#TentCityTakeover Case Study

#TentCityTakeover Targeting football fans at college campuses around the USA and beyond.

Group 3: Jordan Hoddy, Chris Hickey, Alec Angus, David Hickerson, Drew Harless, and James Nicolosi

External Influences Current Events

Group Influence

Culture

Internal Influences Social group

Participate

Excited

Consumer Decisions Nominal vs. Extended

Consumer Culture Theory â—? Consumer Culture Theory looks into social and cultural reasons as to why consumers make their purchasing decisions. â—? Created by Mike Featherstone in 1983

Earley, Amanda. "Connecting contexts A Badiouian epistemology for consumer culture theory." Marketing Theory 14.1 (2014): 73-96.

Hashtracking Total Posts: 496 Total Users: 372

22.18% 5.04%

Total: RTs (361) Original Tweets (110) Mentions (25)

72.78%

"Powerful Tracking for Hashtags | Hashtracking.com."

Powerful Tracking for Hashtags | Hashtracking.com.

Hashtracking, 30 Nov. 2014. Web. 30 Nov. 2014. <https://www.hashtracking.com/explorer/? hashtag=TentCityTakeover>.

11/30 at 22:30

Tweets & Exposure (11/23 - 11/30)

"Powerful Tracking for Hashtags | Hashtracking.com." Powerful Tracking for Hashtags | Hashtracking. com. Hashtracking, 30 Nov. 2014. Web. 30 Nov. 2014. <https://www.hashtracking.com/explorer/? hashtag=TentCityTakeover>.

11/30 at 22:30

TOTAL REACH & ENGAGEMENT USERS “BUZZ”

POTENTIAL REACH

TalkWalker - Analytics. Talkwalker, 30 Nov. 2014.

Web. 30 Nov. 2014. <https://www.talkwalker. com/app/project/f7ec2704-faf8-4d1a-9af29fc295b41700/monitor##g=MONITOR&t=PERFORM ANCE&i=e9b70e14-4042-4662-ba2498b07ef81947&tz=Europe%252FParis>.

11/30 at 20:30

Location

TalkWalker - Analytics. Talkwalker, 30 Nov. 2014. Web. 30 Nov. 2014. <https: //www.talkwalker.com/app/project/f7ec2704-faf8-4d1a-9af29fc295b41700/monitor##g=MONITOR&t=WORLD_MAP&i=bac7eb37-b6db42b1-a6c8-5aa57eb564b3&tz=Europe%252FParis>.

11/30 at 21:30

Demographics

TalkWalker - Analytics. Talkwalker, 30 Nov. 2014. Web. 30 Nov. 2014. <https://www.talkwalker.com/app/project/f7ec2704-faf84d1a-9af29fc295b41700/monitor##g=MONITOR&t=DEMOGRAPHICS&i=50f8 7454-c689-4f6b-8f04-f793bede62ff&tz=Europe%252FParis>.

11/30 at 22:30

Topics

TalkWalker - Analytics. Talkwalker, 30 Nov. 2014. Web. 30 Nov. 2014. <https://www.talkwalker.com/app/project/f7ec2704-faf8-4d1a-9af29fc295b41700/monitor##g=MONITOR&t=THEME&i=7d3e588f-1e5c-4028-964b-ec63e41feeac&tz=Europe%252FParis>.

11/30 at 20:30

Top Sources (by engagement) 11/30 at 22:30

11/17 at 13:30

TalkWalker - Analytics. Talkwalker, 30 Nov. 2014. Web. 30 Nov. 2014. <https://www.talkwalker. com/app/project/f7ec2704-faf8-4d1a-9af29fc295b41700/monitor##g=MONITOR&t=INFLUENCERS&i=b811f567-54f2-42b9-8609fcb568628ed3&tz=Europe%2FParis>.

Reflection ● Our campaign was a success because we had… ○ A good following (Almost 90) ○ Big RT’s including @Morgantown_WV and @dubvLIVE

Reflection Some popular followers include: ● ● ● ● ● ●

Tailpipes Burgers Clutch Wing Shop OrderUp Morgantown Big Times Gary Browne Ramirez WVU Tent City

Reflection Things we would change… ● Choosing our hashtag that was less dependent on a prior event ● Choosing a hashtag that is a little more open-ended so that other people can interpret it differently ● Tweet more during times of peak usage (between 11am and 3 pm EST)