Best Use of Twitter in a Campaign

Archived from the 5th Annual Shorty Industry Awards

Winners

Live Twitter Feed in a Magazine

Produced by: OMD

For CW’s 2012 Fall Launch, we introduced the first-ever Live Twitter Feed in a Magazine. By adding an active 3G data chip to thin digital video screens pull in a live feed of tweets from the CW Television Network. The targeted insert ran in the October 5th, 2012 issue of Entertainment Weekly. For the first time ever, technology has reached a threshold that empowered us to connect a traditional print magazine wirelessly to the internet. This allowed us to pull live social media, specifically from Twitter, into the physical pages of a magazine, forever changing the creative possibilities of the platform. Being the first to develop and introduce this technology is a real coup for CW. This big idea not only gave the network the attention that they were looking for, but it also spearheaded advancement into the future of media. This big idea grabbed headlines in mainstream press and drove massive chatter for CW. The insert achieved a 725% over-delivery in media value for its 227MM estimated impressions from the press reports. Coverage included NBC’s Rock Center with Brian Williams as well as various other high profile news sources and blogs. The online press alone generated over 36,000 social shares and thousands of tweets. CW had a very successful Fall launch, as Arrow debuted with a 1.3 rating (adults 18-49) and 4.02 million viewers, making it the network's best premiere since The Vampire Diaries and the most-watched telecast for the network in three years. With the buzz surrounding the new and returning Fall shows on CW, the Live Twitter Feed in a Magazine is putting the spotlight on the chatter in a way never done before. This groundbreaking execution is yet again raising the bar for what is possible in print media.

Finalists

smart USA: Poop Tweet

Produced by: Razorfish

People were talking a lot of sh*t about smart on Twitter. The car’s size, safety and style were all 140-character punch lines. So we had a choice. We could ignore the haters. Or we could use our unique voice to change their minds. As part of a larger program geared to humor our haters, we struck back at a tweet that said, "Saw a bird had crapped on a Smart Car. Totaled it.” We used elaborate math and even called farmers to see just how much bird crap it'd take to dent smart’s high-strength safety cell. The stats became an infographic, and we sent our reply. Three days later, we’d turned the sh*t -talking into respect. A simple interaction between a brand and its critic became a worldwide phenomenon. @adtothebone, once a critic of smart’s safety, retweeted our response to his thousands of followers, and followed up with a glowing blog post detailing how smart had earned his respect. His followers immediately began sharing and celebrating it on their own. From there, the content spread organically – without smart having spent a single media dollar – across global news sources, Twitter feeds, and blogs. It hit the #1 spot on Reddit twice in 24 hours, winning the admiration of its notoriously hard-to-impress users. BuzzFeed called it “brilliant.” Forbes applauded our willingness to have some “attitude.” And Mashable said, “This may be the best response from a brand yet.” Soon enough, it was making global headlines in newspapers from London, Australia and Ghana. And it was featured on CNN’s morning news program, with its hosts barely able to contain their amusement at the brand’s use of “funny yet impeccable math.” Yet beyond the humor, the Poop Tweet accomplished a major goal for the brand. After years of being a punch line for a perceived lack of safety, as the Daily Mail pointed out, a single tweet helped “millions [become] aware of smart’s tridion safety cell.” In fact, organic searches for “tridion safety” cell spiked 333%. In just three days, the Poop Tweet generated over 22 million impressions. The brand’s Twitter page saw a 1,755% increase in follower growth. The infographic received over 15,400 clicks, which amounted to 82 times the brand’s average Twitter reach. It also helped change online brand sentiment, with smart’s positive sentiment increasing by 27% and its negative sentiment dropping by 13%. Now, smart’s unique voice is changing the minds of more and more critics, as we continue to humor our haters the way only smart can.

Last Chance Kitchen 2 & Save a Chef

Produced by: Bravo

You don’t need to be a foodie to crave Bravo’s hit show Top Chef. In celebration of its season 10, Bravo pushed the envelope and developed the ultimate social experience. Beyond watching on-air, fans tuned into Bravo’s digital extension of the show: Last Chance Kitchen. In LCK, eliminated chefs proved their skills in a weekly head-to-head cook off. Each week, the reigning LCK winner battled the chef most recently eliminated from Top Chef. The LCK finale winner won a spot in the coveted Top Chef finale. To further increase engagement, Bravo developed the “Save A Chef” social voting campaign. Unlike any other season, fans had the opportunity to voice their opinions by voting to save the most deserving chef. As chefs were eliminated from LCK, they entered Save A Chef and battled the reigning leader. The chef with most votes earned a spot in the LCK Finale. The level of social engagement exhibited throughout LCK and Save A Chef directly impacted the Top Chef experience. By extending the story from TV to web, mobile, and social, fans watched the story unfold and joined judges, chefs, and celebrities in voicing their opinions to LCK and Save A Chef voting with the opportunity to directly impact the finale. Fans debated the chefs’ skills, personalities and of course the judge’s decisions. After airing Top Chef’s “Restaurant Wars” episode, fans were in disarray when Kristen was eliminated. As the leader of her team, Kristen took the blame for competitor Josie’s weak dish. Fans instinctively turned to social networking sites to voice disappointment. During the week, conversations intensified, and Top Chef head judge Tom Colicchio joined in: “However you might feel about Josie and/or Kristen and/or the outcome of this challenge, I have two more things to say. First of all, I’ve had tweets for weeks now asking why Josie’s still here. Second, Kristen’s assumption of responsibility and refusal to set the record straight when she could have shows a lot of character. I commend her for that.” Fans then turned to LCK in hopes of seeing Kristin defend her honor. Social platforms quickly evolved into a support center- with many fans yearning to see Kristen face Josie in LCK. Two weeks later, Josie was eliminated from Top Chef; Kristen ousted her rival. Similarly to LCK, the Save A Chef voting evolved the Top Chef social sphere from a foodie conversation center to a battleground. Fans were encouraged both on air and online to join the social conversation. Each week, “#SaveChefA” or “SaveChefB” on-air graphics launched Twitter battles. Beyond Bravo’s promotional elements, the chefs turned to their followers and used social media to lobby for votes. In one case, Chef Kuniko Yagi tweeted that fans also use the hashtag “#kunkosarmy.” The hashtag trended during voting, and Chef Kuniko advanced in the competition. As more talented chefs were eliminated, Kuniko faced stiffer competition. Pitted against Chef Tyler, she garnered only 48% of the votes during the east coast feed. Kuniko’s army quickly joined forces, and by the time the west coast episode aired, Kuniko had the lead. After Kuniko’s fans mobilized, voting participation increased 33%. The impact of our successful social media campaign was spelled out weekly as the SAC winner was determined. Ultimately, the chef’s fans -- and their votes -- decided who was victorious. The cross platform experience transformed what was a once-a-week show into a seven-day interact

