Wiredset

Innovative Strategies

LIVE WEB & EARNED MEDIA MARKETING

Developed and executed marketing programs geared towards unifying and organizing conversation, driving strong chatter during on-air

Leveraged our proprietary platforms, Trendrr and Curatorr, to measure the conversation, identify influencers, activate our marketing and the live discussion

Maximized awareness and participation through earned media marketing, working with partners such as MSN TV, AOL TV, TV.com, and Buzzfeed to secure ongoing coverage and unique placements

Meaningful Results

• Secured 3-7 Trending Topics Each Week (over 30K Tweets per Airing)
• Oxygen’s Highest Ratings & Web Traffic Ever (now exceeding 2M viewers per episode, double-digit growth in Oxygen.com page views and uniques since start of season)
• Strong Ratings & Web Traffic Growth Week-After-Week (despite being 4th season)
• Incredible Placements & Earned Editorial Impressions (generated over 28M Earned Media Editorial impressions through 150+ placements for 1st 9 episodes)
• On-air trending topics:
  

Superfreakonomics

• Campaign generated over 70M impressions – over 43M earned media marketing impressions
• Secured top placements across a wide variety of destinations – Huffington Post, LA Times, Pop Matters, The Onion
• Release jumped from #64 to #4 on Amazon shortly following our Huffington Post feature and later went on to be a New York Times Best Seller
• Author participation and engaging ad creative further drove campaign’s reach and success
• Wiredset’s results led to re-engagement for the mass-media release of Freakonomics – another successful program

La Soga

• Faced with the challenge of marketing a indie film with a 2 market release (NYC & MIA) during the heart of the busy summer movie season
• Utilized earned media outreach with key destinations to garner wide-scale visibility for La Soga

Incredible Placements

• Secured highly visible coverage on all of the top film sites – Apple Trailers, Yahoo! Movies, Hulu, MSN, Fandango, AOL Moviefone, Rotten Tomatoes, NY Times, and more
• Arranged exclusive coverage on Hulu as well as an AOL Latino interview with the lead actor and actress
• Ongoing coverage on over 40 top destinations
• Generated over 25M earned media impressions in 3 week campaign
• Over 140% increase in trailer views
• Google search results for “La Soga” up 90%
• Impressive opening week led to 2x expansion of screens in week two

Tosh.0

• Initially tasked with breaking a new program featuring a relatively unknown personality for Comedy Central
• Leveraged earned media tactics and partnerships with key web influencers to properly introduce Tosh.0

Unbelievable Success

• Secured weekly coverage on Yahoo! TV’s “What to Watch” and AOL TV’s “Thursday’s Picks” and arranged homepage feature on Daily Motion
• Setup editorial coverage on USA Today’s Pop Candy, UGO, and Gawker and over 70 other key destinations
• Orchestrated earned media partnerships with personalized content on influential sites such as Dead Frog, Kontraband, and Gorilla Mask
• Generated over 40M earned media impressions for Tosh.0′s first 6 episodes
• Our marketing was credited by Comedy Central as a key to the success of Tosh.0
• As we continue to build strong awareness for Season 2, Tosh.0 is now a hit-program, regularly drawing over 2.5M viewers per episode – often winning its entire day among males 18-34 and its night among adult cable viewers 18-49
• Tosh has also become Comedy Central’s most-watched personality, topping established stars such as Jon Stewart and Stephen Colbert

The Strain

• Wiredset executed a full-scale campaign on behalf of Guillermo Del Toro’s The Strain – ONLINE MARKETING, WEBSITE PRODUCTION, WIDGET PRODUCTION, TARGETED PAID MEDIA, & METRICS/ANALYTICS
• By conceiving and managing all components in tandem, we were able to focus on delivering a cohesive, compelling experience which best incorporated key themes of the book

Campaign Was A Major Success:

• Major Placements – ESPN, AOL, IGN, The Onion, and over 50 other contextual sites
• The highly-stylized website and widget became the talk of the book world
• Efficiently secured prime media buys on a variety of top destinations – MySpace, Ace Showbiz, Ain’t It Cool News, Bloody-Disgusting, Facebook, and others
• Campaign’s earned media marketing placements alone generated over 65M impressions
• Instant New York Times Best Seller

The Goal

Provide P&G with an engaging digital experience around the launch of Hugo Boss Element’s one-of-a-kind partnerships with Apple’s iTunes – leverage strategic paid media to drive impressions and awareness for this program

Enabling Technologies

Created a fully-immersive social experience within the Hugo Element site around the fragrance and the iTunes partnership. Users could download free tracks, send social messages to their friends on Facebook and followers on Twitter, and get a sample of the cologne. Additionally, users could match experiential words to the tracks, further immersing them within the site and also providing for additional social sharing opportunities.

