futurem 2014 - tv's real-time social soundtrack: the win for brands, content partners &...

TV’S REAL-TIME SOCIAL SOUNDTRACK THE WIN FOR BRANDS, CONTENT PARTNERS & FANS

DAVID GROSSMAN @DAVIDGROSSMAN8 HEAD OF ENTERTAINMENT TWITTER CONTENT PARTNERSHIPS TEAM

#FUTUREM

SOUNDTRACKS

“When the synchronized soundtrack was invented, far

from it being a threat to the silent film industry, instead,

it unleashed a wave of creativity.”

-Deb Roy, Chief Media Scientist, Twitter

@TheEllenShowEllen DeGeneres

If only Bradley's arm was longer. Best photo ever. #oscars

RETWEETS

IMPRESSIONS

3.4M

3.3B

Source | Twitter internal, 2014

SNICKERS® @SNICKERS

Hey @luis16suarez. Next time you're hungry just grab a Snickers. #worldcup #luissuarez #EatASNICKERS

4:26 PM - 24 Jun 2014

My hero Jack Bauer is back tonight @24Fox!

RETWEETS262

FAVORITES189

9:32 AM - 5 May 2014

John McCain @SenJohnMcCain

580BILLION POTENTIAL IMPRESSIONS FROM TWEETS AROUND TV BROADCASTS IN 2013 (US)

Editing and sharing video is now faster and easier than ever

T W I T T E R A C Q U I R E D S N A P P Y T V

SOCIAL TV IS CONSUMED IN REAL-TIME

FROM TV TO TWEET IN JUST SECONDS

CAPTURE LIVE CONTENT

EDIT FRAME-BY-FRAME

SHARE MEDIA-FORWARD

Department of State @StateDept

U.S. will be joined by broad coalition [against ISIL]. We rally nations on behalf of common security & humanity.

9:29 PM - 10 Sep 2014

Fashion Rocks Live @FashionRocksTV

And if the #BootyBomb wasn't enough...we present the @JLo hair flip. #FashionRocks snpy.tv/1qfz7qY

Promoted by Verizon Wireless USA

10:14 PM - 9 Sep 2014

INVESTING IN VIDEO SOLUTIONS

NBA @NBAMONSTER block by Mahinmi to end the half on TNT #NBARapidReplay

Media-forward One-tap playback Video analytics Vine improvements

on.nba.com/1BxS37B

Dorothée Bergin @doroOf Many in the TriBeCa Film Fest! YES @PerLibby!!! huffingtonpost.com/2014/03/12/che…

Mike Park @mepFritos: actually hard to find right now (for the chili for the #GoT)

Fallon Tonight @FallonTonightFrom the monologue: Rob Ford shares more bad advice on Twitter

Laura King @LKTix officially procured to @SF_Oysterfest. See

US Open Tennis @usopen

Match point. History. #Nishikori #Djokovic #usopen @Heineken_US

Promoted by Heineken US

10:14 PM - 9 Sep 2014

MTV @MTV

Loving absolutely everything about this @IGGYAZALEA @RitaOra "Black Widow" #VMA performance on.mtv.com/1vdmfUf

Promoted by Degree Women

11:22 PM - 24 Aug 2014

Comedy Central @ComedyCentral

With @TMobile on The Colbert Report, Stephen has great reception everywhere. Seriously, everywhere. thecolbertreport.cc.com/videos/p4t1a2/ …

1:37 PM - 8 May 2014

Promoted by T-Mobile

WHAT MAKES A SUCCESSFUL SOCIAL TV CAMPAIGN?

Premium content

Complements TV viewing

Variety of content formats (e.g. video, photo, GIFs)

Consistent and ‘always on’

Real-time and relevant

C O N F I D E N T I A L

SAMSUNG AT THE BILLBOARD AWARDS

BillboardMusicAwards@OfficialBBMAs

You heard it at the #BBMAs first. Who would @AustinMahone like to take to dinner...find out here

Promoted by Samsung Mobile US


On the red carpet at the #BBMAs with @2chainz



The backstage view you won't see on TV: We're behind the scenes at the #BBMAs with @NICKIMINAJ



.@jtimberlake celebrates his win gph.to/1t7EwPa #BBMAs


+388% +225% -39%increase in ER over

Amplify entertainment benchmark

increase in ER over BBMAs Samsung Promoted Tweets

decrease in eCPE vs Amplify entertainment

benchmark

What made this Amplify program a big success was the collaboration between our brand and DCP. Together we customized a package to truly magnify the second screen experience.

“ “

- Amber Mayo, Director of Media and Partnerships Samsung Telecommunications America

Before Twitter Amplify, there wasn’t an orchestrated way to cover content creation, production, media and distribution. Now we’re able to offer our partners a suite of tools to make marketing moments come to life.

“

“

- Ariel Elazar, SVP, Digital Distribution & Brand Licensing at Dick Clark Productions

WHERE IS BRANDED CONTENT ON TWITTER HEADED?

#REALITY

BEYOND TENTPOLES & THE BIG GAME

#SCRIPTED

#TVMOVIES#TALK&NEWS

MOMENTS THAT MATTER

SEASONAL / HOLIDAY THEMATIC

@ DAV I D G R O S S M A N 8

!

T H A N K YO U !

futurem 2014 - tv's real-time social soundtrack: the win for brands, content partners &...

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