BlogWell Chicago Social Media Case Study: Kraft Foods, presented by Beth Reilly
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In her BlogWell Chicago presentation, Kraft Foods' Digital & Social Marketing Lead, Beth Reilly, shares how they are experimenting in the social TV space. Beth talks about how they combined Twitter with high-profile award shows on television to engage their fans in new ways. Watch the video of this presentation here: https://vimeo.com/48055149
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BlogWell Chicago Social Media Case Study: Kraft Foods, presented by Beth Reilly
- 1. SocialMedia.org Video Case Studies SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011 This presentation is from socialmedia.org/blogwell BlogWell Beth Reilly Chicago July 18, 2012 Kraft #winsliquidgoldfor Playing socialmedia.org/blogwell with the 2nd Screen
- 2. Kraft #winsliquidgoldfor Playing with the 2nd Screen July 2012 1
- 3. 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 2
- 4. 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 3
- 5. 4
- 6. 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 5
- 7. THE TV • Liquid Gold Drive Thru :30 • http://www.youtube.com/watch?list=ULANljAR- owjA&v=ANljAR-owjA&feature=player_detailpage 6
- 8. More than the worst dressed stars were talked about during the Emmys
- 9. We Took Notice Multi screen social experiences around engaging programs created golden opportunity Activate Optimize Learn Turnkey launch of Adjusted bidding for Results: Promoted Account & keywords associated with - 2,500+ new Promoted Tweets to the programs and @cheesyskillets amplify brand conversation @cheesyskillet Tweets before, during, and after Followers in four shows aired days! Created copy in real - Over 2.8MM time to incorporate impressions program events and also real time trends - Above average engagement rate of 4% for Premieres 8
- 10. Promoted Tweet: @cheesyskillets | ‘#themiddle’ 9
- 11. We Wanted More Next Opportunity to Deepen the Experience 2011 Social Engagement P-O-E | On-Demand Content | Brand Experiences 2012… 10
- 12. THE GOLDEN GLOBES ANVILS 11
- 13. BEFORE THE SHOW W E SEEDED OUR TW ITTER PAGE.
- 14. BEFORE THE SHOW AW ARDED OUR MOST INFLUENTIAL TW EETERS W ITH THE GOLDEN ANVIL
- 15. BEFORE THE SHOW AND W E TW EETED AT OUR TW ITTER FOLLOW ERS W HO W ERE ON THE RED CARPET!
- 16. DURING THE SHOW A TELEVISION SPOT ENCOURAGED USERS TO TELL THE BLACKSMITH: W HO W INS LIQUID GOLD? http://youtu.be/aP5BXl5-i1w
- 17. DURING THE SHOW COMMENTED REAL-TIME ON W HAT W AS HAPPENING LIVE ON STAGE. Z Z
- 18. DURING THE SHOW ACHIEVED ORGANIC TWITTER TREND FOR “LIQUID GOLD” WITHIN 15 MINUTES TV SPOT AIRING AND ACTIVATION OF TWITTER CAMPAIGN
- 19. DURING THE SHOW W E GRABBED MORE EYEBALLS ON MOBILE, W ITH USERS W HO W ERE CHIMING IN ON THE GOLDEN GLOBES W ITH 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
- 20. BY THE NUMBERS TOTAL MENTIONS ON TWITTER OF @CHEESYSKILLETS REACHED 800 GAINED 2,892 MORE FOLLOWERS 11,400 PROFILE VIEWS 3.9MM TWITTER IMPRESSIONS
- 21. CHECKING IN AT THE OSCARS WITH MIRACLE WHIP 20
- 22. THE GOAL Test the new check-in service Viggle during the high profile Academy Awards 21
- 23. 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) 22
- 24. VIGGLE LIVE RED CARPET OSCAR HIGHLIGHTS • 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 23
- 25. VIGGLE LIVE RED CARPET NAVIGATION 24
- 26. POLLS AND TRIVIA 25
- 27. 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 26
- 28. WHAT’S NEXT ON 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 We will continue to test opportunities and as platforms grow, we will invest more in mobile and social TV 27
- 29. Thank You! Beth Reilly Global Digital Strategy & Media Lead Beth.reilly@kraftfoods.com @BethYoReilly http://www.linkedin.com/in/bethyohananreilly @cheeseyskillets @miraclewhip 28
- 30. SocialMedia.org This video is from Case Studies Learn more about past and BlogWell San Francisco June 20, 2011 upcoming BlogWells This presentation is from socialmedia.org/blogwell BlogWell socialmedia.org/blogwell Chicago July 18, 2012 socialmedia.org/blogwell