ADWEEK WEBINAR

ADWEEK WEBINAR
FANDOM IN THE SOCIAL AGE:
Lessons in Millennial Engagement from Tumblr, MTV and Coca-Cola
IN PARTNERSHIP
WITH
#FuelingFandom
SPEAKERS
Erin Liabo
Emilie Lara
Adam LaHaie
Josh Rickel
@eliabo
@eml45
@aklahaie
@joshrickel
Senior Director,
Viacom Velocity
Marketing
MTV
Media Strategist
Tumblr
Manager,
Connections
Planning
Coca-Cola
North America
VP, Media &
Entertainment
Spredfast
#FuelingFandom
what we’ll cover
fandom today
the evolution of fandom culture, the landscape, consumer trends & insights
tumblr, the social epicenter of fandom
tumblr 101 and best practices on activating fandoms
the power of brand marketers engaging fandoms
mtv, coca-cola, & tumblr marketing partnership, fan activation strategy, social engagement success
measuring success
the complexity of measuring impact across brands and social networks, organizing
analytics, communicating value
#FuelingFandom
fandom today
the evolution of fandom culture, the landscape, consumer trends & insights
what is fandom today?
films
tv shows
music
an obsessed subculture of diehard fans bound by a feeling of empathy and camaraderie, whom have
shared passions for a specific tv show, movie, celebrity and/or character, book series, music band, genre, etc.
#FuelingFandom
the rise of the fandom phenomenon
outlet for millennials to be hyper-creative in
discovering, creating, and sharing content
social media
has changed
fandom culture
forever.
it is always on -- provides instant “access,”
real time conversation and engagement
creates an inclusive and supportive
environment for fans’ and their shared
interests
the ultimate destination to prove one’s fandom
#FuelingFandom
then: being a “super-fan”
#FuelingFandom
now: being in a “fandom”
culture
language
self expression
community
#FuelingFandom
now: being in a “fandom”
culture
language
self expression
community
#FuelingFandom
now: being in a “fandom”
culture
language
self expression
community
#FuelingFandom
now: being in a “fandom”
culture
language
“i define the stages
of my life by which
shows i’m obsessed
with.”
-mtv fan
self expression
community
#FuelingFandom
now: being in a “fandom”
culture
language
self expression
community
#FuelingFandom
now: being in a “fandom”
culture
language
self expression
community
#FuelingFandom
tumblr: the social epicenter of fandom
tumblr 101 and best practices in activating fandoms
260M
Tumblr Blogs
Source: Tumblr Internal Data
72M
Posts per day
OUR AUDIENCE IS YOUNG, MOBILE, GLOBAL & HIGHLY ENGAGED
35-54
29%
18-34
41%
55+
15%
13-17
15%
500M
Global Monthly Uniques
(200M US Monthly Uniques)
50%
Aged 13-34
77%
Of our users on our mobile apps
“Tumblr is the fastest growing and youngest social network.”
Source: (1) Internal metrics averaged over Q1 2015, Dashboard + Blog Network, Desktop + Mobile Web Only. (3) Internal metrics averaged over Q1 2015, Dashboard traffic only. A user is considered active
if he/she has logged into a Tumblr account at least once during the quarter, Desktop + Mobile Web + Mobile App. (4) comScore averaged over Q1 2015, Dashboard + Blog Network. Desktop Only.
— globalwebindex
AN ENGAGED MOBILE AUDIENCE
77%
7X
Of Tumblr users access
content through the
mobile app.
Average number of
times a user opens the
mobile app each day.
Source: Internal metrics
#FuelingFandom
A POSITIVE AND RECEPTIVE AUDIENCE
WAITING FOR YOU
ALL OF YOUR CONTENT IS PUBLISHED TO YOUR
FOLLOWERS ON THE DASHBOARD
70%
#1
of Tumblr users say the Dashboard is
their favorite place to spend time online
in social sentiment towards brands among all social networks
REBLOGGED BY ELLIERESCH
“That’s how you get teens to buy a car”
REBLOGGED BY 5AME-NAM3
95%
of users who follow brands on Tumblr
would recommend them to others
“Now this is how you sell a car!”
