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Archive for the ‘event’ tag

Extreme tweets: How ESPN’s X Games social strategy paid off

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We worked with ESPN to measure Twitter’s reaction to this year’s X Games 17, held in Los Angeles, California from July 28-31, 2011. Hundreds of athletes from 17 countries competed in sports like skateboarding, motocross, BMX and rally car racing. And over the four days of the X Games, 97,200 people tweeted 188,813 times, generating an impressive reach of 37.7 million*.

How’d they do it?

“Our goal going in was to make the event as social as possible,” says Mick Kelleher, Associate Manager of Multimedia Content Strategy for the X Games. This was a big, integrated effort combining all the ESPN teams responsible for producing the X Games. The TV production team showed the #xgames hashtag frequently during the telecast, included athlete Twitter accounts in on-screen bios as well as showing athlete tweets on air. The social team used the @XGames Twitter account to keep their followers on Twitter up to date on all the events. The social integration even went all the way to the event site, where they encouraged fans attending the Games to tweet.

The results

ESPN used TweetReach Pro Trackers to comprehensively track and analyze all mentions of the X Games on Twitter for the week leading up to the event and during the event itself. As you can see below, the strong results of their social strategy speak for themselves.

The most retweeted tweet about the games was from @LilTunechi, which received 905 retweets and generated more than 3 million impressions.

One of the biggest stories to come out of this year’s X Games concerned Travis Pastrana, who broke his ankle and leg in the Moto X Best Trick competition on Thursday, but later competed – and placed fourth – in the RallyCross final on Sunday.

We analyzed tweets about several events in detail, including Moto X Best Trick, Skateboarding Big Air, BMX Park Freestyle, Rally Car Racing, Skateboard Street, and RallyCross. At one point during the RallyCross final, viewers noticed something strange; 200 people tweeted that they spotted The Stig from Top Gear walk behind Brian Deegan during an interview. Here are the big moments from one our favorite X Games 17 days. Click the image for the full size version.

Congrats to all the athletes who competed this year! Thank you for an exciting and action-packed four days at X Games 17.

*Read this for more on how we calculate reach and other metrics. And, are you interested in this kind of analysis for your media event? Let’s talk.

Written by Jenn D

August 2nd, 2011 at 5:54 pm

Posted in Events,Trends

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A recap of SXSWi 2011 in tweets

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The TweetReach team attended the South by Southwest Interactive conference in Austin, Texas this week. SXSWi is a great big gathering of all kinds of interactive professionals – from social media folks to software developers and startup founders, to designers, researchers and basically anyone interested in the digital space. This year’s SXSWi conference attracted 19,364 attendees (nearly a 36% increase from 2010).

During the conference, we monitored tweets that mentioned SXSW. During the five days of the interactive conference, we tracked:

  • 626,513 tweets from
  • 172,432 contributors with a
  • reach of 56,868,452 that generated
  • 2.2 billion impressions.

The most retweeted tweet during the conference was from @SteveCase and received 1,523 retweets.

We’re still crunching the rest of the numbers, so we’ll have more in-depth analysis of SXSWi tweets and what people were talking about very soon. Stay tuned.

Written by Jenn D

March 16th, 2011 at 1:58 pm

Posted in Events,Trends

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Twitter goes Hollywood: Tweet analysis of the 83rd Academy Awards

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We tracked more than a million tweets during this year’s Oscars telecast (along with partner Mass Relevance). So what did Twitter think of the show? Here’s our analysis of key moments and tweets from the show. Click here to view the full size version of this infographic.

Twitter got pretty excited when:

  • Melissa Leo dropped the f-bomb during her Best Supporting Actress speech
  • Toy Story 3 won Best Animated Feature
  • Trent Reznor and Atticus Ross won Best Original Score for The Social Network
  • The cast of Harry Potter, Twilight and other films were autotuned
  • Oprah announced the Best Documentary Feature award (and when Banksy didn’t win for Exit Through the Gift Shop)
  • Natalie Portman won the Best Actress Oscar
  • The King’s Speech won for Best Picture

Other spikes were when:

  • Mila Kunis and Justin Timberlake presented the animated awards
  • James Franco dressed as Marilyn Monroe
  • Christian Bale won Best Supporting Actor
  • Mandy Moore and Zachary Levi’s performed the Oscar-nominated song from Tangled
  • Colin Firth won the Best Actor Oscar
  • PS22 sang Somewhere Over the Rainbow

By the way, our predictions for the big three Oscars were correct! As we dig more into the data over the next few days, we’ll be posting additional Academy Award tweet analysis here.

