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

Published in: Business, Technology
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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, 2011This presentation is from socialmedia.org/blogwellBlogWell Beth Reilly Chicago July 18, 2012 Kraft #winsliquidgoldfor Playing socialmedia.org/blogwell with the 2nd Screen
  2. Kraft #winsliquidgoldforPlaying with the 2nd ScreenJuly 20121
  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, Nielsen2
  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 media3
  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 buys5
  7. THE TV • Liquid Gold Drive Thru :30 • http://www.youtube.com/watch?list=ULANljAR- owjA&v=ANljAR-owjA&feature=player_detailpage6
  8. More than the worst dressed stars weretalked 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 Premieres8
  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 ANVILS11
  13. BEFORE THE SHOWW E SEEDED OUR TW ITTER PAGE.
  14. BEFORE THE SHOWAW ARDED OUR MOST INFLUENTIAL TW EETERSW ITH THE GOLDEN ANVIL
  15. BEFORE THE SHOWAND W E TW EETED AT OUR TW ITTER FOLLOW ERS W HO W ERE ON THE RED CARPET!
  16. DURING THE SHOWA TELEVISION SPOT ENCOURAGED USERS TO TELL THE BLACKSMITH: W HO W INS LIQUID GOLD? http://youtu.be/aP5BXl5-i1w
  17. DURING THE SHOWCOMMENTED REAL-TIME ON W HAT W AS HAPPENING LIVE ON STAGE. Z Z
  18. DURING THE SHOWACHIEVED ORGANIC TWITTER TREND FOR “LIQUID GOLD” WITHIN 15MINUTES TV SPOT AIRING AND ACTIVATION OF TWITTER CAMPAIGN
  19. DURING THE SHOWW E GRABBED MORE EYEBALLS ON MOBILE, W ITH USERS W HO W ERE CHIMING IN ON THEGOLDEN 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 NUMBERSTOTAL MENTIONS ON TWITTER OF @CHEESYSKILLETS REACHED 800GAINED 2,892 MORE FOLLOWERS11,400 PROFILE VIEWS3.9MM TWITTER IMPRESSIONS
  21. CHECKING IN AT THE OSCARS WITH MIRACLE WHIP20
  22. THE GOAL Test the new check-in service Viggle during the high profile Academy Awards21
  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 Carpet23
  25. VIGGLE LIVE RED CARPET NAVIGATION 24
  26. POLLS AND TRIVIA 25
  27. MIRACLE WHIP CAMPAIGN RESULTS55.9% of users correctlyanswered a recall question aboutthe Miracle Whipcommercial18,630 total votes cast for MiracleWhipcommercial questionIn the Miracle Whip commercial,what did the mob leader want todo?• Eat Miracle Whip• Burn the Miracle Whip• Save the Miracle Whip897,080 completed video viewswithin the app experience 26
  28. WHAT’S NEXT ON SOCIAL TVIn the first half of this year, Trendrr tracked more than 350million conversations related to TV programming - and it will continue to growWe will continue to test opportunities and as platformsgrow, we will invest more in mobile and social TV 27
  29. Thank You!Beth ReillyGlobal Digital Strategy & Media LeadBeth.reilly@kraftfoods.com@BethYoReillyhttp://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 BlogWellsThis presentation is from socialmedia.org/blogwellBlogWell socialmedia.org/blogwell Chicago July 18, 2012 socialmedia.org/blogwell

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