July 8, 2013
The Murray-Djokovic Wimbledon Finals match attracted the biggest television audience for a men’s final since at least 1990, with a peak audience of 17.3 million.
But it wasn’t just the TV set that people were glued to. The Wimbledon championship also played out on Twitter.
In a 12-hour period, the Wimbledon final was mentioned more than 3.4 million times on Twitter, with the peak hitting at 5.25pm, when 120,000 mentions of the game were made: over 37,500 of which mentioned Murray.
Murray tweeted ‘Can’t believe what’s just happened!!!!!!!’ after the match ended, which received over 80,500 retweets and @Andy_Murray was mentioned approximately 411,580 times on the day of the final.
These were not the only companies to play on Murray’s success: Morrisons Wimbledon branch changed the name of its store to Murriwins.
December 20, 2012
Nielsen (the global measurement company) has formed a partnership with Twitter to publish a new set of standardised ratings for ‘second screen’ conversations around what’s on television in 2013 in the U.S. The exclusive multi-year agreement will create a ‘social TV metric’ that will measure the reach of the TV conversion on Twitter, including online and mobile conversations. This metric will compliment TVRs which measure ‘first-screen’ viewership.
Increasingly clients are demanding integrated campaigns that work seamlessly across a variety of platforms allowing for multiple touchpoints along a consumers journey, and they want to be able to measure both their paid investment and the impact of their earned media.
This collaboration between Nielsen and Twitter, firmly cements Twitter as the preeminent social network source of real-time television engagement data. The real-time Twitter feeds and trending topics has created a new dynamic between audiences and programming and this new metric will provide unprecedented information on social interaction and engagement in particular shows.
This is a significant step forward for the industry and it will be interesting to see what comes of this and if advertisers increase spend off the back of it.
September 28, 2012
We’ve seen many examples of social media going horribly wrong for big brands, from the likes of Dr. Pepper to McDonalds. Waitrose joined the social media fail last week with their “finish the sentence” tweet campaign, or did they?
Waitrose tweeted; “I shop at Waitrose because…” then sat back, expecting to soak up the praise. Instead the accompanying hashtag #waitrosereasons gave everyone the perfect tool to track the witty British comments as the hilarity unfolded. Some of my favourites below:
- “I shop at Waitrose because I used Apple Maps to get to my nearest Sainsburys.” #waitrosereasons
- “I shop at Waitrose because Clarrisa’s pony just WILL NOT eat ASDA Value straw” #waitrosereasons
- “I shop at Waitrose for the carrier bags. I put my food shopping from Aldi in them for the journey home.” #WaitroseReasons
- “I shop at Waitrose because my butler is having a week off.” #WaitroseReasons
- “I shop at Waitrose because I got a lifetime ban from M&S after doing something obscene to a Percy Pig.” #WaitroseReasons
Waitrose took the satirical replies with good humour and tweeted that they genuinely enjoyed all the tweets they received. Although this response was slightly slow to surface, it did help diffuse the situation and turn what could have been an explosion of negative abuse into a more light-hearted ‘banterous’ exchange of the perceived brand image of Waitrose. The question is though, was this a complete social media fail or pure genius? The campaign has heightened Waitrose’s brand values of quality and excellent service as a key point of differentiation from the other grocery chains as well as reinforcing it’s upmarket brand image. I think it would be naive of us to suggest that Waitrose had not considered the potential for responses that mocked their ‘core consumer’ of a stereotypical ‘snob’.. they just probably didn’t expect the extent, variety and pure comical value of the responses that they received!