To help launch Season 2
of “The Colony,” Discovery Channel partnered with creative agency Campﬁre to make a Facebook-based alternate reality game.!
Results:! • Coverage in Mashable,
Neatorama, MediaPost, AdFreak and more! • Players spent an average of 6 minutes on site, some as long as 20 minutes! • 70% of users chose to allow Facebook Connect! • 59% who reached ﬁnal “tune in” message went back and re-started the experience! • 350,000 pageviews in 2 weeks leading up to season premiere! Source: !Campﬁre!
Results:! • Launch coverage in
the New York Times — but almost nowhere else! • 3,800 users in ﬁrst week (Facebook fan base for Cosmo: 534,000)! • Positive feedback from international fans on Facebook! Source: !App user data determined by “Monthly Active Users” as of Oct. 10, 2010!
In September 2010, Edge shaving
gel began a Twitter campaign offering to help those who tweeted with a #soirritating hashtag. For some, rewards included iPod Touches, PS3s or gift cards.!
Results:! • “Tremendous feedback,” according
to senior brand manager! • Campaign extended past September! • 4,930 tweets using #soirritating hashtag from Sept. 10 – Oct. 10! • 2,839 tweets using #soirritating AND @EdgeShaveZone! Sources: !“Shaving Away Irritations via Twitter,” TalentZoo.com, Oct. 8, 2010! ! !Hashtag data via Radian6!
In a two-pronged Facebook campaign,
PepsiCo’s Naked is soliciting “your personal Naked Truth” for a chance at a Costa Rica vacation and also bringing the effort to college campuses.!
Results:! • 14,615 active app
users in ﬁrst two weeks! • 2,000 photos from campuses (uploaded by brand), but only a handful from fans! • Minimal launch coverage! • Audience (currently 44,000 fans) likely to grow as print ads and other campaign support begin running! Source: !Facebook status updated Oct. 11, 2010.!
An hour before the Season
2 premiere of NBC’s sitcom “Community,” the network played out a bonus scene on Twitter, with 80 #nbccommunity tweets posted by characters.!
Results:! • Extensive preview coverage
by Wired, HuffPo, Entertainment Weekly, Fast Company and more! • 122,492 total followers for character accounts (average of 10,200 per character)! • Viewership (5 million) was down 2.7 million from Season 1 premiere (after “The Ofﬁce”) ! • BUT ratings were up 16% from debut in 8 p.m. slot — despite now competing with “Big Bang Theory”! Sources: !Twitter data updated Oct. 11, 2010.! ! !Ratings info: TVByTheNumbers.com, Wikipedia.com!
In a branded charity effort
with Canadian underwear label Stanfield’s, a cancer survivor locked himself in his apartment for 25 days. The goal? 25,000 Likes, yielding $25,000 for the Canadian Cancer Society.!
Results:! • First 9 days:
31,000 Likes (Goal extended to $50K)! • $1,435 raised through Donation Challenges! • Clear spike in mentions for Stanﬁeldʼs: ! Sources: !Facebook and donation data updated Oct. 14, 2010.! ! !Conversation data: Radian6!
Closing thoughts:! • Be clear
in your goals, and make it easy for your audience to help you reach them! • Be original, even it means risking the unknown! • Base your ideas around the real reasons people like your brand !
Thanks for your time.! Want
even more opinions from us? ! Dave Peck" David Griner" MeshIn.com! TheSocialPath.com! TheDavePeck.com! AdFreak.com! @DavePeck! @Griner! @MeshIn!