Portlandia Twitter Co-Op

Produced by: IFC

The Portlandia Co-Op campaign helped kick off Season 3 by rallying fans and rewarding their avid posting, liking, Tweeting and crafting about all things Portlandia. Co-Op members were able to apply to take over the Portlandia Twitter handle, post art or images inspired by Portlandia on Instagram using #portlandia, or create handmade Portlandia coffee sleeves. Command of the Portlandia Twitter feed rotated to a new fan each week , chosen from online applicants, and it didn’t take very long for this campaign to become very special as requests to Tweet started coming in from super fans around the country as well as several very notable fans, including, the L.A. Kings and In Other Words (the real feminist bookstore in Portland that inspired the Women & Women First Portlandia sketches) and students from The People’s Improv Theatre. It all began with one simple challenge: tell in 140 characters or less why you should Tweet for Portlandia.The Twitter component of the Portlandia Co-Op campaign created a very special experience for followers during the season as the account transitioned from a means to share clips and show information, to a living, breathing representation of the Portlandia fan community. The success of this Twitter campaign, a gain of more than 17,000 followers from the Co-Op launch through the end of Season 3, a 70% increase in total followers, is a true testament to Portlandia fans. They not only love the show, they live it and each time we handed the account over to a new fan, this became even more apparent. These are just a few of the very special moments that Portlandia followers were able to enjoy as a result of the Portlandia Co-Op: Fred and Carrie helped us raise excitement prior to the first fan takeover by doing a live Twitter Q&A with fans from Twitter Headquarters in New York City. Carrie answered #AskCarrie questions live from her personal account, while Fred took over the official Portlandia account to answer #AskFred questions, kicking off the experience with one of the most enjoyable Tweets a fan could read, “This is Fred…” The L.A. Kings took over the account to live tweet an episode just one day before they hit the ice again post-lockout. With their help, we were able to take the catchphrase from the fan favorite “Put A Bird On It” sketch to… put a bird on the Stanley Cup, literally, as the L.A. King’s mascot tweeted a photo of himself wearing a Put A Bird On It t-shirt, posing with the Stanley Cup. Students from The People’s Improv Theatre were able to showcase their own comedy shows and studies and at one point, exchange tweets with guest star Rosanne Barr, a fellow Portlandia Twitter follower. Their week of guest Tweeting culminated with a Portlandia watch party and a raffle for a Portlandia bike. Our friends at In Other Words, the real feminist bookstore that inspired the Women and Women First Portlandia sketches, made their week especially enjoyable for fans as they not only shared the daily activities of In Other Words and live-tweeted a new episode of Portlandia, but continued to tweet through the Super Bowl weekend… from a feminist perspective. Super fans such as a Portland-based writer, a D.C-based comedian and a Philadelphia-based couple who used their time to decided whether or not they should move to Portland, helped create many more special moments throughout the campaign.

Current Entries

MLB Network: Face of MLB competition

Produced by: MLB Network

Posey. Stanton. Trout. The 2012 season saw young stars emerge across Major League Baseball, challenging the likes of Derek Jeter for fan adoration in the sport. This “changing of the guard” made MLB Network want to engage its viewers and challenge fans in the middle of the offseason to determine who really is the Face of MLB. No professional ranking system, no talking heads, no research packets. Just a simple, bracket-style tournament pitting 30 baseball players head-to-head, and all the power given to their fans to choose the winner. After a year that saw the emergence of young stars like the San Francisco Giants’ Buster Posey, the Miami Marlins’ Giancarlo Stanton and the Los Angeles Angels of Anaheim’s Mike Trout, MLB Network’s offseason weekday morning show Hot Stove created a fully integrated Twitter competition to discover which player is the face of Major League Baseball. Was it perennial All-Star and future Hall of Famer Derek Jeter? Many assumed so. Or, would a new player like Trout complete his American League Rookie of the Year season with the Face of MLB title? MLB Network let baseball fans on Twitter decide and the results proved two things: 1) There is no offseason for Major League Baseball fans. 2) David vs. Goliath is alive and well. The competition began on December 10 with Hot Stove seeking a player candidate from the each of the 30 MLB teams in a pre-competition called “Face of the Franchise.” MLB Network asked fans on Twitter to vote for the face of each team by tweeting with a hashtag and the player’s name (ex.: #DerekJeter). Once a candidate was determined for each club, Hot Stove created a bracket tournament, seeding players based on their team’s 2012 finish, with the San Francisco Giants & Detroit Tigers representatives gaining first round byes as a result of their teams making it to the World Series. Each day, Hot Stove asked fans to vote on Twitter and decide a winner for the day’s head-to-head matchup. As the Face of MLB competition went on, not only did it reveal some emerging MLB stars, but it also displayed which clubs’ fans are the most active on Twitter. It was the enormous amount of Twitter activity by Cincinnati Reds fans – from celebrities to fans living in the smallest media market in all of Major League Baseball - that helped their reserved first baseman Joey Votto trend nationally on Twitter and come out on top against Derek Jeter in the third round of the competition by a score of 92,203 votes to 49,916. That win only spurred Reds fans on further, as Votto made it to the competition’s final round and defeated Los Angeles Dodgers center fielder Matt Kemp after a week of voting by a score of 465,734 to 227,464, winning the title of Face of MLB. - Fans voted more than 1.6 million times for the Face of MLB competition, including 693,000 total votes cast in the final round between Votto and Kemp. @MLBNetwork Twitter feed gained 45,896 followers, growing from 268,489 to 314,385 followers.

