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#TORNADOWEEK:
THE AGENDA
I. The OpportunityII. The SolutionIII. The TeamIV.The ExperienceV. The TimelineVI.The ResultsVII.The MagicVIII.Q & A
@weatherchannel
@vertmob
@TheRealBuffner
@kplanovsky
#TORNADOWEEK:
THE OPPORTUNITY
• Tornado Week: 7 Days of original tornado programming on The Weather Channel
• Dates: April 29 – May 3, 2013• Goal: “generate buzz & create
awareness via social media” • Timing: 3 weeks to launch• Budget: “Efficient”
#TORNADOWEEK:
THE SOLUTION
• Twitter Powered Tornado @ TWC• 11 high-speed, industrial-power fans• Live stream of “interns” working in
the Tornado Room from 9am to 8pm, with guest appearances by on-camera meteorologists
• Microsite with tweet-tracker & wind speed graph in real-time
• Promotion on weather.com and on The Weather Channel
• Paid digital media campaign to drive early awareness & participation “The Calm before the Storm”
#TORNADOWEEK:
THE TEAM
Brandon UffnerManager TV MarketingOn-Site Client Lead
Kelsey AgnewDigital Brand ManagerSocial Messaging Strategy
Kevin PlanovskyPrincipal, Account StrategyStrategy & Account Director
Cameron HuppertzProduction ManagerOn-Site Livestream Coordination
Matt GriffinPrincipal, Creative TechnologyDesign & Development Lead
Crystal clear CTA
Live Video Stream
Simple & Powerful Branding
Real time activity & feedback
ProgramPromotion
#TORNADOWEEK:
THE TIMELINE
TUE
FINAL SETUP:Finalizing shots, setting up stream, Final fan tests…
TODAY SHOW2 live simulcasts with the full crew in NYC
BUZZFEED:The biggest trends site on the web catches wind…
MASHABLE:From a basic tip-off tweet, we score big coverage
LAUNCH:The Livestream is active & tweeting
PAID MEDIA:Launched Promoted Tweets, Facebook media & network buy
TRENDING:Within hours the hashtag begins trending nationwide
MON
#tornadoweek
#TORNADOWEEK: THE RESULTS
#TORNADOWEEK: THE RESULTS
#TORNADOWEEK: THE RESULTS
#TORNADOWEEK: TV RESULTS
NEW VIEWERSP25-54 across
the week in prime time!
Increase in TIMESPEND VIEWING
as comparedto the previous4 weeks!
Outperformed2012's Storm Week by
Attracted Prime Time Viewers
as compared to the previous 4 weeks…
#TORNADOWEEK:
THE MAGIC
• Making a BIG Splash early• Paid Media support!• Asking for earned media• Trending Nationwide• Buzzfeed begets,
Mashable begets…• Always engaging• TRUE “Real-Time”
#TORNADOWEEK:
Questions? Quips? Queries?
@weatherchannel @vertmob@TheRealBuffner @kplanovsky
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