Post on 16-Jul-2015
transcript
Case Study: With the Puppy Bowl, Animal Planet Scores Points, Online
and Off
What is Puppy Bowl?
Puppy Bowl Historical Support
• Press
• Digital
• Ad Sales
• On-Air
Puppy Bowl X: 360 Execution
DIGITAL
SOCIAL
EVENT
AD SALES
PRESS AFFILIATES
PROGRAMMING
PARTNERSHIPS
LIVE VIEWING PARTIES
What’s Different
# 1: Greater emphasis on earned media and word of mouth
1: Source: The Keller Fay Group __________
#2: Fuller, more interactive experience with the Puppy Bowl brand
WOM sparked by brand experiences is more:1 • Credible: 25% more
believable than standard WOM • Positive: 16% more positive
than standard WOM
• Persuasive: 15% more likely to drive purchase than standard WOM
#3: Deeper consumer engagement and more user-generated content (UGC)
How we did it
#1: Puppy Bowl Experience in Times Square
From Jan. 27 — Feb. 01, fans could:
• Learn about the history of the Puppy Bowl • Explore the Puppy Bowl Hall of Fame • Enjoy live puppy action on a replica
field • Visit interactive booths with games,
face painting and a puppy “kissing booth” • Adopt a puppy of their own, through a
partnership with the ASPCA
Photos of PUPPY BOWL EXPERIENCE?
#2: Game-day social media engagement
• Anyone using the #PuppyBowl hashtag on Instagram had the chance to see their photos show up on air during the game • Fans could vote live to determine
who would be the official Puppy Bowl VIP • Fans could also draft a fantasy
team and follow its progress with live stat updates and an online leaderboard
#PUPPYBOWL photos used on air?
#3: Puppy Bowl VIP House Party
• Worked with House Party, Inc. to throw thousands of fan-hosted parties on the day of the game
• Recruited 15,000 advocates from the Puppy Bowl and House Party communities
• 1,000 top applicants (the “Home Team”) received a physical party pack
• All other applicants (the “Tail-gaters”) were given digital party packs to host parties of their own
Puppy Bowl VIP House Party: Integrated on-air sponsors
Sponsor integration: • Physical party packs contained
TWIZZLERS samples and product brochures for BISSELL
• Digital party packs contained downloadable information for both
Puppy Bowl VIP House Party: Ruff & Ready Sweeps
Puppy Bowl X Ruff & Ready Sweeps:
• The Puppy Bowl X Ruff and Ready Sweepstakes encouraged participants to tweet photos of their party fun using the hashtag #PuppyBowlParty. Participants could win one of the following prizes:
– (5) Bissell SpotBot® Pet Deep Cleaners
– (5) VIP Party Packs – (1) iPad mini
Puppy Bowl VIP House Party: Content Creation and Social Sharing
Puppy Bowl VIP House Party: Results
• Over 53k Participants
• Over 40M Impressions
• Over 280k Hours of Brand Engagement
• Over 431k Facebook Posts / Comments
Puppy Bowl VIP House Party
• Record Ratings • Best Puppy Bowl Ratings Ever • 2nd most watched APL telecast of all time • Double Digit Growth in New York • Over 300 online stories resulting in millions of
WW impressions
• Social Media Triple Threat Most Tweeted telecast to date
Over 150k posted using #PuppyBowl on Instagram
Trended on Facebook all day
Puppy Bowl X Results
about.houseparty.com 800-‐393-‐1102
@HousePartyInc
Sarah McMurdy Animal Planet
@smcmurdy