Written by admin

February 28th, 2011 at 1:08 pm

Posted in Events,Trends

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Our full analysis of tweets about Super Bowl XLV advertising

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During this year’s Super Bowl, we monitored Twitter conversation about the 26 major brands advertising during the game. From those tweets we compiled an in-depth report on Super Bowl XLV advertising. Below is a summary of that report.

The full 62-page report is based on 374,987 tweets about 26 brands and 47 commercials. The report includes brand by brand comparisons, metrics such as tweet volume, impressions and share of voice, as well as detailed discussion of successful advertising strategies. You can purchase the full Super Bowl tweet analysis report here.


Super Bowl Twitter Analysis Summary

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Written by Jenn D

February 17th, 2011 at 8:09 pm

So, who won the Super Bowl ad race?

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A 30-second commercial in this year’s Super Bowl – Super Bowl XLV – cost each advertiser approximately $3 million. $3 million is a lot of money to spend for 30 seconds of TV air time; that’s about $100,000 a second. But one of the reasons big brands are willing to spend that kind of cash on an ad is that the ads live on through the web and social media, well beyond the 30 seconds they appear on television. Many brands even released their ads early, posting them on YouTube, Facebook and Twitter last week. And lots of these advertisers have coordinated social media campaigns around the Super Bowl, extending their reach well beyond the TV. So that $3 million could end up having a huge impact.

This weekend, we worked with Resource Interactive to monitor tweets about the brands advertising during Super Bowl XLV so we could understand which ads and which brands generated the most conversation on Twitter. We tracked Twitter mentions of the 30+ major Super Bowl advertisers, measuring tweet volume and overall impressions generated for these brands during the game. Tim Wilson has written an excellent post about his analysis at Resource.

We ranked the top-performing advertisers by overall tweet volume generated during the Super Bowl. Some of these brands ran one ad (Chrysler), while others ran multiple ads (Doritos). The winners for total brand mentions* are:

1. Doritos – 56,000+ tweets

2. Chrysler – 39,000+ tweets

3. Pepsi – 32,000+ tweets

4(tie). Best Buy – 26,000+ tweets

4(tie). Volkswagen – 26,000+ tweets

6. Anheuser-Busch – 25,000+ tweets

7. Groupon – 22,000+ tweets

8. GoDaddy.com – 19,000+ tweets

9. Chevrolet – 18,000+ tweets

10. Audi – 14,000+ tweets

And, the part you’ve all been waiting for – the most-tweeted about individual commercials. There are a few surprises in this list. No Budweiser ads in the top ten, newcomer Groupon makes an aggressive appearance, and the top ad generated nearly twice as many tweets as its next closest competitor. So, here’s the list of the top Super Bowl XLV ads by tweet volume:

1. Chrysler: Imported from Detroit

2. Doritos: House Sitting

3. Doritos: The Best Part

4. “Captain America” Movie Trailer

5. “Thor” Movie Trailer

6. “Transformers” Movie Trailer

7. Best Buy with Bieber and Ozzy

8. Pepsi Max: First Date

9. Skechers

10. Pepsi Max: Love Hurts

11. Audi: Release the Hounds

12. Snickers: Logging

13. Groupon: Tibet

Since there were three movie trailers in the top ten, we decided to list the top 13 commercials, just in case you don’t count trailers as true commercials.

We’re going to be digging into these data for further in-depth analysis over the next few days, so check back for more.

*Due to high tweet volumes about these ads during the Super Bowl, Twitter at times imposed some collection rate limits, which means that these counts include between 70% and 90% of all possible tweets. The numbers above can be interpreted directionally, just know that they are slightly lower than the true number of tweets for each brand.

Written by admin

February 7th, 2011 at 11:32 am

So, did Apple and Verizon overshadow CES? Oh yes.

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For months – even years – people have been speculating about when the iPhone would be available on Verizon. Today, we finally learned that the Verizon iPhone will officially go on sale in February.

