VW issue a Media challenge: give them a media idea to break through ordinary TV. How did CONAN create a never-been-done idea reinforcing VW’s “reinvented" theme for the Beetle Convertible – while living up to VW’s legacy of iconic messaging? By deploying CONAN’s own “force" – the creativity of his engaged fans. In November, Conan announced “Occupy CONAN": challenging fans to a TV first – recreate an entire CONAN episode through online submissions. VW climbed in for a four month, cross-platform ride to TV history gaining 143 MM impressions, thousands of entries – featuring the VW Beetle (and lots of red wigs). That's media, reinvented. Goals/Objectives: VW sought a big, exclusive media idea supporting the launch of the all-new Beetle convertible - adding both brand love and media value: Brand metrics: • Organic storyline integration, not just product placement. • Notable entertainment value. • Go beyond TV viewing, including repeat viewing and additional platforms. Media values: • Media idea with integrated digital concepts to drive deeper target engagement. • Exclusivity: VW should be the only player in this promotional space. Strategy/Execution: Strategy: TBS big idea: For VW, CONAN challenged his fans, the most social engaged late night audience, to amp up their creativity and produce their own Best Of CONAN, crowd-sourced solely from home-made viewer re-enactments. Starting with an on-air segment, Conan announced the “Occupy CONAN" movement. OCCUPY CONAN from Turner Networks on Vimeo. Invitation and Contest kick-off: integration sketch involving the VW Beetle convertible and a “missing audience member". Submission promotion: CONAN promotes the viewer contest on-air, online and via in-app special promos. On-air premiere and online amplification: 3 weeks of custom spots promoted this TV event leading to premiere. VW featured in multiple segments, as well as grand prize award. Research: VW profile: The VW Beetle target have a sense of pop-culture cool. They’re passionate and expressive, a little more affluent, educated and cultured. • Accessible, a notch above, but not exclusive (sports: NFL and MLB, not golf or NASCAR). • Smart, but not too serious. (TV favorites include: 30 Rock and Daily Show, not crime dramas). Demos: 25-54, media age 43, median HHI $127,000, 51/49 M/F split. Evaluation of Success: Occupy Conan was a breakthrough success: on TV, digital, social, PR and buzz. Custom on-air spots reached 45.9 MM viewers with a total of 137.9 MM gross impressions. Team Coco saw a 1,000% increase in user-generated content and Conan ranked #1 in social conversation the night of the premiere.
Occupy Conan - Team Coco Digital Hub http://teamcoco.com/occupyconan TBS Contest Announcement press release http://tbsnewsroom.com/occupy-conan
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