#GrudenGrinder - @ESPN and @ESPNMondayNight

Produced by: ESPN

Last fall, we launched an integrated Twitter/TV program for Monday Night Football, the #GrudenGrinder, awarded via Twitter and on TV by Coach Jon Gruden. Unlike traditional player of the game awards honoring the player with the prettiest stat line, the #GrudenGrinder applauded the player who made the greatest impact in the trenches. We used @ESPN & @ESPNMondayNight to allow fans everywhere to participate in the selection process for the honor.1. Broadcast Enhancement – The #GrudenGrinder program was developed to make the Monday Night Football <a href="http://www.youtube.com/watch?v=33I2PGv_KQs&feature=youtu.be">broadcast better</a> and more social. Rather than simply flashing a hashtag on the screen, fans were given a specific reason and call-to-action to use the #GrudenGrinder hashtag. 2. Brand Alignment – Gruden’s personality and the Monday Night Football brand speak to avid football fans, who love the X’s and O’s of the gridiron. The #GrudenGrinder aligned well with this positioning. 3. Twitter Talent Marketing – Jon Gruden does not have a Twitter feed, but through the #GrudenGrinder execution, he was able to have a <a href="https://twitter.com/ESPNMondayNight/status/275827756107968513">presence on the platform</a>. It is a successful model for integrating talent into Twitter, even if they do not have an actual handle on the platform. 4. Fan Interaction – Leveraging the unique <a href="https://twitter.com/ESPNMondayNight/status/278351148581257216">power of Twitter</a>, fans assumed the virtual role of analyst and <a href="https://twitter.com/austinminor/status/275816356987957249">made their predictions</a> for the #GrudenGrinder award. 5. Fan Rewards – To close the loop and <a href="https://twitter.com/ESPNMondayNight/status/282714446139383809">reward fans</a> for their participation, the fan who correctly selected the #GrudenGrinder received a Grinder t-shirt and LG phone.

Patagonia Vote the Environment

Produced by: Mass Relevance

Patagonia executed a campaign with multiple touch-points to empower consumers to rally around a common cause while amplifying conversations around their core purpose "Planet first. Company second." The brand facilitated consumer Twitter conversations around the hashtag #becauseilove within in-store digital displays, on Patagonia.com, across partners' sites, and during Wilco concerts. On the Patagonia site, real-time Twitter streams, photo walls, and Tweet mad-libs created easy opportunities for consumers to join the conversation and amplify earned media. During Wilco's concert tour, Patagonia inspired fans to Tweet why they love the environment onto screens flanking the stage for thousands to see. Using the hashtag #becauseilove, consumers shared their favorite outdoor places and environmental causes through Twitter. Through curation and re-display, content was syndicated in real-time through social visualizations on mobile, web, live-venues, and in-store digital surfaces. By utilizing real-time conversations on Twitter, the brand tapped into environmental issues that are top of mind to consumers. Patagonia was able to create dynamic, real-time, and personal connections between their brand and consumers. The ability to bring Twitter content to life in the form of photo-walls, mad-libs, and streams served to create a complete experience that told a story and provided a platform for consumers to engage. Additionally, Patagonia's partnerships with Head-count and the League of Conservation voters got more voters registered in time for the election. The campaign saw an extremely high engagement rate with over 8,000 Tweets and over 3,000 Tweets with photos shared through the specific hashtag. The campaign increased Patagonia's reach, driving nearly 10 million impressions with authentic, earned media. Patagonia succeeded in using Twitter to drive brand awareness and also registered 110,000 new voters where were passionate about the core issue aligned with their brand- the environment.

Sprint Backboard Cam

Produced by: Digitas

THE CHALLENGE With a limited budget and hundreds of brands competing for attention during the 2012 NBA Finals, how could Sprint break through to promote the launch of its new EVO smartphone? THE SOLUTION NBA BACKBOARDCAM PRESENTED BY EVO 4G LTE FROM SPRINT Using the NBA BackboardCam, we replicated the EVO’s revolutionary new camera, which fires-off four pics per second, and then flooded Twitter with the Finals’ biggest plays.By combining the functionality of the NBA BackboardCam with the social reach of Twitter, we were able to demo the new EVO in a truly unique way, dishing out exclusive content all throughout the NBA Finals. RESULTS • MORE THAN 81 MILLION IMPRESSIONS • MORE THAN 950 TWEETS & RETWEETS • MORE THAN 23% NEW FOLLOWERS

