TABLE OF CONTENTS Social Sponsorships for Scripted TV
....................................................................... 6
Social Sponsorships for Reality TV
........................................................................ 9
Social Sponsorships for Live Events
...................................................................... 13
Social Sponsorships for News & Editorial .............................................................. 18 Best Practices .......................................................................................................... 20 Client Examples ....................................................................................................... 23
“ Working with Spredfast*, we bring the most interesting second-screen activities from around the web under one umbrella. BTN Connect gives our viewers a single destination to participate in our telecasts, track social chatter, and engage with fellow fans, media, and BTN talent and sponsors. For a sponsor like Buick, it is a golden opportunity to fully integrate their own relevant social content into the site in a meaningful way to a social-savvy audience.” – Mike Vest, Social Media Director
* Formerly Mass Relevance
Spredfast | Social Sponsorship Solutions Guide
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0.1%
Banner ads have only a 0.1% CTR in the U.S.
33% 33% of display ads brands pay for are never even shown
80%
80% of consumers skip TV commercials
SOURCES: DELOITTE; HUBSPOT; FAST COMPANY
In the world of social sponsorships today the key to success is not just awareness but recognition. The path to recognition – which drives important outcomes like brand recall, consideration, and ultimately sales – requires new thinking and strategies in how to create inventive, relevant consumer experiences. This is no easy task. After all, studies show the majority of consumers don’t even recognize brands as sponsors after visiting
a sponsored physical or digital destination. While sponsorship opportunities grant enormous access to a target market the trick is not interrupting the experience but enhancing it. It’s no longer effective to piggy back on what’s already been done. Recognition will go to the brands that can actually create compelling experiences for audiences, not just put their logo on it.
BROADCAST
Scripted Televison Water Cooler moments are happening everywhere – be the destination that keeps audiences enthralled in plot twists and turns. Turning programming over to the fans.
Crowd source fan favorite content to drive engagement CableTV
PROGRAMS
@character1
@character2
Witchunters Connect with the Show VOTE FOR YOUR FAV EPISODE
1ST
Login
EPISODES
@character3
@character4
DON’ MISS THE SEASON PREMIER MONDAY OCTOBER 31 8/7c
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brought to you by
UNLOCK COMMENTARY
Click to vote for Episode 9: Room 227
#LockTheDoor #WitchActor
2ND
Click to vote for Episode 2: Love Interest
#MakingOutAlive
#WitchWriter
Q&A WITH ACTOR Q&A with
3RD
Click to vote for Episode 3: All Falls Apart
Character4
#WhenItRains
Q 4ST
Click to vote for Episode 6: Plot Thickens
#HoldYourHorses
Firstname @Username
30s
This 140 char Tweet contains various elements like a www.link.com or #hashtag. Details
Character4 @Witchhunter4
1. Sponsors can give fans a level
of ownership by allowing viewers to determine which episode will re-air via hashtag voting. Social voting amplifies word of mouth and drives new traffic back to the site.
2. A sponsoring brand can host the entire page or social experience to provide a unique destination to viewers.
1m
This 140 char Tweet contains various 3. HashtagAbattles add a levelorof elements like a www.link.com #hashtag.
gamification that keeps fans invested in the content and encourages repeatable visits.
4. Offering exclusive behind-the-
scenes content or a live Q&A spikes awareness, participation, and connects fans to talent in real-time.
Spredfast | Social Sponsorship Solutions Guide
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Keep viewers engaged between episodes and seasons tv
CAST
SCHEDULE
FULL EPISODES
PostOp
Search
WATCH LAST WEEK’S EPISODE “Recovery Ward” 00:56:12
Follow
#Whodunnit?
