DIGITAL HD TWITTER TAKEOVER
The Challenge:
Fox Broadcasting Company wanted to promote the idea of Digital HD downloads, which gives consumers early access to their favorite movies in high definition that can be viewed across all devices anytime, anywhere. This campaign was timed with the DVD and Digital HD download release of “Rio 2.” Many consumers still think they have to wait until their favorite movies show up at Red Box or via Netflix. Not anymore.
The Solution:
Fox Home Entertainment enlisted the help of The Holderness Family and Greenroom Communications to create a video around kids teaching parents about technology. To push out more conversation for the video, Greenroom Communications developed the FIRST EVER real-time musical twitter response campaign. Using a war room, The Holderness Family engaged with tweets during the event by responding with real-time songs. The strategy required us to identify, write, produce, edit, and publish original songs within minutes.
The Results:
During the Twitter Takeover, 10 original songs and parodies were created in just 6 hours. Twitter handles , , and aided in seeding conversation along with Fox Home Entertainment Insiders. The program resulted in 1.5 million impressions to over 231,000 Twitter accounts during the day of the takeover using hashtag #DigitalHDMovies. Mentions of the handle had a 300% increase over the previous month. The “My Kids Are Better Than Me At Technology” resulted in over 150,000 views over the first three months of being live. Overall, the live responses received 489,000 total views within three months.
Live Twitter Take Over Video Example
Full “Hand Up” Video
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1 Comment
Cindy Smith
July 16, 2015Our family has been following your funny videos for a few years (via Facebook) & I decided to Google your company today!
With SIX kids (5 boys, 1 princess, ages 30-13) I can think of so many avenues to work with you, but of course, not every one of them could be income producing! I’m thinking I should make an appointment to meet you to see what possibilities we may have. FAMILY: Oldest son, Andrew, 30, almost done w/residency (Podiatric Surgeon, Yale), Kyle, 29, 3rd year at Campbell University CUSOM (doctor of osteopathy), Bryan, 20, Linebacker NC State Football & Fisheries/Wildlife major, Beau, 19, Biology major NCSU, Brycyn, 15, sophomore @Webb School of Health & Life Sciences, Brady 13, 8th Grade. We own a cattle farm in Oxford, NC & lease land in & around Raleigh area with cattle as well. My sons have an interesting business concerning predator animals, and every time I see another reality show I think, “this is not even close to the entertainment my family provides for us around the calendar year!” I especially appreciated the USTA video you feature, as among all the TEAM sports we play, we also battle as a family on the tennis court, sometimes with less than perfect etiquette. Our mission in life; Raise our kids in the best possible environment, feed them to optimize their health, EXPECT & CREATE a spirit of SUCCESS and have FUN along the way! Hope to meet y’all soon!!