An overview of Marketing & Promotions campaign - including results - that supported the 2011 Programming Stunt - Beardpocalypse. Additional context: Beardpocalypse was an awareness and ratings-driving stunt where Will Ferrell threatened to eliminate, aka shave, Conan's Beard on air during the TBS late-night show. © 2014 Jessica D. Lane

1. Beardpocalypse
Promotional & Digital
Campaign Recap

2. Executive Summary
• Heavy campaign push hitting 71% US 18-49s 13.6 times:
• 11 on-air spot and graphic elements
• 6 pre-premiere beard videos on teamcoco.com
• Heavy TV presence on Turner nets, Spot TV & Spot Cable
• Over 800 million Facebook paid media impressions
• Successful digital conversation and traffic
• FB media drove 495k pre-premiere clicks to beard content on teamcoco.com
• 7 million total page views 4/18 - 5/3 on teamcoco.com
• 139k likes of beard content (FB media drove 90%)
• Twitter worldwide trending topic for 45 minutes the night of 5/2
• 5/2 showed significant growth in 18-49 delivery (+26%) vs. prior 4
• More tune-in (55%) than prior 4 avg (41%)
• 33% of Monday’s viewers did not watch CONAN in prior 4
• Target market increase (+69%) outperformed non-target market increase (+44%) vs.
prior 4 week average
• Viewers of prior 4 weeks who did NOT watch 5/2 were watching DVRed programs
(7.4%), Family Guy on [adult swim] (4.5%) and NBA Lakers/Mavericks (3.7%)

3. On-Air Elements
• 4/19: threat #1
watercooler donut spot airs
• 4/20: threat #2
watercooler donut spot airs
• 4/21: threat #3
watercooler donut spot airs
• 4/22: Beard Hype dated
stunt spot starts

4. On-Air Elements
• 4/25: Beard Mirror
dated stunt spot starts
• 4/29: graphics w/date &
hashtag starts
• 4/29: TBS bug w/date &
hashtag starts
• 4/29: hashtag versions
of mirror & hype spots start

5. On-Air Elements
• 5/2: DVR message in
Atl/Chi & Dal/Lakers NBA
games
• 5/2: Very Funny Alert
graphic starts
• 5/2: hypertopical spot
airs 10p - 11p
• 5/2: hashtag TBS bug
airs in-show

6. Animation
Domination
comedies
Off-Channel TV Media
5/1 - 5/2

7. Teamcoco.com -- Video #1
Will Ferrell Threatens To Shave Conan’s Beard
• Released Mon 4/18
• Top Performing Day: Tuesday 4/19
• 18,462 video streams
• 53,008 unique visitors
• 58,759 page views
• Conversion: 35% (streams/uniques)
• Top 3rd
Party Referrer:
• Typed/Bookmarked – 52%
• Facebook 42%
• Digg.com – 3%
Platform Statistics
Total Page Views: 144K
Total Streams: 54,615
Total Streams: 53, 631 Click-through: 115,415
Likes: 29,412
Impressions: 141MM
Source: Omniture

8. Teamcoco.com -- Video #2
Will Returns With A Warning
• Released Tues 4/19
• Top Performing Day – Wed 4/20
• 13,348 video streams
• 34,248 unique visitors
• 38,230 page views
• Conversion: 39% (streams/uniques)
• Top 3rd
Party Referrer:
• Typed/Bookmarked – 81%
• Facebook – 16%
• Reddit.com – 2%
Platforms Statistics
Total Page Views: 93,426
Total Streams: 43,562
Click-through: 76,570
Likes: 21,248
Impressions: 129MM
@Teamcoco Tweet 4/20
Source: Omniture

9. Teamcoco.com -- Video #3
Will Ferrell Shaving Threat
• Released Wed 4/20
• Top Performing Day: Thur 4/21
• 11,567 video streams
• 21,792 unique visitors
• 24,494 page views
• Conversion: 39% (streams/uniques)
• Top 3rd
Party Referrer:
• Typed/Bookmarked – 74%
• Facebook – 20%
• Google – 3%
Platforms Statistics
Total Page Views: 78,847
Total Streams: 38,179
Click-through: 64,010
Likes: 21,304
Impressions: 82MM
@Teamcoco Tweet 4/21
Source: Omniture

10. Teamcoco.com -- Video #4
Will Ferrell Wants To See Conan Smooth
• Released Thur 4/21
• Top Performing Day: Tues 4/26
• 9,234 video streams (4/26=top streams)
• 9,839 unique visitors (4/22=top uniques, 11K)
• 11,066 page views (4/22=top page views, 12K)
• Conversion: 94% (streams/uniques)
• Top 3rd
Party Referrer:
• Typed/Bookmarked – 76%
• Facebook – 22%
• Google – 1%
Platforms Statistics
Total Page Views: 55,018
Total Streams: 52,087
Total Streams: 43,074 Click-through: 46,189
Likes: 27,135
Impressions: 55MM
@Teamcoco Tweet 4/22
Source: Omniture

11. Teamcoco.com -- Video #5
Beardpocalypse Promo
• Released Mon 4/25
• Top Performing Day: Mon 4/25
• 14,893 video streams
• 7,852 unique visitors
• 8,874 page views
• Conversion: 190% (streams/uniques)
• Top 3rd
Party Referrer:
• Typed/Bookmarked – 68%
• Facebook – 29%
• Twitter – 2%
Platforms Statistics
Total Page Views: 28,749
Total Streams: 30,337
Click-through: 21,025
Likes: 11,905
Impressions: 30MM
@Teamcoco Tweet 4/25
Source: Omniture

