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State Farm® Holiday Turkey Frying Safety Campaign #ShatnersFryersClub
Problem• U.S. fire departments respond to more than 1,000 fires each year  in which a deep fryer is involved.• National Fi...
Goals• Generate active consumer discussion about cooking and  frying safety• Create a viral video designed to generate med...
#ShatnersFryersClub
Strategy• Coordinated, wrote, shot, edited, and distributed the multimedia  news release in just one month.• Strategy and ...
Multimedia Assets• Created two videos for broader audience reach    Creative, fun video “docudrama” starring Bill Shatner...
Media Distribution – MultiVu MNR #ShatnersFryersClub
You Tube Video – “Eat, Fry, Love”#ShatnersFryersClub
#ShatnersFryersClub
Television Media Success• Video aired nationally on ABC World News Now, NBC’s Today  Show, HLN Morning Express w/ Robin Me...
Print/Online Media Success• Online media pick-up included Huffington Post, CBS News, Wall  Street Journal, ABC News, Time,...
State Farm Claims Success• Cooking fire claims on Thanksgiving Day dropped nearly 300%  from 2010 to 2011!• Savings of mor...
Industry Success#ShatnersFryersClub
Contact Me                   Matt Edwards             Sr. Public Affairs Specialist                 Digital Media Team    ...
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Turkey Fryer Safety With William Shatner - BDI 10/9/12 Chicago Social & Mobile Financial Services Leadership Forum

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Case Study: Turkey Fryer Safety With William Shatner
Presented by: Matt Edwards, Senior Public Affairs, State Farm
Learn how State Farm created an award winning campaign harnessing the power of social media and William Shatner to get real results. Through the use of video, photos and social media the turkey fryer campaign reduced cooking fire claims 300% over the previous year.
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Veröffentlicht in: Business
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Turkey Fryer Safety With William Shatner - BDI 10/9/12 Chicago Social & Mobile Financial Services Leadership Forum

  1. 1. State Farm® Holiday Turkey Frying Safety Campaign #ShatnersFryersClub
  2. 2. Problem• U.S. fire departments respond to more than 1,000 fires each year in which a deep fryer is involved.• National Fire Protection Association (NFPA) reports that deep fryer fires result in more than $15 million in property damage each year.• State Farm data shows grease and cooking-related claims more than double on Thanksgiving Day compared to an average day in November. #ShatnersFryersClub
  3. 3. Goals• Generate active consumer discussion about cooking and frying safety• Create a viral video designed to generate media interest• Reduce the number of cooking and grease-related fires during Thanksgiving Day 2011#ShatnersFryersClub
  4. 4. #ShatnersFryersClub
  5. 5. Strategy• Coordinated, wrote, shot, edited, and distributed the multimedia news release in just one month.• Strategy and implementation of campaign was coordinated with just three Public Affairs Specialists – no PR firm was used.• Media pitching was minimal due to the viral nature of the video.• All multimedia assets were available in a single MNR (multimedia news release) platform. #ShatnersFryersClub
  6. 6. Multimedia Assets• Created two videos for broader audience reach  Creative, fun video “docudrama” starring Bill Shatner  Serious video illustrating the dangers of improper turkey frying starring Illinois Fire Service Institute firefighters• Distributed two press releases  First release highlighted Bill Shatner’s role in the campaign  Second release listed top 10 states for grease fire claims along with safety tips• Photo slideshow of Shatner improperly frying a turkey #ShatnersFryersClub
  7. 7. Media Distribution – MultiVu MNR #ShatnersFryersClub
  8. 8. You Tube Video – “Eat, Fry, Love”#ShatnersFryersClub
  9. 9. #ShatnersFryersClub
  10. 10. Television Media Success• Video aired nationally on ABC World News Now, NBC’s Today Show, HLN Morning Express w/ Robin Meade and Fox & Friends.• Television news pick-up occurred in 8 of 10 top DMAs including the top 5 DMAs (New York, Los Angeles, Chicago, Philadelphia, and Dallas).• Nationwide television sample of 166 news clips with an estimated audience reach of 35M viewers and an estimated publicity value of $4.7M. #ShatnersFryersClub
  11. 11. Print/Online Media Success• Online media pick-up included Huffington Post, CBS News, Wall Street Journal, ABC News, Time, Good Morning America, Esquire, Yahoo Buzz, MSN Money, and New York Times.• Nationwide audience sample of 62 online websites (bloggers and traditional media) with an estimated reach of 23M readers and an estimated publicity value of $1.8M.• State Farm You Tube Channel: 631,373 views; 1,901 Likes; 460 comments; 768 favorites #ShatnersFryersClub
  12. 12. State Farm Claims Success• Cooking fire claims on Thanksgiving Day dropped nearly 300% from 2010 to 2011!• Savings of more than $1M in grease/cooking related fire claims on Thanksgiving Day! #ShatnersFryersClub
  13. 13. Industry Success#ShatnersFryersClub
  14. 14. Contact Me Matt Edwards Sr. Public Affairs Specialist Digital Media Team State Farm Corporate 309-766-4902 Matt.Edwards.hioq@statefarm.com#ShatnersFryersClub

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