Hayley Trichon, Rachel Stein, Jack Trimble, Sydney Bornstein, Kate Owensby
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Hayley Trichon, Rachel Stein, Jack Trimble, Sydney Bornstein, Kate Owensby
Burger King in the News…….
“ The interesting thing with the King is how BK demonstrates a new paradigm of sports marketing-- and how the brand integrates into pop-culture moments that transcend sports. It’s not just about attaching a logo to an event--its about creating a moment that gets talked about organically.”
MISSION
Our mission is to evolve and grow a dynamic partnership between Burger King and Turner Sports that naturally transcends sports and
leads to an organic social conversation.
NCAA & Burger King – A Great Fit
Unparalleled Cross-Platform Users
Your Fan is Our Fan
Massive Social Media Reach
Huge Fan Base
NCAA & Burger King – A Great Fit
Huge Fan Base
Source: 2014 NCAA Cross Platform Report provided by Nielsen. 3/18/14-4/7/14. Data sources: Nielsen, Nielsen Audio, Omniture, and Bango data. Source: 2014 NCAA Cross Platform Report provided by Nielsen. 3/18/14-4/7/14. Data sources: Nielsen, Nielsen Audio, Omniture, and Bango data. Source: Nielsen Media Research thru STAR. NCAA Tournament. Based on Live + SD stream. Viewers based on P2+. 2015 – 2011 NCAA on TBS/TNT/TRU/CBS.
11.3MILLION
Total Viewers
Per Game
6 out of 10Americans watched March
Madness
Average
NCAA & Burger King – A Great Fit
Massive Social Media Reach
Huge Fan Base
October 2011
9
Source: Twitter/Facebook, 3/15/15 – 4/6/15; Note: Facebook data is global; Facebook Interactions = Comments/Shares/Likes; Tweet Impressions = # of tweet views.
#MarchMadness: Dominating the Social Conversation
9.1BILLION
TOTAL TWEETIMPRESSIONSABOUT MARCH
MADNESS
76MILLIONTOTAL FACEBOOK
INTERACTIONSABOUT MARCH
MADNESS
NCAA & Burger King – A Great Fit
Your Fan is Our Fan
Massive Social Media Reach
Huge Fan Base
Demographics
General Buying Demo: A18-49Skewed MaleAverage IncomeCollege Educated
Demo: P18-49Education: 4 Years+ CollegeOccupation: Professional/Management, White Collar
Source: Nielsen Media Research Toolbox. 2015 NCAA Tournament on TBS/CBS/TNT/TRU. Based on Live +SD. Source: Nielsen Media Research Toolbox. 2015 NCAA Tournament on TBS/CBS/TNT/TRU. Based on Live +SD
Burger King March Madness
NCAA & Burger King – A Great Fit
Unparalleled Cross-Platform Users
Your Fan is Our Fan
Massive Social Media Reach
Huge Fan Base
Source: 2015 NCAA Cross Platform Report provided by Nielsen. 3/17/15-4/6/15. Data sources include: Nielsen, Nielsen Audio, Adobe and Google Analytics (for B/R)
185MILLION
Cross-Platform Users, Reaching Over Half of
All Americans!
Cross-Platform Users
ON-SITE
On-Air
Online
Social On-Site/ In Store
Cross Platform Integration
AprilFebruary MarchPre-Promotion Custom Spot
2/12-3/13
Custom Co-Branded Vignette for Bracket3/6-3/20
“Bracket Your Way” Bracket 3/13-4/4
On-Site Activation
4/3-4/6Jumbotron Promotion
4/3-4/6
Our Timeline
In Store Sweepstakes2/12-3/31
Paid Inventory2/12-4/6
Customized NCAA Ads Generate 63% More Time in a “Very Highly Engaged State” than Innerscope’s Database Ads
82%
Tim
e V
ery
Hig
hly
En
gaged
88% 25%
Customized NCAA Ads
Non-Customized In-Game Ads
Innerscope’s Database
NCAA 2015 Game Segments
84%
Research
Consumer Neuroscience and the NCAA Tournament Innerscope Research
Pre-Promotion Custom Spots
Reached
34.6 million viewers in 3 days
NBA ALL-STAR Weekend
Source: Nielsen Media Research via Star. Based on live data (unless stated). NBA on TNT- Regular Season vs. NBA Regular Season on ESPN (10/29/13-4/16/14), includes all live games. All-Star Weekend Reach: NMR/National TV Toolbox; based on Live+ Same Day data, (2/14-2/16/14). Playoffs on TNT: 2014 vs. 2013 NBA Playoffs on TNT, based on Round 1 thru Round 2, live telecasts only (4/20/14 – 5/14/14 vs. 4/21/13 – 5/16/13). 2014 NBA Western Conference Finals on TNT (5/19/14 – 5/27/14) vs. 2013 Western Conference Finals on ESPN & ABC (5/19/13 – 5/27/13) compared through the equivalent number of games.
The NBA All-Star Game on TNT averaged
5.3Million total viewers
All-Star Weekend
Bracket Your Way
Source: Three Custom Study, Period: 2-3. Which of these are very important reasons why you personally follow March Madness?3-1. How many brackets do you intend to participate in for the 2014 March Madness Tournament?
BRACKET LIKE A KING
B/R Bracket Challenge
In-App View
• Bracket easily accessible as first tab in “My Teams”
SOURCE: ComScore Multi-Platform Uniques - Nov 2014; ComScore Unduplicated Audience - Oct 2014; ComScore Team Stream Avg Min/UVs and Avg Mthly Total Min Jan-Oct 2014
Why Bleacher Report?
22
Number of People 18+ Who Completed a bracket:
Total Number of Brackets Completed:
Source: Estimate by Nielsen Media Research, based on Custom Survey and 2015 Nielsen Cross-Platform Study
69 MILLION
163 MILLION
Brackets Completed by NCAA Engagers
March Madness Custom Vignette
#SmileLikeaKing #FanFest lets go Badgers!
On-Site
• Social Fan Engagement
• On-Site Burger King branded games
• Photo booth
Jumbotron Promotion
AprilFebruary MarchPre-Promotion Custom Spot
2/12-3/13
Custom Co-Branded Vignette for Bracket3/6-3/20
“Bracket Your Way” Bracket 3/13-4/4
On-Site Activation
4/3-4/6Jumbotron Promotion
4/3-4/6
Our Timeline
In Store Sweepstakes2/12-3/31
Paid Inventory2/12-4/6
Reid Colligan Christina HarknessJason WachterElizabeth GilDebbie PearlmanJustin RosenNicole TowbinRachel PriceFrank WallArthur HuberMarybeth StrobelAllie FrenkelJohn Larkin
Thank YouMichael CaltagironeJordyn HellerLauren StaffordErin JeffersTrey GarganoChloe MauroEric Schwartz Leslie PicardRyan GouldAnn Marie MangioneMarie-Elena CellaJennifer CramerRebeca Evantash
Questions?
Related Documents
