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London 2012: The Olympics Social Report

140 Proof, the proud sponsor of social advertising, brings you the latest social news from the Olympics. Here’s the latest roundup from the world of social:

Social Dominates as the Second Screen of the Games

Social and online channels have changed the face of the Olympic Games, perhaps even more than the first televised broadcast of the Olympics in 1960. This year, thousands of hours of coverage are planned, across global and domestic TV and online streams. 

Consider this: in 1996, NBC broadcast 176.5 hours of Olympics coverage.

In 2012, the Games will be covered on NBC and online channels for a total of 5,535 hours

All that coverage means huge volumes of second screen discussion in social. The Olympic opening ceremony alone earned almost 10 million mentions from fans on Twitter. Twitter reports that Olympic tweet volume is about 100X the rate seen for Beijing in 2008. (Thanks for providing us at 140 Proof with so much targeting fodder!)

Twitter Triumphs over Facebook for Olympic Mentions, But Official Olympic Channels Win More Fans on Facebook

The Telegraph reports that overall, 97% of social media mentions of the Olympics have originated on Twitter as opposed to Facebook.

The most popular Olympic sport on Twitter (measured in mentions)? Volleyball.

However, the Facebook page for the Olympic Games has won over 3 million Likes so far, with @Olympics on Twitter winning about half that with 1.4 million followers. YouTube trails with just over 100,000 subscribers for its Official Olympic Channel, and “London 2012” on Google+ has nearly 700,000 followers. 

Social Is Powerful — and When Mishandled, It Can Cut Both Ways

Some of the social frenzy over the Games has even affected athletes’ performance in the Games themselves, with Australian swimmer Emily Seebohm blaming Twitter and Facebook for affecting her focus and ultimately her performance. Seebohm won silver in the 100 meter backstroke, but late nights talking to fans on Twitter and Facebook had her believing she’d already won gold.

The popularity of social media affects athletes financially, too — athletes sponsored by brands other than official Olympic sponsors are restricted in what they can share in social during the Games (an effort by the Olympic Committee to prevent ambush marketing). The restriction, known as Rule 40, has led to online protest using the tags #WeDemandChange and #Rule40.

Social is showing its power in other ways, too: tweets are getting news people kicked off Twitter, and athletes kicked out of the games. For example, the Greek triple jumper Voula Papachristo (@papaxristoutj) was ejected from the Games for criticizing Africans via a West Nile joke in her tweet. And earlier this week, Swiss soccer defender Michael Morganella (@morgastoss) insulted Koreans in a tweet and was similarly banned. 

Journalist Guy Adams (@guyadams) was not kicked out of the games, but off of Twitter itself, for including an NBC exec’s email address in a series of tweets criticizing coverage of the Olympics. (The account has since been reinstated.)

140 Proof’s Favorite Olympians to Follow

At 140 Proof, our favorite Summer Games sports are swimming, weightlifting, and track. Follow our favorite Olympians in social:

  • @UsainBolt, Track, Jamaica
  • @RyanLochte, Swimming, USA
  • @dekker_inge, Swimming, Netherlands
  • @zoepablosmith, Weightlifting, UK

Four Apps for Following the Olympics

We recommend four great apps for following the Olympics in social:

  1. For the fan who wants the latest updates on their number one sport, ifttt can send you a text message whenever Team USA wins a medal.
  2. Check out the world’s best looking factbook of the Olympics on Visual.ly, the best infographics resource on the web.
  3. For live updates from the Games, follow the #Olympics hashtag on Twitter
  4. Connect with the official Olympics Page for Facebook updates and official media.

Bonus Material: Winning Olympic Quips

And finally, we leave you with a selection of our favorite #London2012 tweets:

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August 1, 2012 - 1 year ago

Posted In Customers Events Second Screen

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Chevy Game Time App Wins First-Ever Mobile Lion at Cannes

At the Cannes International Festival of Creativity 2012, Chevrolet and Goodby Silverstein were honored with the first-ever Mobile Cannes Lion for its Game Time app, which 140 Proof supported in social.

As reported in the New York Times:

The Chevy Game Time app was created to enhance second screen viewing during Super Bowl XLVI, allowing users to play games in real time and enter to win prizes, including 20 Chevys and thousands of other giveaways.

