17. @TwitterAdsUK
Would you just look at this owl, isn’t it
great? #SuperbOwl pic.twitter.com/
NCF2HOAV
Emergency Cute Stuff
@EmergencyPuppy
@TwitterAdsUK
Saturday, May 18, 13
46. AMVBBDO May 15, 2013Twitter #FurtherFaster
Twitter &AMV BBDO
Saturday, May 18, 13
47. AMVBBDO May 15, 2013Twitter #FurtherFaster
The brand platform
Saturday, May 18, 13
48. AMVBBDO May 15, 2013Twitter #FurtherFaster
Saturday, May 18, 13
49. AMVBBDO May 15, 2013Twitter #FurtherFaster
Saturday, May 18, 13
50. AMVBBDO May 15, 2013Twitter #FurtherFaster
Driving loyalty and household penetration
&
Saturday, May 18, 13
51. AMVBBDO May 15, 2013Twitter #FurtherFaster
Driving loyalty and household penetration
Doritos
make
any
party
be0er
&
Saturday, May 18, 13
52. AMVBBDO May 15, 2013Twitter #FurtherFaster
Driving loyalty and household penetration
Doritos
make
any
party
be0er
&
#DoritosParty
Saturday, May 18, 13
53. AMVBBDO May 15, 2013Twitter #FurtherFaster
Our comms principles onTwitter
Saturday, May 18, 13
54. AMVBBDO May 15, 2013Twitter #FurtherFaster
Our comms principles onTwitter
#DORITOSPARTY
Saturday, May 18, 13
55. AMVBBDO May 15, 2013Twitter #FurtherFaster
Our comms principles onTwitter
#DORITOSPARTY
DISTINCTIVE
TONE
OF
VOICE
Saturday, May 18, 13
56. AMVBBDO May 15, 2013Twitter #FurtherFaster
Our comms principles onTwitter
PLAN
AND
REACT
AROUND
OUR
FANS
#DORITOSPARTY
DISTINCTIVE
TONE
OF
VOICE
Saturday, May 18, 13
57. AMVBBDO May 15, 2013Twitter #FurtherFaster
Planning for the Moment
Easter HalloweenFreshers’
Week ChristmasBank
holidays
• Microspikes
to
drive
sales
outside
of
campaign
periods
• Promoted
Trends
&
Promoted
Tweets
Saturday, May 18, 13
58. AMVBBDO May 15, 2013Twitter #FurtherFaster
Personalised image replies
Saturday, May 18, 13
59. AMVBBDO May 15, 2013Twitter #FurtherFaster
Personalised image replies
Saturday, May 18, 13
60. AMVBBDO May 15, 2013Twitter #FurtherFaster
Personalised Halloween pics
Saturday, May 18, 13
61. AMVBBDO May 15, 2013Twitter #FurtherFaster
Personalised Halloween pics
Saturday, May 18, 13
62. AMVBBDO May 15, 2013Twitter #FurtherFaster
Stay
Saturday, May 18, 13
63. AMVBBDO May 15, 2013Twitter #FurtherFaster
#Doritos Mural
Saturday, May 18, 13
64. AMVBBDO May 15, 2013Twitter #FurtherFaster
Saturday, May 18, 13
65. AMVBBDO May 15, 2013Twitter #FurtherFaster
#DoritosNameThatTune
Saturday, May 18, 13
66. AMVBBDO May 15, 2013Twitter #FurtherFaster
#DoritosNameThatTune
Saturday, May 18, 13
67. AMVBBDO May 15, 2013Twitter #FurtherFaster
How we Plan and React
BRIEF
&
APPROVAL
Account
team
Brand
team
IDEAS
&
SOCIAL
LISTENING
Social
Content
Manager
Community
Manager
CREATE
Designers
Crea?ve
Produc?on
Social
Content
