Best Use of a Hashtag on Twitter

Archived from the 6th Annual Shorty Industry Awards

Winners

The Voice: Instant Save

Produced by: The Voice

The Voice hits all the right notes on-air, but what's happening on social really sets The Voice apart. The show is built from the ground up to have the most meaningful, entertaining social experience on television. Fans expect nothing less from the show that pioneered Social TV. During Season Five, The Voice introduced its latest social innovation: The Voice Instant Save, a fully realized TV/Social integration that empowered fans to significantly impact the on-air show by using social. In earlier seasons only Coaches had the ability to save a contestant from elimination, but with Instant Save now America could have its say by activating on Twitter. Here’s how it worked: each week, when the bottom three contestants were announced, the audience could choose which contestant would avoid elimination by tweeting their favorite using the hashtag #VoiceSave. The payoff was immediate, with the tallies announced five minutes later live on-air. In the past it wasn’t possible to use Twitter hashtags as part of voting. There just wasn’t a way to quickly provide numbers with absolute certainty. But by partnering directly with Twitter and Telescope, The Voice had a verifiable solution that met the expectations of the audience and the lawyers. The Result: A comprehensive, entertaining TV/Social integration that created excitement in the broadcast and unique audience engagement on Twitter. The Voice Instant Save redefined TV/Social integrations by empowering the audience to significantly impact the show by natively using Twitter. • The Numbers: According to Social Guide, the results were massive for a competition reality show such as The Voice: in just the first four episodes with Instant Save, The Voice generated almost 3.5 million tweets. And during the season, Twitter followers shot up almost 50% to 2.5 million, impressive for a show in its fifth season. • Why It’s New: Previous voting integrations for similar programs might have users register via social, or vote via methods such as Direct Message that aren’t really social. But Instant Save allowed the audience to vote using Twitter the way they actually use Twitter: by simply tweeting their selection. Previously, that simple functionality unavailable for a reality competition series to use because shows like The Voice require absolute certainty with voting results. It was only by working closely with Twitter and Telescope – the industry leader in social TV solutions – that a verifiable method was developed. • What Twitter Says: “From its first episode, 'The Voice' has pushed the boundaries between the show and the audience, using Twitter to break convention and engage fans in totally new and unexpected ways. And now, with the Instant Save, they're pushing the envelope again, giving fans at home as much power as the coaches." And: “The Voice's Instant Save will be the first time Twitter will be used for an actual voting decision during a show.” --Fred Graver, Twitter Head of television partnerships • On-Air Integration: The Instant Save played out live on broadcast television. Each episode, host Carson Daly talked through the Instant Save, directed the audience to activate on Twitter, built the tension while America voted, and then announced the results live on-air. Not only did the Instant Save dramatically impact the results of the show, it actually filled a significant part of the on-air episode with social content. • Social Integration: The Internet rallied behind Instant Save. The official Voice accounts on Twitter, Facebook, Instagram, Tumblr, and Vine drove the conversation, and then fans, influencers, celebrities took to Twitter both to vote and to rally their followers.

Finalists

Purina: #PetsAtWork

Produced by: Deep Focus

Our challenge was to gain exposure for Purina’s commitment to Pets at Work Day by generating a large volume of small, personal actions endorsing the idea, tying the overall Pets at Work (PAW) movement to Purina’s pet-friendly office policies. We needed to position Purina as small, human, personal and authentic, building trust in the brand and driving engagement with PAW content posted on Purina’s social channels, as well as driving site visits to Purina.com’s PAW hub. We started by creating an operation to discover topics pet lovers care most about and making sure Purina could add value. We then quickly crafted expert content (within two-hour windows) and tweeted it directly to people talking about #PetsAtWork to see what popped. Celebrity tweets — the only paid media used — helped catalyze these conversations. A command center in our New York office — backed by a social team with Purina in St. Louis — ensured that our team produced a large volume of qualified, engaging, and customized tweets without any major hiccups or errors. Purina’s message reached a highly engaged audience, at scale, very quickly. The brand took complete ownership of the conversation around Pets at Work Day to the exclusion of competitors. Our team sent a total of 258 tweets. The results were staggering: • 89% retweet rate • 117% response rate on tweets sent • 326% lift in brand reputation pre/post • 3,382,006 impressions generated on branded content (Twitter) • 37,349,387+ total people reached on day of event (Twitter) The retweet and response rates far exceeded the average both for Purina and across other sectors (@NYTimes sees about a 70% RT rate on breaking news). The campaign raised awareness of workplace content on Purina.com, yielding a total of 46K+ total page views between 6/17–6/23 (a 7x increase over the previous week) and increasing page views on Purina.com by 34% pre vs. post. Who says you can’t get great results from 1-to-1 social interaction?

MasterCard - #PricelessNewYear

Produced by: R/GA New York

For the past 25 years, MasterCard has been a brand that has celebrated Priceless moments in culture. As a financial brand, we took the stance that some things were beyond money, and that the most important moments in life were the ones you spend with the people who matter most, rather than the things you choose to buy. This past New Years Eve, we were looking for a way to bring that core principle to life in a new way. We needed to figure out how we could we bring the notion of “Priceless” to life on a night when nearly every person, across the globe, was paying attention to the same moment (the clock striking midnight). And how could we make our brand relevant and meaningful on this night of celebration. We chose to focus our efforts on the place where more people are gathered to celebrate this occasion than anywhere else in the world – Times Square. If we wanted to create something big, visible, and impactful, there was no better central home. And with an opportunity to place media on digital boards throughout Times Square during NYE, we had incredible visibility to the revelers below. But breaking through would be a challenge. Times Square is already an incredibly noisy and chaotic environment—even more so during NYE, when thousands of people descend upon the area to ring in the New Year. Standing out, and getting people to participate in a MasterCard idea, would require something quick and easy to get. Something that would seamlessly fit in to the celebrations of the evening. Our idea was simple: take a picture of your celebration, or share your favorite moment from 2013, tag it #PricelessNewYear, and you could be featured on the big screens in Times Square during the NYE countdown. It was a simple way for MasterCard to participate in an annual ritual, and add something to the experience. Importantly, we knew that we were tapping into an existing behavior, rather than trying to get people to do something a brand was asking them to do above and beyond their typical celebration. The results were phenomenal. We delivered over 665 million impressions, and more than 2 million actions around #PricelessNewYear in the 2 weeks leading up to 2014 and NYE. We saw nearly 12 thousand mentions of #PricelessNewYear on NYE alone, as well as over 700 thousand likes, comments, and shares on Facebook. Not to mention 1.2 million clicks, retweets, replies, and follows from our Promoted Trends and Tweets. In the end- MasterCard helped to make New Years Eve more amazing for not just people who were there, but for our fans around the world. And that is what Priceless is all about.

#theworldneedsmore

Produced by: Leo Burnett New York

When a disaster strikes, aid workers need resources like food, shelter and medicine to help the victims. In 2013 the United Nations asked us to help generate funding for humanitarian aid so that they have the resources they need for both ongoing and new humanitarian aid efforts. While people want to help disaster victims, often the only resource they have to give are their words – words of support, strength, hope and peace which are seen across social media. Our solution was to turn people’s words into real action. Introducing ‘The World Needs More’ – a first of its kind marketplace for words designed to turn peopleʼs words of support, into real action. The idea is simple: Brands and individuals are invited to sponsor a word they think the world needs more of. Every time that word is shared using #theworldneeds more, a percentage of the sponsored amount is unlocked. So the more words people share, the more money is donated. ‘The World Needs More’ was covered in major news and entertainment channels around the world including MTV, Bloomberg Business and Forbes as a new model to turn words of support into real resources. Over 2.5 million words shared to date, generating over $700,000 in first 3 months of the platform which goes directly to United Nations humanitarian aid efforts. The campaign has earned over 1 billion media impressions to date, and the United Nations have made it a permanent platform to help support humanitarian aid efforts around the world. RESULTS / IMPACT -1.3 billion social media impressions -Over 2.5 million words shared to date -Campaign Hashtags #theworldneedsmore #WHD2013 trended worldwide -Over $700,000 raised in first 3 months which goes directly to UN humanitarian aid -Campaign Hashtags #theworldneedsmore #WHD2013 trended worldwide -More than 100 events held for World Humanitarian Day -Debuted 'One Voice' music video with David Guetta on the facade of UN Headquarters - a first for the Organization -Created one of the largest ever Twitter walls with tweets of support for the campaign featuring on UN Headquarters --1 Billion media impressions generated through traditional and online media -Earned major international news and entertainment PR including New York Times, USA Today, NPR News, Daily Mirror, CNN, The Huffington PostMTV, Bloomberg Business and Forbes -Idea has been made a permanent UN platform to help support ongoing and new humanitarian aid efforts

#SFBatKid

Produced by: Clever Girls Collective

On Friday, November 15, 2013, five-year-old cancer fighter Miles, aka #SFBatKid, got his wish to become a superhero with the help of Greater Bay Area Make-A-Wish Foundation and a social media campaign created by Clever Girls Collective. San Francisco was transformed into Gotham, complete with bat signal and Police Chief Greg Suhr's plea for help. Miles, in full Batgear, and a grown-up Batman rescued a damsel tied to cable car tracks, stopped the Riddler's bank robbery, paused to eat a burger, then thwarted the Penguin's attempt to kidnap beloved SF Giants mascot, Lou Seal. To cap the day, Mayor Lee presented Miles with a key to the city. Tens of thousands of supporters lined the streets to cheer for Miles. And online? Those ranks swelled to hundreds of thousands. Well-wishers including President and First Lady Obama; famous Batman actors Val Kilmer, Christian Bale, and Ben Affleck; other celebrities including Britney Spears and Enrique Iglesias; sports teams including the San Francisco Giants, the San Francisco 49ers, and the Golden State Warriors; and even an astronaut at the International Space Station. They sent their encouragement via tweets, Instagram photos, and Facebook updates—and the president notably congratulated Miles via his first ever Vine video, saying: "Way to go, Miles. Way to save Gotham!" Thanks to social media, "regular" people also added their voices to the chorus of support for Miles, and created an electronic outpouring of emotion that generated an estimated 1.7 billion social impressions. On November 3, roughly two weeks before Miles' big day, Clever Girls Collective founder Stefania Pomponi contacted the San Francisco chapter of Make-A-Wish after reading a blurb on a local blog about San Francisco being turned into Gotham for a five-year-old Batkid. She knew that with a social media push, the wish had the potential to go viral. Make-A-Wish Greater Bay Area Executive Director Patricia Wilson quickly accepted, saying she hadn't even had time to issue a press release about the event. Within 24 hours, Clever Girls Collective created the social media plan and began coordinating with partners like Twitter, Livefyre, and Simply Measured, which monitored all of the social media activity. Within 48 hours, Twitter secured the @SFWish and @PenguinSF Twitter handles, and on Friday, Nov. 8, just five days after Clever Girls Collective first contacted Make-A-Wish — and exactly one week before the big event — the social media plan was launched and pre-promotion began. Clever Girls works with big brands every day that want "something viral." Although you can't force virality, a great story and authentic engagement can help it happen. People respond to significant stories via social media, whether you want them to or not, and whether you participate or not. Goal one is a story worth telling. The second goal is to do everything possible to steer the conversation and make it easy for people to contribute to your narrative. Batkid is pretty much the greatest story ever, so that was easy. We knew the real work was steering activity. We focused on setting the social media stage so that the story — which deserved to go viral — actually could. Step 1: Social Media 101 set-up We made information easy to find and understand, including a Facebook page, and detailed blog post distributed through a single URL. We used the official @SFWish Twitter handle for real-time information and the @PenguinSF "villain" to amplify the narrative. Most importantly, we established #SFBatKid as the official hashtag, and set up Simply Measured social media listening tools to monitor and measure activity. Event organizers were involved from the get-go and everyone was enthusiastic about what would happen, how, and when. Step 2. The script Much "day of" activity was unscripted and off-the-cuff, but the entire scope of social media support was planned well in advance. Using Batkid's itinerary, we wrote a Twitter script identifying key points, photos, and videos to include, and when. Step 3. Staffing We had a dozen people on-point, starting at 6 a.m. One team traveled with Miles, reporting and photographing goings-on, and supporting Tweets from @SFWish, including the photo retweeted by President Obama. A second team pushed scripted Tweets to the #SFBatKid hashtag. Dedicated staff watched news feeds and Tweet streams to stay on top of the story as others were telling it, adjusting ours as needed, and responding to the many high profile tweeters. Hugely important? Every member of the Clever Girls team was empowered — and encouraged! — to engage. A successful social campaign requires authentic, in-the-moment interactions to resonate with people and bring the story to life. Step 4. Measure the impact From November 5 until about 5:00 PM on Saturday, November 16, Clever Girls Collective has tracked over 500,000 individual tweets using the official #SFBatKid and the unofficial #batkid hashtags, generating over 1.7 billion impressions.

