SQUAWQ SUPER BOWL for COLLE + McVOY

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SQUAWQ SUPER BOWL

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Industry Business equipment & services, Advertising & Communication
Media Promo & PR, Case study
Market United States
Released July 2012

Credits & Description

Category: Corporate Communication
Advertiser: COLLE + McVOY
Product/Service: AGENCY PROMOTION
Executive Creative Director: Mike Caguin (Colle + McVoy)
Senior Interactive Designer: Zara Gonzalez (Colle + McVoy)
Lead Interactive Producer: Braden Stadlman (Colle + McVoy)
Creative Tech Lead: Jason Striegel (Colle + McVoy)
Copywriter: Lee Hanson (Colle + McVoy)
Media placement: Twitter Analytics Tool - Online - February 7, 2010

Summary of the Campaign
The Super Bowl is more than an NFL championship game; it’s the most significant event in the advertising industry when marketers show their most ground-breaking advertising to capture America’s attention. It was in this environment that Colle+McVoy capitalized on its new Squawq Twitter analytics tool and broke through the clutter to garner attention. The objectives of the campaign were to raise awareness within the advertising and marketing community for Squawq and garner attention for Colle+McVoy, the ad agency that invented and engineered Squawq. Colle+McVoy leveraged the Super Bowl and America’s great interest in the ads. By monitoring and analysing Twitter chatter about key Super Bowl topics, Colle+McVoy provided media with a rare, immediate snapshot of America’s opinions. Throughout the Super Bowl, Colle+McVoy ranked the most talked about brands, advertisements and teams on a customised Web page. A press release with the results was distributed over the national newswire and emailed directly to key media. Findings were promoted on Twitter. More than 62 million impressions were generated. Numerous media (The New York Times, Ad Age, Adweek), covered the results. Dozens of Web sites and blogs posted the release. Twitter users promoted the results for days following the game.

The Goal
Objectives: - Raise awareness for Squawq - Garner attention for our company Criteria: generate positive buzz and coverage by influential advertising and marketing media Target audience: advertising and marketing thought leaders and prospective new clients Research: Extensive research was conducted to learn how the media covers Super Bowl advertising. Publications like Ad Age, Adweek and USA Today were researched to understand what topics they report, how they report them and whether they use outside resources or other analytics tools. Each advertiser was identified and each spot available for preview was scrutinised to develop key Squawq criteria.

Results
The campaign generated more than 62 million impressions and exceeded the original expectations, including: 1. Raise awareness for Squawq. The results of the campaign and Squawq’s capabilities were included in articles covering Super Bowl advertising topics in The New York Times, which syndicated the article to newspapers across the country, Ad Age, Adweek, and other trade publications and blogs. 2. The wire press release was picked up on dozens of Web sites and blogs. The agency’s local market media also covered the campaign with a front page business feature in The Star Tribune and significant coverage in regional business media. Users of Twitter and Facebook also promoted the news. Garner attention for Colle+McVoy: each article in the advertising and marketing trade media, as well as local market media, highlighted the fact that Squawq was developed by Colle+McVoy and the agency was perceived as digitally savvy.

Execution
The Squawq team watched the Super Bowl together and oversaw the process. The analytics during the game were scrutinised to make sure Squawq was tracking the correct key words. The spontaneous nature of the event and the magnitude of its audience made it a challenge. During the game the team added more brands or key words on the spot (information not previously available). From 4 – 11 pm EST, Squawq tracked and analysed Tweet volume, popular keywords, hashtags, and URLs associated with the Super Bowl. For each brand, search queries were constructed that tracked keywords and were cross-referenced with the number of spots aired, tallying a 'cost per Tweet' for each brand. Following the effort, the results were analysed for the most newsworthy information. A press release highlighting the results was drafted, sent directly to influential media and sent over the national newswire. Results were also promoted via Twitter.

The Situation
Colle+McVoy developed as a holiday gift a new Twitter analytics tool called Squawq to give clients significant insight about their businesses. However, when Squawq launched during the very hectic holiday season it was difficult to garner industry attention with the media. The agency needed a new, high-profile platform to showcase Squawq’s capabilities and make it relevant. The agency harnessed the nascent technology of Twitter, as well as leveraged the Super Bowl and America’s great interest in the ads, to implement a campaign that broke through the clutter, spotlighted Squawq’s capabilities and garnered attention.

The Strategy
To garner media attention for Squawq and Colle+McVoy, the agency launched a campaign that leveraged the biggest and most talked about event in the advertising community (the Super Bowl) and America’s great interest in Super Bowl advertising. By monitoring and analysing Twitter chatter about key Super Bowl topics, Colle+McVoy provided media with a rare, immediate snapshot of America’s opinions. Throughout the Super Bowl, Squawq ranked the most talked about brands, advertisements and teams on a customised Web page. This immediate feedback had never before been available until the advent of Twitter and tools like Squawq. The resulting data was quickly distributed to the media and used in many articles. Also, Colle+McVoy was positioned as a digitally savvy advertising agency.