Actiwear
SUSPECT TRACKER sponsored by
$110
Actiwear 31%
23%
12%
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12% Join the Conversation Firstname @Username
Tweet #Character1
7%
Tweet #Character2
5%
Tweet #Character3
4%
Tweet #Character4
30s
This 140 char Tweet contains various elements like a www.link.com or #hashtag. Details
3%
A
Actiwear @Actiwear
1m
This 140 char Tweet contains various elements like a www.link.com or #hashtag. Details Tweet #Character5
Tweet #Character6
Tweet #Character7
DON’T MISS A SINGLE EPISODE TUESDAYS AT 8/7C
Tweet #Character8
tv
Firstname @Username
30s
This 140 char Tweet contains various elements like a www.link.com or #hashtag. Details
1. Fans can weigh in on suspenseful
3. Real-time buzz about the show,
2. Bring sponsoring brands into the
4. Posts, Tweets, or Photos from the
moments, characters, or plot twists via hashtag or keyword voting. dynamic experience with native ads or through presenting the entire social experience.
characters, or plot is curated and updates dynamically. sponsoring brand can appear natively within a stream of content.
Spredfast | Social Sponsorship Solutions Guide
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BROADCAST
Reality Televison Close the gap between brand sponsors and fans through always on, sharable content.
Captivate consumers with fresh and relevant content
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HOME
VIDEOS
AUDITIONS
SOCIAL HUB
EXTRAS
MUSIC
Social Hub
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Q&A with the judges
How do you get #fresh?
This week judge A will answer your Instagram questions
#AmericasNextStar
Q:
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I’m from
A:
and I’m going to
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my way to becoming #AmericasNextStar
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Q:
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1. Make the experience hyper relevant and constantly fresh for site visitors.
2. Attract fans with real-time access
to celebrity talent, judges, or other fans through Instagram Video Q&A.
3. The sponsoring brand can host the entire social experience or page.
4. Lower the barrier for fans to create and share content about your programming.
5. Social participation “can unlock” exclusive content, adding a layer of gamification that also amplifies content.
Spredfast | Social Sponsorship Solutions Guide
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On-air Integration
presented by
Firstname Lastname This Facebook post contains various elements like a www.link.com or #hashtag.
1. Content from Facebook or
Twitter on-air increases social buzz and tune-in.
2. Include the sponsor in live broadcast to increase brand exposure.
Spredfast | Social Sponsorship Solutions Guide
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Display social content inspired by the sponsoring brand SHOWS
CHEFS
RECIPES
Search
NEW SEASON MONDAY 8/7c
I’m cooking at my @grillwars viewing party
presented by
#PremiumPremier
PICK the SECRET INGREDIENT Tweet your vote and determine the secret ingredient lineup for Grill Wars episodes.
30s
Firstname @Username This 140 char Tweet contains various elements like a www.link.com or #hashtag.
PORK JOWELS
CORN
#Vote
#Vote
BANNER AD
SQUID #Vote
15s
Firstname @Username
1m
6
This 140 char Tweet contains various elements like a #hashtag.
PremiumFoods @premiumfoods This 140 char Tweet contains various elements like a www.link.com or #hashtag. 1m
Firstname @Username 15s
Firstname @Username This 140 char Tweet
This 140 char Tweet contains various elements like a www.link.com or #hashtag.
a #hashtag. 1. Thecontains sponsoring brand can host the
entire social experience or page.
2. Give fans the opportunity to influence show dynamics.
3. Spotlight Twitter, Instagram, Face-
book, or Vine content natively from the sponsor.
4. Increase content generation
surrounding the sponsoring brand or media programming.
5. Brands can integrate ads natively within the Mosaic.
6. Images or Tweets can link through to a destination on the site or to the sponsors’ owned media.
Spredfast | Social Sponsorship Solutions Guide
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SPORTS & ENTERTAINMENT
Live Events Offer data visualization as powerful, real-time storytelling to increase engagement and tune-in.
Create second-screen experiences to capture and sustain fan excitement OLLEGE BALL.COM
College Football Playoffs LIVE
and
FAN TOUCHDOWN DANCEOFF Submit your best dance on Instagram or Vine for a chance to win, then vote for this week’s best.
