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Like It Or Spike it: Social Media Case Studies
With your hosts….!




Dave Peck!           David Griner!
Meshin!              Luckie & Co.!
@DavePeck!           @Griner!
Like It Or Spike it: Social Media Case Studies
To help launch Season 2 of “The Colony,”
Discovery Channel partnered with creative
agency Campfire to make a Facebook-based
alternate reality game.!
Like It Or Spike it: Social Media Case Studies
Results:!

           • Coverage in Mashable, Neatorama, MediaPost,
           AdFreak and more!
           • Players spent an average of 6 minutes on site,
           some as long as 20 minutes!
           • 70% of users chose to allow Facebook Connect!
           • 59% who reached final “tune in” message went
           back and re-started the experience!
           • 350,000 pageviews in 2 weeks leading up to
           season premiere!
Source:   !Campfire!
Peckʼs Take"   Grinerʼs Take"
Like It Or Spike it: Social Media Case Studies
For its first global digital ad campaign,
Cosmopolitan created a Facebook Connect
app that simulates being in a Cosmo photo
shoot.!
Like It Or Spike it: Social Media Case Studies
Results:!

           • Launch coverage in the New York Times — but
           almost nowhere else!

           • 3,800 users in first week 

           (Facebook fan base for Cosmo: 534,000)!

           • Positive feedback from international fans on
           Facebook!




Source:   !App user data determined by “Monthly Active Users” as of Oct. 10, 2010!
Peckʼs Take"   Grinerʼs Take"
Like It Or Spike it: Social Media Case Studies
When American Express declined to sell
advance tickets for Pee-wee’s theater revival to
its cardholders, the offer went to his Facebook
fans instead — kicking off a landslide of social
media support.!
Like It Or Spike it: Social Media Case Studies
Results:!

            • Twitter: 590,000 followers!

            • Facebook: 230,000 Likes!

            • Foursquare: 9,500 Friends (up from 4,000 just
            days after badge launch)!

            • $1.5 million in ticket presales before the first ad
            ever ran!

            • Massive, glowing news coverage !

Sources:   !“Pee-wee friends online followers to box office,” Variety, Sept. 11, 2010!
     !     !Social network data updated Oct. 10, 2010!
Peckʼs Take"   Grinerʼs Take"
Like It Or Spike it: Social Media Case Studies
In September 2010,
Edge shaving gel
began a Twitter
campaign offering to
help those who tweeted
with a #soirritating
hashtag. For some,
rewards included iPod
Touches, PS3s or gift
cards.!
Like It Or Spike it: Social Media Case Studies
Results:!

            • “Tremendous feedback,” according to senior
            brand manager!

            • Campaign extended past September!

            • 4,930 tweets using #soirritating hashtag from
            Sept. 10 – Oct. 10!

            • 2,839 tweets using #soirritating AND
            @EdgeShaveZone!


Sources:   !“Shaving Away Irritations via Twitter,” TalentZoo.com, Oct. 8, 2010!
     !     !Hashtag data via Radian6!
Peckʼs Take"   Grinerʼs Take"
Like It Or Spike it: Social Media Case Studies
In a two-pronged Facebook campaign,
PepsiCo’s Naked is soliciting “your personal
Naked Truth” for a chance at a Costa Rica
vacation and also bringing the effort to college
campuses.!
Like It Or Spike it: Social Media Case Studies
Results:!

           • 14,615 active app users in first two weeks!

           • 2,000 photos from campuses (uploaded by
           brand), but only a handful from fans!

           • Minimal launch coverage!

           • Audience (currently 44,000 fans) likely to grow as
           print ads and other campaign support begin running!



Source:   !Facebook status updated Oct. 11, 2010.!
Peckʼs Take"   Grinerʼs Take"
Like It Or Spike it: Social Media Case Studies
An hour before the Season 2 premiere of
NBC’s sitcom “Community,” the network played
out a bonus scene on Twitter, with 80
#nbccommunity tweets posted by characters.!
Like It Or Spike it: Social Media Case Studies
Results:!

            • Extensive preview coverage by Wired, HuffPo,
            Entertainment Weekly, Fast Company and more!

            • 122,492 total followers for character accounts
            (average of 10,200 per character)!

            • Viewership (5 million) was down 2.7 million from
            Season 1 premiere (after “The Office”) !

            • BUT ratings were up 16% from debut in 8 p.m. slot
            — despite now competing with “Big Bang Theory”!

Sources:   !Twitter data updated Oct. 11, 2010.!
     !     !Ratings info: TVByTheNumbers.com, Wikipedia.com!
Peckʼs Take"   Grinerʼs Take"
Like It Or Spike it: Social Media Case Studies
In a branded charity effort with Canadian
underwear label Stanfield’s, a cancer survivor
locked himself in his apartment for 25 days. The
goal? 25,000 Likes, yielding $25,000 for the
Canadian Cancer Society.!
Like It Or Spike it: Social Media Case Studies
Results:!

            • First 9 days: 31,000 Likes (Goal extended to $50K)!

            • $1,435 raised through Donation Challenges!

            • Clear spike in mentions for Stanfieldʼs: !




Sources:   !Facebook and donation data updated Oct. 14, 2010.!
     !     !Conversation data: Radian6!
Peckʼs Take"   Grinerʼs Take"
Closing thoughts:!