Charmin #TweetFromTheSeat

Produced by: MSLGroup

40% of young adults admit to using social media in the bathroom* (and those are just the people who admit to it). At our core, Charmin is all about giving people a better bathroom experience and it is important to us that this translates to how we engage with consumers on Twitter. And of course, we love potty humor. * http://news.yahoo.com/40-young-adults-admitted-using-twitter-toilet-rest-141931025.htmlFor Charmin, Twitter is a powerful engagement vehicle - a vehicle through which we build relationships with consumers through fun, entertaining, and valuable content all that ties back to bathrooms. We call it "winning hearts." • From partnering with Vine's biggest stars (https://twitter.com/Charmin/status/422933828861054977) • To engaging with real-time topics (https://twitter.com/Charmin/statuses/420415996340764672) • To creating our own conversations on major holidays #CharminLoveNotes (https://twitter.com/Charmin/status/434360507550556160) • To giving insight into our advertising strategy (https://twitter.com/Charmin/status/431623408346861569) We are always looking for ways to create and join conversations. But where we have really found magic is through #TweetFromTheSeat. A simple search on Twitter will show that it is immediately associated with Charmin - an accomplishment that we are proud of. Take a look for yourself: • https://twitter.com/Charmin/statuses/430160153866797057 • https://twitter.com/Charmin/statuses/308239689159172098 • https://twitter.com/Charmin/statuses/397371154354429952 • https://twitter.com/Charmin/status/416343258940571648 Last week, Time Magazine (http://newsfeed.time.com/2014/02/12/study-young-people-love-to-tweet-from-the-toilet) called us the “Sassiest Brand on Twitter”. In the past year, we've received accolades from the likes of the NY Times, Business Insider, Mashable, Media Bistro, Buzzfeed, and Ad Age. But at the end of the day, if we have won the hearts of Charmin's consumers then we have done our job. We will let them do the talking: • https://twitter.com/StephHerold/status/434372398272352256 • https://twitter.com/JaxsonOak/statuses/392092186331721728 • https://twitter.com/ChristinMielke/statuses/403549356822777857 • https://twitter.com/selenalarson/statuses/426526936198701056 • https://twitter.com/sighjamie/statuses/357606634559766530

Pepsi Summer of Fan Armies

Produced by: OMD

Socially fueled campaigns were not new news for advertisers in 2013, but Pepsi was the first brand to ever enable consumers to determine an artists’ next early release from a new album by use of Twitter hashtags. Pepsi was able to use its long history with music to justify its role in the promotion and consumers appreciated and understood that only Pepsi could bring them this level of insider access and influence. Fans around the world spread the word of this opportunity, creating massive buzz and leading the campaign’s cobranded hashtags to become global trending topics on Twitter on 3 different dates. Pepsi set out to make Millennials an active part of its summer music program by using its rich history in influencing pop culture to create a social media campaign that enabled consumers to unveil top-secret song titles, lyrics and samples from Katy Perry’s new and then unreleased album, Prism. To bring the program to life, Pepsi crafted unique social challenges that were hosted on Twitter, the social platform that was the most active for Katy Perry and her fans. Key insights about Katy’s fanbase were considered in determining the challenges– what they talk about, what they create, what drives them to be a part of the “fan army.” Knowing that the “KatyCats” are a rabid fanbase that was yearning for insider access, Pepsi teamed up with MTV to provide Katy’s fans with behind-the-scenes peeks at her new album that had never been shared with the public. Through social media posts, on-air promo spots and integrations on MTV News, fans were alerted that this exclusive content would only be unlocked once they hit a certain tweet threshold, incentivizing them to use Pepsi’s co-branded hashtags hundreds of thousands of times. On the weekend of the MTV Video Music Awards, Pepsi opened voting and encouraged fans to tweet with one of two dueling hashtags (#DarkHorseNow or #WalkingOnAirNow) to decide which song would be Katy’s next early release from her new album. Moments before Katy took the stage at the VMAs, an MTV News correspondent announced the winning track, Dark Horse, live on air and credited Pepsi for making the experience possible. To deepen engagement even further, consumers who had tweeted and signed up for Pepsi’s consumer loyalty program were awarded a free download of the track on iTunes. A program like this one, which empowered fans to decide Katy Perry’s next early release, amplified Pepsi’s history in influencing pop culture by taking its involvement with music to the next level and asking consumers to do something they had never been able to do before. To accelerate the brand in the marketplace, Pepsi used social media to rally Katy Perry’s fans around the brand and encourage them to make use of the co-branded hashtags to unlock exclusive content. By providing consumers access behind the scenes of Katy’s new album, the brand unlocked a world of social energy as fans declared their thanks to Pepsi for bringing them closer to the content they craved.

UN WOMEN

Produced by: Memac Ogilvy & Mather, Dubai

Title of Entry: The Autocomplete Truth Client: UN Women Product/Service: Gender Equality Date of First Implementation: April 18 2013 Short Description of Campaign (500 words) In this day and age, it’s practically unthinkable to consider gender inequality as a persisting issue. UN Women however, sees that despite decades of global advancement, discrimination and prejudice towards women is still rampant across the globe. We needed to lay this bare to audiences in both developed and developing societies, with the intention to reignite a conversation everyone thought was finished. Using Google’s autocomplete function, fed by over 6 billion searches every day, we held up a mirror to the world and exposed the hidden truth on gender bias. The shocking search results became the faces of our campaign, driving people to join a global discussion on social media through our campaign hashtag (#womenshould). The conversation was further amplified through outdoor, posters, an online film that was seeded throughout news sites, blogs and social media, as well as exposure through Global PR summits and educational debates worldwide. The impactful nature of the imagery allowed our message to travel far beyond the original borders of a print medium, transcending through multiple channels which all worked together to transform the world into one enormous UN forum for the people, with our campaign hashtag at the center of it all. By exposing these shocking sentiments through a technology that is extremely familiar to all of us, it was instantly powerful in striking a chord with people and driving them to try it for themselves. And upon seeing the evidence with their own eyes, this further compelled people to share their own findings across social media. Whether it was in English, Spanish, French, Swedish, Arabic or Mandarin, the perceptions that people discovered were undeniably universal. The campaign furthermore inspired people to experiment with global perceptions on a vast array of other social issues. As a result, individuals and organizations around the world were motivated to replicate our campaign’s design and create branded content of their own, a design process which was made simple to reproduce. This flurry of content became a newfound outlet to expose other inequalities in the world. From religion, politics, sexual orientation, race to mental illness and even ageism, the content that has spurred as a result of our campaign allowed countless communities worldwide to voice their societal concerns and expose inequalities that needed to be talked about too, paving the way for real change. For a newly established entity such as UN Women, with constrained budgets, the campaign was an effective way to reaffirm the organization’s urgent need to continue its humanitarian efforts for women around the world.Social Good Campaign This campaign raised awareness of women’s inequality across the globe and enable dialogue to begin on the topic. An issue which people thought was finished was reignited by a series of 4 strikingly simple print images and which was furthered by a video. UN Women found the global debate which the campaign enabled to be extremely heartening. The results of the autocomplete searches which the campaign highlights serve as a shocking reminder of how far we still have to go to achieve gender equality worldwide. By enabling a conversation to be started, we are happy to make an impact on at least just one person’s life and perception. The campaign was named ‘Most Shared Ad of 2013’ (Adweek) and ‘Social Good Campaign of 2013’ (Ad Council), and over 755 Million people who had the opportunity to see the campaign. What makes this a social good campaign is much more than just creating news headlines across the globe in leading publications, (BBC, The Guardian, Time, Huffington Post, CNN, Times of India, ELLE, La Figaro and more) it drove men and women to debate gender equality. This debate happened on social media, TV talk shows, radio stations, blogs, PR summits and even in classrooms worldwide. The campaign sparked a truly global discussion, putting gender equality back on the agenda. Best Use of Hashtag on Twitter With no paid promotion, the #womenshould which UN Women first tweeted became an overnight viral sensation. The hashtag and messaging created 134,000,000 twitter impressions. The organic spread of #womenshould was a truly global phenomenon, being tweeted about in over 50 countries. Best Viral Campaign The campaign was written about in over 590 articles, blogs and news stories. It was featured in leading TV shows, radio shows, PR summits and even shown at NASCAR races. It created 134,000,000 twitter impressions. The minimum estimated number of people who had the opportunity to see the campaign is 755,000,000. Ad Week named it the ‘Most Shared Ad of 2013’ as their article on the campaign was shared 116,000 on Facebook. The phenomenal aspect of our results is not only the insanely huge amount of people that had an opportunity to see it, nor just the multiple outlets on which it was shared. More importantly and a tremendous reflection of what ‘viral’ really means is the way the campaign kept expanding to reach different media channels as it was re- shared, re- visited, re- expressed and re- viewed. This multiple level of outreach was our most satisfactory belief in the campaign’s success.

Honda Summer Clearance

Produced by: RPA Advertising

In support of the annual Summer Clearance Sales Event, Honda launched a unique social media campaign in which the brand directly engaged with Twitter users utilizing real-time Vine videos. Honda responded to tweets with the #wantnewcar hashtag with live Vine videos encouraging users to ditch their old car and purchase a new Honda through the Summer Clearance Sales Event. In addition to the social media component, the Summer Clearance event was supported by television, print, digital and radio advertising leveraging the #wantnewcar conversation and user-generated tweetsWhen Honda promoted #wantnewcar, Twitter users were urged to vent about their need for a new car for a chance to receive personalized Vine video responses directly from Honda, all shot and uploaded in real-time. This campaign provided a new and unique way to remind people that summer is the best time to get a great deal on a Honda. The Vine videos included news of the Honda Summer Clearance Sales Event in an organic way specific to the users’ concern. The Summer Clearance Sales Event campaign also featured eight TV spots that showed various Honda dealers humorously responding to real tweets, while finding alternative cars and deals for viewers to consider. Print creative ran in top consumer weeklies, and online ads were featured on top automobile and consumer websites. A home-page takeover on “USA Today” pulled in @Honda’s live Twitter feed for viewers to keep up with the Vine video responses. The #wantnewcar-promoted trend on Twitter took place on 7/15. The #wantnewcar effort received over 6,000 tweets, which gave us lots to Vine about. And each response was unique. Internet celebrities participated. Rebecca Black dropped by. And other brands participated, including Bejeweled Blitz, Purina Cat Chow and Oreos. Honda tripled the normal level of engagement for an automotive-promoted trend. The #wantnewcar social efforts alone received nearly 200 million impressions—with coverage in Mashable, AdAge, Fox News 44 and IAB SmartBrief. All that attention contributed to more important statistics, like the best August sales ever and a substantial increase in market share – from 9.0% to 9.9%. By starting with real conversations, Honda created an innovative campaign that drove sales, engaged our target in a new way, and made a summer sales event something a whole lot bigger.

