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BlogWell San Francisco Case Study: Mattel, presented by Betsy Burkett & Gretchen de Castellane

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SocialMedia.org
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In their BlogWell presentation, Mattel's Director, Digital Media & Marketing, Betsy Burkett, and Senior Manager, Community & User Experience, Gretchen de Castellane, share how they are reaching and engaging with boys of all ages via social media.

EmpresarialesViajes
1 de 16
1
Hot Wheels Record-Breaking StuntA Full-Throttle Approach to Engage Boys of All Ages Gretchen de Castellane, Creative & Community Betsy Burkett, Digital Media & Marketing
The History
The Appeal
The Mission Objective ,[object Object],Strategy ,[object Object]
Leverage social media to amplify engagement around the “Fearless at the 500” record-breaking stunt ,[object Object]
The Story
The Stunt
Driving Excitement
Fans Go Crazy
The Yellow Driver Revealed Fan view Non-fan view
Breaking More Than Records FACEBOOK FANS… ,[object Object],FACEBOOK TAB VISITS… ,[object Object],FACEBOOK ENGAGEMENT… ,[object Object]
Facebook fanbasedoubled with a 75% participation rate,[object Object]
The Industry Takes Notice
World Record = World Famous
16

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BlogWell San Francisco Case Study: Mattel, presented by Betsy Burkett & Gretchen de Castellane

Notas del editor

  1. Case Study: Hot Wheels “For Real” – transforming from a toy brand to a lifestyle brandThe Shift – Optimizing the media mixConnecting with our audiences - Multi-generational appealRelevance - Allow consumers to own our brandGlobal strategy - Leverage scale/resource allocations
  2. A global car culture moment
  3. A global car culture moment
  4. A global car culture moment
  5. Not just the Drivers - behind every good driver is a pit crew, Legal, PR, Media
  6. A global car culture moment
  7. A global car culture moment
  8. On the day of, the yellow driver drops down and not only did he break the current distance jump of 301 feet, yellow driver broke the record by 31 feet. Having 1MM fans do the heavy-lifting for us.
  9. Immediately after the World Record jump, the Yellow Driver “reveal” video was posted on our Facebook page to capitalize on the online buzz and searches for his identity. After the Indy 500, viewers from the “Fearless at the 500” ABC show were directed to the Facebook page and required to “Like” the page to reveal the Yellow Driver.
  10. Mention active fanbasse vs. fb benchmark and feb 2010 fb launch
  11. Nearly 100k users who watched the “World Record Jump” video shared it, resulting in the most viewed YouTube video worldwide on Tuesday, 5/31. That same day, the “World Record Jump” video was also featured on the YouTube Homepage as the #1 most popular video in Entertainment and the #1 “Most Popular Around the Web” in Auto & Vehicles.
  12. Social Times, Inside Facebook, and Ad Age reported on the campaign effort to drive fans to Facebook and the success of the YouTube video.
  13. The Yellow Driver’s World Record Jump on the Hot Wheels YouTube Channel currently has over 4.6 million views (5.7MM overall online according to Visible Measures). The Yellow Driver Reveal video has over 310k views on YouTube