Dave Peck & David Griner presentation

2. With your hosts…. Dave Peck Meshin @DavePeck David Griner Luckie & Co. @Griner

4. To help launch Season 2 of “The Colony,” Discovery Channel partnered with creative agency Campfire to make a Facebook-based alternate reality game.

6. Results: • Coverage in Mashable, Neatorama, MediaPost, AdFreak and more

7. Results: • Coverage in Mashable, Neatorama, MediaPost, AdFreak and more • Players spent an average of 6 minutes on site, some as long as 20 minutes

8. 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

9. 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

10. 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

11. Peck’s Take Griner’s Take

13. For its first global digital ad campaign, Cosmopolitan created a Facebook Connect app that simulates being in a Cosmo photo shoot.

15. Results: • Launch coverage in the New York Times — but almost nowhere else

16. 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)

17. 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

18. Peck’s Take Griner’s Take

20. When American Express declined to sell advance tickets for Pee-wee’s theater revival to its cardholders, the offer went to his Facebook fans instead — kicking off a landslide of social media support.

22. Results: • Twitter: 590,000 followers • Facebook: 230,000 Likes • Foursquare: 9,500 Friends (up from 4,000 just days after badge launch) • $1.5 million in ticket presales before the first ad ever ran • Massive, glowing news coverage Sources: “Pee-wee friends online followers to box office,” Variety, Sept. 11, 2010 Social network data updated Oct. 10, 2010

23. Peck’s Take Griner’s Take

25. 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.

27. Results: • “ Tremendous feedback,” according to senior brand manager Sources: “Shaving Away Irritations via Twitter,” TalentZoo.com, Oct. 8, 2010 Hashtag data via Radian6

28. Results: • “ Tremendous feedback,” according to senior brand manager • Campaign extended past September Sources: “Shaving Away Irritations via Twitter,” TalentZoo.com, Oct. 8, 2010 Hashtag data via Radian6

29. Results: • “ Tremendous feedback,” according to senior brand manager • Campaign extended past September • 4,930 tweets using #soirritating hashtag from Sept. 10 – Oct. 10 Sources: “Shaving Away Irritations via Twitter,” TalentZoo.com, Oct. 8, 2010 Hashtag data via Radian6

30. 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

31. Peck’s Take Griner’s Take

33. 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.

35. Results: • 14,615 active app users in first two weeks Source: Facebook status updated Oct. 11, 2010.

36. Results: • 14,615 active app users in first two weeks • 2,000 photos from campuses (uploaded by brand), but only a handful from fans Source: Facebook status updated Oct. 11, 2010.

37. 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 Source: Facebook status updated Oct. 11, 2010.

38. 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.

39. Peck’s Take Griner’s Take

41. 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.

43. Results: • Extensive preview coverage by Wired, HuffPo, Entertainment Weekly, Fast Company and more Sources: Twitter data updated Oct. 11, 2010. Ratings info: TVByTheNumbers.com, Wikipedia.com

44. 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) Sources: Twitter data updated Oct. 11, 2010. Ratings info: TVByTheNumbers.com, Wikipedia.com

45. 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”) Sources: Twitter data updated Oct. 11, 2010. Ratings info: TVByTheNumbers.com, Wikipedia.com

46. 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

47. Peck’s Take Griner’s Take

49. 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.

51. Results: • First week: 20,000 Likes Sources: Facebook and donation data updated Oct. 11, 2010. Conversation data: Radian6

52. Results: • First week: 20,000 Likes • $1,145 raised through Donation Challenges Sources: Facebook and donation data updated Oct. 11, 2010. Conversation data: Radian6

53. Results: • First week: 20,000 Likes • $1,145 raised through Donation Challenges • Clear spike in mentions for Stanfield’s: Sources: Facebook and donation data updated Oct. 11, 2010. Conversation data: Radian6

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55. Closing thoughts.

56. Thanks for your time. Want even more opinions from us? Dave Peck TheDavePeck.com Bullfrog-Media.com @DavePeck David Griner TheSocialPath.com AdFreak.com @Griner