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BSSP xxxx Greyhound
FOLLOW THE FLOW CAMPAIGN RECAP
December 16, 2014
INDEXCampaign Summary 3Network Wide Rotational Media 4Companion Banner Screen Shots 5Virtual Video Auditions 6Artist Direct Media Sponsorship 7Homepage Carousel Screen Shots 8Branded Canvas Pre-Roll Screen Shot 9Homepage Carousel Mobile Screenshot 10Artist Direct Social Media Outreach 11Evolve Dedicated Email Blasts 12Questions 13Contact Us 14
Driven by Greyhound, Evolve TV produced an integrated multichannel campaign that drove fans to premium content that was supported by rich media and dynamic banners that recommended popular concerts and music festivals in Greyhound bus depot cities.
The campaign was amplified by our "Follow The Flow" cinematic cypher video series that gave aspiring hip hop artists an opportunity to be featured alongside Grammy nominated artist B.o.B and other notable emcees.
Highlights Include:
• Syndicated to affiliate partner networks including but not limited to, XXLmag.com, Yahoo Music and rapradar.com
• Ran across the Vevo network including vevo.com, Vevo @ Youtube and Vevo mobile
• Amplified through the Evolve TV social media outreach ecosystem
• 3 million digital impressions• 3 million syndicated video views• 300k + Vevo and Youtube standalone views• 10,680,800 social media impressions• 16,985,122 total delivered views and impressions
CAMPAIGN SUMMARY
“Publishing Pop Culture On A Digital Canvas”
“Publishing Pop Culture On A Digital Canvas”
Greyhound's virtual video music travel guide kicked off the multichannel campaign. Running from 7/24 through 9/18 the travel guide recommended popular Hip Hop themed music concerts and festivals in Greyhound bus depot cities.
Media included:• 300x250 genre targeted overlay ads• 300x250 genre targeted companion ads• Ad units were branded with copy that suggested popular
Hip Hop and R&B genre specific music concerts and festivals
• The branded banners encouraged viewers to purchase Greyhound bus travel at affordable rates for regional travel
NETWORK WIDE ROS MEDIAVEVO VIDEO PLATFORM GENRE TARGETED OVERLAY & 300X250 COMPANION
SAMPLE SCREEN SHOT
“Publishing Pop Culture On A Digital Canvas”
COMPANION BANNER SCREEN SHOTS
VEVO VIDEO PLATFORM GENRE TARGETED OVERLAY & 300X60 COMPANION
“Publishing Pop Culture On A Digital Canvas”
Customized exclusively for Greyhound, Evolve TV produced a 15 second video that was hosted by DJ Envy. The video was a call to action inviting unsigned Hip Hop artists to submit a 15 second original video demo using the branded hashtag #inthehound in order for their submissions to be considered.
The viral video audition submissions were uploaded to the "Follow The Flow" IG channel and promoted through Evolve TV Social
Highlights Included:• DJ Envy hosted 15 second video• Seeded by DJ Envy • Virtual Video audition ran from 7/14 through 7/27 • Promoted through the following social media channels
that included, IG, Twitter and Facebook; Vevo, DJ Envy, HBCU and Reverb Nation
• Greyhound social media traffic spiked• Grand Prize winner selected Cash Sinatra from Brooklyn,
New York• Total Social Media Measured Impressions: 3,279,000
VIRTUAL VIDEO AUDITIONS
SCREEN SHOT
“Publishing Pop Culture On A Digital Canvas”
Produced documentary style and anchored by B.o.B the video installment consisted of the following four videos; series teaser, interview, episode teaser and the cypher.
The episode focused on the "journey" to success whether you are a young emcee taking the bus to the big city in hopes of being discovered or a Grammy nominated artist like B.o.B; the journey starts with the lyrics.
Highlights Included:• Ran across the entire Vevo platform• Greyhound had 100% SOV during the six week
sponsorship• Series was syndicated and picked up by
XXLmag.com, rapradar.com and Yahoo
music.com • The installment was promoted through the following social
media channels that included, IG, Twitter and Facebook; Vevo, DJ Envy, and the HBCU Buzz social network
• Seamless Greyhound product integration and branding • Total genre related syndicated views: 3,000,000 • Total Vevo and Youtube video standalone views: 304,322
ARTIST DIRECT MEDIA SPONSORSHIP
SCREEN SHOT
“Publishing Pop Culture On A Digital Canvas”
VEVO FOLLOW THE FLOW CYPHER HOMEPAGE CAROUSEL
SCREEN SHOT
“Publishing Pop Culture On A Digital Canvas”
BRANDED CANVAS PRE-ROLL
SCREEN SHOT
“Publishing Pop Culture On A Digital Canvas”
HOMEPAGE CAROUSEL MOBILE
SCREEN SHOT
“Publishing Pop Culture On A Digital Canvas”
ARTIST DIRECT SOCIAL MEDIA OUTREACH
SCREEN SHOT
In addition to receiving placement on Vevo digital platforms the four video artist direct sponsorship was promoted through Evolve's social media ecosystem.
Anchored by Vevo social additional social media promotion was syndicated through the following Twitter, Facebook and IG channels, DJ Envy, HBCU Buzz and B.o.B
The social media outreach campaign ran from 10/27 through 12/8.
Highlights included:• 15 second video teaser produced exclusively for IG
channel promotion• Greyhound brand inclusion was on all the videos• B.o.B promoted select retweets and posts to his 4 million
+ social media followers• Total artist direct social media outreach impressions:
7,401,800
“Publishing Pop Culture On A Digital Canvas”
EVOLVE TV DEDICATED EMAIL BLASTS
SCREEN SHOTS
Promoting the "Follow The Flow" video installment to current HBCU students and alumni was the primary email marketing campaign focus.
Greyhound commercial spots ran pre-roll to all the videos that were delivered through the dedicated email blasts.
The email marketing campaign ran from 10/27 through 12/8.
Highlights included:• 4 dedicated email blasts• Reach: 2,000,000• 2,000,000 + impressions• Bounce rate: 9%• Open rate: 20.15%• Click through rate: 2%
“Publishing Pop Culture On A Digital Canvas”
Questions?
KENNETH G. LINDER JR. Head of Sales & Marketing 212.470.9348 [email protected]
REMI WILLIAMS HEAD OF DEVELOPMENT & TALENT [email protected]
MATASA WILLIAMS HEAD OF PRODUCTION [email protected]
244 Fifth Avenue, 2nd Floor New York, NY 10001 www.evolve-tv.com
“Publishing Pop Culture On A Digital Canvas”
CONTACT US
