In his BlogWell Dallas presentation, RadioShack's Director of Social Media Marketing, Cosmin Ghiurau, shares their Super Bowl 2014 strategy that resulted in a successful social media ad campaign.
He goes over their key learnings from the campaign and explains their seven-step approach to winning in the moment.
BlogWell Dallas Social Media Case Study: RadioShack, presented by Cosmin Ghiurau
1. SocialMedia.org
This video is from
Case Studies
TM
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
This presentation is from
BlogWell
Dallas
February 19, 2014
socialmedia.org/blogwell
Cosmin Ghiurau
Road to the social media Super Bowl
2. Road to the Social Media Super Bowl.
BlogWell Dallas | February 19, 2014
@RadioShack #blogwell
Cosmin Ghiurau
Director, Social Media & Digital Strategy
RadioShack Corporation
Connect Via Social @cosguru
4. Radioshack is a Social Brand. 3.8 million strong.
2.8 million likes
236,000+ followers
555,000+ followers
12.7 MM views
14,000+ followers
10,000+ followers
@cosguru
137,000+ Likes
blog.radioshack.com
Total audience as of February 2014
@RadioShack #blogwell
8. The Road to the Social Media Super Bowl
2nd Screen 1st Strategy
• 44% Americans use a 2nd screen
for ½ the time they watch TV.
• 51% use social to connect with
others watching the same show.
@cosguru
Infographic Source: Wowza Media Systems
@RadioShack #blogwell
9. To Hashtag or Not to Hashtag?
#InWithTheNew
@cosguru
@RadioShack #blogwell
10. RadioShack Super Bowl Moment
• What we did in 30 seconds.
– Each marketing channel live in 30 sec.
– DCC background image…
…5 sec to freak out.
…. 25 seconds to go live.
@cosguru
@RadioShack #blogwell
11. The Moment
Owned Social
Properties
Social
Experience
Real Time
Social
Engagement
Search
Paid
Social/Digital
Celebrity Social
Alignment
@cosguru
Niche
Communities
Twitter 80’s Giveaway
PR
22 nostalgic 80’s themed prizes in 24 hours
Follow & tweet 22 unique prize hashtag
Landing page with transition to post Super Bowl
@RadioShack #blogwell
12. Results
22x
Growth in social mentions on
game day vs. average 30 day
vs. average Super Bowl advertiser garnering
6x mention growth
4
Organic
Trends
@cosguru
4.6MM
82%
Total Youtube views
Mobile Access
during Super Bowl
@RadioShack #blogwell
15. Late Night Wins…
“As far as funny-wise,
I liked the RadioShack
commercial.”
– Jimmy Fallon
“I liked the RadioShack
commercial…It was like
watching an episode of
Dancing with the Stars.”
– Jay Leno, Monologue
Watch
@cosguru
@RadioShack #blogwell
16. Money KPI
Reference: article
Reference: MoneyBeat blog post
“That ad announced to the world that
management has its act together.”
– Tracy Tuten, Marketing Professor and
“Advertisers at Work” Author
Reference article
@cosguru
@RadioShack #blogwell
17. How did we win the Moment?
7 Step approach to Winning
The Road To The Social Media Super Bowl
@cosguru
@RadioShack #blogwell
18. Step 1 – Watch the Tape.
• Research appropriate strategy for brand.
• Apply social data to creative approach.
• Leverage learnings from best practices.
@cosguru
@RadioShack #blogwell
19. Step 2 – Multiple plays in the game plan
• Brand appropriate real time marketing
• Crisis / Weather situation
• On call bench for last minute issues
@cosguru
@RadioShack #blogwell
20. Step 3 – Starting Team
Identify each player on team.
• Decision Maker/Approvals
• Community Managers
• Marketing Channel owners
• Paid Media
• PR/Earned Media
• Creative (Copywriters)
• Agency/Partners Key Contacts
@cosguru
@RadioShack #blogwell
21. Step 4 – Practice, who needs practice?
• Game plan with clear roles
• Channel accountability
• Planned launch scenarios
• Surprise launch scenarios
• Reporting cadence identified
@cosguru
@RadioShack #blogwell
22. Step 5 – Execute Key Play
• Confirm each channel live
• Look for gaps in experience
• Verify internal/external teams
• Verify consistency in experience
• Monitor social feedback
• Monitor real time opportunities
@cosguru
@RadioShack #blogwell
23. Step 6 – Run and Gun Offense
• Leverage highlighting real time
opportunities
• Fuel conversational moments
• Engage with relevant other
brands/elements of campaign
@cosguru
@RadioShack #blogwell
24. Step 7 – Post Game Huddle
•
•
Adjust content based on social
intelligence
•
Highlight and share key moments
internally
•
@cosguru
Begin reporting cadence
Document key learnings
@RadioShack #blogwell
25. The Road to the Social Media Super Bowl
Takeaways….
1. Watch The Tape
2. Multiple Plays in the Game Plan
3. Assemble The Starting Team
4. Practice, Who Needs Practice?
5. Execute Key Play Flawlessly
6. Run and Gun Offense
7. Post Game Huddle
@cosguru
@RadioShack #blogwell
26. Overtime.
“Winning isn’t everything – but wanting to win is” – Vince Lombardi
Cosmin Ghiurau | cosmin.ghiurau@radioshack.com
Director, Social Media & Digital Strategy
RadioShack Corporation
Connect Via Social @cosguru
@cosguru
@RadioShack #blogwell
27. SocialMedia.org
This video is from
Case Studies
BlogWell
San Francisco
June 20, 2011
Learn more about past and
upcoming BlogWells
socialmedia.org/blogwell
This presentation is from
BlogWell
Dallas
February 19, 2014
socialmedia.org/blogwell
socialmedia.org/blogwell