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

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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

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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

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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

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• 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

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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

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Promoted Tweet: @cheesyskillets | ‘#themiddle’

We Wanted More Next Opportunity to Deepen the Experience

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Social Engagement P-O-E | On-Demand Content | Brand Experiences 2011 2012…

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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

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CHECKING IN AT THE OSCARS WITH MIRACLE WHIP

THE GOAL

Test the new check-in service Viggle during the high profile

Academy Awards

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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)

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• 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

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VIGGLE LIVE RED CARPET OSCAR HIGHLIGHTS

VIGGLE LIVE RED CARPET NAVIGATION

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POLLS AND TRIVIA

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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

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WHAT’S NEXT ON SOCIAL TV

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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!

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Beth Reilly Global Digital Strategy & Media Lead Beth.reilly@kraftfoods.com @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