Portlandia Twitter Co-Op

Produced by: IFC

The Portlandia Co-Op campaign helped kick off Season 3 by rallying fans and rewarding their avid posting, liking, Tweeting and crafting about all things Portlandia. Co-Op members were able to apply to take over the Portlandia Twitter handle, post art or images inspired by Portlandia on Instagram using #portlandia, or create handmade Portlandia coffee sleeves. Command of the Portlandia Twitter feed rotated to a new fan each week , chosen from online applicants, and it didn’t take very long for this campaign to become very special as requests to Tweet started coming in from super fans around the country as well as several very notable fans, including, the L.A. Kings and In Other Words (the real feminist bookstore in Portland that inspired the Women & Women First Portlandia sketches) and students from The People’s Improv Theatre. It all began with one simple challenge: tell in 140 characters or less why you should Tweet for Portlandia.The Twitter component of the Portlandia Co-Op campaign created a very special experience for followers during the season as the account transitioned from a means to share clips and show information, to a living, breathing representation of the Portlandia fan community. The success of this Twitter campaign, a gain of more than 17,000 followers from the Co-Op launch through the end of Season 3, a 70% increase in total followers, is a true testament to Portlandia fans. They not only love the show, they live it and each time we handed the account over to a new fan, this became even more apparent. These are just a few of the very special moments that Portlandia followers were able to enjoy as a result of the Portlandia Co-Op: Fred and Carrie helped us raise excitement prior to the first fan takeover by doing a live Twitter Q&A with fans from Twitter Headquarters in New York City. Carrie answered #AskCarrie questions live from her personal account, while Fred took over the official Portlandia account to answer #AskFred questions, kicking off the experience with one of the most enjoyable Tweets a fan could read, “This is Fred…” The L.A. Kings took over the account to live tweet an episode just one day before they hit the ice again post-lockout. With their help, we were able to take the catchphrase from the fan favorite “Put A Bird On It” sketch to… put a bird on the Stanley Cup, literally, as the L.A. King’s mascot tweeted a photo of himself wearing a Put A Bird On It t-shirt, posing with the Stanley Cup. Students from The People’s Improv Theatre were able to showcase their own comedy shows and studies and at one point, exchange tweets with guest star Rosanne Barr, a fellow Portlandia Twitter follower. Their week of guest Tweeting culminated with a Portlandia watch party and a raffle for a Portlandia bike. Our friends at In Other Words, the real feminist bookstore that inspired the Women and Women First Portlandia sketches, made their week especially enjoyable for fans as they not only shared the daily activities of In Other Words and live-tweeted a new episode of Portlandia, but continued to tweet through the Super Bowl weekend… from a feminist perspective. Super fans such as a Portland-based writer, a D.C-based comedian and a Philadelphia-based couple who used their time to decided whether or not they should move to Portland, helped create many more special moments throughout the campaign.

Twitter-CRM in the Brush Buddies Worldwide Music Search

Produced by: Brush Buddies

<a href="http://www.brushbuddies.com" target="_blank">Brush Buddies</a> is an emerging consumer brand with a growing social media audience who like their music and love their teeth. In 2011, Brush Buddies created a new segment within the Oral Care category when we launched the Brush Buddies line of Singing Toothbrushes. These products play today's hit songs from Justin Bieber, Lady Gaga, One Direction, LMFAO and Psy while brushing. In conjunction with the launch, Brush Buddies also began developing our social media presence on the major social media networks - and in particular Twitter, where we have developed our largest group of followers and fans of our artists. <iframe width="560" height="315" src="http://www.youtube.com/embed/_DcbhITm7W0" frameborder="0" allowfullscreen></iframe> <strong>Integration</strong> <em>Twitter-CRM</em> <i><a href="http://www.embedle.com">Embedle</a> + <a href="http://www.twitter.com">Twitter</a> + <a href="http://www.brushbuddies.com">BrushBuddies.com</a></i> Social media followers of the Brush Buddies brand are a young, media savvy group that resists overt marketing and advertising. They are a cohesive group that prefers organic, genuine interaction with the brands they follow. With this in mind, Brush Buddies sought out the new services of Embedle and their Twitter-CRM (T-CRM). Embedle's simple to install code was added to our website to give Brush Buddies immediate integration of Twitter conversations alongside our individual pages referenced in Tweets. Embedle T-CRM gave us the new ability to post a tweet from our individual web pages, directly into our Twitter conversation stream - and automatically embeds a link to the page within the tweet. <strong>Enhanced Communication</strong> Embedle T-CRM provided, for the first time, two-way conversation between our Twitter followers & our branded web pages. Brush Buddies used this to engage our followers in ongoing organic (genuine) dialog, call-to-actions (see Twitter Trends below) & promotions (see Worldwide Music Search below). Working closely with Embedle, Brush Buddies acted as a consultant and client while we pioneered their capabilities into the following enhancements: • Stronger branding by engaging users with our brand & our website • Two-way tweets & conversations linked to our specific web pages • Promote specifically to/from our Worldwide Music Search Page (see left side of contest page below) • Promote desired behaviors from followers • Identify most engaged followers as "TopFans" • Reward our TopFans • Proprietary reporting provided unique insights <strong>Delivered Results</strong> • 23 Million brand impressions • 65,300 total votes cast • 29,200 votes for winning artist • 101 days of voting • 34 Twitter Trends from around the world (<i><a href="http://www.trendsmap.com">TrendsMap</a></i>) • 30 contestants each provided a professionally created music video • 8 countries represented • <a href="http://kred.ly/BrushBuddies">@BrushBuddies</a> ranked in Top 1% of Social Media Influencers Worldwide (<a href="http://www.kred.com">Kred</a>, January 2013) <iframe style='height: 3100px; width: 630px;' src='https://www.socialappshq.com/fb/video_contest/?website_id=brush-buddies-211682861814-263241163769223&iframe=1'></iframe>