With so many ads during the Super Bowl, the Chevy Game Time app succeeded in breaking through the clutter and allowing users to experience Super Bowl Sunday in a new way. The app was the first of its kind, which makes it only fitting it earns the first-ever Mobile Cannes Lion.

140 Proof highlighted this campaign on our blog back in January when brands were gearing up for the Super Bowl. We are proud to have been invited to support this award-winning campaign.

Congratulations to Chevrolet and Goodby Silverstein & Partners!

June 25, 2012 - 2 years ago

Posted In Second Screen Customers Performance

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5 Steps to Success on the “Second Screen”

by Andy Scott (@andyscott999)

Chief Revenue Officer, 140 Proof

The days of rapt attention to the TV are long over. A recent study by GfK Knowledge Networks shows that over half of the time spent with tablets and smartphones happens while watching TV. So while we’ve got one eye on the tube, the other is trained on “second screen” social apps like Facebook or Twitter. We interact with other viewers to get real-time plot analyses or game scores, and share our opinions of characters or plays with other fans as the show is happening. For example, consumers sent over 13 million Super Bowl-related tweets during this year’s game.

While nearly every brand has its own Twitter account, brand messages get lost in the fire hose of tweets — owned media only reaches existing followers. That’s why many smart marketers are investing in social ads to break through the “follow” barrier and get their messages heard above the noise of a TV show or live event. 

So how can marketers develop strategies that take advantage of this “second screen” trend to reach and engage consumers? Here are five steps marketers can take to make the social “second screen” work for them:

1. Choose a TV audience relevant to the brand

The easiest way to choose the right TV show for your “second screen” strategy is to match your target audience to the target audience of the show. For example, if you’re targeting affluent consumers, run your paid social campaign alongside a highbrow live sports event like the U.S. Open or U.S. Masters. If your customers are mid-market 30-something women, piggyback on the premieres of “Gossip Girl,” “Pretty Little Liars,” and “The New Girl.”

2. Time your paid flight to the show broadcast

This is a basic requirement of any second-screen campaign: your campaign must run while the show is running. Flight the campaign with as much as a two-week lead, maximizing share of voice during the broadcast. And for weekend broadcasts, time a second burst of impressions with new creative on Monday morning, to shape “water cooler conversations” in social.

3. Staff up to optimize on the fly

A brand’s regular, part-time social media consultant might not be enough to keep up with the real-time action of a major social effort with the second screen. Whether the campaign’s target event is live or scripted, there will be live conversations to manage and ads to adapt and optimize.

To ensure success, set up a real-time “war room” to adapt your campaigns on the fly. You’ll need up to two writers focused on writing. A third person can monitor paid placements during the campaign, reviewing share and click performance so the writers can optimize for messages that work.

With a second-screen campaign for a live event, real-time optimization is critical: you’ll want to take advantage of constantly shifting conversations as events unfold. Your creative should always match what’s happening on the screen.

4. Target followers of relevant Twitter handles

To reach people who are likely to be watching the event or show, you’ll want your paid social campaign to target followers of relevant Twitter handles before, during, and after the big day. For example, Chevrolet spent big to buy paid social stream ads targeting all Twitter users following @superbowl and @nfl for 48 hours.

You can also target TV show fans in real time, as many viewers keep one eye on their Twitter feed and one eye on the TV screen. For example, a clothing retailer might launch a paid social campaign targeting @GleeOnFox, @Gleeks, and @GossipGirl to supplement their commercial buy during those programs.

5. Keep it real

The messages you use in your paid social campaigns should tie directly into “fan language” and the real-time events happening on screen. Write relevant creative to fit in with the audience. For example, “Did Serena really just kiss him? At least you can get her look with Maybelline.” Or even more direct: “It’s a touchdown for New York! Now go grab a Bud!”

As consumers increasingly turn to social to get their fill during live events, marketers can and should be incorporating this second screen into their paid media strategy.

This article was originally posted by Andy Scott in MediaPost on May 8, 2012.

