 6 PM 7 PM 8 PM 9 PM 10 PM 11 PM
BUZZ TREND ANALYSIS
@HotNewHipHop: Drake is star2ng to put up "Views From The 6ix" billboards in Toronto hRps://t.co/XjzkzLm8nf hRps://t.co/Ftcxbl1R57
FEBRUARY 8-‐15
0
1,000
2,000
3,000
4,000
5,000
8-Feb 9-Feb 10-Feb 11-Feb 12-Feb 13-Feb 14-Feb 15-Feb
News
Forums
Blogs
Tumblr
TWITTER – Feb. 10: RTs about the "Views From The 6ix" billboards in Toronto
Billboards for Drake’s upcoming album 'Views from the 6' album have started appearing in Toronto
@billboard: Drake plasters Toronto in "Views from the 6" ads hRps://t.co/wOnjkYpb6Y hRps://t.co/AFw16IOLnp
@HotNewHipHop: #OVOSZN is approaching... Drake has started to put up #ViewsFromThe6 billboards in Toronto hRps://t.co/XjzkzLm8nf hRps://t.co/zBvoSq4cy5
RTs of @the6Tracks' post: "New Drake billboards at Eatons Center. Hes on a blitz rn hRps://t.co/mzj4CPv5iQ"
NEWS – Feb. 12: Visitors who will watch the basketball game of NBA stars in Toronto are welcomed by Drake's cryp2c message – "Four plus two equals 6." at the Billy Bishop Airport
BLOGS – Feb. 10: Drake plasters Toronto in 'Views from the 6' Ads
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SAMPLE TWEETS
SENTIMENT ANALYSIS
SENTIMENT DRIVERS ANALYSIS
76%
6% 6% 6% 6%
POSITIVE RECEPTION
RECOMMENDATION INTERPRETATION ANTICIPATION AD DESIGN
66%
17% 17%
DISLIKE ALBUM RELEASE
NEGATIVE RECEPTION
SENTIMENT SCORE
POS, 5%
NEU, 93%
NEG, 2%
SAMPLE TWEETS
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MOST INFLUENTIAL MOST RETWEETED
MOST INFLUENTIAL USERS & MOST RETWEETED
# MENTIONS SAMPLE TWEET
1 @HotNewHipHop 5
2 @billboard 3
3 @HipHopDX 4
4 @thefader 1
5 @RapUp 2
6 @VibeMagazine 2
7 @blogTO 3
8 @XXL 1
9 @pitchfork 1
10 @PigsAndPlans 1
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MOST INFLUENTIAL
# FOLLOWERS SAMPLE POST
6 iamakademiks
222,836
7 hypetrak 220,611
8 thisis50
142,791
9 theybfdaily 125,953
10 entertainmentprescrip2on_ 124,707
# FOLLOWERS SAMPLE POST
1 champagnepapi 19,553,216
2 hypebeast 2,182,379
3 worldstar 1,060,210
4 hot97 397,610
5 wordonrd 261,408
MOST INFLUENTIAL INSTAGRAM USERS
APPENDIX
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TOTAL NUMBER OF MENTIONS
LOCATIONS RANKING
LOCATION # MENTIONS
1 Dundas Square (AOB North) 553
2 Pearson Interna.onal Airport 298
3 Billy Bishop Airport 148
4 Eaton Centre 122
5 Sherway Gardens 28
6 Dis.llery District 24
7 Exhibi.on Place 20
8 Queen Subway Sta.on 14
9 Queen Street West 9
10 Gardiner Expressway 7
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POSITIVE MENTIONS NEGATIVE MENTIONS
POSITIVE RECEPTION General men2ons from users who expressed their liking for Drake’s billboards RECOMMENDATION Posts from users who are promo2ng and sugges2ng others to take a look at Drake’s billboards INTERPRETATION Mostly posi2ve posts from users who deemed Drake’s newest album will be released soon based on their interpreta2on of the billboards’ messaging ANTICIPATION Men2ons from users who are already an2cipa2ng and can’t wait for the album release ajer seeing Drake’s newest billboards ADS DESIGN Men2ons from users who like the billboard layout compared to other graphic designs
SENTIMENT DESCRIPTIONS
DISLIKE Men2ons from users who were displeased at the idea that Drake is sezng up ads and billboards around the city, and wishes that the ar2st would just release the album instead ALBUM RELEASE Content from users who speculated that Drake’s billboards are just a gimmick and that he is not going to release an actual album NEGATIVE RECEPTION Nega2ve recep2on of Drake’s billboards
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Press Contacts
Kelsey Shively Account Supervisor Weber Shandwick [email protected]
Chris Advansun Head of Digital Technology Clear Channel Canada [email protected] M: 647.966.6743
CLEAR CHANNEL SYSOMOS
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