#YoureDoinItRightWhen by Singley + Mackie for YP.com

Produced by: Singley + Mackie

#YoureDoinItRightWhen YP Promoted Trend from Singley + Mackie on Vimeo How do you go from “the phone book company” to a top 10 app on iTunes? With a Twitter promoted trend that shocks and awes. YP.com tasked Singley + Mackie (singleymackie.com) with starting a conversation about "doing" that would create massive brand awareness and increase share of voice. After tracking and analyzing months of hashtag behavior, Singley + Mackie came up with the sentence-starter #YoureDoinItRightWhen. The result? Over the course of the 24 hour takeover, the hashtag was used over 53,000 times - 5-40x more volume than any of the Promoted Trends in the week prior or the week after. Watch the video above for more impressive statistics. Ultimately, the hashtag achieved 14 hours of organic lift in addition to the paid efforts, making it one of Twitter’s most successful Promoted Trends ever. The idea was simple: choose a hashtag that could have been created organically to encourage organic use. Focus on fun and action, while tying it back to the YP product. Users that might otherwise ignore a paid campaign got in on the action because it fit in so seamlessly with their Twitter experience. Everyone’s got an opinion, and the #YoureDoinItRightWhen promoted trend let users share theirs while achieving exposure to the new YP branding. Almost three months later, #YoureDoinItRightWhen is still mentioned daily by Twitter users, a unique achievement that other hashtag campaigns cannot claim.

Current Entries

DiGiorno: #DiGiorNOYOUDIDNT

Produced by: Resource

DiGiorno wanted to extend their reach to new audiences and be part of the football conversation throughout the NFL season without a large media spend or sponsorship. So we took that objective, thought about where guys were getting together to really follow and participate in the NLF season, and we recommended Fantasy Football as a smart place to "play". And then we came to the insight that men LOVE to talk smack if they are in a Fantasy league. So we took to Twitter and started to help people smack talk with a vengeance. All of which lived under a magical little hashtag called #DiGiorNOYOUDIDNT.Client: Um…is there anyway the hashtag for the Smack Talk campaign could feature the brand's name in it? Agency: Under normal circumstances…no. Hashtags with brand names in them don't really get the love. However…this one time…we managed to capture a unicorn for you. And that unicorn's name is…#DiGiorNOYOUDIDNT.

#ComedyFest

Produced by: Comedy Central

The first-ever celebration of comedy and comedians to be programmed on Twitter. And no drink minimum.For five days, over 60 comedians participated in 20 tweet-based events, all linked by a single hashtag: #ComedyFest. From a kickoff livestream featuring Mel Brooks' first tweet to a Vine mini-fest to interactive roasting to Q&As; with comedy legends, it was both #awesome and #unprecedented. Watch Mel Brooks join Twitter See all #ComedyFest events

#AdvancingtheDream: a call to action

Produced by: msnbc

Fifty years ago, Dr. Martin Luther King, Jr. lead the March on Washington, culminating in his famous “I have a dream” speech. Today, it's everyday Americans advancing that dream. So, msnbc celebrated the march's anniversary all summer long by asking our community how they were affecting change. Television, digital, and social came together to develop an opportunity for learning, sharing, and real world action. #AdvancingTheDream reached 25,000 mentions on Twitter with 249,008,641 impressions across 90 countries. Moreover, it became a call to action, challenging the community to honor Dr. King by taking steps to make real change today.msnbc celebrated the 50th anniversary of the March on Washington all summer long by asking our community how they were affecting change. We asked: “How are you advancing the dream?” And users responded with the hashtag #advancingthedream The result: Community members from 90 countries submitted their responses using the #advancingthedream hashtag, resulting in a gallery of stories from across the globe. The campaign hit 25,000 mentions on Twitter with 249,008,641 impressions. Inspired by the community response, 90 percent of our own msnbc hosts joined in the effort, not just telling but showing how they were advancing the dream. Hundreds of original photo submissions flooded our Advancing the Dream web page. The dynamic gallery allowed users to vote for their favorite submissions. These submissions were showcased on the historic anniversary live throughout msnbc's special coverage, and in dedicated television segments throughout the summer. In classrooms across the country #AdvancingTheDream took on a life of its own. We saw teachers from elementary schools to graduate programs encouraging their students to define ways they could affect change. Some even used mock Tweets to share their own #AdvancingTheDream responses. Toward the end of the campaign we rewarded the most active educators through a Google+ Hangout On Air. From enterprise editorial, such as one reporter’s road trip with the Dream Defenders, to real-world activiations, like Reverend Al Sharpton’s live show at the Apollo Theater, we met our audience at every medium. More than a hashtag, and more than a campaign, “Advancing the Dream” became a call to action challenging the community to honor Dr. King by taking steps to make real change.

#ZapposRecharge Broadcasts New York Fashion Week

Produced by: Mullen

Zappos breathed new life into New York Fashion Week with the hashtag #ZapposRecharge. It served as the inspiration for a pop-up lounge experience at Lincoln Center offering charging stations, BluePrint juices, complimentary massages, live streaming fashion shows and a wardrobe refresh courtesy of Zappos product and gift card giveaways every 30 minutes. The hashtag was incorporated into the overall creative design of the event space, brand ambassadors’ wardrobe, handouts, juice hang tags and used to share the action live from the Big Apple to Zappos’ global social following.For a fashion and style brand without a runway show or a physical retail space, this was a wildly creative way to join the fun of New York Fashion Week and broadcast those experiences to the Zappos communities across the web. The idea was built around the social shareability of a creative hashtag like #ZapposRecharge. The social conversations and visual content leveraging this hashtag generated 26.7 million impressions.

#ZapposGingerbreadMan

Produced by: Mullen

During the holiday season, the Zappos team lost their beloved Gingerbread Man who escaped from Las Vegas and ended up in Austin, TX. The only way they could find him was to enlist the help of one of America’s most social cities – Austin, TX. Local Austinites, armed with their mobile devices, were encouraged to join our social chase. Those consumers who spotted our Gingerbread Man around the city were asked to snap a picture and share his whereabouts on the hashtag #ZapposGingerbreadMan. These social actions equated to the capture of the Gingerbread man and participants were handsomely reward with Zappos gift cards. Zappos engaged one of America’s most social cities, with a call to action that enabled customers to do something they are already used to doing – being social! Zappos delivered holiday cheer, fun and a little weirdness with a Gingerbread Man hunt that was all routed via Twitter. 350 local consumers were rewarded for capturing the Gingerbread Man and sharing on the hashtag #ZapposGingerbreadMan. The social chatter and surround sound around this two-day event yielded 9.3 million impressions.

#TextsWithGran

Produced by: Ralph

The Twitter campaign for "Derek" baked the show's themes of kindness and elder wisdom into its voice and strategy in every message and activation. This approach began with the naming of "Derek" social accounts - "BeLikeDerek" on Twitter, Facebook, Tumblr, and Instagram. This name implied a challenge for fans to emulate Derek's compassion and selflessness, a prompt we hardwired into stunts throughout the campaign. Below is a summary of "Derek's" main and most effective social media activations on Twitter: We garnered initial exposure for the new Derek social accounts through a hashtag activation prompting fans to post their favorite quotes from the show with #BeLikeDerek (Tweet Example). Select entries were rewarded with exclusive #BeLikeDerek scarves, modeled by Ricky Gervais (Shown Here). Another early activation called "Who Wore it Bestest" set the "Derek" voice in humorous contrast to the often snarky tone of celebrity culture on social media. We paired very "Derek" tropes and visual cues with celebrities trending on Twitter, asking fans to choose which of two stars was wearing a "Derek" look better - from Dougie's bald head (Example), to Derek's frumpy cardigan (Example), to Kev's granny glasses and a mustache (Example). Fans appreciated the absurd pairings of Derek motifs with pop culture and the images tapped Derek into trending topics. With #TextsWithGran, the centerpiece of this campaign, we asked the show's creator Ricky Gervais to be the mouthpiece, utilizing his wide influence. The stunt was inspired by the popularity of funny text screengrabs ( Nathan Fielder's Twitter Prank and Damn You Autocorrect), and the tenderness we saw fans expressing for the elderly folks in their lives. We challenged fans to ask elders for life lessons via text message, screenshot the exchange, and tweet it to @BeLikeDerek with #TextsWithGran. Ricky Gervais kicked off the stunt (Link to Ricky's Tweet) and Derek accounts supported the campaign over the following week (Example Tweet). Organic coverage rolled in from sources such as Buzzfeed , Business Insider , and HuffPo. To conclude the stunt, we chose one entrant to receive a paid trip to visit her grandparents, and documented that trip via Twitter and Facebook (See Facebook Album). Building off this success, a recent activation for Random Acts of Kindness Week urged fans to submit their own acts of kindness (Kickoff Graphic) for a chance to receive an exclusive #BeLikeDerek scarf (Winner Announcement). To amplify growing fan engagement, @BeLikeDerek also hosted a live Twitter Q&A; called #AskDerek (See Graphic), which reached over 7 million accounts and made 90 million impressions. Select participants also received exclusive prizes (Example). On an ongoing basis, the Derek Twitter account engaged with influencer fans from Aaron Paul to the Crown Princess of Norway with custom graphics (Example) resulting in International press coverage of the Derek Twitter account, even making Norwegian Television News. The core messages of "Derek," which is positioned as a show about kindness and the elderly, at first glance posed a long shot for social media traction. Our challenge was to make the seemingly unfashionable themes of "Derek" engaging, relentlessly positive, and self-propulsive given the bulk episode launch. We achieved this through a finely tuned social voice, a series of highly shareable graphics, strategic collaboration with Ricky Gervais, and several successful fan activations that garnered positive media attention. For a niche show that had been previously aired on British television, "Derek" surpassed expectations for numbers of engaged fans and followers with continually growing engagement. "Derek" social channels have built a home for fans to relive favorite moments and themes from the show long after the initial bulk release, and to stoke enthusiasm for the recently-announced new season. The #TextsWithGran stunt utilized a custom hashtag which grew "Derek"'s social graph by 30% and engaged thousands of participants. The #TextsWithGran stunt is uniquely significant for the social sentiment it inspired. Fans and media praised the campaign for connecting generations, bringing the elderly into Twitter, and showcasing "what really matters" with a sense of humor (Sample Tweets). We endowed the popular idea of text screengrabs with a positive "Derek" spin, and the result was a hashtag campaign with a universal and feel-good appeal. Above all, it built the "Derek"'s reputation as an authentically uplifting voice in the social space. For a show whose themes and voice are underrepresented in social media for television, "Derek" found a way to stay true to its own brand while galvanizing its younger, connected fans and spreading positivity through all its channels and interactions.

