Submit Search
Upload
Advertainment Requires Increasingly Intelligent Analytics
•
1 like
•
596 views
Crimson Hexagon
Follow
Entertainment + Advertising = Advertainment.
Read less
Read more
Business
Technology
Report
Share
Report
Share
1 of 12
Recommended
Branchout 2017 - Day 1 Session - Amanda Goetz
Branchout 2017 - Day 1 Session - Amanda Goetz
Branch
Engaging New Audiences with Twitter
Engaging New Audiences with Twitter
Sprinklr
Sims 3 pets summary
Sims 3 pets summary
JCDecauxUK
Sims 3 pets summary
Sims 3 pets summary
JCDecauxUK
Modern mobilegamer marketers guide to holiday trends
Modern mobilegamer marketers guide to holiday trends
Pointvoucher
OGLA - Energizer Campaigns Presentation
OGLA - Energizer Campaigns Presentation
Ccleckne
Nascar 4.28.15 final
Nascar 4.28.15 final
Cox Media
Étude critique sur les nouveaux modes d'éditorialisation scientifique en accè...
Étude critique sur les nouveaux modes d'éditorialisation scientifique en accè...
Pierre-Carl Langlais
Recommended
Branchout 2017 - Day 1 Session - Amanda Goetz
Branchout 2017 - Day 1 Session - Amanda Goetz
Branch
Engaging New Audiences with Twitter
Engaging New Audiences with Twitter
Sprinklr
Sims 3 pets summary
Sims 3 pets summary
JCDecauxUK
Sims 3 pets summary
Sims 3 pets summary
JCDecauxUK
Modern mobilegamer marketers guide to holiday trends
Modern mobilegamer marketers guide to holiday trends
Pointvoucher
OGLA - Energizer Campaigns Presentation
OGLA - Energizer Campaigns Presentation
Ccleckne
Nascar 4.28.15 final
Nascar 4.28.15 final
Cox Media
Étude critique sur les nouveaux modes d'éditorialisation scientifique en accè...
Étude critique sur les nouveaux modes d'éditorialisation scientifique en accè...
Pierre-Carl Langlais
UK Power BI Summit twitter social media wottabyte
UK Power BI Summit twitter social media wottabyte
David Moss
Evaluating ad effectiveness with social media
Evaluating ad effectiveness with social media
Crimson Hexagon
Let's Analyze Social Media Data with Tableau: Talk Data to Me Webinar
Let's Analyze Social Media Data with Tableau: Talk Data to Me Webinar
wordsbywallace
Let's Analyze Social Media Data with Tableau!
Let's Analyze Social Media Data with Tableau!
wordsbywallace
Word2vec algorithm
Word2vec algorithm
Andrew Koo
Segments: Discovering How To Engage Unique Audiences
Segments: Discovering How To Engage Unique Audiences
Crimson Hexagon
4 Steps to Drive Your Brand Extension with Social Media
4 Steps to Drive Your Brand Extension with Social Media
Crimson Hexagon
Espinosa kevin pillars of social media strategy
Espinosa kevin pillars of social media strategy
Kevin Espinosa
Instagram Celebrities: are they the new cats? - Targetsummit Berlin 2015
Instagram Celebrities: are they the new cats? - Targetsummit Berlin 2015
Wooga
Greystripe Consumer Insights Report Q1
Greystripe Consumer Insights Report Q1
Dev Khare
TargetSummit Berlin - Wooga Samet Durgun
TargetSummit Berlin - Wooga Samet Durgun
TargetSummit
Social Analytics - KW Social Media Summit - Knowledge Is Power
Social Analytics - KW Social Media Summit - Knowledge Is Power
Kelly Craft
Social Fresh Charlotte - Brand Loyalty and Facebook
Social Fresh Charlotte - Brand Loyalty and Facebook
Chad Elkins
BRAND LESSONS: Modern Digital Loyalty, How Brands Like Coca-Cola Reeses Lever...
