The most well-known case studies are typically part of a specific campaign, but some brands have found that continuing into the publishing space even after the initial campaign is over has kept fans engaged over the long haul. In this presentation, Revision3 and Jack Threads will showcase the work they've done together to tell a story about the brand and build loyalty among consumers. Presenters: Brad Murphy, CRO, Revision3 @bradmurphy John Wiseman, vp, head of marketing & partnerships, Jack Threads @johnwise

1. Leveraging Social Influence Marketing to Drive Sign Ups and Sales

2. 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.

3. Objective:
Jackthreads was looking to reach young male web savvy consumers:
 Introduce The Brand
 Drive sign ups
 Drive Sales
 Build Brand Loyalty

4. About Revision3
• 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:
 Anywhere  Any Device
 Anytime  Any Service

5. Unique In-Show Sponsorship Model
•
• Minimal Clutter/High SOV Around Sponsor Messaging
• Trusted Hosts Deliver Sponsorship Message Within the Show
 Interlaced with graphical/video assets
 Sponsorship is integrated to become
part of the content
 Leverage strong connection between
the hosts and the audience

6. Unmatched Performance
• The Benefit of “Earned” media
• Control and targeting of “Paid” media.

7. 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
• TheJackThreads message was personalized for each
show and as such, more relevant to the show viewers

8. 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

9. Results

10. 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!

11. 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

12. Social Buzz

13. Q&A

14. Thank You
John Wiseman - jw@thrillist.com
Brad Murphy - brad@revision3.com

15. • Back Up Slides

16. New Media Consumer
• Abandoning traditional TV
• Hyper-connected users
• On demand lifestyle
• Influential Opinion Leaders

17. Laser Target Your Core Audience
Traditional Model: Revision3 Model:
Shotgun Mass Media Approach Low Budget & Target Approach
(High cost, low return) (Low cost, higher return)
$$$ $
Broad Reach Target Audience
VS.
Target Audience Broad Reach

18. Reaching an Elusive Audience
78.1% - Have some college or higher education* 73% - Male
81.4% - Spend more time with Internet/Digital 70% - 12-34
content than TV content.*
51% - 18-34
Sources: Comscore, March 2012; *Revision3 Viewer Survey, summer 2010

19. Best Seat in the House
49% Watch on a PC/Mac in a window
66% WatchscreenPC/Mac
in full
on a
Watch on a
28% TV or large
display
40% Watch on a
Mobile
Device