Gold Bar Twitter Sweeps- Shahs of Sunset

Produced by: Bravo

The Shahs of Sunset Gold Bar Sweepstakes connected the Shahs cast appreciation for gold with a stunt fans couldn’t resist participating in. Bloggers and the cast drove #Shahs chatter about the sweepstakes during the Season 1 Marathon building anticipation on Twitter for the premiere. Ryan Seacrest and Andy Cohen joined the fun activating a “Fear of Missing Out” for fans to drive live tune-in. Throughout the Season 1 Marathon and a special Cast Social Edition, bloggers Live Tweeted with the Shahs cast, held gold themed “Fandom Viewing Parties,” & tweeted about all things #Shahs reminding fans to enter the sweeps. Bravo’s own handle, @bravotv, tweeted out fun videos of the cast talking about their gold connection. The sweeps ran from noon EST to 12:45A PST, with two winners, one during the ET & PT premieres with winners announced at 9:45p ET/PT at 9:45p to keep chatter going through the west coast premiere. The winners were announced via Twitter.The Gold Bar Sweepstakes leveraged premiere day anticipation to amplify real time conversation with an incentive that also engaged those who might tune-in to Shahs of Sunset Season 2 for the first time. This strategy helped fuel the incredible results – with 1,875 entries in less than 13 hours! Fans gravitated in droves to the relevant, fun, easy and quick way to connect and share the sweeps, and talent also responded and kept the conversation going – connecting both with bloggers and fans. The Today Show as well as a number of other press outlets picked up the news. The buzz held strong straight through the PT premiere, encouraging fans to tune in and join in for their chance at a unique opportunity to win a bar of gold! This stunt used multiple platforms to extend Twitter buzz throughout the day. From the On-air Marathon on Bravo, to the connection with our bloggers and use of other social platforms like Facebook and Tumblr driving to Twitter, you couldn’t miss the invite and incentive to join in the chatter. The results speak for themselves. Gold Bar Sweepstakes • 1,875 ENTRIES in less than 13 hours (@Bravotv - 357,980 followers) Day of Premiere Twitter Campaign Metrics • 12,594 mentions of #Shahs on Twitter on 12/2/12 (compared to 178 #Shahs mentions on 12/1/12) • 1,072 mentions of #ShahsofSunset on 12/2/12 (compared to 102 #ShahsofSunset mentions on 12/1/12) • 1,518 new followers to @Bravotv handle on 12/2/12 • Twitter mentions of #Shahs with the word “gold” on 12/2/12: 2,285 • Day-of-premiere Twitter activity for the Season 2 premiere was 27,656 tweets, up 216% from the season 1 finale. Influencer Live Tweet • 700,000 first-degree impressions across Twitter, Instagram, Tumblr and Blogs • 3,400 social actions (consumer RTs, replies, comments etc.) • 250 influencer conversations/pieces of content promoting before & during the premiere Shahs Premiere Day Ratings • All buzz on premiere day around #shahs helped drive Shahs of Sunset premiere ratings to 2.3 million total viewers and 1.4 million in A18-49. The season two premiere was up +102% among A18-49 and up 106% among total viewers from the season one premiere.

Intel Presents The Music Experiment Powered By MTV Iggy

Produced by: MTV World, Intel and OMD

The Music Experiment” was a series of social media-driven, free, live shows held at secret locations in four select cities nationwide. The experience began at <a href="http://www.musicexperiment.com" target="_blank">musicexperiment.com</a>, where fans engaged with high-altitude, interactive maps hinting at the ticket pick-up location of 4 hidden shows. Fan tweets using #musicexperiment incrementally zoomed in the maps, geo-targeting the location of the tickets and venue. Engagement continued as fans entered trivia contests on Facebook, attended shows and participated in videos featured on MTV’s on-air, online and social media platforms. Each event featured uniquely themed musical performances in unusual, visually stunning venues. An installation featuring Ultrabooks, powered by Intel and loaded with a custom Instagram app, allowed attendees to instantly print event photos, share them to Instagram, and project them on the walls of the venue. The video content generated from each show included performance highlights and audience participation.<a href="http://www.musicexperiment.com" target="_blank">The Music Experiment</a> is an innovative multi-platform music series fusing music, art and technology. INTEL + MTV IGGY architected the partnership to engage Millennials with the Ultrabook and convert them into brand lovers. From start to finish The Music Experiment created an inherently social experience where fans engaged across multiple platforms including Twitter, Facebook and Instagram. The fan experience at the events created a sense of community, and brought not only the artists closer to the fans, but fans closer to each other. Looking to be part of this unique experience, fans were highly engaged in all areas of The Music Experiment and with the Intel brand. The experiment paid off. As a result of the campaign, fans were 135% more likely to have seen advertising for the Intel Inspired Ultrabook than the average laptop/notebook. They were 80% more likely to be interested in Intel’s overall brand and 175% more likely to consider purchasing an Intel Inspired Ultrabook. Overall, Millenials generated 180 million impressions, nearly 74 million of which were digital. <iframe src="http://player.vimeo.com/video/57464385" width="500" height="281" frameborder="0" webkitAllowFullScreen mozallowfullscreen allowFullScreen></iframe> <div style="background-color:#000000;width:520px;"><div style="padding:4px;"><iframe src="http://media.mtvnservices.com/embed/mgid:uma:video:mtviggy.com:846620" width="512" height="288" frameborder="0"></iframe></div></div>

Discovery - Moonshiners Season 2

Produced by: OMD

In partnership with Buzzfeed and Kings County Distillery, we worked together to build buzz around the premiere of the second season of Discovery’s Moonshiners, by creating the first-ever tweet-powered moonshine distillery. By tweeting @Discovery #moonshiners and hashtagging ingredients, flavor profile, and packaging, fans and moonshine enthusiasts could influence actual “tweet meters” monitoring their votes on-site at the distillery. Fans were able to watch the distillery live on Discovery.com and Buzzfeed.com to see their tweets take effect and watch the distiller produce hooch in real-time. Select participants were also able to enter for a chance to win Moonshiners prize packs, with select items from the set of the show delivered to them in actual Moonshiners oak barrels. We drove users to the distillery from custom Buzzfeed editorial posts and promoted tweets on Twitter.The primary goal of the Moonshiners program was to drive tune-in to the show on November 7, 2012. This second season premiere was Discovery’s highest rated Wednesday night series to date, as well as the #1 in primetime cable.* Further, over the course of the media campaign, there were over 35,000 mentions of #moonshiners, generating more than 1MM impressions in social reach. The tweet-powered distillery was a first-of-kind program that blurred lines between the digital and physical worlds, allowing people to take part in a digital process with a real-world implication, and transforming fans into moonshiners themselves. The program helped make the premiere of Moonshiners as Discovery’s highest rated Wednesday night series to date. *Amongst P/M25-54, P/M18-49, P/M 18-34