#CES2014 at The International CES

Produced by: The International CES

Our usage of #CES2014 for The International CES was a collaborative effort across our entire marketing team that provided fantastic results. We made sure our hashtag was promoted across as many verticals as possible so that our attendees knew to be using it when talking about CES on Twitter. - We promoted it in our YouTube video about social media onsite: - We had all of our onsite signs, both inside and outside of the Las Vegas Convention center (where the show was held). - We used it in almost every Tweet we pushed out while onsite tweeting about the show. - We hosted a Twitter Chat with our Entertainment Matters Ambassador Maria Menounos where she used the hashtag while talking with her fans. - We changed our cover photos and other social media imagery to promote the hashtag. - Worked with all exhibitors and official media partners to ensure they knew to use the official hashtag in all of their show promotions. - Brought in our Social Media Command Center, powered by FleishmanHillard and Buzz Radar, to promote the hashtag and show real time stats on how it was performing during the show. It was located in the Grand Lobby for all attendees to see and interact with. We set it up so that our show attendees and those who cannot attend our show but follow it on social media, were very aware of our official hashtag and were using it to stay involved with our conversation. Our efforts paid off with the stats we saw after the show regarding our Hashtag: - #CES2014 was the top trending topic nationally on Twitter the first day of CES (1/7) - #CES2014 had 256,021 mentions from Tuesday (1/7) - Friday (1/10) of CES - #CES2014 had a reach of 2.88 billion from Tuesday (1/7) - Friday (1/10) of CES - #CES2014 reached 40% of the world's population from Tuesday (1/7) - Friday (1/10) of CES

MTV EMA: #EMAzing

Produced by: Viacom International Media Networks

The MTV EMA – MTV's global celebration of the hottest stars in music – recognizes artists from around the world and across genres, and brings together music fans everywhere for a one-of-a-kind experience in the weeks leading up to and at the show. The 2013 MTV EMA aired across MTV's global network of more than 60 channels, reaching nearly 700 million households around the world as well as through syndication. The Social Buzz experience invited fans to tweet with the #EMAzing hashtag and the handle of the EMA celebrity (including hosts, nominees, performers, and presenters) they thought was the most “#EMAzing.” The Social Buzz page, featured on 36 localized MTV EMA websites (each in both desktop and mobile-optimized versions), displayed a real-time visualization of the celebs mentioned most frequently in conjunction with the hashtag. The #EMAzing hashtag was the key piece of the EMA campaign which led to record-breaking conversation volume in social media. Derived from a fan-created hashtag surrounding the 2011 host Selena Gomez (#SelenaIsEMAzing), #EMAzing was injected throughout the entire EMA campaign as a common theme that fans have become accustomed to seeing and using to support their favourite EMA nominees and performers. As we anticipated, fans were excited to continue the conversation throughout the weekend of the show by letting us know which stars they thought were the most #EMAzing. Within the Social Buzz experience, fans could go to their local EMA site throughout the weekend to see which artist was getting the most #EMAzing buzz. In the weekend leading up to the show, we pushed the hashtag via the official MTV EMA social media accounts to start the conversation. During the live broadcast, backstage host Will Best called out the hashtag on air and in the digital-exclusive mtvema.com backstage show, along with showing viewers who was trending on the Social Buzz visualization. The results of this campaign were astounding: #EMAzing was used in social media more than 46 MILLION times in 48 hours, with chatter spanning the globe. For instance, in Italy, the 2013 MTV EMA was the second most socially engaging TV show ever, with 273,000 tweets during the live broadcast! By tapping into international music fans’ passion for their favourite artists, we ensured that the MTV EMA dominated social media chatter throughout the weekend of the show, giving fans a voice in the conversation.

Guardian US: #AskSnowden and the NSA Files

Produced by: Guardian US

In a series of stories based on top-secret National Security Agency documents leaked by former intelligence analyst Edward Snowden, the Guardian revealed the vast scale and scope of intelligence surveillance programs, how technology has enabled the widespread, indiscriminate and routine mass collection and analysis of telephone and internet data, and how those technologies have moved ahead of the law. Over a period of seven months, the Guardian US brought its vocal, online community closer to the journalism through regular, online conversations -- hosted at theguardian.com and elsewhere, including Twitter, Reddit, and more – with reporters, editors, and even Edward Snowden himself, who gave his first post-publication interview to Guardian readers. On June 17, 2013, Edward Snowden held a live Q&A with readers at theguardian.com. It was an interview that all the world’s major media organizations had been chasing for more than week, but instead the Guardian US suggested Snowden give the exclusive to the people he was trying to inform. The 29-year-old former NSA contractor and source of the Guardian's NSA files coverage – with the help of Glenn Greenwald – took questions using the hashtag #AskSnowden on why he revealed the NSA's top-secret surveillance of US citizens, the international storm that has ensued, and the uncertain future he faced. With Glenn Greenwald at the center of a global media maelstrom and many journalists from around the world trying to tell Glenn’s story, we asked his community of loyal readers to weigh in. They knew him long before he was in the national spotlight; they communicated with him by email and sparred with him in the comment threads. Based on feedback from thousands of readers, we constructed an interactive bringing together the views of his readers. While the stories prompted a global debate and ignited a national conversation about the need to balance security and privacy in the digital age, a parallel debate and conversation was taking place online. We were able to harness that discussion by hosting regular online conversations with Guardian reporters, editors and outside experts. This approach allowed us to capture and distill a complicated series of stories to explain how the individual revelations fit together and convey their significance to our community. Furthermore, the process of reporting material of such sensitivity is something we should be accountable for, to our readers as well as to government. The #AskSnowden Q&A elicited over 4,000 questions on Twitter and at theguardian.com. It let to nearly 4,000 comments with subsequent Q&A's eliciting hundreds of questions on Twitter, Facebook, Reddit and elsewhere. The Guardian’s big reveal of Snowden as the NSA whistleblower sparked the most voracious conversation of 2013. Some called him a traitor, some a hero. Some railed against the United States for surveying its citizens, while others criticized the Guardian for releasing government information. All told, the immediacy, responsiveness and degree of explanatory power granted by the Guardian’s social approach was often hugely helpful in furthering the impact and quality of the journalism throughout the NSA Files series.

Pretty Little Liars #PLLReaction Campaign

Produced by: ABC Family

After previous big plot reveals on Pretty Little Liars, we noticed a trend among fans in the social media space—they loved to share photos of their reactions to plot twists & turns. We decided to capitalize on this organic trend to amplify the buzz on Twitter during the summer finale. During the broadcast of the episode, we ran an on-air snipe telling fans to get ready to tweet their reaction photos around the big reveal using #PLLReaction for a chance to have their photo featured in a digital mosaic on the Pretty Little Liars Facebook page. When the beloved character named Ezra was revealed to be the evil character A, we saw an explosion in the social media space with scores of fans tweeting their reaction photos using #PLLReaction. Each photo was pulled into the digital mosaic that formed an image of Ezra. We gave the cast and crew the heads up about this tactic so that they could tweet their own reaction in real time. Thousands of photos were tweeted by fans, press outlets and members of the cast & crew. #PLLReaction trended in the US and Worldwide throughout the evening of the finale and into the next day. To sustain the buzz in the weeks just after the finale, we continued to update the mosaic & ultimately allowed fans to download a copy of the final version so they could share their participation in the momentous reveal moment with all of their friends! Capitalizing on organic fan trends in the social media space can be a tricky proposition for brands—if you want to drive engagement, it’s critical to adapt the trend to fit your marketing goals without over-commercializing your message. Our #PLLReaction campaign was a home run, working to create buzz and drive fan engagement around our summer finale. Our campaign led to the summer finale of Pretty Little Liars becoming the most tweeted episode of television in TELEVISION HISTORY with a record 1.9 million tweets—a record that still stands today. Ratings were huge as well, with tune-in always our ultimate goal—the summer finale of Pretty Little Liars became the #1 telecast in ABC Family history in target 18-34s/12-34s and Women 18-49.

Tangible Media and Deep Silver's Saints Row IV

Produced by: Tangible Media

The latest version of Saints Row IV saw the revitalization of Johnny Gat, a staple character to the Saints Row franchise. His last name was just to close to the abbreviation of Grand Theft Auto V (GTAV); therefore, to combat the launch of GTAV, we utilized the hashtag GATV in an effort to troll any of GTAV's activity on September 17th, 2013 (launch day).The #GATV campaign deserves to win in the categories selected (Best Use of Social Media for a Video Game, Best Use of Hashtag on Twitter and Best Use of Humor) as it was the first video game to utilize a Promoted Trend on Twitter by trolling its largest competitor (GTAV) through the use of humor and self-promotion. The SRIV campaign was not only picked up by news outlets including Mashable and identified as the best troll ever, but to our advantage, some fans of GTAV did not even realize the play on the hashtag SRIV utilized and engaged with the trend. This only further promoted the Saints Row IV brand. The uncanny resemblance of Johnny's Gat's last name to the abbreviation GTA allowed the SRIV brand to make a dent in the conversations surrounding GTAV's launch day while bringing reputability to the SRIV brand. Campaign Stats: • +181% increase in Saints Row conversation on the day of the Promoted Trend, and approximately 600 Tweets using the #GATV hashtag • Total Positive conversation volume increased by +151% o Humorous response to the trolling was also a notably sized topic of conversation • 13MM Potential Earned Media Impressions on 9/17, more than triple the average of Potential Earned Media Impressions during the week prior to the Trend

#YoureDoinItRightWhen by Singley + Mackie for YP.com

Produced by: Singley + Mackie

#YoureDoinItRightWhen YP Promoted Trend from Singley + Mackie on Vimeo How do you go from “the phone book company” to a top 10 app on iTunes? With a Twitter promoted trend that shocks and awes. YP.com tasked Singley + Mackie (singleymackie.com) with starting a conversation about "doing" that would create massive brand awareness and increase share of voice. After tracking and analyzing months of hashtag behavior, Singley + Mackie came up with the sentence-starter #YoureDoinItRightWhen. The result? Over the course of the 24 hour takeover, the hashtag was used over 53,000 times - 5-40x more volume than any of the Promoted Trends in the week prior or the week after. Watch the video above for more impressive statistics. Ultimately, the hashtag achieved 14 hours of organic lift in addition to the paid efforts, making it one of Twitter’s most successful Promoted Trends ever. The idea was simple: choose a hashtag that could have been created organically to encourage organic use. Focus on fun and action, while tying it back to the YP product. Users that might otherwise ignore a paid campaign got in on the action because it fit in so seamlessly with their Twitter experience. Everyone’s got an opinion, and the #YoureDoinItRightWhen promoted trend let users share theirs while achieving exposure to the new YP branding. Almost three months later, #YoureDoinItRightWhen is still mentioned daily by Twitter users, a unique achievement that other hashtag campaigns cannot claim.