BRAND LESSONS: Modern Digital Loyalty, How Brands Like Coca-Cola Reeses Lever...
Social Fresh Conference
Social media marketing
Social media marketing
Julian Matthews
Lucozade sport 2013 advert campaign
Lucozade sport 2013 advert campaign
Luke Moore
Research GamesMobile Brasil 2013
Research GamesMobile Brasil 2013
Moacyr Alves EPP
Putting Social Intelligence To Work (from #SMWLA)
Putting Social Intelligence To Work (from #SMWLA)
Sysomos
Breaking Down the Silos
Breaking Down the Silos
Seer Interactive
The Business Of Content Management: Blogging V3.
The Business Of Content Management: Blogging V3.
Justice Mitchell
Dma 2012 ultimate email champion_combined-kt final
Dma 2012 ultimate email champion_combined-kt final
StrongView
26 Product Launch Strategies
26 Product Launch Strategies
Wise Words Consulting
More Related Content
Viewers also liked
UK Power BI Summit twitter social media wottabyte
UK Power BI Summit twitter social media wottabyte
David Moss
Evaluating ad effectiveness with social media
Evaluating ad effectiveness with social media
Crimson Hexagon
Let's Analyze Social Media Data with Tableau: Talk Data to Me Webinar
Let's Analyze Social Media Data with Tableau: Talk Data to Me Webinar
wordsbywallace
Let's Analyze Social Media Data with Tableau!
Let's Analyze Social Media Data with Tableau!
wordsbywallace
Word2vec algorithm
Word2vec algorithm
Andrew Koo
Segments: Discovering How To Engage Unique Audiences
Segments: Discovering How To Engage Unique Audiences
Crimson Hexagon
Viewers also liked
(6)
UK Power BI Summit twitter social media wottabyte
UK Power BI Summit twitter social media wottabyte
Evaluating ad effectiveness with social media
Evaluating ad effectiveness with social media
Let's Analyze Social Media Data with Tableau: Talk Data to Me Webinar
Let's Analyze Social Media Data with Tableau: Talk Data to Me Webinar
Let's Analyze Social Media Data with Tableau!
Let's Analyze Social Media Data with Tableau!
Word2vec algorithm
Word2vec algorithm
Segments: Discovering How To Engage Unique Audiences
Segments: Discovering How To Engage Unique Audiences
Similar to Advertainment Requires Increasingly Intelligent Analytics
4 Steps to Drive Your Brand Extension with Social Media
4 Steps to Drive Your Brand Extension with Social Media
Crimson Hexagon
Espinosa kevin pillars of social media strategy
Espinosa kevin pillars of social media strategy
Kevin Espinosa
Instagram Celebrities: are they the new cats? - Targetsummit Berlin 2015
Instagram Celebrities: are they the new cats? - Targetsummit Berlin 2015
Wooga
Greystripe Consumer Insights Report Q1
Greystripe Consumer Insights Report Q1
Dev Khare
TargetSummit Berlin - Wooga Samet Durgun
TargetSummit Berlin - Wooga Samet Durgun
TargetSummit
Social Analytics - KW Social Media Summit - Knowledge Is Power
Social Analytics - KW Social Media Summit - Knowledge Is Power
Kelly Craft
Social Fresh Charlotte - Brand Loyalty and Facebook
Social Fresh Charlotte - Brand Loyalty and Facebook
Chad Elkins
BRAND LESSONS: Modern Digital Loyalty, How Brands Like Coca-Cola Reeses Lever...
BRAND LESSONS: Modern Digital Loyalty, How Brands Like Coca-Cola Reeses Lever...
Social Fresh Conference
Social media marketing
Social media marketing
Julian Matthews
Lucozade sport 2013 advert campaign
Lucozade sport 2013 advert campaign
Luke Moore
Research GamesMobile Brasil 2013
Research GamesMobile Brasil 2013
Moacyr Alves EPP
Putting Social Intelligence To Work (from #SMWLA)
Putting Social Intelligence To Work (from #SMWLA)
Sysomos
Breaking Down the Silos
Breaking Down the Silos
Seer Interactive
The Business Of Content Management: Blogging V3.
