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LOGO
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 35New York5-20-2015
Learn more about Member Meetingssocialmedia.org/meetings
A&E NetworkMorgan GrecoCritics’ Choice Awards social media case study
Blogger Partnership
‣ Partnered with entertainment sites and blogs to do iPad giveaways in an effort to promote the show and the Social Centerpiece™
Mingling With Movie Stars
‣ Short, humorous video series featuring Michael Strahan giving tips on how to “mingle” with movie stars. Released across social media in promotion of awards.
• Red carpet coverage • Twitter mirror • Social team on carpet
• War Room • Carpet & show • Custom content
• .gifs • Fan response
• Real-time clip distro • YouTube • Press
Social Engagement Tactics
Social Centerpiece™
‣ iPad Minis on 40 celebrity tables pre-loaded with specialized Twitter Mirror software ‣ Designed to get celebrities and critics interacting live with the audience at home over social media
• Critics’ & host kits • Treated the critics as
ambassadors – trained them how to use the Social Centerpiece™ through scheduled phone calls and documents
• Worked with Strahan to train him on Social Centerpiece™
Social Centerpiece™ Training
• Pre-premiere paid • Facebook, Twitter,
Reddit • Real-time paid
• Twitter amplification of best performing content
Paid Social
Maker Studios Live Viewing Party
‣ To complement the broadcast, during commercial breaks the stream cut to a Live Viewing Party at Maker Studios. ‣ The party featured Maker Talent who provided fashion and film commentary, comedy sketches and drove continuous conversation across social.
Sponsored Sweepstakes
‣ Convergent sweepstakes (linear & digital) with two in-show on-air calls to action directing fans to tweet #CCAsweeps for a chance to win instant prizing from Pizza Hut.
Did It Work? 5.4MM Total Impressions
296,686 Total Engagements 5.40% Total Engagement Rate
Includes Paid + Organic • Won Nielsen Twitter TV Ratings week 1.12, beating out competition from top social shows such as The
Bachelor • Generated widespread earned media coverage with press picking up on the Social Centerpiece™ activation • Highest rated cable ratings performance ever for the show
Looking Ahead Critics’ Choice TV Awards – May 31st
‣ PUSH OUT MORE CONTENT! ‣ Fans wanted and demanded more from us
‣ Train critics more efficiently ‣ YouTube training – visual representation of what we are doing
‣ War Room – not organized enough ‣ Give specific roles & flow chart of responsibilities for all
‣ Give fans a voice in the process: Fan art red carpet, Bingeworthy Award, Tweet a Drink