For CW’s 2012 Fall Launch, we introduced the first-ever Live Twitter Feed in a Magazine. By adding an active 3G data chip to thin digital video screens pull in a live feed of tweets from the CW Television Network. The targeted insert ran in the October 5th, 2012 issue of Entertainment Weekly. For the first time ever, technology has reached a threshold that empowered us to connect a traditional print magazine wirelessly to the internet. This allowed us to pull live social media, specifically from Twitter, into the physical pages of a magazine, forever changing the creative possibilities of the platform. Being the first to develop and introduce this technology is a real coup for CW. This big idea not only gave the network the attention that they were looking for, but it also spearheaded advancement into the future of media. This big idea grabbed headlines in mainstream press and drove massive chatter for CW. The insert achieved a 725% over-delivery in media value for its 227MM estimated impressions from the press reports. Coverage included NBC’s Rock Center with Brian Williams as well as various other high profile news sources and blogs. The online press alone generated over 36,000 social shares and thousands of tweets. CW had a very successful Fall launch, as Arrow debuted with a 1.3 rating (adults 18-49) and 4.02 million viewers, making it the network's best premiere since The Vampire Diaries and the most-watched telecast for the network in three years. With the buzz surrounding the new and returning Fall shows on CW, the Live Twitter Feed in a Magazine is putting the spotlight on the chatter in a way never done before. This groundbreaking execution is yet again raising the bar for what is possible in print media.
Coverage on Mashable - http://mashable.com/2012/10/02/ew-has-smartphone-inside/