The Business Of Content Management: Blogging V3.
Justice Mitchell
Dma 2012 ultimate email champion_combined-kt final
Dma 2012 ultimate email champion_combined-kt final
StrongView
26 Product Launch Strategies
26 Product Launch Strategies
Wise Words Consulting
Intelligent Mobile Games
Intelligent Mobile Games
Daniel Foci
What Marketing Can Learn From Vanilla Ice
What Marketing Can Learn From Vanilla Ice
peteraharris
The blink Style
The blink Style
Daniel Ruke
Digital Doomsday - Mobile, Email and Social Media Webinar from Signal and You...
Digital Doomsday - Mobile, Email and Social Media Webinar from Signal and You...
signalhq
Similar to Advertainment Requires Increasingly Intelligent Analytics
(20)
4 Steps to Drive Your Brand Extension with Social Media
4 Steps to Drive Your Brand Extension with Social Media
Espinosa kevin pillars of social media strategy
Espinosa kevin pillars of social media strategy
Instagram Celebrities: are they the new cats? - Targetsummit Berlin 2015
Instagram Celebrities: are they the new cats? - Targetsummit Berlin 2015
Greystripe Consumer Insights Report Q1
Greystripe Consumer Insights Report Q1
TargetSummit Berlin - Wooga Samet Durgun
TargetSummit Berlin - Wooga Samet Durgun
Social Analytics - KW Social Media Summit - Knowledge Is Power
Social Analytics - KW Social Media Summit - Knowledge Is Power
Social Fresh Charlotte - Brand Loyalty and Facebook
Social Fresh Charlotte - Brand Loyalty and Facebook
BRAND LESSONS: Modern Digital Loyalty, How Brands Like Coca-Cola Reeses Lever...
BRAND LESSONS: Modern Digital Loyalty, How Brands Like Coca-Cola Reeses Lever...
Social media marketing
Social media marketing
Lucozade sport 2013 advert campaign
Lucozade sport 2013 advert campaign
Research GamesMobile Brasil 2013
Research GamesMobile Brasil 2013
Putting Social Intelligence To Work (from #SMWLA)
Putting Social Intelligence To Work (from #SMWLA)
Breaking Down the Silos
Breaking Down the Silos
The Business Of Content Management: Blogging V3.
The Business Of Content Management: Blogging V3.
Dma 2012 ultimate email champion_combined-kt final
Dma 2012 ultimate email champion_combined-kt final
26 Product Launch Strategies
26 Product Launch Strategies
Intelligent Mobile Games
Intelligent Mobile Games
What Marketing Can Learn From Vanilla Ice
What Marketing Can Learn From Vanilla Ice
The blink Style
The blink Style
Digital Doomsday - Mobile, Email and Social Media Webinar from Signal and You...
Digital Doomsday - Mobile, Email and Social Media Webinar from Signal and You...
More from Crimson Hexagon
Social analysis fuels fan acquisition success
Social analysis fuels fan acquisition success
Crimson Hexagon
Stevia: How Sweet Is It Really?
Stevia: How Sweet Is It Really?
Crimson Hexagon
LeBron and Melo: Coming Home
LeBron and Melo: Coming Home
Crimson Hexagon
How To Build Campaigns that Appeal To Specific Customers
How To Build Campaigns that Appeal To Specific Customers
Crimson Hexagon
Beats vs. Bose: Analyzing Consumer Response to Lifestyle Brand Marketing and ...
Beats vs. Bose: Analyzing Consumer Response to Lifestyle Brand Marketing and ...