12. Teamcoco.com -- Video #6
Mirror Promo
• Released Thur 4/28
• Top Performing Day: Mon 5/2
• 26,266 Video streams
• 21,837 unique visitors (4/28=top visitors, 35K)
• 24,123 page views (4/28=top page views, 39K)
• Conversion: 120 % (streams/uniques)
• Top 3rd
Party Referrer:
• Facebook – 48%,
• Typed/Bookmarked – 45%
• Google - 4%
Platforms Statistics
Total Page Views: 93,946
Total Streams: 91,517
Click-through: 99,089
Likes: 18,884
Impressions: 219MM
@Teamcoco Tweet 4/28
Source: Omniture

13. Teamcoco.com -- Show Clips
Will Ferrell To Conan’s Daughter
Sneak Peek
• Released Mon 5/2
• Top Performing Day:
• Mon 5/2: 15,007 streams
• Top 3rd
Party Referrer:
• Typed/Bookmarked – 57%
• Facebook – 30%
• Twitter – 11%
Platforms Statistics
Total Streams: 21,452 Click-through: 13,607
Likes: N/A
Impressions: 45MM
@Teamcoco Tweet 5/2
Source: Omniture

14. Teamcoco.com -- Show Clips
Will Ferrell Interview
• Released Tues 5/3
• Top Performing Day: Tues 5/3
• 46,297 video streams***
• 20,954 unique visitors
• 24,502 page views
• Conversion: 221% (streams/uniques)
• Top 3rd
Party Referrer:
• Typed/Bookmarked – 77%
• Reddit – 13%
• Facebook – 6%
Platforms Statistics
Total Page Views: 24,502
Total Streams: 46,297
Source: Omniture
***Reflects video streams across the blog post and the Team
Coco video section. Streams accumulated across two
separate locations within the site.

15. Teamcoco.com -- Show Clips
Will & His Razor Come To Shave Conan
• Released Tues 5/3
• Top Performing Day: Tues 5/3
• 39,899 video streams
• 17,176 unique visitors
• 19,851 page views
• Conversion: 201% (streams/uniques)
• Top 3rd
Party Referrer:
• Typed/Bookmarked – 64%
• Facebook – 17%
• Google – 6%
Platforms Statistics
Total Views: 17,176
Total Streams: 39,899
@Teamcoco Tweet 5/3
Source: Omniture

16. Teamcoco.com
Highlights
From Monday 4/18 – Tuesday 5/3
• Total Page Views: 7.0M
• Average Unique Visitors: 110K (from 4/18-5/3)
• Strongest Performance: Tuesday May 3rd
Daily Unique Visitors

17. Social Media
Highlights
Overview: Conversation Across Facebook & Twitter
Source: Scout Labs and Moxie Live
SOURCES
CONVERSATION THEMES: APRIL 17 – May 3
4/19: Day after video of Will Ferrell emerges
threatening to shave Conan’s beard. Picked
up by media outlets and spread via tweets and
Facebook
4/20: Will Ferrell
surprises Conan
with a warning
4/21: Will Ferrell
serious about
shaving thread
video
4/22: Will Ferrell
wants to see
Conan “Smooth”
video
4/26:
Beardpocalypse
photoshop contest
5/2: Conan O’Brien
gets his beard
shaved
5/3: Post-shaved
beard conversations

18. Social Media
Twitter
44 75 370
3123
4525
15007
4053
5028
13006
245
2987
20269
0
5000
10000
15000
20000
25000
5/1/2011 5/2/2011 5/3/2011
TeamCoco Conan Will Ferrell #Beardpocalypse
#Beardpocalypse Trended Worldwide – 5/2
• More than 20K mentions vs. 2K for Jon Stewart
• #conanreturns – 11/8: 31K mentions
• #livecococoam – 10/20-10/21: 45K mentions
• 10.7% Engagement vs. 1-3% Twitter Engagement Average

19. Social Media
Facebook
• Drove over 139K likes of Will Ferrell Content on Teamcoco.com.
•Facebook Paid Media was responsible for 90% of the all the likes on
Beardpocalypse content.
•Delivered over 800MM impressions with Tune-in and drove 494K
clicks to Teamcoco.com

20. National Reach/Frequency
Turner TV:
• 35.5% A18-49
• 3.69 frequency
Off-channel
TV:
• 8.98% A18-49
• 1.36 frequency
Digital media:
• 51.58% A18-49
• 16 frequency
Total campaign:
• 71.07% A18-49
• 13.61 frequency

21. Delivery & tune-in
Monday's telecast showed significant growth in P18-49 delivery against
heavy competition while the rest of the week did not see much of a bump
More people tuned in for Monday’s telecast than the prior 4 Mondays
P18-49 (000)
Verses Prior 4 Week
Daily Average
Competition (18-49s)
1123 +26%
- Mavericks/Lakers (3.9m)
- FG on [adult swim] (1.5m & 1.8m)
- Daily/Colbert (1.4m & 1.1m)
637 +6%
- Grizzlies/Thunder (2.9m)
- FG on [adult swim] (1.6m & 1.8m)
- Daily/Colbert (1.1m & 862k)
533 -22%
- Mavericks/Lakers (4.2m)
- FG on [adult swim] (1.6m & 1.6m)
- Daily/Colbert (1.3m & 942k)
629 -9%
- FG on [adult swim] (1.7m & 1.7m)
- Daily/Colbert (1.1m & 738k)
Source: Multitrak, Live+SD, CONAN 11p PRs 3/28-5/5/11, P18-49 average delivery
WEDNESDAY
THURSDAY
TUESDAY
MONDAY
% tuned-in % from lead-in
55% 45%
41% 59%
MONDAY, 5/2
PRIOR 4 MONDAYS
Source: Nielsen NPower, Live, 5/2/11, Prior 4 Weeks based on 3/38-4/24/11, Source and Destination Report, % of P18-49 who were
watching TBS at 10:52p who also watched CONAN at 11:06p.