I mentioned the ‘big events/social stream’ peanut butter and chocolate thing back in January in our Q4 Report but it merits a highlight on the heels of the Super Bowl, NBA All-Star Game and Oscars, and myriad posts and articles poking around the topic.  It seems pretty obvious, but yeah it turns out that people are using real-time socially connected information networks —“streams” — including Twitter, Facebook updates, FourSquare check-ins, etc. — as a major media source to consume and experience big events.

Figure I: Tweets per second during Superbowl

We are seeing consumers create and consume the stream in the following ways:

a. You are there.  You are following the stream conversation on mobile.  Maybe you are snapping photos, live-tweeting/updating, responding and generally creating and taking part in the conversation

b. You are watching or listening to the event remotely (i.e. on TV).  You are doing the same thing as if you were there (i.e. “a”), with other remote folks, and folks who are there

c. You are doing neither a or b — but consuming the event primarily or exclusively via the crowd-sourced stream cast of updates, observations, commentary, links to photos/highlights/information drilldowns, etc.

The ubiquity of the stream — and 140 Proof social ad units that sit on top — is compelling for brands in that it can engage all of these audiences at once in a way that would challenge any other single ad medium.  We are in-stadium signage, tv/radio spots, online banners and more all rolled up from a reach and awareness standpoint.  And our units are social in nature, in the context of the social stream where users are already in a state of discovering and sharing, so opportunities for immediate engagement and participation in the conversation for brands are also unique.  

Figure II: Sample stream during NBA All-Star Game:

Brands already marketing around the event can complement, integrate and extend with the stream.  We saw this during the Superbowl.  Those that are not now have a very efficient tool for ubiquitous overlay.  Look for this during March Madness.

For 140 Proof, brands are acquiring event oriented daypart roadblocks, exclusives and integrated sponsorships with rapidly refreshed creative keeping messages relevant.

 Hit me at andy@140proof.com or via our simple contact form to learn more about how your brand can rock the stream.

Posted by Andy Scott.

Update: Ford Marketing Digital Director Scott Kelly talking about integrating streams and 2011 Ford Launch:

 eMarketer: In terms of integrating some of the online content with offline campaigns, what has Ford found most effective?

Kelly: With our launch of the 2011 Ford Explorer, a campaign we called Explorer Live, we were able to combine online and offline, and also paid, earned and owned media. We launched the car on Facebook, but also incorporated live streams from launch events across the country. We found that when you combine those things together the effect is bigger than any one tactic. It’s a smarter, more cost-effective way to reach and engage consumers.

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