digiday video: revision3 & jack threads: case study: beyond the campaign

Leveraging Social Influence Marketing to Drive Sign Ups and Sales

About JackThreads

HIGHLIGHTS

• 2008: Launched by Jason Ross out of Columbus, OH apartment

• May 2010: Thrillist acquires JackThreads (150k members)

• July 2011: JackThreads hits 1 million members

• 2012: JackThreads launches private label clothing lines and crosses 2.4 million members.

Objective:

Introduce The Brand

Drive sign ups

Drive Sales

Build Brand Loyalty

Jackthreads was looking to reach young male web savvy consumers:

• Online Television for the New Media Consumer

• Recently Acquired by Discovery Communications

• Original HD Programming

• Over 200 Million Monthly Views

• 40 Million Unique Viewers

• The ability to watch:

About Revision3

Anywhere Anytime

Any Device Any Service

Unique In-Show Sponsorship Model

Interlaced with graphical/video assets

Sponsorship is integrated to become part of the content

Leverage strong connection between the hosts and the audience

• Minimal Clutter/High SOV Around Sponsor Messaging

• Trusted Hosts Deliver Sponsorship Message Within the Show

Unmatched Performance

• The Benefit of “Earned” media

• Control and targeting of “Paid” media.

Strategy

• Developed a custom online video campaign targeting Revision3 ’s tech savvy young male audience

• Integrated the JackThreads brand as well as “Invite-Only” and “Only Suckers Pay Full Price” messaging into Revision3 shows

• The JackThreads message was personalized for each show and as such, more relevant to the show viewers

Video

JackThread Sizzle Reel• Please download and embed this video onto this slide. The video

should play when clicked. - Thanks

http://videos.revision3.com/revision3/creatives/SizzleReel/JackThreads_2012_Sizzle.mp4

Results

Results

vs. Traditional Paid Media

• 178% increase in Buyer Activation (30 day window)

• 219% increase in ARPU• 81% increase in Friend Referral

133k Members Referred to Date!

Beneficial Byproducts

Revision3 Hosts are now Huge fans of JackThreads and rabid consumers

JackThreads is an active part of the conversation among the Revision3 community

Social Buzz

Q&A

Thank You

John Wiseman - jw@thrillist.comBrad Murphy - brad@revision3.com

• Back Up Slides

New Media Consumer

• Abandoning traditional TV

• Hyper-connected users

• On demand lifestyle

• Influential Opinion Leaders

Laser Target Your Core Audience

Traditional Model:Shotgun Mass Media Approach

(High cost, low return)

Revision3 Model: Low Budget & Target Approach

(Low cost, higher return)

VS.

Target Audience

Broad Reach

$

Broad Reach

Target Audience

$$$

Reaching an Elusive Audience

73% - Male

70% - 12-34

51% - 18-34

Sources: Comscore, March 2012; *Revision3 Viewer Survey, summer 2010

78.1% - Have some college or higher education*

81.4% - Spend more time with Internet/Digital content than TV content.*

Best Seat in the House

49%

66%

28%

40%

Watch on a PC/Mac in a window

Watch on a PC/Mac in full screen

Watch on a Mobile Device

Watch on a TV or large display