• Be clear in your goals, and make it easy for your
audience to help you reach them!

• Be original, even it means risking the unknown!

• Base your ideas around the real reasons people
like your brand !
Thanks for your time.!
Want even more opinions from us? !




Dave Peck"            David Griner"
MeshIn.com!           TheSocialPath.com!
TheDavePeck.com!      AdFreak.com!
@DavePeck!            @Griner!
@MeshIn!

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Like It Or Spike it: Social Media Case Studies

  • 2. With your hosts….! Dave Peck! David Griner! Meshin! Luckie & Co.! @DavePeck! @Griner!
  • 4. To help launch Season 2 of “The Colony,” Discovery Channel partnered with creative agency Campfire to make a Facebook-based alternate reality game.!
  • 6. Results:! • Coverage in Mashable, Neatorama, MediaPost, AdFreak and more! • Players spent an average of 6 minutes on site, some as long as 20 minutes! • 70% of users chose to allow Facebook Connect! • 59% who reached final “tune in” message went back and re-started the experience! • 350,000 pageviews in 2 weeks leading up to season premiere! Source: !Campfire!
  • 7. Peckʼs Take" Grinerʼs Take"
  • 9. For its first global digital ad campaign, Cosmopolitan created a Facebook Connect app that simulates being in a Cosmo photo shoot.!
  • 11. Results:! • Launch coverage in the New York Times — but almost nowhere else! • 3,800 users in first week 
 (Facebook fan base for Cosmo: 534,000)! • Positive feedback from international fans on Facebook! Source: !App user data determined by “Monthly Active Users” as of Oct. 10, 2010!
  • 12. Peckʼs Take" Grinerʼs Take"
  • 14. When American Express declined to sell advance tickets for Pee-wee’s theater revival to its cardholders, the offer went to his Facebook fans instead — kicking off a landslide of social media support.!
  • 16. Results:! • Twitter: 590,000 followers! • Facebook: 230,000 Likes! • Foursquare: 9,500 Friends (up from 4,000 just days after badge launch)! • $1.5 million in ticket presales before the first ad ever ran! • Massive, glowing news coverage ! Sources: !“Pee-wee friends online followers to box office,” Variety, Sept. 11, 2010! ! !Social network data updated Oct. 10, 2010!
  • 17. Peckʼs Take" Grinerʼs Take"
  • 19. In September 2010, Edge shaving gel began a Twitter campaign offering to help those who tweeted with a #soirritating hashtag. For some, rewards included iPod Touches, PS3s or gift cards.!
  • 21. Results:! • “Tremendous feedback,” according to senior brand manager! • Campaign extended past September! • 4,930 tweets using #soirritating hashtag from Sept. 10 – Oct. 10! • 2,839 tweets using #soirritating AND @EdgeShaveZone! Sources: !“Shaving Away Irritations via Twitter,” TalentZoo.com, Oct. 8, 2010! ! !Hashtag data via Radian6!
  • 22. Peckʼs Take" Grinerʼs Take"
  • 24. In a two-pronged Facebook campaign, PepsiCo’s Naked is soliciting “your personal Naked Truth” for a chance at a Costa Rica vacation and also bringing the effort to college campuses.!
  • 26. Results:! • 14,615 active app users in first two weeks! • 2,000 photos from campuses (uploaded by brand), but only a handful from fans! • Minimal launch coverage! • Audience (currently 44,000 fans) likely to grow as print ads and other campaign support begin running! Source: !Facebook status updated Oct. 11, 2010.!
  • 27. Peckʼs Take" Grinerʼs Take"
  • 29. An hour before the Season 2 premiere of NBC’s sitcom “Community,” the network played out a bonus scene on Twitter, with 80 #nbccommunity tweets posted by characters.!
  • 31. Results:! • Extensive preview coverage by Wired, HuffPo, Entertainment Weekly, Fast Company and more! • 122,492 total followers for character accounts (average of 10,200 per character)! • Viewership (5 million) was down 2.7 million from Season 1 premiere (after “The Office”) ! • BUT ratings were up 16% from debut in 8 p.m. slot — despite now competing with “Big Bang Theory”! Sources: !Twitter data updated Oct. 11, 2010.! ! !Ratings info: TVByTheNumbers.com, Wikipedia.com!
  • 32. Peckʼs Take" Grinerʼs Take"
  • 34. In a branded charity effort with Canadian underwear label Stanfield’s, a cancer survivor locked himself in his apartment for 25 days. The goal? 25,000 Likes, yielding $25,000 for the Canadian Cancer Society.!
  • 36. Results:! • First 9 days: 31,000 Likes (Goal extended to $50K)! • $1,435 raised through Donation Challenges! • Clear spike in mentions for Stanfieldʼs: ! Sources: !Facebook and donation data updated Oct. 14, 2010.! ! !Conversation data: Radian6!
  • 37. Peckʼs Take" Grinerʼs Take"
  • 38. Closing thoughts:! • Be clear in your goals, and make it easy for your audience to help you reach them! • Be original, even it means risking the unknown! • Base your ideas around the real reasons people like your brand !
  • 39. Thanks for your time.! Want even more opinions from us? ! Dave Peck" David Griner" MeshIn.com! TheSocialPath.com! TheDavePeck.com! AdFreak.com! @DavePeck! @Griner! @MeshIn!