Entertainment + Advertising = Advertainment.

1. PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
COMPANY & TECHNOLOGY OVERVIEW
CONSUMER PACKAGED GOODS

2. PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
ANALYTICS THAT INFORM & EMPOWER
Activity-basedmetricsare not actionable
Actionablemetricsmust be linked to a strategic vision
LIKES FOLLOWERS SENTIMENT MENTIONS
Attributeonline conversations tospecific business activities
Discover nuances incustomer pain, praise, andexpectations
Identifyand explain trends and relationships
Learnfrom past initiatives and competitor comparisons
Accelerate yourresponses tomarketplace shifts
Capitalize onopportunities before thecompetition

3. PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
CPG FIRM: Procter & Gamble; Old Spice
BUSINESS
QUESTIONS: (1) How did consumers react to “Dikembe Mutombo’s 4½ Weeks
to Save the World” campaign?
(2) What was the impact on the Old Spice brand?
METHOD: Develop a framework for evaluating the success of non-traditional
advertising by analyzing the online conversations surrounding the
8-bit video game released by Old Spice in Dec. 2012, in which
users play the game’s eponymous hero.
CASE STUDY: OLD SPICE

4. PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
OLD SPICE: THE GAME

5. PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
OLD SPICE: RESULTS
FINDINGS:
• Largest driver of Old Spice
conversation is not product-related;
rather, nearly half of consumers are
engaging with brand campaigns
• Positive product experience and
satisfaction (26%) outweigh product
criticism (12%)
• Criticism stems from bystander
displeasure withpungent odor of
Old Spice products worn by others
OldSpice:BrandBaseline(BeforeCampaignRoll-Out)
(11/1/12–11/20/12) 4,361Relevant Posts

6. PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
OLD SPICE: RESULTS
FINDINGS:
• Gameplay accounts for over 50% of
conversation eight days in a row
after level 3 release on Dec. 3
• Peaks to 58% on Dec. 9, one day
prior to level 4 release
• Despite lowered engagement,
praise of marketing ingenuity grows
during later stages of campaign,
peaking to 18% on Dec. 19
OldSpice:“SavetheWorld”Campaign
(11/20/12–12/22/12) 2,901Relevant Posts
1 2
3
4
5

7. PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
OLD SPICE: RESULTS
EngagingwiththeVideoGame
ThemesofConversation
“The new level on Dikembe
Mutombo's 4 1/2 Weeks to Save
the World is ridiculously tough. By
far the toughest one yet.”
-@Keeerrrttt1
“This may be the single
greatest thing I have ever
seen/ done. It def distracted
me from my homework
#DikembeFTW”
-@DanEstrada

8. PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
OLD SPICE: RESULTS
FINDINGS:
• Brand discussion more than
doubledin volume during life of the
campaign (Nov. 21 - Dec. 21)
• Campaign engagement eclipsed
95% of conversation about Old
Spice after levels 2 and 5 of
“Save the World” became available
OldSpice:CampaignImpactonBrand
(11/1/12–1/5/13) 16,245Relevant Posts
2 5

9. PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
OLD SPICE: RESULTS
FINDINGS:
• Brand discussion more than
doubledin volume during life of the
campaign (Nov. 21 - Dec. 21)
• Campaign engagement eclipsed
95% of conversation about Old
Spice after levels 2 and 5 of
“Save the World” became available
• After end of campaign, Old Spice
product use discussions grew to
over 55% before the New Year, and
48% in early January
OldSpice:CampaignImpactonBrand
(11/1/12–1/5/13) 16,245Relevant Posts
2 5

10. PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
• Consumer engagement with Old Spice’s “Save the World” washighest mid-campaign
• Onlineconsumer commentary regarding gameplay accounts for over 50% of conversation
eightdaysin a row after level three release on Dec. 3
• Afterthreeweeks,however,consumersrevealedsignsoffatigueandreducedinterestin
gameplay;onthedayofthefinalrelease(Dec.17),proportionofconversationfellto9%
• Despite decreased gaming, the Old Spice brand successfully achieved very high consumer
engagement and rekindled many new product discussions in late December (55%)
OLD SPICE: KEY TAKEAWAYS

11. PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
Crimson Hexagon, founded in 2007, is the leading provider of analysis
software that delivers business intelligence from social media data for global
corporations. Powered by patented technology developed at Harvard
University’s Institute for Quantitative Social Science, the Crimson Hexagon
ForSight™ platform delivers the industry’s most comprehensive Big Data
analysis capabilities for a variety of large-scale data sources. Clients include
leading global organizations such as: Microsoft, Paramount Pictures,
Starbucks, Simon & Schuster, Twitter, The United Nations, and many more.
For more information go to: http://www.crimsonhexagon.com.
CRIMSON HEXAGON

12. PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
Learn More About Crimson Hexagon’s
BrightView™ Algorithm
Click Here for An Introduction To
BrightView ™ Algorithm