In her BlogWell Chicago presentation, Kraft Foods' Digital & Social Marketing Lead, Beth Reilly, shares how they are experimenting in the social TV space. Beth talks about how they combined Twitter with high-profile award shows on television to engage their fans in new ways. Watch the video of this presentation here: https://vimeo.com/48055149

1. SocialMedia.org
Video Case Studies
SocialMedia.org
This video is from
Case Studies
BlogWell
San Francisco
June 20, 2011
This presentation is from
socialmedia.org/blogwell
BlogWell Beth Reilly
Chicago
July 18, 2012 Kraft #winsliquidgoldfor Playing
socialmedia.org/blogwell with the 2nd Screen

2. Kraft #winsliquidgoldfor
Playing with the 2nd Screen
July 2012
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3. THE STATS
• More than 86% of mobile internet users surf the mobile
web while watching TV
• Mobile search volume traffic peaks from 7-11pm (prime
time viewing hours).
• 47% of tablet users visit social networks while watching
TV programs; 45% do so during commercials
• During the 2011 Super Bowl, Yahoo! Sports saw a 305%
increase in mobile traffic during halftime and a 387%
increase after the game.
• Tweeting or updating Facebook while watching is soaring
– 11.5 million comments were shared during the Super Bowl
game over social media networks.
– In the final three minutes of this year’s Super Bowl, there was
an average of 10,000 Tweets per second!
Source: All Things Digital, Nielsen
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4. THE STATS
A recent study published by Time Warner indicates that…
Interacting with social media on a second
screen makes viewers more engaged in
programming than if they were watching
alone without social media
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5. 4

6. THE GOAL
Capitalize on second screen
interaction and get consumers
engaged in our new Liquid Gold TV
spots by taking advantage of high
profile TV buys
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7. THE TV
• Liquid Gold Drive Thru :30
• http://www.youtube.com/watch?list=ULANljAR-
owjA&v=ANljAR-owjA&feature=player_detailpage
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8. More than the worst dressed stars were
talked about during the Emmys

9. We Took Notice
Multi screen social experiences around engaging programs
created golden opportunity
Activate Optimize Learn
Turnkey launch of Adjusted bidding for Results:
Promoted Account & keywords associated with - 2,500+ new
Promoted Tweets to the programs and
@cheesyskillets
amplify brand conversation @cheesyskillet Tweets
before, during, and after Followers in four
shows aired days!
Created copy in real - Over 2.8MM
time to incorporate impressions
program events and also
real time trends - Above average
engagement rate of
4% for Premieres
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10. Promoted Tweet: @cheesyskillets | ‘#themiddle’
9

11. We Wanted More
Next Opportunity to Deepen the Experience
2011 Social Engagement P-O-E | On-Demand Content | Brand Experiences 2012…
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12. THE GOLDEN GLOBES ANVILS
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13. BEFORE THE SHOW
W E SEEDED OUR TW ITTER PAGE.

14. BEFORE THE SHOW
AW ARDED OUR MOST INFLUENTIAL TW EETERS
W ITH THE GOLDEN ANVIL

15. BEFORE THE SHOW
AND W E TW EETED AT OUR TW ITTER FOLLOW ERS W HO W ERE ON THE RED CARPET!

16. DURING THE SHOW
A TELEVISION SPOT ENCOURAGED USERS TO TELL THE BLACKSMITH:
W HO W INS LIQUID GOLD?
http://youtu.be/aP5BXl5-i1w

17. DURING THE SHOW
COMMENTED REAL-TIME ON W HAT W AS HAPPENING LIVE ON STAGE.
Z Z

18. DURING THE SHOW
ACHIEVED ORGANIC TWITTER TREND FOR “LIQUID GOLD” WITHIN 15
MINUTES TV SPOT AIRING AND ACTIVATION OF TWITTER CAMPAIGN

19. DURING THE SHOW
W E GRABBED MORE EYEBALLS ON MOBILE, W ITH USERS W HO W ERE CHIMING IN ON THE
GOLDEN GLOBES W ITH YAHOO!’S INTONOW MOBILE APPLICATION .
•Delivered over 2,000 tags and share on FB/ Twitter
•Nearly 1/3 of all Golden Globes checkins interacted with our brand polls

20. BY THE NUMBERS
TOTAL MENTIONS ON TWITTER OF @CHEESYSKILLETS REACHED 800
GAINED 2,892 MORE FOLLOWERS
11,400 PROFILE VIEWS
3.9MM TWITTER IMPRESSIONS

21. CHECKING IN AT THE OSCARS
WITH MIRACLE WHIP
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22. THE GOAL
Test the new check-in service
Viggle during the high profile
Academy Awards
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23. VIGGLE LIVE RED CARPET OSCAR HIGHLIGHTS
• Check-in takeover during Oscars
• Poll placement integrated into Viggle Oscar poll
– Specific to Miracle Whip commercial
• Video for bonus points within Viggle check-in
• Promoted Tweets and ability to tweet direct from Viggle
• Follow-up placements for a month in high profile
programming (American Idol, Modern Family)
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24. VIGGLE LIVE RED CARPET OSCAR HIGHLIGHTS
• 20,708 unique users checked into ABC Oscars Red Carpet
Live show
• 40% of active users for the day checked into the ABC
Oscars Red Carpet Live show
• 27% of checked-in users played Viggle Live Red Carpet
• 4,928 total poll votes cast during Viggle Live Red Carpet
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25. VIGGLE LIVE RED CARPET NAVIGATION
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26. POLLS AND TRIVIA
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27. MIRACLE WHIP CAMPAIGN RESULTS
55.9% of users correctly
answered a recall question about
the Miracle Whip
commercial
18,630 total votes cast for Miracle
Whip
commercial question
In the Miracle Whip commercial,
what did the mob leader want to
do?
• Eat Miracle Whip
• Burn the Miracle Whip
• Save the Miracle Whip
897,080 completed video views
within the app experience
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28. WHAT’S NEXT ON SOCIAL TV
In the first half of this year, Trendrr tracked more than 350
million conversations related to TV programming
- and it will continue to grow
We will continue to test opportunities and as platforms
grow, we will invest more in mobile and social TV
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29. Thank You!
Beth Reilly
Global Digital Strategy & Media Lead
Beth.reilly@kraftfoods.com
@BethYoReilly
http://www.linkedin.com/in/bethyohananreilly
@cheeseyskillets
@miraclewhip
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30. SocialMedia.org
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