Chennai Express

Produced by: Chennai Express

Chennai Express, a recent blockbuster Bollywood movie won many social media accolades worldwide. The social media strategy for “Chennai Express” was well planned for the right timing, buzz and effective engagement. The biggest initial challenge was deciding the correct timing for the launch (of various campaigns), selecting the right keywords & hashtags, and choosing the right target audiences & influencers for initial promotions. We carefully divided our strategy in phases. It began weeks before the actual release date and continued even after post-release. Innovative hashtags were pivotal to the Twitter strategy. Upcoming public holidays like Eid, India’s Independence Day and Raksha Bandhan, movie based buzzwords, including viral content like the Lungi Dance; the success of international releases and box office numbers were all used in creating hashtags. Each hashtag was supported separately in trends, on the premise that each had its own milestones and identity, and cumulatively could help the movie campaign to spread. The success of this strategy is amply demonstrated by the fact that not a day went by during the entire campaign period that a Chennai Express related hashtag wasn’t at the top of the Indian trending charts, and often at the top of the world’s trending topics! Here, another related challenge for the campaign was sustaining the buzz for global and national audiences over a long period. In social media, a week is a decade and timing is everything. If a movie’s buzz peaks too early or too late in its marketing lifecycle, it could ring the death knell for successful box office collections. The team’s ‘Actionable Insights’ were vital in keeping things fresh and adding new paradigms to the social media buzz. For example, during the opening weekend, the team quickly realized that people like talking about box office numbers, so the hashtag #CE100crin3Days was designed to celebrate the box office numbers being reported. Also, one key consideration was reaching out to the core fan base, on whom the movie’s campaigns would have the most impact and to give them a sense of ownership for the film. We also intended to reach out to influencers on social media – movie critics, trade analysts and social media stars. And, that’s why we focused on the cross-pollination of social networks. We designed cohesive campaigns; using the strengths of each social network. While Twitter is the engine for viral content, Facebook is the more personal platform, where word of mouth recommendations work better. Chennai Express’ campaigns were designed in such a way that users of one social network were often asked to go to another one for the next stimulus. For example, the YouTube game “Rahul meets Meena” involved innovations around YouTube’s in-video links and was showcased on both Facebook and Twitter. The ultimate goal or the objective of the social media strategy was to generate social buzz and an extended close engagement with audiences, globally and nationally so that they would buy tickets and come to theaters, occasioning huge box office collections. As part of the overall social engagement strategy, we also wanted to challenge some prevalent social media ‘best practice’ myths. It is widely believed that pre-planned trends, inorganic followers’ growth and contests are ways to create buzz and that the number of followers on Twitter or ‘Likes’ on Facebook alone equal the level of engagement. To the contrary, we now believe this approach often ignores both the quality of the engagement and the strategies involved in taking the engagement forward & actually translating it into business results. And, to achieve this objective we focused on cross-pollination of social networks, leveraging the strengths of all major social channels like Facebook, YouTube, Twitter and mobiles. During the tenure, one interesting phenomenon we noticed was that after the first 5 days i.e. after the initial buzz had died; the box office collections mirrored the social interaction trends of the previous day - if the interactions went up, the collections for the next day also went up. It is evident from this inference that the social media buzz indicators directly affected box office collection figures to a large degree. Throughout the social media campaigns, the response received was unprecedented and nothing short of staggering! Following results clearly indicates the impact of successful social media strategy adopted: 1. Chennai Express related tweets generated over 1 billion cumulative impressions and the total number of tweets across all hashtags stood at over 750 thousand over the 90 days campaign period. As a point of reference: Kaun Banega Crorepati, another very popular Indian TV show has generated about 21 thousand tweets over the last 2 years. Interestingly, the international impressions generated exceeded the Indian impressions. The top countries (in order of total tweets sent) included India, USA, Pakistan, Indonesia, Germany, Malaysia, UK, Saudi Arabia, UAE, Vietnam, Bangladesh and Canada. 2. It has made Twitter history, the first film to be listed in the top trends for more than 10 consecutive days with innovative hash tags and multiple campaigns. It has also become the first Indian film in Twitter history to trend at worldwide no. 1 with two separate hashtags #ChennaiExpress and #ChennaiExpressWeekend. 3. Its buzz on opening day even eclipsed the Hollywood movies released during the same weekend – Elysium and Planes, produced by Tristar and Disney respectively - by over 500%. In fact, such opening day Twitter activity has not been seen since the release of Skyfall, released on November 9, 2012 which saw 33,000 related tweets. 4. As a part of our buzz sustenance strategy, the two hashtags, “#AzaadiExpress” and “#ChennaiExpressDobara” began the social conversation around Chennai Express anew using a fresh perspective. These two hashtags alone saw over 12,000 related tweets each with a potential reach of over 25 million people. This resulted in box office collections ~ 450 million (INR) for Chennai Express, another unprecedented figure for 2nd weekend figures. 5. Along the way, every box office record milestone has been broken, including highest opening weekend collections in India, highest opening weekend collections for a Bollywood movie in USA & Canada, fastest Bollywood movie to join the one billion (INR) club and the fastest film franchise to cross the 2 billion (INR) mark, beating all the biggest Bollywood box office hits before it. It’s a common perception that pre-planned trends, inorganic followers’ growth and contests can be used to create buzz. On the contrary, we believe this approach often ignores both the quality of the engagement taking it forward and actually translating it into business result hence we used analytical engines on top of the structured data to innovate. Social Listening • Mentions around topics of interest • Related global trending topics • Sentiment & Mood Analysis • Social Reach & Geographical hotspots Influencer Targeting • Classifying users based on their engagement levels, clout score, Sentiment. Based on this, a different strategy for engagement with each user was adopted. Eg, We noticed that trade analysts reports’ on the box office numbers of a movie really excited people. Thus, a concerted effort was made to use this network Competition Analytics It’s relevant in film marketing because movies release together on the same weekend and successful movies have to compete with movies releasing the following week. We focused on: • Identifying and tracking competitors • Understanding what people like or dislike about each movie • Giving insights around failures or successes and provide comparisons relevant to the marketing of Chennai Express Campaign Optimization • Real time recalibration and applying this learning for future campaigns INTEGRATED DIGITAL STRATEGY • Though Social Media Marketing was pivotal to our strategy we also integrated other digital tools seamlessly with social media platforms to get the maximum mileage out of our digital campaign. • A twitter app was created where a train needed to reach Rameshwaram. The more the tweets, the faster the train would move to reach the destination for the trailer to be unveiled. • Seven browser based games were created and adapted for use on mobiles and social media sites. This seamless cross platform integration helped the audience to engage more. • An Endless Running mobile game where users take control of Rahul or Meena while they run to escape the villians. On the way, they fight goons , run past a variety of obstacles ranging from buses, autos, coconut carts, man-holes etc. • A Karaoke mobile app for users to sing a song from the movie, share the score on Facebook. • Interactive Video Innovation app allowed users to choose what Rahul would do next to woo Meena and accordingly change the sequence of events and influence the end of the video. • To bring all the campaigns together the comprehensive website was fully integrated with social media sites and proved invaluable in creating high recall value for Chennai Express

MasterCard - #PricelessNewYear

Produced by: R/GA New York

For the past 25 years, MasterCard has been a brand that has celebrated Priceless moments in culture. As a financial brand, we took the stance that some things were beyond money, and that the most important moments in life were the ones you spend with the people who matter most, rather than the things you choose to buy. This past New Years Eve, we were looking for a way to bring that core principle to life in a new way. We needed to figure out how we could we bring the notion of “Priceless” to life on a night when nearly every person, across the globe, was paying attention to the same moment (the clock striking midnight). And how could we make our brand relevant and meaningful on this night of celebration. We chose to focus our efforts on the place where more people are gathered to celebrate this occasion than anywhere else in the world – Times Square. If we wanted to create something big, visible, and impactful, there was no better central home. And with an opportunity to place media on digital boards throughout Times Square during NYE, we had incredible visibility to the revelers below. But breaking through would be a challenge. Times Square is already an incredibly noisy and chaotic environment—even more so during NYE, when thousands of people descend upon the area to ring in the New Year. Standing out, and getting people to participate in a MasterCard idea, would require something quick and easy to get. Something that would seamlessly fit in to the celebrations of the evening. Our idea was simple: take a picture of your celebration, or share your favorite moment from 2013, tag it #PricelessNewYear, and you could be featured on the big screens in Times Square during the NYE countdown. It was a simple way for MasterCard to participate in an annual ritual, and add something to the experience. Importantly, we knew that we were tapping into an existing behavior, rather than trying to get people to do something a brand was asking them to do above and beyond their typical celebration. The results were phenomenal. We delivered over 665 million impressions, and more than 2 million actions around #PricelessNewYear in the 2 weeks leading up to 2014 and NYE. We saw nearly 12 thousand mentions of #PricelessNewYear on NYE alone, as well as over 700 thousand likes, comments, and shares on Facebook. Not to mention 1.2 million clicks, retweets, replies, and follows from our Promoted Trends and Tweets. In the end- MasterCard helped to make New Years Eve more amazing for not just people who were there, but for our fans around the world. And that is what Priceless is all about.

Charmin #TweetFromTheSeat

Produced by: MSLGroup

40% of young adults admit to using social media in the bathroom* (and those are just the people who admit to it). At our core, Charmin is all about giving people a better bathroom experience and it is important to us that this translates to how we engage with consumers on Twitter. And of course, we love potty humor. * http://news.yahoo.com/40-young-adults-admitted-using-twitter-toilet-rest-141931025.htmlFor Charmin, Twitter is a powerful engagement vehicle - a vehicle through which we build relationships with consumers through fun, entertaining, and valuable content all that ties back to bathrooms. We call it "winning hearts." • From partnering with Vine's biggest stars (https://twitter.com/Charmin/status/422933828861054977) • To engaging with real-time topics (https://twitter.com/Charmin/statuses/420415996340764672) • To creating our own conversations on major holidays #CharminLoveNotes (https://twitter.com/Charmin/status/434360507550556160) • To giving insight into our advertising strategy (https://twitter.com/Charmin/status/431623408346861569) We are always looking for ways to create and join conversations. But where we have really found magic is through #TweetFromTheSeat. A simple search on Twitter will show that it is immediately associated with Charmin - an accomplishment that we are proud of. Take a look for yourself: • https://twitter.com/Charmin/statuses/430160153866797057 • https://twitter.com/Charmin/statuses/308239689159172098 • https://twitter.com/Charmin/statuses/397371154354429952 • https://twitter.com/Charmin/status/416343258940571648 Last week, Time Magazine (http://newsfeed.time.com/2014/02/12/study-young-people-love-to-tweet-from-the-toilet) called us the “Sassiest Brand on Twitter”. In the past year, we've received accolades from the likes of the NY Times, Business Insider, Mashable, Media Bistro, Buzzfeed, and Ad Age. But at the end of the day, if we have won the hearts of Charmin's consumers then we have done our job. We will let them do the talking: • https://twitter.com/StephHerold/status/434372398272352256 • https://twitter.com/JaxsonOak/statuses/392092186331721728 • https://twitter.com/ChristinMielke/statuses/403549356822777857 • https://twitter.com/selenalarson/statuses/426526936198701056 • https://twitter.com/sighjamie/statuses/357606634559766530

#USOmoments

Produced by: USO

The USO was launching a massive brand campaign on Veterans Day, Every Moment Counts. The goal was to raise awareness of the general American public the everyday moments often taken for granted that our military families sacrifice. On Twitter and Instagram, the USO wanted to break through the noise to reach and engage a huge audience with the hashtag #USOmoments. The USO engaged their roster of celebrities and corporate partners with an explanation of the launching Every Moment Counts campaign and the delivery of multiple sample tweets and language. By making involvement as simple as possible, it ensured a high participation rate. The USO made sure their highly engaged online community could participate by developing a Facebook tab for the Every Moment Counts campaign. Working with Postano, a social content aggregator, the tab encouraged people to use the hashtag to share their own #USOmoments. Pulling from Twitter, Google+, Instagram, and Pinterest, updates were then published and shared on the USO Facebook page and USOmoments.org/share. The USO also set up a Thunderclap - a way for the online community to sign up to automatically push out a tweet with the #USOmoments hashtag at a set day and time. The Thunderclap was then promoted to employees and volunteers. The USO also planned out a social media schedule for the Veterans Day weekend, to include live tweeting at three key events: a Wounded Warrior's weekend in Las Vegas, a surprise family reunion at a NASCAR race, and a surprise proposal by the USO Coast Guardsman of the Year live on Good Morning America, with an appearance by Jason Derulo.During Veterans Day weekend, there was live tweeting with the #USOmoments hashtag by three USO employees at three separate events around the country. In addition to the employees on the official USO account, participants, such as the wounded warriors in Vegas, NASCAR and Jason Derulo, were also encouraged to live tweet using the hashtag. The USO has an extremely high share of voice over the Veterans Day weekend, and had the most popular campaign hashtag with a direct correlation to their brand. More than 40 influential celebrities and partners pushed out messaging with the #USOmoments hashtag over the Veterans Day weekend, including: @TwitterMusic, @JordinSparks, @ABC, @JasonDerulo, @GMA, @D_Copperfield, @NASCAR, @KelliePickler, @SlimJim, @SonsofAnarchy, @TheMirageLV, @LockheedMartin and more. The Thunderclap had 120% of its goal supported, which led to the #USOmoments hashtag trending in the DC Metro region for a small period of time on Veterans Day. In the end, the hashtag and messaging reached an estimated 43 million people on Twitter over the Veterans Day weekend, the main USO account received more than 1,000 new followers in three days, and Twitter was the highest driver to the campaign microsite, USOmoments.org.

