4. Case Study: Coke Holiday Campaign
Overview: In order to boost engagement and clicks for its 2011 holiday video
campaign, Coca Cola tapped 140Fire for its DataRoll technology. (Dec. 2011)
Execution: Coca Cola worked with 140Fire to enhance their most recent video campaign by
leveraging some powerful engagement features, including: dynamic polling during video ads
(DataRoll) with live results broken down by publisher, age, user preference, location and
more.
Results: Throughout the campaign, Coke was able to figure out which video publishers had
audiences most interested in their brand, while collecting valuable data and increasing clicks
to their YouTube page. Before adding DataRoll, Coke had an average CTR of just .06%. After
adding DataRoll, Coke increased that number by 400%.
Analytics Example (Female 15-25):
Diet Coke 6%5%
Regular Coke 7%
Coke Zero
Vanilla Coke
19%
Caffeine Free 62%
Live Example: http://bit.ly/sMJ1kQ
6. Case Study: CodeMasters F1 Racing
To showcase its latest addition to its family of racing games, CodeMasters
tasked 140Fire to develop an online video campaign that created brand
awareness and fan interaction with the gameʼs newest features. (Sept. 2011)
CodeMasters worked with 140Fire to power their entire video campaign by leveraging some powerful
engagement features; including dynamic polling during video ads (DataRoll) with live results broken down by
publisher, features, location and more . By utilizing five different DataRoll units, CodeMasters quickly was able
to realize exactly which video publisherʼs audiences were interested in their new game, and of the consumers
who engaged, which features they were interested in the most.
The ad units performed far beyond client expectations, engaging unique viewers at an average rate of 8-10%.
On a purchase of 10,000,000 impressions, CodeMasterʼs was able to extrapolate 800,000 responses from
their target audience over the course of 4 weeks. Thatʼs 800k more things they now know about their
customers than their competitor and a confidence builder that they know their media was ran in the right place.
140Fire was also able to prove that after a viewer had engaged with a DataRoll unit, that they were more than
3 times as willing to click on the ad to learn more. On average, the campaign CTR was almost 2%.
Advanced Results:
** 8-10% Interaction Rates
** 2x CTR over Industry Average
** 800,000 Data Points In 1 Month
8. Why use DataRoll?
6 Reasons To Use Us:
1. Understand viewers
2. Measure advertising effectiveness
3. Highest engagement rates in the industry
4. Contextually Target
5. Achieve “Smart Reach”
6. Generate Facebook and Twitter Sharing Of Ads
10. Team
Jason Wilk, Co-founder & CEO: Prior to 140Fire, Jason was Founder
of 1DaySports.com, one of the first daily deal sites (Acquired
2008). Current investor in WhiteyBoard and DateUp (Acquired by
IAC ; August 2011).
Paras Chitraker, Co-founder & CTO: Prior to 140Fire, Paras was a
Co-Founder at ResumeBucket.com and lead developer at
Oversee.Net.
Advisors
Scott Schumaker, VP of Tech: Prior to 140Fire, Scott was VP of Tech at
Flektor which was acquired by MySpace / NewsCorp. Prior to Flektor, he
led game development at Naughty Dog.
Ryan Evans, VP of Product: Prior to 140Fire, Ryan was VP of Product
at Flektor. Prior to Flektor, Ryan was at Sony where he managed
product for several PSP games.
Steve Schlafman, VP of Biz Dev: Prior to 140Fire, Steve was of VP of Biz
Dev at TurnTable.fm. Currently at Lerer Ventures in NYC.
11. Investors
Mark Cuban - Owner, Dallas Mavericks
Jonathan Kraft - Owner, NE Patriots
Skip Paul - Sr. Advisor, Centerview Partners
Y-Combinator
