Shorty Award Finalist: Social Media Case Study

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BEER WINE SPIRITS HOW A CELEBRITY CHEF EVENT BEAT HBO TO TREND # 1 ON TWITTER

Transcript of Shorty Award Finalist: Social Media Case Study

BEER WINE

SPIRITS

HOW A CELEBRITY CHEF EVENT

BEAT HBO TO TREND

#1ON

TWITTER

OVERVIEW▪4 simultaneous dinners

▪20 celebrity chefs

▪10 blogger hosted viewing parties

▪Live broadcast

TECHNOLOGY #RSV25

▪Developed microsite, rsv25.com

▪Created custom hashtag- driven social media feed on site

▪Pulled from Facebook, Twitter, Instagram

▪Approval gate

▪Video player

ELEMENTS: PUBLIC RELATIONS▪Wire releases ▪National ▪Regional

▪Calendar listings

▪Focus: food, recipe & restaurant media

ELEMENTS: BUZZ-WORTHY WARM-UP EVENTS▪6 events / 7 months

▪PR & social program for each

▪Focused on wine & food influencers

▪Open to consumers

ELEMENTS: COMMUNITY DEVELOPMENT PACKAGE▪Distributed to affinity groups

(chefs, other PR teams, bloggers, sponsors)

▪Hashtag: #RSV25

▪Assets: Images + Tweetable pre-written posts

▪Social addresses for all participants

ELEMENTS: BLOGGERS▪ 10 food & lifestyle blogger-

hosted viewing parties

▪Packages ▪$250 gift certificate ▪Celeb dinner wines

▪50 wine blogger product reviews ▪Celebrity chef dinner wines

ELEMENTS: ENTER-TO-WIN EVENT TICKETS▪Advertising ▪Facebook (variety of ad units) ▪Twitter

BEHIND THE SCENES▪Live blogger at every location

▪Pre-loaded posts

▪Geofenced every event

▪Social listening rooms for influencers

▪Dedicated ▪Reposter ▪Engager ▪Social videos ▪Social stills ▪Monitoring and approving ▪Onsite tech support

RESULTS: SOCIAL▪New post every 6.7 seconds

▪Over 3700 posts on event day

▪27% increase in RSV’s social footprint

▪Trended #1 on Twitter

▪68 million media impressions

RESULTS: BOTTOM LINE▪Sold out the event

▪Generated more than $1 million in product sales

▪Doubled RSV’s goal conversions

▪5X ROI

RESULTS:

RESULTS:

CONTACT Carin Oliver Direct: 415.508.5796 Cell: 323.491.5580 Email: [email protected] Skype: carin.galletta Twitter: @AngelsmithInc LinkedIn: www.linkedin.com/in/carinoliver/ Slideshare: http://www.slideshare.net/InkFoundry/newsfeed

GOT IT? NOW GO DO IT!