TRENDING NOW TROPHY PLAYOFFS MASCOT HEISMAN DYNASTY
TWEET COUNT
486 VOTES
#Vote
Recap from 1st quarter and other camera shots
2th Quarter
1 , 3 6 2 , 8 0 1
#TDDANCEOFF1
3rd Quarter
Recap from 1st quarter and other camera shots
1st Quarter DRIVEN TO BE CHAMPION
with
Recap from 1st quarter and other camera shots
#TEAM1
#TEAM2
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#TEAM3
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345 VOTES
6
#Vote
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1. Brands can sponsor the entire social experience.
2. Give fans the opportunity to
become a part of the experience to drive participation.
5. Curate and re-display fan sourced
videos or showcase sponsored Youtube, Vine, or Instagram videos.
6. Sponsors can display ads natively within the social experience.
3. Trending topics give an ever-changing view into what’s happening.
4. Social brackets keep fans engaged
throughout the duration of a show, event, or season. Spredfast | Social Sponsorship Solutions Guide
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Bring Sponsored Social Into the Venue
FAN TAKES
POWERED BY
SUPER FAN?
TWEET YOUR VIDEO TO #LeMondFanTakes
1. Sponsor’s photos can be curated into a photo wall natively.
2. Let fans and audience members become part of the sponsored experience, in-venue or online.
Spredfast | Social Sponsorship Solutions Guide
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Drive fan anticipation before, during, and after live events NEWS
VIDEO
PHOTOS
34th Annual Moonlight Awards
Tweet about the awards
WHO SAID THAT?
Tweet
#LesBelleMoonlight http://bit.link.com
Match the quotes with the celeb who said it on Twitter and be entered to win the ultimate beauty package from Les Belle.
presented by
You’ve got
?
RED CARPET
Les Belle
1 RIGHT!
“The dress is by Pavoni - I was in the mood for something more subdued this year @moonlightawards. pic.twitter.com/S0X5C76bKw.” Drag the avatar of the celeb you think said it to the question mark
CELEBRITY NAME
CELEBRITY NAME
CELEBRITY NAME
CELEBRITY NAME
CELEBRITY NAME
CELEBRITY NAME
Photos from the Red Carpet
1. Highlight celebrity Tweets about
the event, the nominees, or other notable figures. Letting the audience guess “Who Said That” keeps people engaged on site and curious to see what content will be spotlighted next.
2. Encourage people from home to tune in and participate in the experience.
3. Social photos give viewers unique perspective into the live event as it unfolds.
Spredfast | Social Sponsorship Solutions Guide
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Bring sponsored social into set display
1. Real-time, social experiences can
be sponsored in-venue or on-sets.
Spredfast | Social Sponsorship Solutions Guide
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PUBLISHING
News & Editorial Lifestyle and entertainment news shouldn’t be static - inspire your audience to create and share brand-centric social content.
Inspire people to share through personalized experiences MAGAZINE HOME
BEAUTY
FASHION
MIND
BODY
Search
PHOTO CONTEST Share your photo to #HotTechContest
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HOT TOPICS u
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LATEST VIDEO
HOT TOPICS
1. Sponsors can host a social
photo contest encouraging readers to participate.
u
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u
Vivamus at arcu pulvinar, euismod ante sit amet
2. Brand can display ads natively within the social experience.
Images can link to the actual product pages to drive sales.
Spredfast | Social Sponsorship Solutions Guide
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Help readers discover the latest lifestyle content VAGUE
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1. Inspire people to share personal preference to amplify authentic, brand-relevant content.
3. Humanize the experience to
create connections between the brand and the audience.
2. Reward consumers for participation.
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IF YOU BUILD IT WILL THEY COME?
Best Practices TIPS TO HELP YOU PROMOTE SOCIAL SPONSORSHIP DESTINATIONS: • Don’t bury the experience - highlight and tease it out across the site and across different touchpoints: Mobile, Social, Broadcast, In-Venue • Convergence of media - use paid media to drive people to the sponsored destination; where earned media is showcased, shared, and amplified. • Add a layer of gamification - reward people for participation - encourage people to share the experience to help amplify your reach/message. • Tap into brand ambassadors - leverage partnerships with celebrity endorsements and parnerships to drive new people to the destination. • Spotlight social content - showcase top talent and notable people who are contributing to the social conversation to increase engagement.
