It’s time we all took stock and realised that summer is over. Whilst the UK may (or may not depending on whether you believe the weather forecast) still see some sun, it’s time to get out the Winter wardrobe. But before we fully commit ourselves to colder times we thought we should take one last look back at what we are calling ‘The Summer of the Second Screen’.
As a channel TV has the greatest reach and penetration of most ‘consumption’ devices. However, as smartphone technology usage grows globally, TV consumption has become increasingly fractured across devices. In fact, ‘Second Screening’ – the act of watching TV whilst engaging on a second device – has become so popular that recent internet usage statistics claimed that over 90% of TV viewers under-25 generation constantly second screen. Whilst you may think that this may be a millennial thing it isn’t – over 50% of TV viewers over 55 also second screen.
Summer 2018 was definitely ‘The Summer of the Second Screen’ with many high-profile sports events and TV shows scheduled throughout the summer months including the FIFA World Cup 2018, the Tour de France, Wimbledon and of course, Love Island.
Whilst on paper these events all seem quite diverse, what unites them is the fact that these shows and events offer brands with a fantastic platform to bring their brand and brand narrative to life in a way that is far more meaningful for the audience in question as it relates more to personal passions and not the needs of the brand. However, not every brand makes the most of this opportunity or understands the best way to bring their brand to life outside of their own customer base or eco-system. But if not done correctly, your brand matters to no one regardless of how high profile the event or TV show you sponsored.
So how did these brands fare and who managed to make the most success out of their sponsorship deals? Which brand mattered more to those audiences who mattered the most?
MWW’S ‘WHO MATTERED MORE?’ METHODOLOGY
To best understand ‘Who Mattered More?’ we identified and analysed all branded social media conversations across multiple social media platforms relating to key sporting events and TV shows and the brands who sponsored them throughout the summer. All conversations were then scored across a series of performance indicators. This includes Velocity which relates to the speed in which a brand can see engagement ripple outwards as more and more people engage with individual posts; PASSION relates to the intensity with which social media users are talking about a brand – both positive and negative; Sentiment is tied to Passion and relates to whether a brand is being discussed positively or negatively; Reach measures the extent in which a brand successfully drove high volumes of impressions amongst relevant audiences and against competing brands; Engagement focuses on the overall levels of engagement a brand receives in relation to the competition and finally Share of Voice (SOV) analyses the extent in which one brand is driving a larger share of the conversations vs. the competitive set.
Based on the above, the top 5 brands were as follows:
|Continental||Tour De France||2||10||8||9||1||8||38|
Whilst those brands who sponsored Wimbledon were the most successful there were a few broader key trends that clearly helped the brands perform so well:
- CONTENT, CONTENT, CONTENT……CONTENT
This is something even the savviest of brands struggle with. Branded content will always walk a fine line between being ‘too-salesy’ and ‘a bridge too far away from the brand’s own story’. But it is clear from our results and analysis that those brands who got the content piece right were the most successful.
HSBC’s curated key moments from the Wimbledon tournament and turned this into a series of socially shareable images that brought alive the events most memorable moments whereas Lavazza, who were so close to being in the Top 3, mixed content for Tennis fans (Andre Aggasi interviews) and content for spectators (coffee food pairings) to ensure they offered something for everyone. On the other end of the scale was Hyundai. It’s previous Fanzone strategy was so effective because it provided a platform for fans to capture and share content in real-time from within the Fanzone spaces. However, this time around, relying so heavily on customers to participate with such a high barrier to entry proved to be their downfall.
- MAKE IT EASY TO ENGAGE LONGER TERM
Competitions and Incentives are a popular mechanic for engagement. They can drive massive volumes of conversations as people Like, Retweet or Comment on posts to enter but they can be a double-edged sword if not done right.
Jet2’s Love Island activation saw some of the highest conversation peaks throughout the show. This was successful because, as an airline, offering flights tied to an ‘Island’ TV Show is a no-brainer. However, it wasn’t an overwhelming success for the brand because it meant that as soon as the competition ended, Jet2’s overall engagement levels dropped dramatically.
In contrast, Hyundai Motors’ almost shot themselves in the foot. Whilst the prize of a free trip to Russia was of the sort of prize ‘money can’t buy’, the fact that you had to buy a Hyundai car to be entered meant it was a prize ‘you had to buy’ – shrinking the potential pool of entrants to a size that wouldn’t drive enough impact.
- LET THE FANS IN
This seems like an obvious point to make bearing in mind that the majority of second screening was done around sporting events, but for those brands who like to control their narrative, letting fans in can be a risky but often rewarding strategy. Continental succeeded because it built its entire strategy around third party commentary and content and IBM went even further by using its Watson platform to deliver highly tailored content and match results to spectators through its specially built Wimbledon app. Because they pushed content into the hands of spectators in a highly personalised manner, users were more likely to share across their own networks.
Want to learn more about our social scoring methodology and how well your brand matters to those that matter most? Get in touch, let’s talk.
Gareth Davies, VP Digital Strategy