We’ve been tracking tweets about the Verizon iPhone for a while. And it just so happens that we also tracked tweets about CES. So, how do these two events compare? Did the Verizon iPhone announcement really overshadow CES, at least as far as the tweets are concerned? Let’s see.

Here’s the tweet volume for January 11 (times displayed in PST):

Verizon iPhone tweets peaked at more than 56,000 in one hour. As a comparison, the highest number of tweets per hour about CES was 9,641. In one week, 136 thousand people tweeted 443 thousand times about CES. In less than one day, 114 thousand people tweeted 199 thousand times about the Verizon iPhone. Tweets about CES reached 42 million people in a week; tweets about Verizon iPhone reached 33 million people in a day.

Over the past few weeks, speculation about the Verizon iPhone really heated up. Many people thought the announcement would come at this year’s CES event. Others joked that Apple, who didn’t attend CES, was intentionally waiting to announce the partnership, in order to overshadow CES. And then last Friday, January 7, we learned of a Verizon press event scheduled for Tuesday, January 11, just two days after CES ended. The Wall Street Journal confirmed that the Verizon Apple partnership would be announced at this event. People got very excited. On that day alone, our TweetReach Tracker monitored more than 45,000 tweets about the Verizon iPhone, with a reach of 19.3 million unique Twitter accounts.

Given how many anticipatory tweets we tracked, we were very excited to see the tweets on the actual day of the official announcement from Verizon. The announcement was scheduled for 11 a.m. ET/8:00 a.m. PT on January 11, 2011. During the announcement hour, tweets about the Verizon iPhone spiked, as people posted updates from the announcement and their opinions on the news. In just that one hour, we tracked 56,303 tweets from 39,275 different users, reaching 21,576,495 unique Twitter accounts.

What this tells us is that Apple can basically do in one day what 2,700 other tech companies did in an entire week at CES. No wonder Apple is the world’s second most valuable company.

Written by Jenn D

January 11th, 2011 at 7:13 pm

Posted in Events,Trends

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Tech blogs rule CES. Tech brands don’t.

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Last week, we tracked tweets about CES, the Consumer Electronics Show, which ran from January 6 – January 9 in Las Vegas, Nevada. More than 140,000 people from around the world attended this enormous technology and electronics event.

And when we say enormous, we really do mean enormous. We used the TweetReach Tracker to monitor tweets for one week around CES (the two days leading up to the event, the four days of the event, and the day after the event). And during that week, we tracked:

443,290 tweets
from 136,738 contributors

generating 1,112,409,883 impressions
reaching 42,200,045 people

That’s more than 1.1 billion impressions delivered to a potential unique audience of more than 42 million people. Nearly half a million tweets were posted about CES, from more than 135 thousand different Twitter accounts. That’s pretty enormous.

The number of tweets about CES reached a high point on January 7, the second day of the event, resulting in more than 130,000 tweets posted that day.

During the main hours of the event on January 7 (from 8 a.m. to 7 p.m. PST), an average of 7,162 tweets were posted every hour, with a maximum of 8,429 between 10 a.m. and 11 a.m. During the four days of the trade show, an average of 3,700 tweets were posted every hour, with generally higher volumes in the afternoons.

We expected to see a lot of tweets from – and retweets of – major tech and electronics brands. And while there were definitely plenty of tweets about CES from accounts like @BlackBerry (and @BlackBerryHelp), @SamsungTweets, @kodakCB, and @Sony, most high-impact tweets came from other sources. The most influential contributors in this Tracker were mostly mainstream media outlets, tech blogs, and geeky celebrities, with only a couple tech companies making a big impact. Here’s a list of the top 12 most influential contributors to the CES Tracker. These 12 accounts contributed the top 50 tweets by overall exposure (our impressions metric) and accounted for 148 million of those 1.1 billion total impressions.

This was definitely one of the biggest events we’ve ever tracked tweets about, especially in terms of overall impressions generated. We’re curious what will top it. Maybe the Academy Awards? Guess we’ll see next month.

PS – If you’re interested in how we calculate reach, exposure and our metrics, we explain it all here. Also, we’ve been tracking tweets about the Verizon iPhone and wrote up an analysis of those tweets here. If you think this CES data is impressive, check out the iPhone data.

Written by Jenn D

January 10th, 2011 at 10:00 pm

Posted in Events,Trends

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