Digital, Social, & Mobile
- Development of initial and ongoing mobile strategies
- Strategy and development for integrated 360 degree campaign activations
- Oversee, manage and provide mobile integration on any and all marketing, advertising, media, data, promotions and sponsorship programs
- Social campaign development and ongoing social strategies
- Manage and provide social integration strategy on any and all marketing activations
- 360 campaign strategy, management, and execution including: online, social, digital, and experiential.
- Market research, campaign measurement/reporting, and data collection.
- Website management, content development, and syndication strategy.
- Development of initial and ongoing online strategies
- Content development and syndication strategy
- CRM strategy and management.
- Email marketing consulting and creative design support
- Research, data collection, campaign reporting
- Market research, campaign measurement/reporting, and data collection
Head & Shoulders – Season of the #Whiff
Challenge or Insight:In the past, consumers perceived Head & Shoulders as a medicinal shampoo with an unpleasant scent. Using Head & Shoulders’ partnership with Major League Baseball (MLB), the goal was to shift consumer perception and establish Head & Shoulders as a handsome scented, multi-benefit men’s hair care option for everyday use.
Idea:Head & Shoulders’ fundamental goal was the creation and implementation of an MLB season-long program that drove awareness, consumer engagement and trial of Head & Shoulders with the Handsome Scent of Old Spice. Our solution was Head & Shoulders Season of the #Whiff – a Twitter based program encouraging fans to tweet #Whiff with their favorite MLB club's Twitter handle to earn monthly donations for their local community's youth baseball program. This strategy allowed Head & Shoulders to extend its League sponsorship down to the individual team level without having to secure individual team partnerships, which ultimately added significant scale to the program. We also sought to leverage Major League Baseball digital and social channels to grow Head & Shoulders Twitter following from 2,000 to 50,000 + followers.
Impact:To date, Head & Shoulders has added over 50,000 followers to the H&S Twitter account and generated nearly 8 billion media impressions since the start of the program in 2013. When compared to the amount of strikeouts during the season, at its peak, #Whiff was tweeted an average of 73 times each time a strikeout occurred during a Major League Baseball game. As a result, MLB’s premier youth initiative, and primary Season of the #Whiff recipient, Reviving Baseball in Inner Cities (RBI) has benefited greatly from #Whiff generated donations. The program’s overwhelming engagement has delivered – over 662,000 unique contributors, 4.3 million mentions and over $500,000 donated to RBI… and counting.
IBM Tony Awards Watch Party
Challenge or Insight:Utilizing proprietary social listening techniques, Team Epic identified two key insights about theatre aficionados: 1) there is a strong desire to share their Tony Awards viewing experience with others, and 2) to do so within either a physical and digital community where they could all come together under one umbrella. From these insights, #WatchPartyIBM was born. Team Epic acted as the driving force behind IBM, The Broadway League, and other partners to create the first ever official Tony Awards watch party.
Idea:The event consisted of a VIP experience for 29 key social influencers (and their guests), hand selected from the online intersection of theatre and technology. We fulfilled their desire to come together to enjoy the show, and hosted the event from a gorgeous NYC penthouse with incredible views overlooking New York City. We further supported their digital influence by inviting them to share their experience with their vast social communities utilizing the event hashtag. As part of the evening’s offering, Team Epic delivered unique activations to enhance the experience and encourage social content sharing including: a 360 ̊ “selfie” video utilizing the OrcaVue system, a digital caricature artist bringing guests to life within their favorite Playbill, a photo opportunity with an actual Tony Award, interactive Tony themed games and contests awarding signed Broadway memorabilia. Also included was premium, tech inspired food and delicious signature drinks. Following the live broadcast, as the punctuation to the VIP experience, guests were transported to the Tony Awards Gala at the Plaza Hotel to rub shoulders with the stars.
Impact:The results surpassed expectations; the event generated 850 total conversations from over 500 unique users equating to nearly 27 million potential impressions. Seven influencers were also interviewed for IBM’s Game Changers video content series which will allow for the conversation to continue online, expanding the life of the event beyond the four hour broadcast window.
FedEx/NFL Air & Ground Rookie Challenge
Challenge or Insight:As a sponsor of the NFLPA Rookie Premiere, FedEx had the opportunity to capture content from some of the top rookies in the 2015 NFL draft class. With only fifteen minutes per player and significant restrictions regarding endorsement rights, FedEx challenged Team Epic to develop a recommendation for how to leverage this opportunity and put a new spin on the longstanding “Air & Ground” platform while driving engagement with FedEx social channels – primarily YouTube. Additionally, ideas needed to be executable by Week 1 of the NFL season when fan conversation and relevance of rookie players would be at its highest.
