Saa mtv2 guy code case study

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Saa mtv2 guy code case study

  1. 1. CASE STUDY &BUSINESS RESULTS 1
  2. 2. THE BRIEF The Guy Code A show about what dudes should and shouldn’t do 2
  3. 3. THE TARGETBrosa 18-24 year old dude and the core MTV2 viewer 3
  4. 4. THE OBJECTIVES 1 Drive tune-in and beat ratings expectations 2 Social media fan/follower acquisition 3 Participation and sharing of Guy Code content with other bros 4
  5. 5. THE INSIGHTBros love making fun of otherbros. MTV2 embraces thosemoments. 5
  6. 6. THE OPPORTUNITY Connect with Bros in “Bro Moments” BROSTED (BRO BUSTED MOMENTS) BRONLY (BROS ONLY) BROTIQUETTE (BRO ETIQUETTE) 6
  7. 7. THE STRATEGY Media Approach Counter-intuitive BROSTED environment & moments Contextually align with Video BRONLY Social guy only gatherings (pause) Digital Like-minded content that speaks BROTIQUETTE in the same tone 7
  8. 8. THE PLAN Breaking Guy Code posts on bros wall for all his bro friends to see! All media promoted tune in date/time and drove to the Guy Code Facebook App where bros posted pics and videos of bros breaking Guy Code
  9. 9. THE PLAN IN ACTION ook Facebook PPoom r r moo Brotequitte Brotequitte Facebpp tee t A App Tweee dd Tw ts Blogs Blogs ts PPeeRRol l rr ol ontt nt CConeent Bro Music Bro Music (Pandora) (Pandora) Brorn CoInoe ic ic r n t Conte xtua xtual l
  10. 10. THE RESULTS | TUNE IN Top rated premier on MTV2 since 2006 .34% AVG RTG P12-24 premier .35% AVG RTG P12-24 finale +44% ratings increase for persons 12-34 +188% ratings increase with male teens Source: MTV2, Nielsen
  11. 11. THE RESULTS | SHARING #GuyCode trends for 2 nights 900K+ social mentions in the premier season 1,000% Facebook growth (0 to 94,000) in 3 months Source: Facebook, Twitter, Crossmedia
  12. 12. THE RESULTS | PARTICIPATION 29K monthly active users on the Facebook application 266,000 video views Source: Facebook, YouTube

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