Last Chance Kitchen 2 & Save a Chef

Produced by: Bravo

You don’t need to be a foodie to crave Bravo’s hit show Top Chef. In celebration of its season 10, Bravo pushed the envelope and developed the ultimate social experience. Beyond watching on-air, fans tuned into Bravo’s digital extension of the show: Last Chance Kitchen. In LCK, eliminated chefs proved their skills in a weekly head-to-head cook off. Each week, the reigning LCK winner battled the chef most recently eliminated from Top Chef. The LCK finale winner won a spot in the coveted Top Chef finale. To further increase engagement, Bravo developed the “Save A Chef” social voting campaign. Unlike any other season, fans had the opportunity to voice their opinions by voting to save the most deserving chef. As chefs were eliminated from LCK, they entered Save A Chef and battled the reigning leader. The chef with most votes earned a spot in the LCK Finale. The level of social engagement exhibited throughout LCK and Save A Chef directly impacted the Top Chef experience. By extending the story from TV to web, mobile, and social, fans watched the story unfold and joined judges, chefs, and celebrities in voicing their opinions to LCK and Save A Chef voting with the opportunity to directly impact the finale. Fans debated the chefs’ skills, personalities and of course the judge’s decisions. After airing Top Chef’s “Restaurant Wars” episode, fans were in disarray when Kristen was eliminated. As the leader of her team, Kristen took the blame for competitor Josie’s weak dish. Fans instinctively turned to social networking sites to voice disappointment. During the week, conversations intensified, and Top Chef head judge Tom Colicchio joined in: “However you might feel about Josie and/or Kristen and/or the outcome of this challenge, I have two more things to say. First of all, I’ve had tweets for weeks now asking why Josie’s still here. Second, Kristen’s assumption of responsibility and refusal to set the record straight when she could have shows a lot of character. I commend her for that.” Fans then turned to LCK in hopes of seeing Kristin defend her honor. Social platforms quickly evolved into a support center- with many fans yearning to see Kristen face Josie in LCK. Two weeks later, Josie was eliminated from Top Chef; Kristen ousted her rival. Similarly to LCK, the Save A Chef voting evolved the Top Chef social sphere from a foodie conversation center to a battleground. Fans were encouraged both on air and online to join the social conversation. Each week, “#SaveChefA” or “SaveChefB” on-air graphics launched Twitter battles. Beyond Bravo’s promotional elements, the chefs turned to their followers and used social media to lobby for votes. In one case, Chef Kuniko Yagi tweeted that fans also use the hashtag “#kunkosarmy.” The hashtag trended during voting, and Chef Kuniko advanced in the competition. As more talented chefs were eliminated, Kuniko faced stiffer competition. Pitted against Chef Tyler, she garnered only 48% of the votes during the east coast feed. Kuniko’s army quickly joined forces, and by the time the west coast episode aired, Kuniko had the lead. After Kuniko’s fans mobilized, voting participation increased 33%. The impact of our successful social media campaign was spelled out weekly as the SAC winner was determined. Ultimately, the chef’s fans -- and their votes -- decided who was victorious. The cross platform experience transformed what was a once-a-week show into a seven-day interact

PayPal #TreatYourself

Produced by: Edelman Digital

While retailers leverage Valentine’s Day to promote prix fixe menus for two, heart-shaped boxes of chocolate, and flower delivery specials – the reality is that not everyone has a beau on Valentine’s Day. In early February, PayPal shared a quote of the day post with the fan tweet, “Who needs a boyfriend when you have a PayPal account?” To-date this has been one of the most successful posts by engagement. We leveraged this sentiment to connect with the consumers on Valentine's Day and posed the question – This Valentines Day, tell us, how would you like to #TreatYourself ? To bring this message to life PayPal wanted to connect with consumers and jumped on the active #TreatYourself conversation on Twitter to launch a nationwide surprise and delight program. The campaign targeted people who take to Twitter to express their dissatisfaction with the holiday. Throughout Valentine’s Day, the PayPal team monitored tweets to identify Twitter users and surprise them with a customized gift based on research of their tweet history. The team then gifted Twitter users throughout the day with presents including flowers, clothes, restaurant gift cards, room service, concert tickets, and chocolate covered strawberries. Twitter users where shocked by PayPal’s outreach, as many of them did not initiate a request to PayPal. Daily mentions of PayPal increased 133% during the February 14th program. Overall the campaign drove 3.4 million potential Twitter impressions, with 237 Twitter mentions of #TreatYourself and @PayPal together. PayPal also owned 34% of all #TreatYourself mentions on Twitter. The positive sentiment was contagious as both people receiving gifts and those just following the journey tweeted about the campaign. The results extended past the one day campaign, with those people receiving gifts posting tweets and photos later that week. “Love watching @Paypal grant #TreatYourself wishes tonight. It's like the internet's own, personal fairy godmother.” “Consider me blown away. Thank you so much @PayPal. #TreatYourself” “mm awesome! Thank you @paypal for making me smile #TreatYourself” “And then @paypal became twitter's golden cupid. You guys, they're gifting me FRYE BOOTS. Um, what?! #TreatYourself”

