PRESENTED BY:

SOCIAL TV reviving TV advertising

BARS+TONE is a Digital Media Agency specializing in

innovative and engaging video, online media, visual

effects, and social engagement strategies. With an

innovative approach to new technologies and a true

understanding of the power of the internet, our client

portfolio has grown to include some of the world’s most

respected Fortune 500 companies.

BARS+TONE helps companies and organizations

capitalize on the advent of mobile broadband

connectivity as well as new interactive technologies. We

consult with our clients to strategically leverage digital

media across the web and mobile as an integral part of

their messaging and brand marketing.

COMPANY BACKGROUND

1 BACKGROUND

2 THE REVIVAL

3 SERVICES // APPS

4 STRATEGIES

BACKGROUND

WHAT IS IT?

Social TV is described as when a

viewer is engaging with a second

screen (smartphone, tablet, etc…)

while viewing TV, which is known as

the first screen.

SOCIAL TV

A mass reaching vehicle that

can deliver innovative, and

extremely engaging content while

providing new avenues for people to

interact with brands.

SOCIAL TV by the numbers

12.2M social media comments during Super Bowl LXVI

11.7M GetGlue Check-ins during August 2012

1.2x more engaged than those viewing alone

without a social app

THE REVIVAL

WHAT’S IT DOING?

Social TV has transformed TV from a

one-way communication system to

an interactive dialogue where TV

watchers play an important role in

co-creating the viewership

experience.

WHAT’S IT DOING?

Social TV has transformed “TV

zombies” into actively engaged

participants who pay attention to the

show and its commercials.

WHAT’S IT DOING?

Social TV is helping to bridge media

with data, generating a goldmine of

statistics and information for

marketers to profit from and

optimize campaigns.

HOW DOES IT DO THAT?

Social TV optimizes a viewer’s level

of interest and excitement while

encouraging real-time tune in by

engaging fans via different social

media outlets.

CASE STUDY

Created online communities,

called hubs, for Glee, American

Idol, and X Factor.

20th CENTURY FOX

Glee has had its actors and

even characters, like Rachel

Berry, tweet during airtime

engaging with fans to

encourage real-time tune in.

20th CENTURY FOX

RESULTS

Resulted in…

• 681,413 check-ins for Glee on

GetGlue during 2011.

• 1.2 million social comments

during the season finale of

American Idol.

20th CENTURY FOX

SERVICES // APPS

GetGlue

Think of GetGlue as a

Foursquare-like check-in to TV,

movies and music with the

addition of a Facebook-like feed

where you can interact with

your friends and other viewers.

GetGlue

A unique feature of the site is

that you can earn virtual

stickers for the shows or

movies you watch and, once a

month, you can request a hard

copy of those stickers, which

get delivered to you via post

mail.

GetGlue + GRAMMYs

The Grammy’s partnered with

GetGlue to run a sweepstakes

promotion where one lucky winner

would receive a pair of tickets to the

annual awards ceremony.

GetGlue + GRAMMYs

During the live broadcast, viewers

were encouraged to check-in on

GetGlue and join the conversation

online surrounding the event.

THE RESULTS

13M social comments

40M viewers

The campaign generated the

highest ratings in over a decade for

the 54th Annual Grammy Awards.

Uses proprietary “audio

fingerprinting technology” to

recognize what show/movie a user

is watching. Then, it provides a

customized range of content from

gossip, news, and social chatter

based on the show.

Umami

Miso

Combines elements from both

GetGlue and Umami.

Delivers interactive and user-

generated content, check-in

options, and a news feed

feature, all of which are

seamlessly blended in a single

social network.

Miso

Offers a differentiating feature

called SideShows, where fans

can create their own second-

screen content.

STRATEGIES

Twitter

• Incorporate #hashtags into

TV commercials to encourage

Twitter interactions and direct

viewers to online content hub.

Before the Show

Twitter

• Use #hashtags on air with a

Call-To-Action.

• Can be quizzes & polls,

reactions to moments….

• Have characters or actors

tweet live.

Twitter

During the Show

Twitter

During the Show

• Run Q&As with actors.

• Reward people for interacting

with exclusive content.

• Overall, just be engaging.

Reply, Retweet & Favorite

• Curate comment highlights

and incorporate in reruns.

• Share next week’s

conversation #hashtag.

• Reward people for engaging.

Twitter

After the Show

Facebook

• Set up a fan page for the

show & characters.

• Run quizzes & polls.

• Create a Facebook App or a

game as exclusive content.

• Create Events for episodes as

a reminder to tune-in live.

Facebook

• Monetize fan page by setting

up a fan merchandise store.

• Reward fans by posting

highlights of episodes,

behind the scenes video clips

and interviews.

Final Thoughts

Select a few strategies and

experiment to find out what

resonates with your audience.

Final Thoughts

Ensure all marketing strategies,

from traditional to digital, are

working cohesively to achieve

the same goal.

bars-tone.com

#BarsToneSocial

FB.com/BarsTone