Silicon Valley is centered on technology, but more than ever, it is fueled by outsized personalities, from Steve Jobs to Mark Zuckerberg. It’s not just about your ideas; it’s about how you are perceived: the way you look, the influence you command and the popularity you attain. To create awareness and buzz for the launch of its new series centered around a group of Silicon Valley hopefuls, “Start-Ups: Silicon Valley," Bravo created a social marketing-focused campaign to tap into this idea of social image & influence: The Silicon Valley Status Score (a.k.a.“SVS"). The goal?: Entice tech-savvy, social and plugged-in consumers to Bravo’s new series, “Start Ups: Silicon Valley" through a seemingly complex, but mainly tongue-in-cheek, FUN, algorithm that generates their personal “SVS" score.Bravo created a website, www.SiliconValleyStatus.com, to calculate a user’s social influence and “Start-Up" potential, known as their “Silicon Valley Score." (SVS) The site had a custom-built algorithm that pulled in top social networks Facebook, Twitter and Instagram to calculate a user’s SVS score. It was a playful way for social media-savvy fans to test their influence, compete, and earn rewards for being big on social. The backbone of the site’s algorithm was Facebook: users were required to sign up for the site by synching their Facebook profile. When a consumer synched their Facebook account, the site scrubbed and measured how many friends, likes, comments and social interactions they had to give them an “SVS" number that summarized their popularity on Facebook. There were several other components to the site. It encouraged participants to increase one’s SVS with exclusive “Insider Tip" videos from the cast of Start-Ups: Silicon Valley. The videos also served a secondary initiative of introducing the cast as “Valley Insiders" themselves. The site also let other users boost one’s score with certain functionalities like voting on a user’s Instagram photo “hot or not" style, and “thumbs up"/"thumbs down"-ing their Twitter profiles. The perks of a high SVS allowed participants to see where they fell on the spectrum from “social newbie" to “social guru" via the site’s leaderboard and even how they ranked against their friends and favorite “Bravolebrities". And for 1 week only, timed to the premiere of the show, select participants with high SVS scores were given their “15 minutes of fame" as a part of Bravo’s OOH ad campaign. Bravo purchased targeted digital billboards on the US-101 and displayed featured SVS-scorers on the boards throughout the week. The boards were strategically-placed in the Silicon Valley area to capture the attention of key insiders/influencers. The “Silicon Valley Status Score" website earned the following metrics in just week 1 of promotion: o Total visits = 10,051 o Total Page Views = 39,977 o Avg. Pages / Visit = 3.98 o Avg. Visit Duration = 03:40 The campaign also scored us high-profile press hits on industry/tech sites including Forbes and Mashable. All of this occurred as Hurricane Sandy hit the Northeast, proving that Bravo was able to cut through the clutter and still deliver on buzz.
Campaign website: http://siliconvalleystatus.com/ Bravo Official Press Release about Silicon Valley Status: http://www.nbcumv.com/mediavillage/networks/bravo/startupssiliconvalley/pressreleases?pr=contents/press-releases/2012/10/29/bravomedialaunc1351520342599.xml Press hits on Silicon Valley Status: http://www.forbes.com/sites/victoriabarret/2012/10/29/how-randi-zuckerbergs-silicon-valley-reality-show-is-luring-in-viewers-hint-facebook-meets-ego-tracker/ http://www.itvt.com/story/9422/bravo-launches-interactive-experience-its-new-reality-series-start-ups-silicon-valley Bravo “Dish" Blog Post about Silicon Valley Status: http://www.bravotv.com/blogs/the-dish/whats-your-silicon-valley-status Company Info: Bravo Media Consumer Marketing Team 30 Rockefeller Plaza, 46th Floor New York, NY 10112
