Mercedes-Benz launched a campaign with GetGlue that encourages viewers to check in to multiple Oscars events, from the countdown, to the red carpet to the Oscars itself in order to receive a series of exclusive badges. The campaign garnered the following results:\n\n10 checkins every second from the program&#xA0;\nOver 31,000 checkins for the Mercedes program http://www.snappytv.com/snaps/razorfish-talks-about-the-stickers-they-made-razorfish-about-marketer-social-tv-case-studies-on-social-tv-summit-new-york\n
IKEA&#x2019;s new line of TVs, Uppleva, will enable users to search and buy IKEA products directly from their commercials with the push of a button. When a user interacts with the shopping platform, the TV launches a browser window that allows them to enter payment and shipping information. http://www.youtube.com/watch?v=12eOBTGUWPE&feature=player_embedded\n
World Wide Partners - 10 Big Ideas for the Future of the 30 Second Spot
88% of people consider social media a form of entertainment.
88% of people consider social media a form of entertainment. 82% of people use their tablets & mobile devices primarily at home.
88% of people consider social media a form of entertainment. 82% of people use their tablets & mobile devices primarily at home. 94% of adults email, text, talk, or use social media while watching TV.
Twitter drove 69%of public social TV conversations
40% of tweets during primetime hours are related to TV
Nearly 1/2 of all Social TV activity is beingdriven by sports events even though they only make up 2% of programming
44% of the conversation in March of 2012 was around March Madness.
2 out of every5 households have at least oneConnected TV, but only 4% are Smart TVs
300An estimatedmillion TVs willbe connected’ within 18 months
How Can Brand Make the Most of this Evolving Space?
#10FACTOR BUZZ INTO YOUR BUY & MEASURE IT IN REAL-TIME
Four weeks prior to a show premier a 16% increase in buzz volume yields a 1% increase in ratings. Look into updated stats. An 850 message increase in buzz has 40% more influence on determining final ratings than a $1M increase in ad spend.
Take Aways• Televisionis no longer a passive medium, so think about engagement & interaction• Participants expect a consistent brand experience regardless of channel, break down the silos• Look for ways to connect your TV spot to your brand presence in the digital space• Mobileoffers simple, trackable opportunities for engagement so make sure your mobile presence is strategic and easily discoverable• If you can image it, you can make it a possibility