How big-budget advertisers are learning to embrace conversation.

2. Originally presented at
BlogWorld New York 2012
@Griner

3. About Luckie
• Digitally focused agency,
founded in 1953
About AdFreak
• Clients include AT&T, • Adweek’s daily blog of advertising,
Regions Bank & Little Debbie media, marketing and design
• Offices in Birmingham, • Founded in 2004
San Antonio and Atlanta
• 1 million+ unique viewers monthly
@LuckieAndCo
@AdFreak

4. First off,
do TV ads even need saving?
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5. 166.8 million people
watched the Super Bowl this year.
Only 66 million people
have watched the most popular ad on YouTube
(which would be the trailer for Angry Birds).
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6. The average American watches
five hours of video per day.
98% of that video
is seen on a television.
Source: Nielsen
via The New York Times, “Nielsen reports a decline in television viewing,” May 2012 @Griner

7. But in the past two years, America has lost
2 million TV households.
Source: Nielsen, via The New York Times, “Nielsen reports a decline in television viewing,” May 2012
Photo credit: Oblivious Dude on Flickr.

8. A “TV household,” per Nielsen, is one with
at least one television and access to cable,
satellite or antenna.
Those 2 million “lost homes” probably still
have TVs — just not traditional access to
networks.
@Griner

9. Advertising
is in a transitional state.
TV has the reach. Digital has the depth.
Their merger is inevitable and under way.
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10. Today, social media isn’t saving TV ads
from extinction.
Social media is saving TV ads
from themselves.
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11. On the whole, TV ads remain
gutless and self-obsessed.
They take very few risks, including the risk of
starting conversation.
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12. “Awareness”
is the metric advertisers use
when they don’t want to be
held accountable for success.
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13. Today’s real advertising effectiveness is
measured in engagement.
TV should be a launchpad,
not the whole mission.
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14. Awareness Engagement Segmentation CRM
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15. So how do you create a
socially successful ad campaign?
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16. Well, you can buy your way in.
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17. Supplementing a TV buy with online
has consistently proven more successful
than doing one without the other.
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18. In Christmas 2011, Nutella included
Facebook in its holiday media mix with TV.
Result: Facebook accounted for
15% of holiday promo sales
and reached 30% of all Germans.
@Griner
Source: ClickZ.com, “Nutella says Facebook ads outperformed TV”, May 2012

19. 62% of advertisers
say online video ads should be a complement
to TV ads. That’s up from 56% in 2011.
Only 10% say online video ads should replace
TV ads.
Sources: Adap.tv and Digiday, via:
eMarketer.com, “Marketers Attempt to Align Online Video and TV Campaigns.” May 2012 @Griner

20. Another survey found that TV ad campaigns
have a 50% reach.
The number bumped up to 57% when
online video ads were added to the mix.
Sources: Nielsen and YuMe, via:
eMarketer.com, “Marketers Attempt to Align Online Video and TV Campaigns.” May 2012 @Griner

21. But simply buying into the online space
doesn’t create social buzz.
Is it about tactics?
@Griner

22. Let’s talk
hashtags.
@Griner

23. #TrumpRoast
Used more than 27,000 times during
Comedy Central’s 2011 Roast of Donald Trump,
helping make it make it the network’s
most-watched Tuesday in history.

24. Soon, hashtags were a staple of
TV programming.
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25. The Voice leveraged Twitter to generate
200,000 tweets
per episode
(That’s five times the social engagement of
American Idol).
Source: Bluefin, via Mass Relevance, “NBC’s The Voice Drives Real-Time Engagement”

26. TV content creators have learned that
hashtags focus conversation.
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27. A well phrased and clearly communicated
hashtag makes it easy for viewers
to talk about you.
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28. But most brands struggle with hashtags.
Why?
Because ads and social media remain too
disconnected.
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29. #McDStories
To raise awareness of its new supplier-centric
ads, McDonald’s paid to promote the hashtag.
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30. The brand’s Twitter feed only used the
hashtag twice.
But consumers (mostly critics) used it 1,600
times in the first two hours, after which the
promotion was pulled.
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31. The hashtag ended up generating negative
publicity instead of supporting the brand’s
new (and quite good) TV ads.

32. So what was wrong with #McDStories?
Too vague, too detached from the point
of the ads.
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33. Wendy’s has also been struggling with
hashtags.
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34. #HeresTheBeef #UpgradeYourMeal #DefiningMoment #BetterLater

35. So who is doing it right?
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36. Audi was early to the scene in 2011,
running the Super Bowl’s first ad hashtag.
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37. @Griner

38. Audi’s ability to harness the buzz and convert it
into relationships drew instant praise.
“Audi is a perfect model for what it means to
be a prestige brand on Twitter.” –L2 Think Tank
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39. Why not a URL?
“For us, this was never a discussion.
It was always the hashtag.
The SuperBowl is conversation.”
— Andy White,
Senior Social Media Manager, Audi
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40. #SoLongVampires
The 2012 hashtag mostly just served as a
“social nudge” that would accelerate the
spot’s reach and buzz.
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42. #SoLongVampires became the most-tweeted
ad hashtag of the Super Bowl
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43. “This may be a viewer's first-ever touchpoint
with Audi. We treat that first touchpoint as just
one step on a very long purchase funnel that
may result in a car purchase — or it may result
in a new aspirational fan, one that will take our
future messaging and run with it to their own
social graphs. Both of these goals are our social
holy grails.” — Andy White
@Griner

44. In addition, the #WantAnR8 hashtag effort has
been called Twitter’s most successful
campaign of all time.
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45. Audi’s efforts have put it neck and neck with
Lexus in a race to be the No. 1 luxury
automaker on Twitter.
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46. Lexus
Audi
Mercedes
Porsche
BMW Followers
Lamborghini
Aston Martin
Cadillac
Acura
0 75,000 150,000 225,000 300,000
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47. But the most truly social TV ad campaign
doesn’t have a hashtag.
And hasn’t really needed one.
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48. @Griner

49. The Most Interesting Man in the World is the
perfect ad campaign for the social media era.
The campaign for Dos Equis beer is pithy,
funny and easy to embrace.
@Griner

50. @Griner

51. @Griner

52. @Griner

53. Results:
• Doubled U.S. sales of Dos Equis in 5 years
• Grew to the No. 6 imported beer in the U.S.
• 15.4% growth in 2011, compared to industry
average of 2.7%
Source: Ad Age, “On the Set with The Most Interesting Man In the World,” March 2012 @Griner

54. Beer Brand Facebook Likes
Bud Light
(No. 1 beer in America) 2.6 million
Dos Equis 2 million
Corona
(No. 1 imported beer) 1.1 million
Source: Facebook, June 2012 @Griner

55. So how can more ads duplicate this success?
@Griner

56. 1. Give audiences a conversation starter, not a
flat product statement.
@Griner

57. 2. Spend time analyzing what motivates your
specific audience.
@Griner

58. 3. Make hashtags and other calls to action as
clear and direct as possible.
@Griner

59. 4. Create a plan for harnessing short-term
buzz into long-term engagement.
A reply isn’t a relationship.
@Griner

60. Thank you
for your time.
David Griner
VP/Digital Content, Luckie & Co.
Luckie.com
@Griner on Twitter