REBLOGGED BY WHENSRECESS
“Well. Looks like I’m getting a Ford Focus”
Source: (1) Tumblr Brand Advisory Panel. (2) Adobe, Social Intelligence Report Q3 2013.
#FuelingFandom
WHAT IS A FANDOM TODAY?
Tumblr allows people to share and explore the things they love.
Users can curate their Dashboards by following Tumblrs relevant to
their personal interests.
Our different post types allow users to dig deep on any topic anything from creating original content or curating content through
the Reblog.
Tumblr gives users the ability to create, remix, and recap things
they’re most passionate about. This freedom of expression has
allowed extremely passionate and engaged fandoms to form in a
way that's truly unique to Tumblr.
#FuelingFandom
HOW TO ACTIVATE ON TUMBLR
A brand Tumblr can be built based on a brand’s
objectives:
Social channel: to drive brand engagement and reach
through unique content (MTV)
#FuelingFandom
HOW TO ACTIVATE ON TUMBLR
Social channel: to drive brand engagement and reach
through unique content (Denny's)
#FuelingFandom
HOW TO ACTIVATE ON TUMBLR
Microsite: to drive awareness and engagement around a specific
campaign - HBO Game of Thrones Beautiful Death
#FuelingFandom
HOW TO ACTIVATE ON TUMBLR
Microsite: to drive awareness and engagement around a
specific campaign - Splenda Sweet Swaps
#FuelingFandom
HOW TO ACTIVATE ON TUMBLR
Microsite: to drive awareness and
engagement around a specific campaign Home Depot Design Meet Style
#FuelingFandom
HOW TO ACTIVATE ON TUMBLR
Microsite: to drive awareness and
engagement around a specific campaign Starbucks Red Cup Collection
#FuelingFandom
HOW TO ACTIVATE ON TUMBLR
Microsite: to drive awareness and engagement around a specific
campaign - American Express Motivation & Inspiration for all
#FuelingFandom
HOW TO ACTIVATE ON TUMBLR
Dot com: to function as a website with content built on a
social audience - PopTV.com
#FuelingFandom
HOW TO ACTIVATE ON TUMBLR
Dot com: to function as a website with content built on a
social audience - Nescafe.com
#FuelingFandom
the power of brand marketers
engaging fandoms
mtv, coca-cola, & tumblr marketing partnership, fan activation strategy,
social engagement success
fandoms =
powerful target audiences
fan communities = qualified consumer groups
highly engaged, and highly influential
authenticity is part of their DNA
fandoms live everywhere
#FuelingFandom
the partnership mission
generate social
conversation around
the ‘share-a-coke’
campaign
spark an authentic &
emotional connection
with teens
celebrate the unique personalization
of names on coke products, sharing,
and ‘togetherness’
create a personalized fan experience
through social engagement
and participation
#FuelingFandom
reach fans
everywhere…with a
platform-intentional
approach
leverage multi-channel activation –
delivering quality content at scale
within native fan environments
identified strong synergy with
mtv’s editorial & programming
The Fandom Awards are
MTV’s biggest celebration
of the most crazed and
devoted fan groups,
honoring none other than
the fans themselves for
their love for today’s most
popular entertainment
icons.
#FuelingFandom
Anchored the ‘big idea’ in true
fandom insights
ship ping: noun
A term used to describe fan fictions that take
previously created characters and put them
as a pair. It usually refers to romantic
relationships, but it can refer platonic ones as
well. (Just think of "shipping" as short for
"relationSHIP".)
harry potter
“harry and hermoine”
It generally uses the initials of the characters
shipped or a combination of the names,
though this is not a rule.
