Case Study: "Whirlwind of Buzz: How We Took #TornadoWeek Viral"

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Case Study: "Whirlwind of Buzz: How We Took #TornadoWeek Viral"

  1. 1. #TORNADOWEEK: THE AGENDA I. The Opportunity II. The Solution III.The Team IV.The Experience V. The Timeline VI.The Results VII.The Magic VIII.Q & A @weatherchannel @vertmob @TheRealBuffner @kplanovsky
  2. 2. #TORNADOWEEK: THE OPPORTUNITY • Tornado Week: 7 Days of original tornado programming on The Weather Channel • Dates: April 29 – May 3, 2013 • Goal: “generate buzz & create awareness via social media” • Timing: 3 weeks to launch • Budget: “Efficient”
  3. 3. #TORNADOWEEK: THE SOLUTION • Twitter Powered Tornado @ TWC • 11 high-speed, industrial-power fans • Live stream of “interns” working in the Tornado Room from 9am to 8pm, with guest appearances by on-camera meteorologists • Microsite with tweet-tracker & wind speed graph in real-time • Promotion on weather.com and on The Weather Channel • Paid digital media campaign to drive early awareness & participation “The Calm before the Storm”
  4. 4. #TORNADOWEEK: THE TEAM Brandon Uffner Manager TV Marketing On-Site Client Lead Kelsey Agnew Digital Brand Manager Social Messaging Strategy Kevin Planovsky Principal, Account Strategy Strategy & Account Director Cameron Huppertz Production Manager On-Site Livestream Coordination Matt Griffin Principal, Creative Technology Design & Development Lead
  5. 5. Crystal clear CTA Live Video Stream Simple & Powerful Branding Real time activity & feedback Program Promotion
  6. 6. #TORNADOWEEK: THE TIMELINE TUE FINAL SETUP: Finalizing shots, setting up stream, Final fan tests… TODAY SHOW 2 live simulcasts with the full crew in NYC BUZZFEED: The biggest trends site on the web catches wind… MASHABLE: From a basic tip- off tweet, we score big coverage LAUNCH: The Livestream is active & tweeting PAID MEDIA: Launched Promoted Tweets, Facebook media & network buy TRENDING: Within hours the hashtag begins trending nationwide MON #tornadoweek
  7. 7. #TORNADOWEEK: THE RESULTS
  8. 8. #TORNADOWEEK: THE RESULTS
  9. 9. #TORNADOWEEK: THE RESULTS
  10. 10. #TORNADOWEEK: TV RESULTS NEW VIEWERS P25-54 across the week in prime time! Increase in TIME SPEND VIEWING as compared to the previous 4 weeks! Outperformed 2012's Storm Week by Attracted Prime Time Viewers as compared to the previous 4 weeks…
  11. 11. #TORNADOWEEK: THE MAGIC • Making a BIG Splash early • Paid Media support! • Asking for earned media • Trending Nationwide • Buzzfeed begets, Mashable begets… • Always engaging • TRUE “Real-Time”
  12. 12. #TORNADOWEEK: Questions? Quips? Queries? @weatherchannel @vertmob@TheRealBuffner @kplanovsky

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