Advertising Creative & Execution

Leveraged strategic paid media to maximize program visibility and engagement across all contextual destinations. Utilized site takeovers and roadblocks on top men’s destinations, expanding the experience through engaging creative that demanded attention. Created valuable impressions and awareness for not only Hugo Element, but also drove traffic directly to the campaign’s site.

Awareness

Delivered over 139.7 Million Total Impressions with takeover and roadblocks on top men’s sites such as GQ, Maxim, Details, FHM, and Bullz-Eye, highly effective search engine advertising on Google, Yahoo!, and Bing, and targeted social media on Facebook and Myspace

Traffic

Drove over 137,000 qualified visitors to the Hugo Element website – Providing users the opportunity to interact within this social destination, download free tracks, and share their experience with friends

Performance

Wiredset used its proprietary analytics tools and marketing experience to select the most contextual and influential sites for our targeted audience, delivering a remarkably efficient and effective program that yielded a highly impressive CTR of .10% (over 5x the industry average), while maintaining an amazingly low CPM of $2.64

Project Challenge

Using the Trendrr platform, Wiredset monitored Twitter activity during MTV’s Hope For Haiti telethon and benefit concert. MTV was able to curate and display tweets relating to the Hope For Haiti fundraising efforts in real time during the television broadcast. Trendrr’s advanced filtering capabilities ensured that all tweets broadcast were on-topic and appropriate.

Rallying Support

MTV’s tweet curation for Hope For Haiti brought together 83 million viewers from the concert’s various broadcast and online partners, including ABC, CBS, Youtube, iTunes and Hulu.

Encouraging Contributions

Tweets broadcast during the Hope For Haiti concert often included information on where to donate. This encouraged participation in a movement that raised $58 million in one weekend.

Generating Awareness

The publicity generated from cross-platform awareness of the #hopeforhaiti hash-tag continued after the initial telethon, directing more people to information about the Haiti relief effort.

Results

MTV’s Hope For Haiti benefit was one of the most widely broadcast fundraising efforts in television history. Wiredset’s tweet curation for this event brought disparate viewerships together online and built momentum for a campaign that raised $66 million total for victims of the January 2010 earthquake in Haiti.

Goal

Leveraged Trendrr on behalf of Comedy Central to foster and measure live discussion around Comedy Central’s The Colbert Report #SkateExpectations Olympic campaign using live web and social media marketing

Strategy

Listening: Identified the Colbert influencers per topic, then listened to and measured their conversation and hashtags

Planning: Crafted strategies and programs on behalf of Comedy Central based on the intelligence gained from listening to influencers on Trendrr

Optimization: Measured marketing effectiveness (use of hashtags, influencer engagement, shared links, Twitter / blog / press mentions) for all campaign components

Activation: After listening and measuring, responded to the conversation, activating influencers and audience

Results

• Averaged 1,552 Tweets / day, over 9,300 Tweets over the last 7 days with mentions of Stephen Colbert, Skate Expectations, and other various terms including the Olympics and Speedskating with respect to Colbert
• Trended upward by nearly 700%, average Twitter volume for Stephen Colbert and Speedskating was up by 532% after a late‐week bump in Tweets
• Blog posts referring to ‘Skate Expectations’ gained major ground with a 751% increase in volume
• Press mentions of Stephen Colbert with respect to the Olympics and the Speedskating team increased by an average of 161%
• ‘Skate Expectations’ conversation volume increased from a rate of 11 Tweets / day (beginning of the campaign) to 117 Tweets/day, with volume increasing at a rate of nearly 250%
• Created an engaged base of influencers and followers that can be leveraged over time (ongoing value)

Innovative Strategies

LIVE WEB & EARNED MEDIA MARKETING

Developed and executed marketing programs geared towards unifying and organizing conversation, driving strong chatter during on-air

Leveraged our proprietary platforms, Trendrr and Curatorr, to measure the conversation, identify influencers, activate our marketing and the live discussion

Maximized awareness and participation through earned media marketing, working with partners such as MSN TV, AOL TV, TV.com, and Buzzfeed to secure ongoing coverage and unique placements

Meaningful Results

• Secured 3-7 Trending Topics Each Week (over 30K Tweets per Airing)
• Oxygen’s Highest Ratings & Web Traffic Ever (now exceeding 2M viewers per episode, double-digit growth in Oxygen.com page views and uniques since start of season)
• Strong Ratings & Web Traffic Growth Week-After-Week (despite being 4th season)
• Incredible Placements & Earned Editorial Impressions (generated over 28M Earned Media Editorial impressions through 150+ placements for 1st 9 episodes)
• On-air trending topics:
  