Idea:Given time constraints and the realization that most rookies have little experience reciting lines on camera, Team Epic threw out the script by creating a series of short, interactive and light-hearted challenges designed to show off athlete personalities and play to their competitive spirit. From box balancing to paper airplanes, each improvised activity was themed “Air” or “Ground” with players competing against each other in groups of three. Host and model Erin Darling served as the ‘referee’ who interacted with the rookies and delivered the requisite business messaging as appropriate. Recognizing that branded YouTube content performs best in short-form, ‘snackable’ segments, Team Epic oversaw the editing and approval process to create a series of seven (7) one-minute episodes.
Impact:Working with FedEx media partners to implement a YouTube ‘True View’ advertising campaign and targeted influencer outreach on Twitter, Team Epic was able to achieve significant visibility for the videos during the early part of the NFL season. Within two weeks, the episodes garnered over 150,000 views and far outpaced traditional FedEx engagement benchmarks like average view time and completion rate. In addition to making FedEx a relevant part of the early-season NFL conversation, the videos continue to drive traffic to www.NFL.com/fedex where fans are further exposed to “Air & Ground” platform messaging.
Hitachi Motorsports Digital & Social Activation
Challenge or Insight:Team Epic was briefed to elevate the profile and engagement of Hitachi Motorsports and their IndyCar sponsorship of the Team Penske No. 3 Chevrolet. Hitachi, a huge multinational corporation with vast product and service lines wanted to reinforce and strengthen their core equities of the brand including speed, precision, teamwork and most important their fuel injection technology - bringing it all to life through motorsports.
Idea:Hitachi had a big, global brand story to tell, Inspire the Next, but hadn’t brought the explicit benefits of how the brand powered IndyCar to the benefit of both partners and prospects. Hitachi had a natural, endemic story regarding enhancing performance and optimization of the race cars. And of course the brand had a storied and legendary partner in Roger Penske, the tale of the winning combination was obvious if not widely known. And the fact Hitachi had partnered with three-time Indy 500 winner Helio Castroneves as the driver, a man literally larger than life and the sport of IndyCar. Team Epic helped Hitachi showcase their expertise and fundamental role in motorsports to bring to life their innovation and technology story and link back to the company’s global brand campaign, by developing a digital ecosystem and messaging strategy that focused on better engaging fans by offering them an accessible but deep education experience that immersed them into Hitachi’s place in motorsports. At the center of the effort was a new dedicated Hitachi Motorsports microsite (www.hitachi.us/motorsports), and as sponsorship needs to come alive in feeds as well as owned presences we developed a portfolio of rich social media content, including an interactive hero infographic, track-specific summaries, hero race images and quotes from our hero driver, Helio. The effort was further supported by paid social media and influencer marketing at a priority race, and ongoing social outreach allowed Hitachi to educate and interact with fans through engaging, sharable motorsports content.
Impact:Team Epic helped generate significant content and conversation sharing for our clients. Our revamped digital approach for the Hitachi Motorsports IndyCar sponsorship elevated and made more compelling the core brand message and benefits, by highlighting Hitachi’s importance to the drivers and the critical technologies inside their Team Penske cars. The interactive infographic was hailed within Hitachi, and the new microsite exceeded Hitachi’s previously set KPIs, receiving over 175,000 visits in a four-month period.
AT&T’s Women In Country Platform
Challenge or Insight:Recent trends in country music radio play were focusing on male artists, leaving women in Country Music a lack of opportunity and recognition.
Idea:Team Epic proposed creating a dedicated “Women In Country” section on Country Deep™, AT&T’s TV, online and mobile platform that we helped launch in 2013 to provide a platform for country fans to discover new music and artists. The “Women In Country” online landing page and TV playlist launched in late 2014, providing an opportunity for the industry and the fan base to see original content and videos they couldn’t get anywhere else. We also aligned influential country music bloggers and the artists to seed the #WomenInCountry movement on the social channels through an ongoing campaign highlighting the new platform, content and artists to country fans.
Impact:So far, “Women In Country” has celebrated 8 new artists and dozens of established female artists. Up and coming Artists like Maddie & Tae, Raelynn, and Ashley Monroe have sprung from this platform to launch albums, # 1 radio hits, and go on as support for major concert tours. The newest featured artist is chart-topper Kelsea Ballerini, a CMA Awards “Best New Artist” and “Female Vocalist of the Year” nominee. The #WomenInCountry movement on social, spurred by weekly “#WomenInCountry Weds” posts from the Artists talking about their female inspirations, as well as Twitter chats, and Influencer coverage has spurred organic support from fans, and generated over 68.2M total impressions and counting.
AIG “Do the Haka”