7/27/2019 Facebook Case Study TNT Dallas

http://slidepdf.com/reader/full/facebook-case-study-tnt-dallas 1/2Facebook: Building Essential Connections

TNT , one o cable’s top-rated networks, istelevision’s destination or drama. In thenew Dallas, the Ewings return to the ranchwith secrets, schemes and betrayals. Thistime, they’re joined by the next generation oEwings, who take ambition and deception to awicked new level.facebook.com/DallasTNT

Results

GoalsTNT wanted to use Facebook to create a social TV experience aroundthe continuation o the series Dallas chronicling the story o thewealthy oil and cattle-ranching Ewing amily 21 years a ter theoriginal series went o the air to:

• Make the series—starring original cast members such as Larry Hag-man and new ones such as Jesse Metcal e—the highest-rated cablepremiere o 2012

• Drive social engagement with the Dallas an base who had been dor-mant or 20 years while also attracting new, younger audiences

StrategyTo raise awareness o the new Dallas series among ans o the oldshow as well as among potential new ans, TNT ran a cross-mediacampaign that included print, outdoor, digital and TV. On Facebook,TNT took a truly innovative approach to catching viewers up withthe Ewing amily when it unveiled the new Dallas timeline morethan three months ahead o the June 13, 2012 premiere. As one o thefrst brands to utilize timeline , the Dallas timeline built a completechronicle o the Ewing clan’s color ul history, including the span otime between the end o the original series and the start o TNT’s newshow.

Pre-LaunchTNT created a Facebook Page in February 2012 and used timeline totell 34 years o Ewing history, all in the frst-person voice o J.R. Ewing.From the very frst moment o the original series through the presentday o the new show, viewers could relive every backstab, everydouble cross, and every memorable moment through one man’s wildlybiased perspective.

• Page posts included photos, videos and check-ins to help bring themythology o the Ewing amily to li e as it chronicles all 14 seasons othe original series, as well as what had happened in the past 20 years.

• To encourage people to connect with the Page , TNT began running an

always-on campaign in all Facebook placements as soon as the Page launched, and campaigns on the homepage scheduled throughout toincrease reach and engagement.• It targeted adults 25-65 who were either ans or riends o ans and

had related TV likes and interests in all Facebook , boosting thebrand’s Page posts to the right-hand side o Facebook

• Once TNT had acquired a base o ans, it ran media on homepage ,including ads to boost Page posts , and sponsored stories thatboosted Page likes and comments in news feed and right-hand sideto ans and riends o ans.

The continuation of the 80’s series Dallas becomes the No.1scripted premiere of 2012 after a social marketing campaignthat included building an audience for the series on Facebooka year ahead of the premiere.

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No. 1scripted cable series premiere o 2012

when it premiered on June 13Source: Turner Research; Nielsen; Multitrak; Live+7; Cable originalseries premieres telecasts 2012 year-to-date (12/26/11-06/13/12);based on P2+

2xthe number o people exposed to

Facebook Ads planned to watch it vs.the general population

5X+increase in ans over the course o

the campaign

7/27/2019 Facebook Case Study TNT Dallas

http://slidepdf.com/reader/full/facebook-case-study-tnt-dallas 2/2

Facebook: Building Essential Connections

LaunchTo drive tune-in or the premiere, TNT ran a large media buy on theFacebook homepage called a Target Block beginning three days be orethe premiere and targeting women 25-49.

• The buy increased distribution o Page posts about the show on the

right-hand side o Facebook and in news feed on desktop and mobile,reaching more than 17.3 million.• One post eaturing a photo o J.R. encouraged people to tune into the

reunion, saying “Things are heating up at South ork.”

• A ter the premiere, TNT continued a strategy to engage viewers anddrive tune-in or subsequent episodes, boosting high-quality Page posts into ads on both the homepage and in all Facebook placements .• Content was un and provocative: “Bobby should have known I’d

never let two billion barrels o oil slip through my fngers,” read onePage post ad .

Post-LaunchTNT relied on its ans telling their riends to watch and share theshow, making sponsored stories a core part o its Facebook marketingstrategy.

• Stories that showed people when their riends had liked a Page postor commented on one drove some o the highest rates o connectionsamong non- ans.

To urther increase engagement, TNT built a “Rise to Power” app that integrated with Facebook and encouraged viewers to “pledgeallegiance” to a character rom the show each week or a chance to earnpoints i their character made a success ul power play in that week’sepisode.

• Points could be used toward a variety o di erent prizes including theultimate trip to the Ewing’s South ork ranch.

• Viewers were encouraged to campaign or their characters by postingon Facebook, with the ability to earn points or being more active by log-ging in with Facebook or sharing the intro video, among other actions

Results• No. 1 scripted cable series premiere o 2012 when it aired on June 13,

drawing 8.3 million viewers or the two-hour launch (Source: TurnerResearch; Nielsen; Multitrak; Live+7; Cable original series premierestelecasts 2012 year-to-date (12/26/11-06/13/12); based on P2+)

• No. 1 telecast or the day on June 13, beating all broadcast networkprograms (Turner Research; Nielsen; StarTrak; Live+7; based on P2+)

• Renewed or a second season

• 2Xthe number exposed users who had heard o the show planned towatch it vs. the general population (53% vs. 26%) [Facebook polling]

• 5X+increase in ans over the course o the campaign. Dallas now hasmore than 1 million ans meaning TNT can reach 125 million riends o

ans through Friends of Connections Targeting

• 13X+higher engagement rates or news feed placements comparedwith right-hand side placements

Sponsored Stories

Page

Tools Used• Page post ads• News eed placements

• Target block

• Sponsored stories

• Facebook Page

• Timeline

“I think Facebook played a big part in Dallasbecoming the No. 1 scripted series on cable.

It was the place where we could foster this community, build this community,

and engage with them and really from thiscommunity build scale in terms of word of

mouth.”

Christine Drayer , Vice President Turner Entertainment

Networks

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