Crimson Hexagon
Oreo Consumer Life Cycle
Oreo Consumer Life Cycle
Crimson Hexagon
Hallmark Emotional Branding Study
Hallmark Emotional Branding Study
Crimson Hexagon
Usage Based Auto Insurance
Usage Based Auto Insurance
Crimson Hexagon
Arming Agencies for the Pitch
Arming Agencies for the Pitch
Crimson Hexagon
Reputation Management in the Case of Paula Deen
Reputation Management in the Case of Paula Deen
Crimson Hexagon
Verizon Brand Crisis Case Study
Verizon Brand Crisis Case Study
Crimson Hexagon
How Automakers Can Tap Social Media To Drive Nameplate Marketing
How Automakers Can Tap Social Media To Drive Nameplate Marketing
Crimson Hexagon
What is the Social Media Conversation about The Great Gatsby?
What is the Social Media Conversation about The Great Gatsby?
Crimson Hexagon
Under Armour Campaign Analysis
Under Armour Campaign Analysis
Crimson Hexagon
Final Four 2013
Final Four 2013
Crimson Hexagon
Opinion Analysis: Prius
Opinion Analysis: Prius
Crimson Hexagon
NYC Soda Ban
NYC Soda Ban
Crimson Hexagon
I Overthrew My Government... Now What? Social Media Analysis of Post-Revoluti...
I Overthrew My Government... Now What? Social Media Analysis of Post-Revoluti...
Crimson Hexagon
Mobile Payments
Mobile Payments
Crimson Hexagon
Media neutral advertising - Red Bull
Media neutral advertising - Red Bull
Crimson Hexagon
More from Crimson Hexagon
(20)
Social analysis fuels fan acquisition success
Social analysis fuels fan acquisition success
Stevia: How Sweet Is It Really?
Stevia: How Sweet Is It Really?
LeBron and Melo: Coming Home
LeBron and Melo: Coming Home
How To Build Campaigns that Appeal To Specific Customers
How To Build Campaigns that Appeal To Specific Customers
Beats vs. Bose: Analyzing Consumer Response to Lifestyle Brand Marketing and ...
Beats vs. Bose: Analyzing Consumer Response to Lifestyle Brand Marketing and ...
Oreo Consumer Life Cycle
Oreo Consumer Life Cycle
Hallmark Emotional Branding Study
Hallmark Emotional Branding Study
Usage Based Auto Insurance
Usage Based Auto Insurance
Arming Agencies for the Pitch
Arming Agencies for the Pitch
Reputation Management in the Case of Paula Deen
Reputation Management in the Case of Paula Deen
Verizon Brand Crisis Case Study
Verizon Brand Crisis Case Study
How Automakers Can Tap Social Media To Drive Nameplate Marketing
How Automakers Can Tap Social Media To Drive Nameplate Marketing
What is the Social Media Conversation about The Great Gatsby?
What is the Social Media Conversation about The Great Gatsby?
Under Armour Campaign Analysis
Under Armour Campaign Analysis
Final Four 2013
Final Four 2013
Opinion Analysis: Prius
Opinion Analysis: Prius
NYC Soda Ban
NYC Soda Ban
I Overthrew My Government... Now What? Social Media Analysis of Post-Revoluti...
I Overthrew My Government... Now What? Social Media Analysis of Post-Revoluti...
Mobile Payments
Mobile Payments
Media neutral advertising - Red Bull
Media neutral advertising - Red Bull
Recently uploaded
It will be International Nurses' Day on 12 May
It will be International Nurses' Day on 12 May
NZSG
Malegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort Service
Malegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort Service
Damini Dixit
Falcon Invoice Discounting: Empowering Your Business Growth
Falcon Invoice Discounting: Empowering Your Business Growth
Falcon investment
Russian Call Girls In Rajiv Chowk Gurgaon ❤️8448577510 ⊹Best Escorts Service ...
Russian Call Girls In Rajiv Chowk Gurgaon ❤️8448577510 ⊹Best Escorts Service ...
lizamodels9
Nelamangala Call Girls: 🍓 7737669865 🍓 High Profile Model Escorts | Bangalore...