Pepsi Summer of Fan Armies

Produced by: OMD

Socially fueled campaigns were not new news for advertisers in 2013, but Pepsi was the first brand to ever enable consumers to determine an artists’ next early release from a new album by use of Twitter hashtags. Pepsi was able to use its long history with music to justify its role in the promotion and consumers appreciated and understood that only Pepsi could bring them this level of insider access and influence. Fans around the world spread the word of this opportunity, creating massive buzz and leading the campaign’s cobranded hashtags to become global trending topics on Twitter on 3 different dates. Pepsi set out to make Millennials an active part of its summer music program by using its rich history in influencing pop culture to create a social media campaign that enabled consumers to unveil top-secret song titles, lyrics and samples from Katy Perry’s new and then unreleased album, Prism. To bring the program to life, Pepsi crafted unique social challenges that were hosted on Twitter, the social platform that was the most active for Katy Perry and her fans. Key insights about Katy’s fanbase were considered in determining the challenges– what they talk about, what they create, what drives them to be a part of the “fan army.” Knowing that the “KatyCats” are a rabid fanbase that was yearning for insider access, Pepsi teamed up with MTV to provide Katy’s fans with behind-the-scenes peeks at her new album that had never been shared with the public. Through social media posts, on-air promo spots and integrations on MTV News, fans were alerted that this exclusive content would only be unlocked once they hit a certain tweet threshold, incentivizing them to use Pepsi’s co-branded hashtags hundreds of thousands of times. On the weekend of the MTV Video Music Awards, Pepsi opened voting and encouraged fans to tweet with one of two dueling hashtags (#DarkHorseNow or #WalkingOnAirNow) to decide which song would be Katy’s next early release from her new album. Moments before Katy took the stage at the VMAs, an MTV News correspondent announced the winning track, Dark Horse, live on air and credited Pepsi for making the experience possible. To deepen engagement even further, consumers who had tweeted and signed up for Pepsi’s consumer loyalty program were awarded a free download of the track on iTunes. A program like this one, which empowered fans to decide Katy Perry’s next early release, amplified Pepsi’s history in influencing pop culture by taking its involvement with music to the next level and asking consumers to do something they had never been able to do before. To accelerate the brand in the marketplace, Pepsi used social media to rally Katy Perry’s fans around the brand and encourage them to make use of the co-branded hashtags to unlock exclusive content. By providing consumers access behind the scenes of Katy’s new album, the brand unlocked a world of social energy as fans declared their thanks to Pepsi for bringing them closer to the content they craved.

The Most Retweeted Brand Tweet Ever

Produced by: Wunderman

How we killed the giants and stole their thunder. Nokia phones have been in a range of vibrant colours for some time. So when Apple abandoned their well-known colourless product line and launched their iPhone 5C in a range of vibrant colours, we thanked them. Our simple tweet at the exact moment of their announcement, hijacked #Apple worldwide and dominated the online conversation. In just 3 days, there were 40,467 retweets, stories on hundreds of blogs worldwide, and over 64 million impressions. It is officially the most retweeted brand tweet ever (doubling Oreo’s famous Superbowl tweet with 16,000 retweets). Nokia’s fanbase increased by 18% overnight, and Twitter said: “one of the best moment marketing tweets ever”. Best Use of Social media for a Consumer Brand: We used the power of social to step up as a challenger at the right moment and encourage a wave of positive consumer sentiment for our brand. Best Use of Social media for Consumer Electronics: We used the power of social to step up as a challenger at the right moment and encourage a wave of positive consumer sentiment for our products Best Use of a Hashtag on Twitter: We totally dominated a competitor’s hashtag when they needed the conversation most. Best Branded Real-time Response to a Major Event or Cultural Phenomenon: We used the power of social to instantly react to a competitor’s global online launch event, and steal their thunder Best Use of Social Media by One Brand Responding to Another Brand: We used the power of social to fire a volley across the bow of a much larger battleship, and we won.

#WAKASMILES Tweet-a-thon for World Smile Day

Produced by: WAKA Kickball & Social Sports

Over the past 16 years, through parties, games, and events for young professionals, WAKA Kickball & Social Sports has helped create over 10 million smiles. As a company, our Big Hairy Audacious Goal is to create 100 million smiles before the end of the decade. The challenge of this campaign was to harness the power of Twitter to show real stories from WAKA customers about how WAKA makes them happy and offers an experience beyond the games at the field. We also wanted to gain exposure for WAKA Kickball & Social Sports as a national social club for young professionals. The campaign was a one day Tweet-a-thon tied into World Smile Day on October 4th. For this campaign, we reached out to WAKA's most engaged and influential Twitter followers and asked them directly to participate by sharing their #WAKASMILES story. We tweeted directly with people all day and crafted content using the #WAKASMILES stories for Facebook and our other social media channels to drive attention and participation on Twitter. During the #WAKASMILES campaign, the @WAKA_Kickball twitter account experienced a 33% increase in daily mention volume. Overall, #WAKASMILES garnered more than 193,000 impressions and 172 entries including 40 photo posts and tags. This, combined with promotion of the campaign on Facebook and through direct outreach to key WAKA player influencers on Twitter, drove more than 500 people directly to our site kickball.com. The hashtag continues to be used as players share experiences for their WAKA leagues each week on Twitter. Sample Tweets/ “Tweetismonials” from the day: My lady and I met playing ‪@WAKA_Kickball‬ in 2009. Lots of ‪#WAKASmiles‬ since then! From championships to bffs, ‪@WAKA_Kickball‬ has brought so many ‪#WAKASMILES‬! From now until we are old and grey. ‪@WAKA_Kickball‬ Crazy awesome team outings with new teammates who became best friends ‪@katiealamode‬ ‪#wakasmiles‬

#HomeRocks

Produced by: Coldwell Banker Real Estate

There is nothing that compares to the feeling of arriving home after a long day. This exact feeling is captured and celebrated in the 2014 Coldwell Banker TV commercial, which debuted on the Grammy Awards and set to the classic Mötley Crüe anthem “Home Sweet Home.” Created by agency partner Siltanen & Partners, the Coldwell Banker “Home Sweet Home” commercial encouraged engagement with consumers, the Coldwell Banker network and the real estate industry by including the hashtag #HomeRocks at the end of the commercial. To support this initiative and encourage further engagement, Coldwell Banker Real Estate leveraged an assortment of social media networks including Facebook, Twitter, Instagram and YouTube to promote the #HomeRocks effort. To kickoff the national campaign, Coldwell Banker developed a strategy to allow social media to effectively power the ramp up to the Grammys. The effort began with the first-ever #HomeRocks Award, honoring six music artists who had a hit song about “home” in 2013. The public was invited to vote for their favorite song through an online poll featured on the Coldwell Banker Real Estate Blue Matter blog. The initiative attracted music enthusiasts and fans from every genre and resulted in over 130,000 votes. The winner, all-American boy band Midnight Redwas presented with a #HomeRocks roadie trunk and worked with Coldwell Banker Real Estate to create an acceptance video that was promoted over social media channels. The video can be viewed at: http://www.youtube.com/watch?v=o1NAptGLW4o During launch week, a variety of #HomeRocks social graphics, including Twitter and Facebook cover photos and Instagram images, were created and shared across social networks to maximize the reach to music fans and #HomeRocks supporters. The buzz around the commercial and new campaign came to a point on Sunday, January 26th with the commercial’s first and only 60-second national debut on the 56th Annual GRAMMY Awards during the Coldwell Banker Twitter party. Real estate enthusiasts, music fans, Mötley Crüe band members and consumers alike shared the excitement throughout the night using #HomeRocks, which elevated the hashtag to trend throughout the night on Twitter. In less than one month the “Home Sweet Home” commercial has been recognized as one of the best campaigns to leverage social media in alignment with live TV. Stuart Elliot of The New York Times recognized the commercial as a primary illustration of a “blue-chip brand” tapping into the awards show season and leveraging social media, a trend which has gained popularity during major televised events beyond the traditional commercial frenzy surrounding the Super Bowl. Along with reaching the 28.5 million who watched the GRAMMYs, the second largest audience since 1993, the spot gained nearly 150,000 views on the Coldwell Banker On Location YouTube channel. Facebook ads for the spot also generated an additional 1.7 million impressions during launch week. According to AceMetrix, the television and video analytics company, the Coldwell Banker Real Estate commercial during the GRAMMYs scored 11 percent above the norm with the highest emotional sentiment score (70) in the real estate category. In addition, the #HomeRocks commercial was the highest scoring Coldwell Banker ad to date at 592, as compared to Coldwell Banker’s past commercials "We Believe" (551) and "Value of a Home" (518).

Duck Dynasty Season 4 The Endless Quack

Produced by: Duck Dynasty

To promote the fourth season of Duck Dynasty, we looked to engage our rabid fanbase and get them excited for new episodes. We launched the “Endless Quack” within A&E’s Duck Dynasty home page. We set up an ongoing countdown clock and asked our fans to tweet #Duck Dynasty. Every tweet added 1 second to the call clock, with the goal of generating the longest duck call in history. We pulled in the latest tweets and showcased them at the bottom of the page. As an added humor component, fans unlocked a “completed milestones” section, indicating the duck call was played longer than it took for the Duck Dynasty cast to complete activities (ie “Uncle Si to nap” or “Willie to quit his diet.”) Currently on its 100th day, our Endless Quack project leveraged the Duck Nation and helped to continually promote the show throughout the entire fourth season (and beyond). While the clock lives on our site, it is powered by Twitter, creating a successful partnership between our two companies. A&E’s Duck Dynasty at 10p was the most social program of the night on cable and overall with 352,759 total comments and a 53% share of TV buzz. The season 4 premiere was cable’s #1 nonfiction series telecast of all time among total viewers and A25-54. It was #1 on all of television on Wednesday night with 11.8M total viewers and 6.3M A18-49 and A25-54.

