goal

inspire tv viewing from social media

the criteria

  • Honor the fact that 91% of the TV audience watches video with the sound down.

  • Must be text over video to honor social consumption habits.
     

  • Must contain interactive piece that requires an action.
     

  • Make it short enough to keep viewer through entire video.
     

  • Must point specifically to TV in the video
     

  • Create an effective campaign with $2,500 budget

results

  • Of 9 stories during sweeps period, all won the tv ratings during time slot

  • Text-over, interactive quizzes and "factoids" increased viewing of sweeps content by 73% 
     

  • Interactive polls created 65% more engagement
     

  • Videos had a combined completion rate of 92%
     

  • Graphically and textually, the post pointed to our newscasts