Doritos Locos Tacos Tweet-Off

As a pre-launch to the 2012 national launch of the Doritos Locos Tacos, Taco Bell executed a Twitter campaign to connect with our audience, build demand and celebrate our influencers. Doritos Locos Tacos had only been available in a few select test markets, but we wanted to prime the pump for a national roll out. The Doritos Locos Tacos Hometown Tweet-Off competition’s grand prize included giving a winning town in America Doritos Locos Tacos a week before the rest of the country. The rules were simple – the person with the most retweets stating why their town should get the Doritos Locos Tacos, wins. Thousands of tweets later we had our winner. A week after, Taco Bell landed in Fuquay, North Carolina to congratulate our winner, Zach, and his town with hundreds of Doritos Locos Tacos. Zach beat out celebrities and everyone else in the nation to be the first to have the Doritos Locos Tacos. Zach’s high school peers were so excited, they nominated him for Prom King!The Doritos Locos Tacos Hometown Tweet-Off was a huge success. This competition gave this revolutionary new product a fanatic following even before it was nationally available. By the end of the competition, still a few weeks out from the launch, #DoritosLocosTacos had been tweeted over 24,000 times. 74 percent of the Doritos Locos Tacos conversations included #DoritosLocosTacos and #Contest, showing that the Doritos Locos Tacos conversation was driven heavily by the Hometown Tweet-Off competition. Consumers were aware of the product launch and built an incredible amount of buzz around it. Not only were conversations flooding Twitter regarding the Hometown Tweet-Off, but conversation about Taco Bell on Twitter increased 217%. That is over 11,000 tweets per day. Taco Bell attracted new followers during the Hometown Tweet-Off, receiving, on average, 833 new followers each day. The Hometown Tweet-Off competition did more than simply shower the winner and his town with Doritos Locos Tacos. The Tweet-Off built a following of Doritos Locos Tacos fanatics and gave them a stage to share their love of the product and contributed to the success of the national launch.

smart USA: Poop Tweet

Produced by: Razorfish

People were talking a lot of sh*t about smart on Twitter. The car’s size, safety and style were all 140-character punch lines. So we had a choice. We could ignore the haters. Or we could use our unique voice to change their minds. As part of a larger program geared to humor our haters, we struck back at a tweet that said, "Saw a bird had crapped on a Smart Car. Totaled it.” We used elaborate math and even called farmers to see just how much bird crap it'd take to dent smart’s high-strength safety cell. The stats became an infographic, and we sent our reply. Three days later, we’d turned the sh*t -talking into respect. A simple interaction between a brand and its critic became a worldwide phenomenon. @adtothebone, once a critic of smart’s safety, retweeted our response to his thousands of followers, and followed up with a glowing blog post detailing how smart had earned his respect. His followers immediately began sharing and celebrating it on their own. From there, the content spread organically – without smart having spent a single media dollar – across global news sources, Twitter feeds, and blogs. It hit the #1 spot on Reddit twice in 24 hours, winning the admiration of its notoriously hard-to-impress users. BuzzFeed called it “brilliant.” Forbes applauded our willingness to have some “attitude.” And Mashable said, “This may be the best response from a brand yet.” Soon enough, it was making global headlines in newspapers from London, Australia and Ghana. And it was featured on CNN’s morning news program, with its hosts barely able to contain their amusement at the brand’s use of “funny yet impeccable math.” Yet beyond the humor, the Poop Tweet accomplished a major goal for the brand. After years of being a punch line for a perceived lack of safety, as the Daily Mail pointed out, a single tweet helped “millions [become] aware of smart’s tridion safety cell.” In fact, organic searches for “tridion safety” cell spiked 333%. In just three days, the Poop Tweet generated over 22 million impressions. The brand’s Twitter page saw a 1,755% increase in follower growth. The infographic received over 15,400 clicks, which amounted to 82 times the brand’s average Twitter reach. It also helped change online brand sentiment, with smart’s positive sentiment increasing by 27% and its negative sentiment dropping by 13%. Now, smart’s unique voice is changing the minds of more and more critics, as we continue to humor our haters the way only smart can.

Nigel Barker and Nissan Introduce America’s Next Top (Car) Model

Produced by: Zócalo Group

For the world premiere of the completely redesigned 2013 Altima, Nissan enlisted the help of Nigel Barker, former America’s Next Top Model judge and photographer, to create buzz and social conversation around the reveal at the New York International Auto Show. With his eye for design, Nigel gave fans an exclusive look at the bold, new design of the Altima. As part of an aggressive new vehicle program launch, Nissan announced plans that it would introduce five all-new models in the next 15 months, kicking off the first with the global debut of their fifth-generation Altima at the New York International Auto Show. But with other automakers trying to make waves and compete for share of voice, Nissan needed to make a big splash. As the latest version of Nissan’s best-selling model, the all-new 2013 Altima was completely redesigned from the ground up, noted by its new premium exterior styling and upgraded interior. With the Altima’s focus on style and design, Nissan enlisted the help of celebrity photographer and former America’s Next Top Model judge, Nigel Barker, to introduce “America’s Next Top (Car) Model,” the 2013 Nissan Altima. As an expert in design and fashion, Nigel could offer fans an insightful perspective and a keen eye on the Altima’s stylish redesign. To give fans an exclusive, up-close look at the 2013 Altima, Nigel was given full reign over the @NissanNews Twitter handle for the day of the reveal: live-tweeting photos and commentary on the bold, new design of the Altima. To leverage Nigel’s existing fan base, the Twitter takeover was promoted on his personal social channels in advance of the reveal, encouraging fans to follow him on @NissanNews the day of the event. Additionally, the @NissanNews Twitter background and icon were rebranded to highlight Nigel’s participation. To further showcase the details of the innovative new design, Nigel conducted a series of short interviews with Nissan executives that highlighted the latest features and inspiration behind the 2013 model, providing a fun and fresh approach to a typical product walk-around video. Consumers and fans were also given the opportunity to submit questions about the all-new Altima during a live Twitter chat, co-hosted by designer, blogger and writer Erin Loechner, of <i>Design for Mankind.</i> The reveal of the 2013 Nissan Altima, with the help of Nigel Barker and Nissan’s first-ever Twitter takeover, was an overall huge success. <bold> Nissan generated 2.5 MM social impressions, with Nigel’s photo tweets receiving 16,736 views and 281 retweets. Additionally, Nissan led the social conversation surrounding New York Auto Show with a 25% share of voice among competitors and over 6,091 mentions. </bold>

