MUST HAVES by McKinney Durham for Qwest Communications

MUST HAVES

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Industry Telecommunications Services
Media Promo & PR, Case study
Market United States
Agency McKinney Durham
Art Director Raleigh Felton
Copywriter Brian Murray, Leslie Gray
Designer Able Parris
Released March 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: QWEST COMMUNICATIONS
Product/Service: TELECOMMUNICATIONS
Agency: McKINNEY
Date of First Appearance: Nov 23 2010
Entrant Company: McKINNEY, Durham, USA
Entry URL: http://www.awardshowsubmissions.com/qwest_mediaTechnorati.html
Chief Creative Officer: Jonathan Cude (MCKINNEY)
Group Creative Director: Glen Fellman (MCKINNEY)
Art Director: Raleigh Felton (MCKINNEY)
Copywriter: Brian Murray, Leslie Gray (MCKINNEY)
Designer: Able Parris (MCKINNEY)
Director of Connection Planning: Doug Holroyd (MCKINNEY)
Group Connection Planning Director: Chris Walsh (MCKINNEY)
Associate Connection Planning Director: Brian LoPiccolo (MCKINNEY)
Media Supervisor: Mike Atkinson (MCKINNEY)
Media Planner: Randi Smith (MCKINNEY)
Director of Digital Strategy: Jim Russell (MCKINNEY)
Interactive Strategist: Christin Prince (MCKINNEY)
Senior Account Planner: Sean Jecko (MCKINNEY)
Account Management team: Jim Reath, Bob Cordell, Lindsay Parina (MCKINNEY)
: Luke McCormick, Scott Spaulding, Arinha Dey (TECHNORATI)
Senior Producer/Production Coordinator: Nicole Kuhnlein, Andy Ives (MCKINNEY)
Developers: Beth McKnight, Rafe Kemmis (MCKINNEY)
Director of Marketing: Keith Nyhouse (QWEST COMMUNICATIONS)
Senior Manager: Beth Harlan (QWEST COMMUNICATIONS)
Manager: Audrey Gonzales (QWEST COMMUNICATIONS)
Media placement: Blogger Outreach Program - Technorati - November 2, 2010
Media placement: Online Video - Tremor Media, ScanScout, Hulu - November 23, 2010
Media placement: Online Radio - Pandora, LastFM - November 23, 2010
Media placement: Contest - Technorati And Facebook - November 23, 2010
Media placement: Online Display - Technorati, CNET, Engadget, Facebook, MSN, Scripps Network, Wired, Yahoo - November 23, 2010
Media placement: Rich Media - Technorati - November 23, 2010

Insights, Strategy & the Idea
Generally speaking, people don’t talk much about telecom service providers. But when they do, it’s usually because they are dissatisfied. The QWEST Holiday Must-Have campaign was designed to change that.

The campaign had two simple objectives. First, we wanted to create a positive brand experience to improve brand measures. Second, we wanted to improve the conversation around QWEST within social channels where some dis-satisfied consumers were using Facebook to bash the brand.

Instead of acting like a telecom company, QWEST acted like a person. We all have rituals that make the holidays our own: Grandma’s cookies; Tracking Santa’s progress on Christmas Eve on NORAD’s website; Aunt Lisa’s Christmas sweater.

QWEST invited its home productivity target to share their holiday must-haves with others. For them, technology is a time-saving device for staying connected to their families, friends and what’s really important in life. So reliable Internet service is a must-have.

Creative Execution
We partnered with Technorati, creating an experience that reminded people the Internet is so engrained in daily life that it has become a must-have. And during the holiday season, QWEST’s reliable HSI enables them to stay connected and get the most out of the holiday and the technology gifts that come with it.

Touch points included:
• Technorati blogger outreach program.
• Branded display units (including video) promoting QWEST High Speed Internet and co-branded units promoting the must-haves conversation.
• Branded content hub on Technorati.com served as the central location to access to custom content.
• Rich Media: Conversational Media Ad (CMAD) was created with online video element, social share feature, and custom blog content dynamically fed into the unit.
• CRM: An email to QWEST customers promoted the program.

Technorati was an ideal partner in kick-starting the conversation. Their bloggers created custom content about their holiday must-haves for six editorial cycles.

Results and Effectiveness
Results showed consumer sentiment changed when people actively participated in the program, thus changing the conversation on QWEST’s Facebook page.

• There was a 76% lift in favourability and a 43% lift in purchase intent according to a Vizu brand study.
• Fan “likes” on Facebook increased 134%.
• 5,738 people “liked” the QWEST on Facebook during the six-week campaign.
• Daily “likes” of QWEST on Facebook increased 950%.
• QWEST fans posted 465% more wall posts during the campaign.
• During the campaign, negative comments declined by more than 50% as complaints were intermingled with must-have responses.