Related articles:

The 5 Hottest Social Ad Trends of 2012

The Social Stream Is the True Second Screen (iMedia)


May 17, 2012 - 2 years ago

Posted In Second Screen

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4 Smart Twitter Tactics

by Jon Elvekrog, 140 Proof CEO

Twitter now has 140 million active users sending over 230 million tweets per day, and the site attracts more than 400 million unique visitors each month. Millions of passionate consumers use the site to discover and share information around common interests, with the average American spending more than 10 hours per month on Twitter and other social feeds. It’s no wonder brands want to insert themselves into the Twitter conversation to reach and engage consumers based on shared interests.

And yet, while nearly every brand has its own Twitter account and regularly tweets, many brand messages get drowned out in the constant fire hose of tweets. To make themselves heard above the noise, brands are now racing to reach consumers in social feeds via paid media — using several marketing tactics to make sure their messages are heard. At my company, we’ve seen brands double their paid social stream advertising in 2011, and large brands have actually increased spend by more than four times.

But getting paid media on Twitter and other real-time social feeds right is no easy task. Which paid media strategies can brands adopt today to reach targeted audiences on Twitter? How can they reach these audiences in a measurable, scalable way — but also ensure consumers experience their messages as rich, engaging content instead of intrusive ads?

Since paid social stream advertising is so new, many brands are learning as they go. To get started, here are four concrete strategies to use social advertising to deepen your brand impact on Twitter.

Align with existing audiences

A great way to reach targeted audiences at scale on Twitter is to target paid social ad campaigns to followers of relevant publications, companies (even competitors), topics, or interests that match your key demographics. People who follow these categories or companies already have some easily identifiable characteristics that map to your brand messages, so they will likely be interested in your campaigns and offers. In effect, you piggyback your campaign on existing Twitter interest groups — reaching the right targets without having to get people to necessarily follow your brand.

For example, Mercedes might want to reach affluent, urban, active men and could target a paid social stream campaign to followers of @Forbes, @CNBC, @GQMagazine, and @CarAndDriver. It might also target followers of @BMW, @Lexus, @TheNorthFace, @CondeNaste, @Aspen, @skiing, and @RitzCarlton to broaden the reach of the campaign.

Political candidates and causes can also use this tactic to great effect. For example, Mitt Romney might be looking to target fiscally conservative voters living in California. His advertising managers might decide to run a paid social stream campaign targeting followers of topics such as @CAPensionReform, @CABudget, and @CAPolitics.

Another example might be that Pampers wants to reach hip, socially conscious, urban moms with news of the launch of a new line of chemical-free baby products. The brand could target followers of @BurtsBees, @ParkSlopeParent, @MomFilter, @CaliforniaBaby, and @MotheringMag.

The key to aligning your paid social stream campaigns to existing Twitter audiences is to identify brands, topics, or themes that your key audience likely already follows, and then target your campaigns to the followers of people who are influential on those topics. This way, instead of reaching only your own followers with a regular tweet, you reach a much wider base of people who might not yet follow your brand, but are squarely in your key demographic.

Activate connected fans

To extend the reach of a paid social stream campaign, make sure it gets in front of connected fans. These Twitter users are active sharers — spreading ideas, offers, and messages among their own followers and people aligned with their interest graph. If you get your paid campaign in front of influencers, they’ll spread your messages for you — and bring them to many more people than you originally targeted. What’s more, connected fans amplify your message — because when they retweet or share it, your message seems more relevant and personal. Connected fans are seen by their followers as trusted experts and advisors, so when they recommend your brand message, it feels more authentic than when it comes directly from the advertiser.

For example, Microsoft might target a campaign for a new version of its Office suite to all the Twitter users who engaged with a previous Office ad campaign. It might extend the campaign to the fans who most often tweet about Microsoft, and/or target people who follow @Windows, @TechNet, as well as well-known Windows and Microsoft bloggers.

Just as experts tend to speak a little “inside baseball” with their pet topics, so do connected fans respond more than the average person to nuanced content. For a campaign targeting connected fans of Microsoft Office, ad creative can tell more of the Microsoft story, even including quotes from or images of Microsoft notables like Steve Ballmer. Provide content of value — the kind of content that connected fans would themselves share with their audiences.