DoubleTree by Hilton Little Things Project Campaign

Produced by: DoubleTree by Hilton

DoubleTree by Hilton set off on a mission to ask travelers what “little things” would make their travel more enjoyable. Based on 5,000 responses through social media, the brand created a year-round, pop-up event tour to surprise and delight travelers with those “little things” they said they wanted - from exclusive deals in the cities they are visiting, free Wi-Fi, charging stations, and free chocolate chip cookies. The team created “Swarm Cars” in select cities to deliver real-time “little things” requests that the brand received on Twitter. The Little Things Project became an invaluable Listening Tour, with thousands of consumers providing DoubleTree with ideas for what would make their travel experience better via iPad, Twitter and magnets. In addition to aggressive traditional and online media outreach, DoubleTree and its agencies supported the tour with social media engagement, online sweepstakes and contests, targeted email communications and in-market street teams.The DoubleTree by Hilton Little Things Project campaign set the following goals when they launched the nationwide tour and were able to achieve the following results: Goal 1: Drive social media impressions 10K new Facebook fans, 2K new Twitter followers, 10K sweepstakes entries RESULT: Achieved 41M Twitter Impressions, Facebook page is reaching more than 47M people during promotional period and over 650,000 sweepstakes entries. We have gained over 7,000 new Twitter followers, 20% increase. 4,900 mentions, 1,949 Retweets, 2,685 tweets sent. Over 24,500 new fans (16% growth) on Facebook and the Little Things Project Facebook app had over 28,000 tab views. Goal 2: Reinforce alignment with Hilton HHonors and drive enrollments 3K Hilton HHonors sign-ups RESULT: By requiring the sweepstakes entrants to be Hilton HHonors members it encouraged enrollments to the loyalty program and we received almost 9,000 new Hilton HHonors memberships. Goal 3: Generate Traditional Media Impressions 100M impressions; 1 national print; 1 national morning show RESULT: 3.2media impressions, via 700 placements in print, broadcast, radio and online outlets. On launch day, the team successfully ambushed NBC Today Show on launch day with three appearances at Rockefeller plaza and gave away “little things” to hosts Matt Lauer and Anne Curry. Additionally, DoubleTree by Hilton executives held a media tour on launch day with the Associated Press, New York Post, Travel + Leisure, TheStreet.com, Wall Street Journal. Also, DoubleTree by Hilton executives appeared on FOX News to promote the Little Things Project in two separate interviews. Additional coverage included Good Morning America Photo of the Day (Swarm Car), Fortune, PR Week, local NY media and numerous local print and broadcast outlets such as Boston Globe, Boston Herald, LA Times, Washington Examiner, San Francisco Chronicle and Atlanta Journal-Constitution. Goal 4: Drive Foot Traffic to Little Things Project 2,500 average visitors to the Tell-Me-Tree in top 20 markets RESULT: Met or exceeded goals in all markets, with an average of 3,000 “little things” being distributed per market. Goal 5: Collect Listening Tour Responses 250 consumer responses per market explaining what would make travel brighter RESULT: Received more than 40,000 responses via magnets and iPads at the events as well as Twitter and Facebook — over 800 responses per event.

Live Twitter Feed in a Magazine

Produced by: OMD

For CW’s 2012 Fall Launch, we introduced the first-ever Live Twitter Feed in a Magazine. By adding an active 3G data chip to thin digital video screens pull in a live feed of tweets from the CW Television Network. The targeted insert ran in the October 5th, 2012 issue of Entertainment Weekly. For the first time ever, technology has reached a threshold that empowered us to connect a traditional print magazine wirelessly to the internet. This allowed us to pull live social media, specifically from Twitter, into the physical pages of a magazine, forever changing the creative possibilities of the platform. Being the first to develop and introduce this technology is a real coup for CW. This big idea not only gave the network the attention that they were looking for, but it also spearheaded advancement into the future of media. This big idea grabbed headlines in mainstream press and drove massive chatter for CW. The insert achieved a 725% over-delivery in media value for its 227MM estimated impressions from the press reports. Coverage included NBC’s Rock Center with Brian Williams as well as various other high profile news sources and blogs. The online press alone generated over 36,000 social shares and thousands of tweets. CW had a very successful Fall launch, as Arrow debuted with a 1.3 rating (adults 18-49) and 4.02 million viewers, making it the network's best premiere since The Vampire Diaries and the most-watched telecast for the network in three years. With the buzz surrounding the new and returning Fall shows on CW, the Live Twitter Feed in a Magazine is putting the spotlight on the chatter in a way never done before. This groundbreaking execution is yet again raising the bar for what is possible in print media.

Pretty Little Liars #TheBetrAyal campaign

Produced by: ABC Family

Pretty Little Liars is known for generating a lot of social media buzz but we needed to take it to the next level when promoting the summer finale of Pretty Little Liars in August 2012. We announced that someone on the show was going to be revealed as being “guilty of the ultimate betrayal.” To drive excitement for this episode, we created an integrated on-air/online campaign called #TheBetrAyal to get fans talking about who would be revealed as the betrayer in the summer finale. The center piece of this campaign was #TheBetrAyal Suspect Tracker” App.The summer finale of Pretty Little Liars became the #1 “most social” TV series episode in history, breaking records with over 1.6 million comments according to SocialGuide The buzz began growing three weeks before the finale date when we launched #TheBetrAyal campaign. Our on-air promo campaign teased that someone was going to betray everyone else in the summer finale episode. The hashtag #TheBetrAyal was featured in the spot. At the same time, we launched “#TheBetrAyal Suspect Tracker”, an App which lived on Facebook and abcfamily.com. We narrowed down “The Betrayer” list to 12 suspects and encouraged fans to tweet their vote for who was guilty of the ultimate betrayal. The order of the suspects updated in real time based on votes. Hundreds of thousands fans checked out the App. Talent and journalists tweeted their votes as well, helping to fuel the buzz! We included the hashtag in our tweets from our Pretty Little Liars handle. #TheBetrAyal campaign drove massive buzz leading up to the finale and during the finale, buzz reached a peak of 36,000 tweets per minute. And most importantly this buzz helped fuel ratings. Pretty Little Liars hit Season 3 highs in nearly all key demos including Total Viewers, standing as the show’s most-watched summer finale on record.