True Blood

Wiredset designed and created a multi-purpose web widget to drive adoption for HBO’s True Blood Affiliate Contest

Key Widget Features

• Was made to live in 3 environments (Mac, PC Desktops and various social networks)
• Dynamically identified the affiliate of each user and automatically populated the relevant affiliate branding
• Included multiple social features to encourage sharing and rapid adoption
• Also incorporated key marketing messages, dynamically updated video, and links to all points of presence

The campaign exceeded 1,000,000 entries

Comedy Central – Ongoing Retainer

• Delivered over 1.5 Billion earned-media impressions over 2.5 year ongoing relationship
• Thousands of placements ranging from the most important top-tier destinations to targeted, niche communities
• Continued coverage on top television portals – Yahoo! TV, TV.com, and AOL TV – garnering featured placement for key programming priorities
• Impressive growth in site traffic and video views – always linking to and driving traffic from all placements to key points of emphasis

Bravo – The Real Housewives

• Utilized Twitter and Facebook to drive participation for Bravo’s Real Housewives of New York season finale online viewing party
• Over 100% increase in Bravo’s Twitter followers and over 450% increase on Real Housewives Facebook fans at time of finale
• Bravo’s Twitter now has over 10K followers – 300% growth from start of program
• Also utilized earned media to drive awareness and opt-ins securing key coverage on Mashable, USA Today, and CBS The Insider
• Increased blog mentions of “Real Housewives” by over 72% during program

Project Challenge

Wiredset conceived of and developed an innovative real-time social media engagement platform enabling a 24/7 watercooler conversation around Bravo’s programming. The project relies on proprietary Trendrr technology to process and curate Twitter’s real-time data stream, organizing the data for multiple display and interactive uses across the @BravoTV destination.

What We Did

Using the API from Wiredset’s proprietary social media curation platform, Trendrr, the production team developed the underlying technology that could effectively power our three @BravoTV components:

Just Saying

Just Saying is a conversation starter where fans can give their opinion and feedback on various topics that relate to their favorite shows

Tweet Battles

TweetBattles is where fans can challenge each other to a one-on-one debate about a hot topic while spectators comment on the action and show their support for one of the battlers

Tweet Trackers

Tweet Tracker by actively and creatively displaying real-time Twitter conversation around Bravo programming and Bravolebrities, we are able to engage fans in a compelling and interactive digital experience that fully complements on-air activity

Results

@BravoTV is widely acknowledged to be an innovative step forward in the evolving socialTV landscape. The program provided multiple wins for the network including increased page views, audience time on site, new advertising inventory, increased SEO, and deeper, more meaningful audience engagement.

The Goal

Leveraged digital marketing, enabling technologies, and social media in order to generate wide-scale awareness and engagement around ckfree and model Jamie Dornan, ultimately driving product sales

Strategies & Tactics

Enabling Technologies

Built an interactive map tool integrated with Google Maps which allowed users to select their favorite places to “live free” while also highlighting Jamie Dornan’s “live free” destinations. Users could additionally send an interactive postcard from their location to friends to drive further awareness and adoption

Social Media

maintained a ckfree Thinkers Twitter Page, providing regular quotes from history’s most well-known “free thinkers”. Drove user participation and sharing, enabling and ongoing relationship throughout program

Engagement Marketing

Leveraged earned and strategic media to maximize program visibility and engagement across all contextual destinations. Created valuable impressions and awareness for not only ckfree, but also all program strategies and initiatives

Results

Awareness

Delivered over 37.5 Million Total Impressions with over 20M Earned Media Contextual Impressions through editorial features on sites such AskMen, AOL Luxist, Starpulse, Bullz-Eye, and Yelp

Traffic

Editorial features and social sharing converted to traffic with the CK “Live Free” map becoming one of the top-5 most viewed pages on the Calvin Klein’s fragrances website

Participation

Strong participation across all initiatives, driving social sharing, traffic, and sales – Over 1,000 Twitter Followers, over 300 ReTweet/Submissions, over 400 Map Locations Submissions

Validation

Program received positive industry coverage and press – featured on outlets such as ClickZ (one of the largest digital marketing trades on the web), DMnews.com (both a 30 year old print magazine and website for marketers), and Cynopsis Digital

Long Term Value & Benefits

SEO

To-date Wiredset campaign efforts are yielding 6 of 10 first-page Google search results for ckfree

Social CRM

Campaign’s Twitter page has over 1,000 highly-engaged followers that can be reached and leveraged at any time