Coldwell Banker Real Estate
Feb. 6, 2014
Team members: David Siroty - VP, North American Communications, Lindsay Listanski - Social Media Manager, Meredith Topalanchik - VP, Client Services
About this entry
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.
The case for why this entry should win a Shorty
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).
• #HomeRocks commercial: http://www.youtube.com/watch?v=H6PZx6S4tSM
• #HomeRocks press release: http://www.coldwellbanker.com/real_estate/learn/coldwell_banker_unveils_new_homerocks_campaign?topContentLast=MostRecent&title=Coldwell+Banker+in+the+News&daysBackLast=30&lastLinkFlag=CATEGORY&contentIdLast=272489
• #HomeRocks Award: http://blog.coldwellbanker.com/homerocksaward
• #HomeRock Award Winner Announcement: http://blog.coldwellbanker.com/winner-1st-ever-homerocks-award
• The New York Times Coverage: http://nyti.ms/1deH97F