3. EXECUTIVE SUMMARY
Client Objective
o Drive earned impressions and capitalize on buzz in social media
o Make Burger King and Chicken Fries cool and relevant with original and
buzz-worthy integrations
Strategy
o Three (3) custom videos featuring TMZ staffers
- Breaking news on return of Chicken Fries
- Hidden camera
- Blindfolded sauce challenge
o Original TMZ Live activation featuring Chicken Fries
o Exclusive @TMZ “Tweet-Stakes” to over 2.8MM Twitter followers
o Coordinated online roadblock, iPhone app takeover on Chicken Fries
day
Program Results
o 50MM+ total campaign impressions; 25MM+ on Chicken Fries day
o 27.6MM+ earned media impressions (Highest ever for @TMZ)
o 600K+ viewers of TMZ Live episode on Chicken Fries day
o 200K+ video views of TMZ YouTube staffer videos
3
2014 Chicken Fries Wrap-Up Report
Custom Staffer Video
Source: *DFA/DFP Final Campaign Reporting YouTube Aug-Sep’14, Union Metrics tracked on 9/9/14 Earned Media Exposures= Absolute Delivery; Reach= Unduplicated Unique
4. 4
ACTIVATION CALENDAR
2014 Chicken Fries Wrap-Up Report
TMZ Live Integration
Cross-Platform
Takeovers
8/11 9/5
Re-Tweet to Win Tweet-Stakes
and TMZ Social Promotion
8/18
Custom Staffer Videos
TMZ Homepage Promotion
5. 5
STAFFER VIDEOS
Breaking News, Hidden Cameras and a Blindfold Challenge
Video 02 – TMZ Hidden Camera 8/19 Video 01 – Petitions/Internet Outcry 8/14 Video 03 – Blindfold Challenge 8/26
44,000+ Views
3.2MM+ earned media exposures
2.7MM+ unique users reached
123,000+ Views
4.3MM+ earned media exposures
3.5MM+ unique users reached
38,000+ Views
2.8MM+ earned media exposures
2.6MM+ unique users reached
Source: YouTube Aug-Sep’14 views continue to grow!, Union Metrics tracked on 9/9/14 Earned Media Exposures= Absolute Delivery; Reach= Unduplicated
Unique
200K
Video Views
Across 3 Videos
200K
Video Views From
3 Videos
16K
Hours of Branded
Entertainment
Viewed
6. 6
SOCIAL
ACTIVATIONS
The BK Chicken Fries Set a New @TMZ Tweet-Stakes Record!!
12
9
6
3
0
Aug. 11 Aug. 13 Aug. 15 Aug. 19 Aug. 25
Millions
Earned Media Exposures UVs
o Highest earned media on 8/11 as both RT to Win and TMZ Live tweets were launched that
day
o Higher than avg. earned media on 8/13 when second RT to Win tweet was launched
27.6MM
Earned Media
Exposures*
NEW
#TMZBK
Hours of Branded
entertainment
Source: Union Metrics tracked from 8/11 – 8/25 Earned Media Exposures: Absolute Delivery; Reach: Unduplicated Uniques
7. 7
LIVE
On Monday, 8/11 TMZ Celebrated the Return of BK Chicken Fries
“Honest to God this smells so good, I WANT this!”
-Harvey Levin
Source: NSI WRAP Overnights, Weighted Market Average, Live+SD. WB Omniture Internal Reporting as of 9/10
660K
Total Viewers*
25
Major US Markets
on Fox TV
Stations
8. 8
TWEET-STAKES
TMZ Amplified Social Buzz For #ChickenFriesAreBack
17.7 MM
Earned Media
Source: Tweet-Stakes record = most Tweet-Stakes entries for @TMZ with 2.5K, Union Metrics tracked from 8/11 – 8/25 Earned Media Exposures: Absolute Delivery; Reach: Unduplicated Uniques
Exposures
NEW
Tweet-Stakes
Record for
TMZ*
10. DIGITAL PAID MEDIA
TMZ, YouTube and , TMZ iPhone App
50 MM
Campaign
Impressions
+58%
CTR on YouTube vs
TMZ average
Source: DFP Reporting 9/9/14, Avg. CTR for TMZ YouTube Preroll = 2.39% 10
11. 11
KEY FINDINGS
Asset Finding Recommendations
Staffer Videos o 190K+ of Video 02 (ie Hidden Camera Video)
registered 3x the video views of the other videos. This
was the only video that @BurgerKing re-tweeted.
o Recommend more re-tweets from
@BurgerKing and other Twitter accounts (ie
celebrity spokespeople) to increase social
amplification.
Social
Activations
o 27.6MM earned media exposures
o 4MM unique users reached
o Highest earned media on Aug. 11th and Aug. 15th when
the re-tweet to win “Tweet-Stakes” were posted
o Continue to offer multiple prizes as that
increases the perceived chance of winning
TMZ Live o 650K+ viewers
o Highest number of re-tweet to win “Tweet-Stakes”
entrants were on Aug.11th coinciding with TMZ Live
“Tweet-Stakes” promotion
o Continue to utilize TMZ Live for promotion as
it has now expanded from 25 to 69 major
U.S. markets.
Cross-Platform
Takeovers
o 14.3MM Homepage impressions in 24 hours
o 4.49% CTR on iPhone app photo gallery interstitial
was
the best performing unit of the campaign
o Continue the dual screen takeover strategy to
maximize awareness on key promotional
dates.
o Utilize more mobile photo gallery
sponsorships
2014 Chicken Fries Wrap-Up Report
Source: *DFA/DFP Final Campaign Reporting YouTube Aug-Sep’14, Union Metrics tracked on 9/9/14 Earned Media Exposures= Absolute Delivery; Reach= Unduplicated Unique
