Discovery Channel partnered with Campfire to create a Facebook alternate reality game to promote Season 2 of "The Colony". The game resulted in coverage on several websites, with players spending an average of 6 minutes on the site and 70% allowing Facebook Connect. 59% of players who reached the end restarted the experience, and there were 350,000 pageviews over 2 weeks leading up to the season premiere.

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

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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

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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

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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

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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.

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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

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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