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Ellen's Heads Up! - Play Your Heart Out
1.
2. 2
AGENDA
“Play Your Heart Out” Wrap-Up Report
Executive Summary
Activation Calendar
Integrated Activations
Key Findings
1.8MM+
Total Game
Plays*
Campaign Dates: June 26 – September 17, 2014
3. EXECUTIVE SUMMARY
Google Play Partnership with Ellen’s Heads Up! App Breaks Records
3
Google Play integrated their brand directly into
Ellen’s wildly popular Heads Up! App.
Campaign Strategy:
o Custom “Play Your Heart Out” deck
o Co-branded game cards
o Co-branded scorecard with clickable results linking
users to Google Play Store
Program Results:
o Total increase of Heads Up! user base by
1.76MM+
o 39% increase since campaign launch
o 1.92MM+ total game plays
o 5.3% interaction rate on Android scorecard
o “Play Your Heart Out” deck ranked 6th overall most
played deck out of 30 total decks in app
Watch the “Play Your Heart Out” Deck in Action!
Source: Ellen Internal Reporting Metrics from June 26 – September 17, 2014;
*Branded Exposure Formula: Ave. Game Time (65 Sec.) * Total Game Plays (1,9020,715) / 60 (min.)/ 60 (hours)
35K
Hours of
Branded
Exposure*
4. 4
6/26
ACTIVATION CALENDAR
9/6
“Play Your Heart Out” Program
Homepage Editorial Post
Google Play Deck Goes Live on
iPhone
Google Play Deck Goes Social Media Promotion
Live on Android
7/7
Co-Branded Rotational Media Social Media Promotion
5. FREE DECK DOWNLOADS
Free “Play Your Heart Out” Deck Downloads for Android and iPhone Users
5
1.7 MM+
App Installs
39%
Increase in
User Base
Free Heads Up! App
Downloads for Android
users throughout
campaign flight
Source: Ellen Internal Reporting Metrics from June 26 – September 17, 2014
6. IN-APP BRANDING
Google Play Branding Throughout “Play Your Heart Out” Game Experience
6
2.3MM+
Total Deck
Taps
Branded Deck and Game Description
82%
Play Rate
In-Game Card Branding
Source: Ellen Internal Reporting Metrics from June 26 – September 17, 2014
7. HYPERLINKED
SCORECARD Scorecard Linked Directly to Google Play Store for Android Users
7
Clickable Scorecard Google Play Store
51K+
Scorecard
Clicks
5.3%
CTR
Source: Ellen Internal Reporting Metrics from June 26 – September 17, 2014
8. HOMEPAGE EDITORIAL
On Thursday, POST 6/26 the “Play Your Heart Out” Deck was Featured on
EllenTV.com
8
38K+
Page Views
Source: Ellen Internal Reporting Metrics from June 26 – September 17, 2014
9. SOCIAL MEDIA
PROMOTION On 6/26 and 7/7, @TheEllenShow Posted Promotional Tweets
9
29.5 MM
Followers
29K+
Favorites
600
Re-Tweets
Source: Ellen Internal Reporting Metrics from June 26 – September 17, 2014
10. SOCIAL MEDIA
PROMOTION On 7/7, Ellen’s Facebook Page featured the Google Play Partnership
10
15.5 MM
Followers
4.4K+
Likes
133
Shares
Source: Ellen Internal Reporting Metrics from June 26 – September 17, 2014
11. TOP TEN DECK ON
ANDROID “Play Your Heart Out” Becomes One of the Most Popular Decks on Heads Up!
11
Ranked
6 out of 30
Total Decks!
Most Played Decks on Heads Up!
1. Just for Kids
2. Act it Out
3. Animals Gone Wild
4. Superstars
5. Accents & Impressions
6. Play Your Heart Out
7. Adult Supervision
8. Blockbuster Movies
9. Mix it Up
10.Hey Mr. DJ
Source: Ellen Internal Reporting Metrics from June 26 – September 17, 2014
12. CO-BRANDING
Rotational Media Support on Ellen Mobile and EllenTV.com from 6/26 - 7/6
12
14MM+
Web
Impressions
6MM+
Mobile
Impressions
13.56% CTR High for Mobile vs.
Industry Average of 2.2%
Source: Ellen Internal Reporting Metrics from June 26 – September 17, 2014
2.54%
Campaign
Average CTR
