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. www.bdionline.com

1. State Farm® Holiday Turkey Frying Safety Campaign
#ShatnersFryersClub

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. 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. #ShatnersFryersClub

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. 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. Media Distribution – MultiVu MNR
#ShatnersFryersClub

8. You Tube Video – “Eat, Fry, Love”
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9. #ShatnersFryersClub

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. 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. 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. Industry Success
#ShatnersFryersClub

14. Contact Me
Matt Edwards
Sr. Public Affairs Specialist
Digital Media Team
State Farm Corporate
309-766-4902
Matt.Edwards.hioq@statefarm.com
#ShatnersFryersClub