#SCtop10

Produced by: ESPN

As ESPN's flagship program, SportsCenter provides TV's most thorough presentation of sports news, highlights and analysis. The Top 10 plays of the night are a cornerstone of SportsCenter’s television presentation, and #SCtop10 is the thriving extension of the show in the social space.The #SCtop10 hashtag is a testament the show’s cultural impact, as fans strive to see their favorite plays and highlights on ESPN every night. It offers a way for SportsCenter to expand its content offerings and include user-generated video and sports that may have less awareness. Ultimately, the show ends up using #SCtop10 to its advantage, serving more fans, more sports, and maximizing a great show element. However, a true indication of the hashtag’s ability to cut through is that it’s not just fans using #SCtop10 in on Twitter. Colleges, pro teams and athletes are also now putting the hashtag in tweets about games organically. #SCtop10 was tweeted nearly 1 million times (970K) this year, up +145% from 395K last year. It garnered a multi-million-dollar sponsorship package from Mazda and also spawned an #SCtop10 "sub brand" of #SCnumber1, where fans can re-order the top 2 plays through tweet volume. The hashtag has also migrated to other emerging platforms and is regularly used on Facebook, Instagram and Vine.

"The Power Inside"

Produced by: Pereira & O'Dell

"The Power Inside", presented by Intel + Toshiba, is a social film that tells the story of the invasion of an alien species called Uricks that are disguised as moustaches (or unibrows). They look like facial hair and attach to your upper lip or eyebrows to control your mind. The film's protagonist, Neil, must look inside himself to defeat the invaders and save the world from destruction. The film is directed by Will Speck and Josh Gordon (“Blades of Glory” and “The Switch”), starring Harvey Keitel (“Reservoir Dogs”), Craig Roberts (“Submarine”), Analeigh Tipton (“Crazy, Stupid, Love”), Reid Ewing (“Modern Family”) Zack Pearlman (“The Inbetweeners”), and the audience. During the invasion, the audience is given a choice to join the fight and take a side – Guardians or Uricks– who will save the earth, or destroy it. To join the team and potentially be featured in the film, people are invited to upload a photo from their computer webcam to the film's Facebook page. The facial recognition software will add a moustache or unibrow. Viewers can also upload videos of themselves removing a moustache to join the Guardian team, with the videos having the potential to be incorporated into the social film episodes. Fans could also choose to interact with the films main characters on Facebook (https://www.facebook.com/insidefilms) or follow on Twitter (@insidefilms) "The Power Inside" from Intel + Toshiba brings blockbuster-quality entertainment to social media where viewers can join the fight against a plague of killer moustaches and be featured in the film, or submit to the extra-terrestrial facefuzz and abandon humanity's last line of defense.

#theworldneedsmore

Produced by: Leo Burnett New York

When a disaster strikes, aid workers need resources like food, shelter and medicine to help the victims. In 2013 the United Nations asked us to help generate funding for humanitarian aid so that they have the resources they need for both ongoing and new humanitarian aid efforts. While people want to help disaster victims, often the only resource they have to give are their words – words of support, strength, hope and peace which are seen across social media. Our solution was to turn people’s words into real action. Introducing ‘The World Needs More’ – a first of its kind marketplace for words designed to turn peopleʼs words of support, into real action. The idea is simple: Brands and individuals are invited to sponsor a word they think the world needs more of. Every time that word is shared using #theworldneeds more, a percentage of the sponsored amount is unlocked. So the more words people share, the more money is donated. ‘The World Needs More’ was covered in major news and entertainment channels around the world including MTV, Bloomberg Business and Forbes as a new model to turn words of support into real resources. Over 2.5 million words shared to date, generating over $700,000 in first 3 months of the platform which goes directly to United Nations humanitarian aid efforts. The campaign has earned over 1 billion media impressions to date, and the United Nations have made it a permanent platform to help support humanitarian aid efforts around the world. RESULTS / IMPACT -1.3 billion social media impressions -Over 2.5 million words shared to date -Campaign Hashtags #theworldneedsmore #WHD2013 trended worldwide -Over $700,000 raised in first 3 months which goes directly to UN humanitarian aid -Campaign Hashtags #theworldneedsmore #WHD2013 trended worldwide -More than 100 events held for World Humanitarian Day -Debuted 'One Voice' music video with David Guetta on the facade of UN Headquarters - a first for the Organization -Created one of the largest ever Twitter walls with tweets of support for the campaign featuring on UN Headquarters --1 Billion media impressions generated through traditional and online media -Earned major international news and entertainment PR including New York Times, USA Today, NPR News, Daily Mirror, CNN, The Huffington PostMTV, Bloomberg Business and Forbes -Idea has been made a permanent UN platform to help support ongoing and new humanitarian aid efforts

UN WOMEN

Produced by: Memac Ogilvy & Mather, Dubai

Title of Entry: The Autocomplete Truth Client: UN Women Product/Service: Gender Equality Date of First Implementation: April 18 2013 Short Description of Campaign (500 words) In this day and age, it’s practically unthinkable to consider gender inequality as a persisting issue. UN Women however, sees that despite decades of global advancement, discrimination and prejudice towards women is still rampant across the globe. We needed to lay this bare to audiences in both developed and developing societies, with the intention to reignite a conversation everyone thought was finished. Using Google’s autocomplete function, fed by over 6 billion searches every day, we held up a mirror to the world and exposed the hidden truth on gender bias. The shocking search results became the faces of our campaign, driving people to join a global discussion on social media through our campaign hashtag (#womenshould). The conversation was further amplified through outdoor, posters, an online film that was seeded throughout news sites, blogs and social media, as well as exposure through Global PR summits and educational debates worldwide. The impactful nature of the imagery allowed our message to travel far beyond the original borders of a print medium, transcending through multiple channels which all worked together to transform the world into one enormous UN forum for the people, with our campaign hashtag at the center of it all. By exposing these shocking sentiments through a technology that is extremely familiar to all of us, it was instantly powerful in striking a chord with people and driving them to try it for themselves. And upon seeing the evidence with their own eyes, this further compelled people to share their own findings across social media. Whether it was in English, Spanish, French, Swedish, Arabic or Mandarin, the perceptions that people discovered were undeniably universal. The campaign furthermore inspired people to experiment with global perceptions on a vast array of other social issues. As a result, individuals and organizations around the world were motivated to replicate our campaign’s design and create branded content of their own, a design process which was made simple to reproduce. This flurry of content became a newfound outlet to expose other inequalities in the world. From religion, politics, sexual orientation, race to mental illness and even ageism, the content that has spurred as a result of our campaign allowed countless communities worldwide to voice their societal concerns and expose inequalities that needed to be talked about too, paving the way for real change. For a newly established entity such as UN Women, with constrained budgets, the campaign was an effective way to reaffirm the organization’s urgent need to continue its humanitarian efforts for women around the world.Social Good Campaign This campaign raised awareness of women’s inequality across the globe and enable dialogue to begin on the topic. An issue which people thought was finished was reignited by a series of 4 strikingly simple print images and which was furthered by a video. UN Women found the global debate which the campaign enabled to be extremely heartening. The results of the autocomplete searches which the campaign highlights serve as a shocking reminder of how far we still have to go to achieve gender equality worldwide. By enabling a conversation to be started, we are happy to make an impact on at least just one person’s life and perception. The campaign was named ‘Most Shared Ad of 2013’ (Adweek) and ‘Social Good Campaign of 2013’ (Ad Council), and over 755 Million people who had the opportunity to see the campaign. What makes this a social good campaign is much more than just creating news headlines across the globe in leading publications, (BBC, The Guardian, Time, Huffington Post, CNN, Times of India, ELLE, La Figaro and more) it drove men and women to debate gender equality. This debate happened on social media, TV talk shows, radio stations, blogs, PR summits and even in classrooms worldwide. The campaign sparked a truly global discussion, putting gender equality back on the agenda. Best Use of Hashtag on Twitter With no paid promotion, the #womenshould which UN Women first tweeted became an overnight viral sensation. The hashtag and messaging created 134,000,000 twitter impressions. The organic spread of #womenshould was a truly global phenomenon, being tweeted about in over 50 countries. Best Viral Campaign The campaign was written about in over 590 articles, blogs and news stories. It was featured in leading TV shows, radio shows, PR summits and even shown at NASCAR races. It created 134,000,000 twitter impressions. The minimum estimated number of people who had the opportunity to see the campaign is 755,000,000. Ad Week named it the ‘Most Shared Ad of 2013’ as their article on the campaign was shared 116,000 on Facebook. The phenomenal aspect of our results is not only the insanely huge amount of people that had an opportunity to see it, nor just the multiple outlets on which it was shared. More importantly and a tremendous reflection of what ‘viral’ really means is the way the campaign kept expanding to reach different media channels as it was re- shared, re- visited, re- expressed and re- viewed. This multiple level of outreach was our most satisfactory belief in the campaign’s success.

The Voice: Instant Save

Produced by: The Voice

The Voice hits all the right notes on-air, but what's happening on social really sets The Voice apart. The show is built from the ground up to have the most meaningful, entertaining social experience on television. Fans expect nothing less from the show that pioneered Social TV. During Season Five, The Voice introduced its latest social innovation: The Voice Instant Save, a fully realized TV/Social integration that empowered fans to significantly impact the on-air show by using social. In earlier seasons only Coaches had the ability to save a contestant from elimination, but with Instant Save now America could have its say by activating on Twitter. Here’s how it worked: each week, when the bottom three contestants were announced, the audience could choose which contestant would avoid elimination by tweeting their favorite using the hashtag #VoiceSave. The payoff was immediate, with the tallies announced five minutes later live on-air. In the past it wasn’t possible to use Twitter hashtags as part of voting. There just wasn’t a way to quickly provide numbers with absolute certainty. But by partnering directly with Twitter and Telescope, The Voice had a verifiable solution that met the expectations of the audience and the lawyers. The Result: A comprehensive, entertaining TV/Social integration that created excitement in the broadcast and unique audience engagement on Twitter. The Voice Instant Save redefined TV/Social integrations by empowering the audience to significantly impact the show by natively using Twitter. • The Numbers: According to Social Guide, the results were massive for a competition reality show such as The Voice: in just the first four episodes with Instant Save, The Voice generated almost 3.5 million tweets. And during the season, Twitter followers shot up almost 50% to 2.5 million, impressive for a show in its fifth season. • Why It’s New: Previous voting integrations for similar programs might have users register via social, or vote via methods such as Direct Message that aren’t really social. But Instant Save allowed the audience to vote using Twitter the way they actually use Twitter: by simply tweeting their selection. Previously, that simple functionality unavailable for a reality competition series to use because shows like The Voice require absolute certainty with voting results. It was only by working closely with Twitter and Telescope – the industry leader in social TV solutions – that a verifiable method was developed. • What Twitter Says: “From its first episode, 'The Voice' has pushed the boundaries between the show and the audience, using Twitter to break convention and engage fans in totally new and unexpected ways. And now, with the Instant Save, they're pushing the envelope again, giving fans at home as much power as the coaches." And: “The Voice's Instant Save will be the first time Twitter will be used for an actual voting decision during a show.” --Fred Graver, Twitter Head of television partnerships • On-Air Integration: The Instant Save played out live on broadcast television. Each episode, host Carson Daly talked through the Instant Save, directed the audience to activate on Twitter, built the tension while America voted, and then announced the results live on-air. Not only did the Instant Save dramatically impact the results of the show, it actually filled a significant part of the on-air episode with social content. • Social Integration: The Internet rallied behind Instant Save. The official Voice accounts on Twitter, Facebook, Instagram, Tumblr, and Vine drove the conversation, and then fans, influencers, celebrities took to Twitter both to vote and to rally their followers.