Nelamangala Call Girls: 🍓 7737669865 🍓 High Profile Model Escorts | Bangalore...
amitlee9823
Organizational Transformation Lead with Culture
Organizational Transformation Lead with Culture
Seta Wicaksana
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
daisycvs
Business Model Canvas (BMC)- A new venture concept
Business Model Canvas (BMC)- A new venture concept
P&CO
JAYNAGAR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRL
JAYNAGAR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRL
kapoorjyoti4444
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
rajveerescorts2022
Cracking the Cultural Competence Code.pptx
Cracking the Cultural Competence Code.pptx
Workforce Group
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876
dlhescort
Falcon Invoice Discounting: The best investment platform in india for investors
Falcon Invoice Discounting: The best investment platform in india for investors
Falcon Invoice Discounting
SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 Months
SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 Months
IndeedSEO
Chandigarh Escorts Service 📞8868886958📞 Just📲 Call Nihal Chandigarh Call Girl...
Chandigarh Escorts Service 📞8868886958📞 Just📲 Call Nihal Chandigarh Call Girl...
Sheetaleventcompany
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
amitlee9823
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
Aggregage
Katrina Personal Brand Project and portfolio 1
Katrina Personal Brand Project and portfolio 1
kcpayne
Eluru Call Girls Service ☎ ️93326-06886 ❤️🔥 Enjoy 24/7 Escort Service
Eluru Call Girls Service ☎ ️93326-06886 ❤️🔥 Enjoy 24/7 Escort Service
Damini Dixit
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
Abortion pills in Kuwait Cytotec pills in Kuwait
Recently uploaded
(20)
It will be International Nurses' Day on 12 May
It will be International Nurses' Day on 12 May
Malegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort Service
Malegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort Service
Falcon Invoice Discounting: Empowering Your Business Growth
Falcon Invoice Discounting: Empowering Your Business Growth
Russian Call Girls In Rajiv Chowk Gurgaon ❤️8448577510 ⊹Best Escorts Service ...
Russian Call Girls In Rajiv Chowk Gurgaon ❤️8448577510 ⊹Best Escorts Service ...
Nelamangala Call Girls: 🍓 7737669865 🍓 High Profile Model Escorts | Bangalore...
Nelamangala Call Girls: 🍓 7737669865 🍓 High Profile Model Escorts | Bangalore...
Organizational Transformation Lead with Culture
Organizational Transformation Lead with Culture
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
Business Model Canvas (BMC)- A new venture concept
Business Model Canvas (BMC)- A new venture concept
JAYNAGAR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRL
JAYNAGAR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRL
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
👉Chandigarh Call Girls 👉9878799926👉Just Call👉Chandigarh Call Girl In Chandiga...
Cracking the Cultural Competence Code.pptx
Cracking the Cultural Competence Code.pptx
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876
Call Girls in Delhi, Escort Service Available 24x7 in Delhi 959961-/-3876
Falcon Invoice Discounting: The best investment platform in india for investors
Falcon Invoice Discounting: The best investment platform in india for investors
SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 Months
SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 Months
Chandigarh Escorts Service 📞8868886958📞 Just📲 Call Nihal Chandigarh Call Girl...
Chandigarh Escorts Service 📞8868886958📞 Just📲 Call Nihal Chandigarh Call Girl...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
Call Girls Jp Nagar Just Call 👗 7737669865 👗 Top Class Call Girl Service Bang...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
Katrina Personal Brand Project and portfolio 1
Katrina Personal Brand Project and portfolio 1
Eluru Call Girls Service ☎ ️93326-06886 ❤️🔥 Enjoy 24/7 Escort Service
Eluru Call Girls Service ☎ ️93326-06886 ❤️🔥 Enjoy 24/7 Escort Service
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
Advertainment Requires Increasingly Intelligent Analytics
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