Brands Who Follow Best Practices TYPICALLY SEE GREAT RESULTS
• Over the course of a 2 hour event with a socially sponsored experience, fans sent nearly 60,000 topical Tweets; generating a social reach over 54 million people on Twitter. • Social conversations exploded with a sponsored activation that registered 16 unique and 24 total US and worldwide trending topics on Twitter; driving awareness and social referral traffic back to the destination. • In a social sponsorship containing online and live broadcast components, over 100 celebrity Tweets were curated and displayed, broadening the sponsor’s reach into new audiences. • Throughout the week a sponsored social experience, the brand gained 54% more followers than the previous week. • Halfway through a sponsored live event, the designated hashtag became the #1 US worldwide trend. • Of all site visitors to publishers’ site; 30% participated with the social experience to discover store locations of the sponsoring brand.
Style.com MAC
Style.com’s Fashion Tracker created visual representations of where conversations were taking place across Fashion Week, placing MAC as the sponsor in the center of activity.
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AMD Vizio
Each week Vizio offers an incentive to interact within the sponsored, social experience. Members gain loyalty points through participation and spread word of mouth throughout social networks.
Spredfast | Social Sponsorship Solutions Guide
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FOX SPORTS Degree
Visitors to FOX Sport’s website took part in a poll sponsored by Degree; creating a dynamic outlet where audience members continue to weigh in week after week. Spredfast | Social Sponsorship Solutions Guide
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FOX SPORTS AT&T
Understanding their viewers participate in 2nd screen behavior, FOX Sports paired online social polls to live broadcast displays sponsored by AT&T, serving to increase awareness and tune-in.
INTERSPORT Denny’s
In sponsoring the “Fifth Judge” competition, Denny’s was able to activate fans not just in-venue but tuning in from home in a participatory way. Spredfast | Social Sponsorship Solutions Guide
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VMA’S Covergirl
In partnership with MTV, CoverGirl presented #CoverMoments to showcase lifestyle content and inspire people to become part of the experience themselves.
Spredfast | Social Sponsorship Solutions Guide
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US OPEN IBM, Panasonic, Xerox, eSurance, Chase, American Express
The sponsored US Open Social Wall showcased fan passion for the tournament by displaying the most compelling, real-time social content from Facebook, Twitter, and Instagram.
Spredfast | Social Sponsorship Solutions Guide
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US OPEN IBM, Panasonic, Xerox, eSurance, Chase, American Express
Make content easy to understand and share across all digital touch points.
Spredfast | Social Sponsorship Solutions Guide
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US OPEN IBM, Panasonic, Xerox, eSurance, Chase, American Express
Break barriers between the physical and digital world by creating in-venue experiences showcasing the world’s social conversations surrounding the event.
Spredfast | Social Sponsorship Solutions Guide
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NBC OLYMPIC TRACKER NBC
Transforming the world’s social conversations about the games into adaptive experiences made NBC’s Twitter Tracker, sponsored by GE, the single destination to follow the games, athletes, and celebrities.
Spredfast | Social Sponsorship Solutions Guide
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E! Volkswagen
E! entertainment built a destination to cultivate and display real-time conversations sparked by the event. Visitors also discovered sponsored content natively within the dynamic experience.
Spredfast | Social Sponsorship Solutions Guide
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XFACTOR Paypal
Pepsi was able to align their #LiveForNow campaign with XFactor, expanding their reach to a target consumer segment by providing viewers with unique visualizations of social content.
Spredfast | Social Sponsorship Solutions Guide
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CBS SPORTS Toyota
With the social viewer, CBS and sponsoring brands captivated viewers with trending data, real-time fan reactions, and curated social content from athletes, celebrities, and on-air talent.
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Spredfast helps brands, media, and agencies get more from their social media efforts by building social experiences into their marketing strategy. The Spredfast SaaS platform is leveraged to create real-time consumer engagement by aggregating, filtering, and re-displaying social content from any social network to any digital property — TV, web, mobile, or jumbotron.
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