Transforming Data Streams with Kafka Connect: An Introduction to Single Messa...
Case Study: "Whirlwind of Buzz: How We Took #TornadoWeek Viral"
1.
2. #TORNADOWEEK:
THE AGENDA
I. The Opportunity
II. The Solution
III.The Team
IV.The Experience
V. The Timeline
VI.The Results
VII.The Magic
VIII.Q & A
@weatherchannel
@vertmob
@TheRealBuffner
@kplanovsky
3. #TORNADOWEEK:
THE OPPORTUNITY
• Tornado Week: 7 Days of
original tornado programming
on The Weather Channel
• Dates: April 29 – May 3, 2013
• Goal: “generate buzz & create
awareness via social media”
• Timing: 3 weeks to launch
• Budget: “Efficient”
4. #TORNADOWEEK:
THE SOLUTION
• Twitter Powered Tornado @ TWC
• 11 high-speed, industrial-power fans
• Live stream of “interns” working in
the Tornado Room from 9am to 8pm,
with guest appearances by on-camera
meteorologists
• Microsite with tweet-tracker & wind
speed graph in real-time
• Promotion on weather.com and on
The Weather Channel
• Paid digital media campaign to drive
early awareness & participation “The Calm before the Storm”
5. #TORNADOWEEK:
THE TEAM
Brandon Uffner
Manager TV Marketing
On-Site Client Lead
Kelsey Agnew
Digital Brand Manager
Social Messaging Strategy
Kevin Planovsky
Principal, Account Strategy
Strategy & Account Director
Cameron Huppertz
Production Manager
On-Site Livestream Coordination
Matt Griffin
Principal, Creative Technology
Design & Development Lead
8. #TORNADOWEEK:
THE TIMELINE
TUE
FINAL SETUP:
Finalizing shots,
setting up stream,
Final fan tests…
TODAY SHOW
2 live simulcasts with
the full crew in NYC
BUZZFEED:
The biggest trends
site on the web
catches wind…
MASHABLE:
From a basic tip-
off tweet, we
score big coverage
LAUNCH:
The Livestream is
active & tweeting
PAID MEDIA:
Launched Promoted
Tweets, Facebook
media & network buy
TRENDING:
Within hours the
hashtag begins
trending nationwide
MON
#tornadoweek
12. #TORNADOWEEK: TV RESULTS
NEW VIEWERS
P25-54 across
the week in
prime time!
Increase in TIME
SPEND VIEWING
as compared
to the previous
4 weeks!
Outperformed
2012's Storm Week
by
Attracted Prime Time Viewers
as compared to the previous 4 weeks…
13. #TORNADOWEEK:
THE MAGIC
• Making a BIG Splash early
• Paid Media support!
• Asking for earned media
• Trending Nationwide
• Buzzfeed begets,
Mashable begets…
• Always engaging
• TRUE “Real-Time”