#FuelingFandom
teen wolf
“team sterek”
coke presents the 2015
mtv ‘ship of the year’ award
Ship Name: Team “Karmy”
“Sciles”
“Emison”
“Bamon”
“Clexa”
“Olicity”
ABC ARROW
CW:
MTV:
THE
Family:
VAMPIRE
TEEN
FAKING
100
WOLF
PRETTY
–- IT
Clarke
Felicity
DIARIES
– –Karma
Scott
LITTLE
and
and
– and
Bonnie
Lexa
Oliver
LIARS
Amy
Stiles
and
– Damon
Emily and Alison
#FuelingFandom
created innovative social voting
experience in native platform
Coca-Cola inspired a personal connection with teens through an authentic, first-ever partnership around the 2015
‘Ship of the Year’ award, voted upon on Tumblr at ShareACoke.MTV.com. As the exclusive presenter of the
award, Coke and MTV rallied fans to vote for their favorite on screen moments.
“The Arrow”
“Pretty Little Liars”
“Faking It”
“Vampire Diaries”
#FuelingFandom
“Teen Wolf”
“The 100”
designed custom branded assets
for voting content
#FuelingFandom
implemented cross-platform
activation strategy
Coca-Cola ‘Ship of the Year’
Social Talent Team
Tumblr Paid Promoted Posts
Voting GIF Content Published to MTV
Tumblr, Tumblr Promoted to Millions
of Engaged Users
MTV recruited (6) Social Influencers, rallied
the six nominee fandoms across
YouTube, Instagram, Twitter, and Facebook
#FuelingFandom
implemented cross-platform
activation strategy
MTV Cross-Platform Social
Amplification
Custom On-Air Voting Content
MTV Created Co-Branded Promotional Spot
to Announce Nominees and Drive Voting
on Tumblr
MTV Published Over 50 Original Posts to
Drive Voting and Engagement on Tumblr
#FuelingFandom
partnership value for coca-cola
became an
organic part of
the social
conversation
successfully
fostered deeper
levels
of engagement
maximized
owned, earned,
and shared
value through
strategic
storytelling
created
authentic and
meaningful
connection with
millennials
#FuelingFandom
achieved hugely successful
fan engagement
Coke-branded Shipping GIFs trended multiple times on the Tumblr homepage
r
e
v
o
n
o
i
l
l
i
m
8
2
!
s
e
t
o
v
(fan engagements) on Tumblr!
Team Bamon
11.1 MM
Team Clexa
1.7 MM
Team Olicity
15.6 MM
Overall program’s top performing content sourced on Tumblr
#FuelingFandom
achieved hugely successful
fan engagement
fandoms rallied around their favorite
‘ship’ creating their own call-to-action
posts to help boost votes.
and, they
loved seeing
coke in the
conversation!
#FuelingFandom
authenticity: key ingredient for
partnership success
#FuelingFandom
authenticity: key ingredient for
partnership success
SOCIAL VOTING
ORIGINAL VIDEO
SOCIAL INFLUENCERS
ON-AIR CONTENT
EXPERIENTIAL
FESTIVAL & SAMPLING
#FuelingFandom
IN-SHOW AWARD
REVEAL
SOCIAL
AMPLIFICATION
sparked a meaningful connection
with fans
#FuelingFandom
sparked a meaningful connection
with fans
#FuelingFandom
coca-cola was organic to the
social conversation
#FuelingFandom
coca-cola was organic to the
social conversation
#FuelingFandom
coca-cola was organic to the
social conversation
#FuelingFandom
Measuring Success
The Complexity of Measuring Impact Across
Brands and Social Networks, Organizing the
Analytics, Communicating Value
The Complexity of Measuring Fandom
Viacom’s Global Brands
AND
MORE…
Social communities on each network for each Viacom brand
AND
MORE…
#FuelingFandom
Organizing that Complexity
#FuelingFandom
#FuelingFandom
#FuelingFandom
#FuelingFandom
#FuelingFandom
#FuelingFandom
thank you
QUESTIONS?
#FuelingFandom
CONTACT SPREDFAST
@spredfast
www.spredfast.com
[email protected]
#FuelingFandom