Manager
ACTIVATE
Social
Content
Manager
Community
Manager
Saturday, May 18, 13
68. AMVBBDO May 15, 2013Twitter #FurtherFaster
Reacting in the moment
Saturday, May 18, 13
69. AMVBBDO May 15, 2013Twitter #FurtherFaster
Reacting in the moment
Saturday, May 18, 13
70. AMVBBDO May 15, 2013Twitter #FurtherFaster
Reacting in the moment
Saturday, May 18, 13
71. AMVBBDO May 15, 2013Twitter #FurtherFaster
Ross NobleTwitter Bomb
Saturday, May 18, 13
72. AMVBBDO May 15, 2013Twitter #FurtherFaster
Ross NobleTwitter Bomb
Saturday, May 18, 13
73. AMVBBDO May 15, 2013Twitter #FurtherFaster
Ross NobleTwitter Bomb
Saturday, May 18, 13
74. AMVBBDO May 15, 2013Twitter #FurtherFaster
Ross NobleTwitter Bomb
Saturday, May 18, 13
75. AMVBBDO May 15, 2013Twitter #FurtherFaster
Ross NobleTwitter Bomb
Saturday, May 18, 13
76. AMVBBDO May 15, 2013Twitter #FurtherFaster
Ross NobleTwitter Bomb
Saturday, May 18, 13
77. AMVBBDO May 15, 2013Twitter #FurtherFaster
Ross Noble
Twitter Bomb
Saturday, May 18, 13
78. AMVBBDO May 15, 2013Twitter #FurtherFaster
Saturday, May 18, 13
79. AMVBBDO May 15, 2013Twitter #FurtherFaster
Plan%for%the%moment,%preparing%campaign%assets%in%advance%
Integrate%all%year%round%
Make%it%easy%and%fun%for%fans%to%engage%
Go%the%extra%mile%
Saturday, May 18, 13
80. AMVBBDO May 15, 2013Twitter #FurtherFaster
McCruddenP@amvbbdo.com
@crudden
Saturday, May 18, 13
95. @TwitterUK | Confidential
TV was integral to spread and success of the campaign.
0"
1,000"
2,000"
3,000"
4,000"
5,000"
6,000"
7,000"
8,000"
9,000"
10,000"
0"
2,000"
4,000"
6,000"
8,000"
10,000"
12,000"
14,000"
1/
3"
2/
3"
3/
3"
4/
3"
5/
3"
6/
3"
7/
3"
8/
3"
9/
3"
10
/3"
11
/3"
12
/3"
13
/3"
14
/3"
15
/3"
16
/3"
17
/3"
18
/3"
Total"Ad"Impacts" #DancePonyDance"MenAons"
Source: Topsy Pro
Saturday, May 18, 13
96. @TwitterUK | Confidential
Ad placements over the initial weekend targeted social TV
and peak time moments.
0"
1,000"
2,000"
3,000"
4,000"
5,000"
6,000"
7,000"
8,000"
9,000"
10,000"
0"
2,000"
4,000"
6,000"
8,000"
10,000"
12,000"
14,000"
1/
3"
2/
3"
3/
3"
4/
3"
5/
3"
6/
3"
7/
3"
8/
3"
9/
3"
10
/3"
11
/3"
12
/3"
13
/3"
14
/3"
15
/3"
16
/3"
17
/3"
18
/3"
Total"Ad"Impacts" #DancePonyDance"MenAons"
Source: Topsy Pro
Saturday, May 18, 13
97. Social TV helped drive significant conversation around the ad.
v.
ALAN CARR: CHATTY MAN
2M viewers
2.1K Tweets (first 10 mins)
CORONATION STREET
8M viewers
2.4K Tweets (first 10 mins)
source: SecondSync 2013
Saturday, May 18, 13
100. TL;DR
Make the hashtag integral to the campaign.
Work the spotlight.
Treat people how you would like to be
treated yourself.
Plan media around social TV and key brand
moments.
Saturday, May 18, 13