#SFBatKid

Produced by: Clever Girls Collective

On Friday, November 15, 2013, five-year-old cancer fighter Miles, aka #SFBatKid, got his wish to become a superhero with the help of Greater Bay Area Make-A-Wish Foundation and a social media campaign created by Clever Girls Collective. San Francisco was transformed into Gotham, complete with bat signal and Police Chief Greg Suhr's plea for help. Miles, in full Batgear, and a grown-up Batman rescued a damsel tied to cable car tracks, stopped the Riddler's bank robbery, paused to eat a burger, then thwarted the Penguin's attempt to kidnap beloved SF Giants mascot, Lou Seal. To cap the day, Mayor Lee presented Miles with a key to the city. Tens of thousands of supporters lined the streets to cheer for Miles. And online? Those ranks swelled to hundreds of thousands. Well-wishers including President and First Lady Obama; famous Batman actors Val Kilmer, Christian Bale, and Ben Affleck; other celebrities including Britney Spears and Enrique Iglesias; sports teams including the San Francisco Giants, the San Francisco 49ers, and the Golden State Warriors; and even an astronaut at the International Space Station. They sent their encouragement via tweets, Instagram photos, and Facebook updates—and the president notably congratulated Miles via his first ever Vine video, saying: "Way to go, Miles. Way to save Gotham!" Thanks to social media, "regular" people also added their voices to the chorus of support for Miles, and created an electronic outpouring of emotion that generated an estimated 1.7 billion social impressions. On November 3, roughly two weeks before Miles' big day, Clever Girls Collective founder Stefania Pomponi contacted the San Francisco chapter of Make-A-Wish after reading a blurb on a local blog about San Francisco being turned into Gotham for a five-year-old Batkid. She knew that with a social media push, the wish had the potential to go viral. Make-A-Wish Greater Bay Area Executive Director Patricia Wilson quickly accepted, saying she hadn't even had time to issue a press release about the event. Within 24 hours, Clever Girls Collective created the social media plan and began coordinating with partners like Twitter, Livefyre, and Simply Measured, which monitored all of the social media activity. Within 48 hours, Twitter secured the @SFWish and @PenguinSF Twitter handles, and on Friday, Nov. 8, just five days after Clever Girls Collective first contacted Make-A-Wish — and exactly one week before the big event — the social media plan was launched and pre-promotion began. Clever Girls works with big brands every day that want "something viral." Although you can't force virality, a great story and authentic engagement can help it happen. People respond to significant stories via social media, whether you want them to or not, and whether you participate or not. Goal one is a story worth telling. The second goal is to do everything possible to steer the conversation and make it easy for people to contribute to your narrative. Batkid is pretty much the greatest story ever, so that was easy. We knew the real work was steering activity. We focused on setting the social media stage so that the story — which deserved to go viral — actually could. Step 1: Social Media 101 set-up We made information easy to find and understand, including a Facebook page, and detailed blog post distributed through a single URL. We used the official @SFWish Twitter handle for real-time information and the @PenguinSF "villain" to amplify the narrative. Most importantly, we established #SFBatKid as the official hashtag, and set up Simply Measured social media listening tools to monitor and measure activity. Event organizers were involved from the get-go and everyone was enthusiastic about what would happen, how, and when. Step 2. The script Much "day of" activity was unscripted and off-the-cuff, but the entire scope of social media support was planned well in advance. Using Batkid's itinerary, we wrote a Twitter script identifying key points, photos, and videos to include, and when. Step 3. Staffing We had a dozen people on-point, starting at 6 a.m. One team traveled with Miles, reporting and photographing goings-on, and supporting Tweets from @SFWish, including the photo retweeted by President Obama. A second team pushed scripted Tweets to the #SFBatKid hashtag. Dedicated staff watched news feeds and Tweet streams to stay on top of the story as others were telling it, adjusting ours as needed, and responding to the many high profile tweeters. Hugely important? Every member of the Clever Girls team was empowered — and encouraged! — to engage. A successful social campaign requires authentic, in-the-moment interactions to resonate with people and bring the story to life. Step 4. Measure the impact From November 5 until about 5:00 PM on Saturday, November 16, Clever Girls Collective has tracked over 500,000 individual tweets using the official #SFBatKid and the unofficial #batkid hashtags, generating over 1.7 billion impressions.

Purina: #PetsAtWork

Produced by: Deep Focus

Our challenge was to gain exposure for Purina’s commitment to Pets at Work Day by generating a large volume of small, personal actions endorsing the idea, tying the overall Pets at Work (PAW) movement to Purina’s pet-friendly office policies. We needed to position Purina as small, human, personal and authentic, building trust in the brand and driving engagement with PAW content posted on Purina’s social channels, as well as driving site visits to Purina.com’s PAW hub. We started by creating an operation to discover topics pet lovers care most about and making sure Purina could add value. We then quickly crafted expert content (within two-hour windows) and tweeted it directly to people talking about #PetsAtWork to see what popped. Celebrity tweets — the only paid media used — helped catalyze these conversations. A command center in our New York office — backed by a social team with Purina in St. Louis — ensured that our team produced a large volume of qualified, engaging, and customized tweets without any major hiccups or errors. Purina’s message reached a highly engaged audience, at scale, very quickly. The brand took complete ownership of the conversation around Pets at Work Day to the exclusion of competitors. Our team sent a total of 258 tweets. The results were staggering: • 89% retweet rate • 117% response rate on tweets sent • 326% lift in brand reputation pre/post • 3,382,006 impressions generated on branded content (Twitter) • 37,349,387+ total people reached on day of event (Twitter) The retweet and response rates far exceeded the average both for Purina and across other sectors (@NYTimes sees about a 70% RT rate on breaking news). The campaign raised awareness of workplace content on Purina.com, yielding a total of 46K+ total page views between 6/17–6/23 (a 7x increase over the previous week) and increasing page views on Purina.com by 34% pre vs. post. Who says you can’t get great results from 1-to-1 social interaction?

Honda Summer Clearance

Produced by: RPA Advertising

In support of the annual Summer Clearance Sales Event, Honda launched a unique social media campaign in which the brand directly engaged with Twitter users utilizing real-time Vine videos. Honda responded to tweets with the #wantnewcar hashtag with live Vine videos encouraging users to ditch their old car and purchase a new Honda through the Summer Clearance Sales Event. In addition to the social media component, the Summer Clearance event was supported by television, print, digital and radio advertising leveraging the #wantnewcar conversation and user-generated tweetsWhen Honda promoted #wantnewcar, Twitter users were urged to vent about their need for a new car for a chance to receive personalized Vine video responses directly from Honda, all shot and uploaded in real-time. This campaign provided a new and unique way to remind people that summer is the best time to get a great deal on a Honda. The Vine videos included news of the Honda Summer Clearance Sales Event in an organic way specific to the users’ concern. The Summer Clearance Sales Event campaign also featured eight TV spots that showed various Honda dealers humorously responding to real tweets, while finding alternative cars and deals for viewers to consider. Print creative ran in top consumer weeklies, and online ads were featured on top automobile and consumer websites. A home-page takeover on “USA Today” pulled in @Honda’s live Twitter feed for viewers to keep up with the Vine video responses. The #wantnewcar-promoted trend on Twitter took place on 7/15. The #wantnewcar effort received over 6,000 tweets, which gave us lots to Vine about. And each response was unique. Internet celebrities participated. Rebecca Black dropped by. And other brands participated, including Bejeweled Blitz, Purina Cat Chow and Oreos. Honda tripled the normal level of engagement for an automotive-promoted trend. The #wantnewcar social efforts alone received nearly 200 million impressions—with coverage in Mashable, AdAge, Fox News 44 and IAB SmartBrief. All that attention contributed to more important statistics, like the best August sales ever and a substantial increase in market share – from 9.0% to 9.9%. By starting with real conversations, Honda created an innovative campaign that drove sales, engaged our target in a new way, and made a summer sales event something a whole lot bigger.

How #PocketJamie Became A World Wide Sensation

Produced by: STARZ Entertainment

The newest STARZ Original Series, Outlander, has the most engaged fan base in advance of a premiere in our network’s history. As a digital marketing team, we have a very unique opportunity to engage and activate this fan base to become our digital word of mouth marketers. To activate them, we need to immerse them, to bring them in to the world of Outlander. To accomplish this we’re creating compelling content and unique activations to make these fans feel like they are a part of the ride and encourage them to share. The #PocketJamie campaign was designed as a digital extension of a fan event we held in Los Angeles. Attendees were given their very own #PocketJamie and challenged to take photos of him and upload them to Twitter. This activation will last over 2 months and will culminate in the #PocketJamie awards to be “held” in March. Campaign Objectives • Support our Outlander super fans and give them exciting, compelling content • Encourage fans to participate in the #PocketJamie experience and activate others to do the same • Bring a piece of the Outlander fan event to those who could not attend by giving #PocketJamie away on Twitter and encouraging everyone to participate Outlander has an incredible base of supportive fans who are so excited for the show to premiere. Part of our overall digital strategy has been to activate these fans and make them feel like a part of the experience of turning their favorite book into a TV series. We have hosted two fan events in the past 5 months to invite fans “behind the scenes” of Outlander. These events have afforded them first looks at photos, sketches, videos and trailers. They've also had Q&A panels with the series Executive Producer Ronald D. Moore, author Diana Gabaldon (whom the fans call “Herself,”) and show leads Caitriona Balfe and Sam Heughan. #PocketJamie was a part of the second fan event, hosted in Los Angeles in January 2014. Event attendees were given their own #PocketJamie and encouraged to take photos of and with him all over. They then uploaded their photos to Twitter. The official Outlander Twitter account retweeted, favorited, and engaged with these fans as they tweeted their #PocketJamie’s travels. This campaign served the dual purpose of rewarding our loyal fans who attended our fan event with a tangible keepsake that they could use to have some social fun while also entertaining our avid fans who weren't able to attend the event with the various #PocketJamie shenanigans that popped up all over Twitter. Fans joined in on the fun. Ask and you shall receive. No sooner had our Fan Event attendees exited the theater then #PocketJamie photos started popping up all over Twitter, even extending to Facebook and Instagram. They continue to be tweeted multiple times a day. Examples: • https://twitter.com/RayaSunshiine/status/422191119527456768 • https://twitter.com/Thats_Normal/status/422194783348486144 • https://twitter.com/bettiegirl33/status/422186013805387776 • https://twitter.com/Heughligans/status/428691825214226432 • https://twitter.com/Sassa_Steph/status/430013750692044800 #PocketJamie started a trend! Fans that were lucky enough to receive one of their own were more than happy to oblige others by providing a downloadable version for anyone to print and cut out. The official Outlander handle also gave away additional #PocketJamie’s to our Twitter followers in a series of “tweet to win” initiatives. Our talent and creators got in on the fun as well, posing for photos to encourage the tweeting to continue. Even members of the press, including Krista Smith of Vanity Fair who posed with #PocketJamie during the Sundance Film Festival, got into the #PocketJamie spirit. Examples: • https://twitter.com/Sassa_Steph/status/430013750692044800 • https://twitter.com/Outlander_Starz/status/422205185209806848 • https://twitter.com/Outlander_Starz/status/422866000963334144 • https://twitter.com/Outlander_Starz/status/422529014620647424 • https://twitter.com/carrieellenbell/status/431256760448716800 • https://twitter.com/Outlander_Starz/status/425691786523066368 The fun isn’t over yet. Later this month, we will announce the #PocketJamie awards. Categories like “Most Creative #PocketJamie photo” “Farthest Traveled #PocketJamie” and “Best Supporting Appearance with #PocketJamie” will be announced. Fans will submit their photos for each category by tweeting them to @Outlander_Starz and including the #PocketJamie hashtag. Winners will be selected and announced at the #PocketJamie Awards, a live Twitter chat with the @Outlander_Starz handle. Each winner will receive a prize autographed by Outlander’s stars, Caitriona Balfe and Sam Heughan.