tmz celebrates the return of the bk chicken fries
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2014 Chicken Fries Wrap-Up Report
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AGENDA
Activation Calendar
Integrated Activations
Executive Summary
Key Findings
Source: DFP Reporting 9/8/14
77MMEarned, Paid and Owned Impressions
Client Objectiveo Drive earned impressions and capitalize on buzz in social mediao Make Burger King and Chicken Fries cool and relevant with
original and buzz-worthy integrations
Strategyo Three (3) custom videos featuring TMZ staffers
- Breaking news on return of Chicken Fries- Hidden camera- Blindfolded sauce challenge
o Original TMZ Live activation featuring Chicken Frieso Exclusive @TMZ “Tweet-Stakes” to over 2.8MM Twitter followers o Coordinated online roadblock, iPhone app takeover on Chicken
Fries day
Program Resultso 50MM+ total campaign impressions; 25MM+ on Chicken Fries
dayo 27.6MM+ earned media impressions (Highest ever for
@TMZ)o 600K+ viewers of TMZ Live episode on Chicken Fries dayo 200K+ video views of TMZ YouTube staffer videos
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2014 Chicken Fries Wrap-Up Report
EXECUTIVE SUMMARY
Source: *DFA/DFP Final Campaign Reporting YouTube Aug-Sep’14, Union Metrics tracked on 9/9/14 Earned Media Exposures= Absolute Delivery; Reach= Unduplicated Unique
Custom Staffer Video
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ACTIVATION CALENDAR
8/11
9/5
TMZ Live Integration
Re-Tweet to Win Tweet-Stakes and TMZ Social Promotion
2014 Chicken Fries Wrap-Up Report
Cross-Platform Takeovers 8/1
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Custom Staffer Videos
TMZ Homepage Promotion
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STAFFER VIDEOSBreaking News, Hidden Cameras and a Blindfold Challenge
Video 02 – TMZ Hidden Camera 8/19 Video 03 – Blindfold Challenge 8/26Video 01 – Petitions/Internet Outcry 8/14
44,000+ Views3.2MM+ earned media exposures2.7MM+ unique users reached
123,000+ Views4.3MM+ earned media exposures3.5MM+ unique users reached
38,000+ Views2.8MM+ earned media exposures2.6MM+ unique users reached
Source: YouTube Aug-Sep’14 views continue to grow!, Union Metrics tracked on 9/9/14 Earned Media Exposures= Absolute Delivery; Reach= Unduplicated Unique
200KVideo Views
Across 3 Videos
200KVideo Views From
3 Videos
16KHours of Branded Entertainment
Viewed
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SOCIAL ACTIVATIONS
Aug. 11 Aug. 13 Aug. 15 Aug. 19 Aug. 250
3,000,000
6,000,000
9,000,000
12,000,000
Earned Media Exposures UVs
o Highest earned media on 8/11 as both RT to Win and TMZ Live tweets were launched that day
o Higher than avg. earned media on 8/13 when second RT to Win tweet was launched
The BK Chicken Fries Set a New @TMZ Tweet-Stakes Record!!
27.6MMEarned Media Exposures*
NEW Hours of Branded
entertainment#TMZBK
Source: Union Metrics tracked from 8/11 – 8/25 Earned Media Exposures: Absolute Delivery; Reach: Unduplicated Uniques
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LIVEOn Monday, 8/11 TMZ Celebrated the Return of BK Chicken Fries
Source: NSI WRAP Overnights, Weighted Market Average, Live+SD. WB Omniture Internal Reporting as of 9/10
“Honest to God this smells so good, I WANT this!”
-Harvey Levin
660KTotal Viewers*
25Major US Markets
on Fox TV Stations
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TWEET-STAKESTMZ Amplified Social Buzz For #ChickenFriesAreBack
Source: Tweet-Stakes record = most Tweet-Stakes entries for @TMZ with 2.5K, Union Metrics tracked from 8/11 – 8/25 Earned Media Exposures: Absolute Delivery; Reach: Unduplicated Uniques
17.7 MMEarned Media
Exposures
NEWTweet-Stakes
Record for TMZ*
9.5MMiPhone App Impressions
9Source: DFP Reporting 9/9/14
TAKEOVERS
14.3MMHomepage Impressions
Multi-screen Homepage Takeover of TMZ.com on Mon, 8/11
10Source: DFP Reporting 9/9/14, Avg. CTR for TMZ YouTube Preroll = 2.39%
DIGITAL PAID MEDIATMZ, YouTube and , TMZ iPhone App
+58%CTR on YouTube vs
TMZ average
50 MMCampaign Impressions
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Asset Finding Recommendations
Staffer Videos
o 190K+ of Video 02 (ie Hidden Camera Video) registered 3x the video views of the other videos. This was the only video that @BurgerKing re-tweeted.
o Recommend more re-tweets from @BurgerKing and other Twitter accounts (ie celebrity spokespeople) to increase social amplification.
Social Activations
o 27.6MM earned media exposureso 4MM unique users reachedo Highest earned media on Aug. 11th and Aug. 15th when the re-tweet to win “Tweet-Stakes” were posted
o Continue to offer multiple prizes as that increases the perceived chance of winning
TMZ Live o 650K+ viewerso Highest number of re-tweet to win “Tweet-Stakes” entrants were on Aug.11th coinciding with TMZ Live “Tweet-Stakes” promotion
o Continue to utilize TMZ Live for promotion as it has now expanded from 25 to 69 major U.S. markets.
Cross-Platform
Takeovers
o 14.3MM Homepage impressions in 24 hourso 4.49% CTR on iPhone app photo gallery interstitial was the best performing unit of the campaign
o Continue the dual screen takeover strategy to maximize awareness on key promotional dates.
o Utilize more mobile photo gallery sponsorships
KEY FINDINGS2014 Chicken Fries Wrap-Up Report
Source: *DFA/DFP Final Campaign Reporting YouTube Aug-Sep’14, Union Metrics tracked on 9/9/14 Earned Media Exposures= Absolute Delivery; Reach= Unduplicated Unique