Armchair » Facebook

Internet on Fire

Acree — Mon, 21 Mar 2011 00:02:23 +0000

Internet on Fire

Challenge:

Cartoon Network wanted a blockbuster-style campaign for their original movie about a fire-breathing teenager.

Solution:

Armchair’s strategy was to blow up the internet. We unleashed Firebreather‘s larger-than-life monster on a perfectly healthy YouTube page, making it shake, smoke, and burn to a crisp.

But the wild YouTube takeover was just one component of a comprehensive digital campaign. On Facebook, status updates began weeks before the premiere, telling the movie’s back-story while releasing trailers, custom-built games, and propaganda-style posters. Interactive banner ads across the internet let users morph the main character from human to monster while meeting the supporting cast. Finally, a blockbuster-style website housed digital content like wallpapers, avatars, and a quiz, yet had the visual vibrancy to be an experience in and of itself.

Results:

Firebreather premiered #1 for the night among all cable and broadcast television networks for all kids and boys demographics. The network’s first-ever CG original movie event attracted 3.7 million viewers ages 2 and up, beating all other television networks by considerable double digits and ranking as the second most-watched telecast of the year among targeted viewers.

Our YouTube takeover topped half a million channel views and 340 subscribers during its 10-day flight, becoming the second most-viewed channel by a sponsor in November 2010 and over-delivering by every measurement.

In April 2011 Firebreather’s YouTube takeover received the AiMA award for Most Effective Use of Video.

Free Social Media Trackers

Mandy Cornwell — Tue, 14 Dec 2010 22:18:37 +0000

With social media fully entrenched as a necessary part of a company’s marketing and PR strategy, it is important to know where you stand. There are dozens of services out there that offer social media monitoring for a fee, but there are also many free web solutions for taking on the monitoring yourself. Generally these work by entering keywords (i.e. your company’s name, campaign name) and the tool brings up a list of results that have mentioned those keywords. These tools could be used to monitor a brand over time or establish a baseline right before a large campaign is launched.

Here are a few of the better options out there:

Aggregators – these monitoring tools pull from many different sources such as Facebook, Google, Twitter, YouTube

Social Mention

Social Mention is unique in that it tells you the top keywords and has different measurements around strength (likelihood the brand is being discussed), sentiment (are people saying positive, negative or neutral things), passion (likelihood people will mention the brand repeatedly) and reach (range of influence), plus other data. http://socialmention.com/

Addictomatic

Aggregates data in a more visual way, separated by source. http://addictomatic.com/

Twazzup

Similar to Addictomatic, but uses some different sources. http://www.twazzup.com/

Blogs – these tools focus specifically on blog content

Blog Pulse

Allows users to search for blog posts containing certain keywords, track trends by number of mentions, and track a particular blog conversation – which can be particularly interesting if other blogs or sites link to the original post. http://www.blogpulse.com/

Ice Rocket

Similar to Blog Pulse, without the conversation tracking. They seem to have different results so always good to have more than one search option. http://www.icerocket.com/

Message Boards/Forums

Board Reader

Pretty simple message board search. http://boardreader.com/

Live Dash

This one as a nifty little sliding calendar that lets you see the television shows that mentioned your keywords on a particular date and then click to see what was said. http://www.livedash.com/

What College Students Like

Dave Rickett — Fri, 05 Oct 2007 13:44:00 +0000

Apple. Facebook. Target. These are just a few of the things college students like. Ad Age has a good write up of Anderson Analytics’ third annual fall brand survey of college students.

Clothing, Candy, Soft Drinks and More