To get connected fans to share your campaigns, some incentives that work include offering people who retweet your messages a certain number of times a free product or service, inviting those who spread your campaign the most to a special VIP event, or launching a contest for your brand’s “biggest fan” that rewards the most active sharers with prizes.

For Burger King’s “King of the Road” campaign, CP+B teamed up with Mindshare to bring the King’s epic journey to BK’s biggest fans, informally known as “fast food superfans,” in the Twitter ecosystem. The King crossed the country, adventuring with fans and awarding Xbox Kinect bundles to the most worthy. BK’s ad creative changed daily as the King’s location changed, broadcasting clues to his next stop on the tour. Paid social drove an increase of 4,000 followers for The King’s Twitter account.

Own an event

Twitter activity explodes around large events — the Super Bowl, the Oscars, the Olympics, big concerts, holidays, and more. During the 2012 Super Bowl, consumers sent over 13 million Super Bowl-related tweets — compared to fewer than 2 million last year. Millions more tweets about the Super Bowl happened before and after the event. Brands pay millions of dollars for 30-second commercials during the Super Bowl for one main reason — because millions of people are watching the game. But smart brands now realize that “watching the game” no longer means just staring at a TV screen. Millions of people used Twitter and other social streams on their mobile devices and tablets to engage with fans near and far during the Super Bowl. In fact, most large-scale events today have a real-time social stream component. People don’t just watch an event on TV, they read and post tweets during the televised event.

To get maximum impact for your paid social campaign, consider targeting the mega-audiences following a key event before, during, and after the big day. For example, Chevrolet spent big to buy paid social stream ads targeting all Twitter users following @superbowl and @nfl for 48 hours. And by utilizing video placements in social apps, users had more opportunities to see Chevy’s Super Bowl commercials than any other advertiser who paid the $3.5 million price tag for a spot. With this “play big” strategy, Chevrolet emerged as the “Social Media Brand Champion” of the 2012 Super Bowl, attaining the highest mindshare on social media of all the brands that advertised during the game.

These all-out campaigns aim to boost your brand’s share of voice during major events, dominating the conversations taking place. If you buy up a large share of ad inventory related to the event, you’ll edge out your competitors.

If you want to own an event on Twitter, here are some key tips to make it work. Research the event — be sure your team knows roughly what’s going to happen, in what order, and with whom. Well beforehand, use ads to invite the audience to share plans and thoughts around the event. Your pre-event campaign can include links to “how to get ready” blog posts or color commentary on pre-event tweets by stars. To increase interest in your ads, use graphics that extend the brand’s identity to match the event. Flight the campaign with up to a two-week lead, maximizing share of voice during the event broadcast. And for weekend events, time a second burst of impressions for Monday morning to shape “water cooler conversations” in social.

Link to the “second screen” in real-time

TV viewing is rapidly changing. People don’t just plunk down on the sofa and watch an entire broadcast from start to finish with rapt attention. The majority of TV watchers today also have a tablet, smartphone, or internet-connected laptop nearby while they’re watching TV. These smaller devices are the “second screen” connected to the TV viewing experience — allowing TV viewers to interact with other viewers in real-time, get up-to-the-minute plot analyses or game scores, and share their opinions of characters, actions, or plays with other fans as the show is happening. People interact on the second screen with apps of all kinds — downloadable apps, websites, niche fan social sites, and Facebook. But the most widely used tool for second-screen interaction is Twitter.

Twitter transforms “watching TV” into a social experience, allowing viewers to chat with friends and fellow fans during a program. Twitter also adds an exciting dimension to TV, providing viewers with real-time commentary on every dramatic twist or stellar play as it happens.

A great way to stretch your paid social campaign dollars is to target TV fans in real-time, since many viewers keep one eye on their Twitter feed and one eye on the TV screen. For example, Victoria’s Secret might launch a paid social campaign targeting @GleeOnFox, @Gleeks, and @GossipGirl to supplement its commercial buy during those programs.

With this type of campaign, real-time optimization is critical. Considering that during the Super Bowl, 12,000 tweets were sent per second, it’s critical that any paid advertising effort on Twitter be real-time to take advantage of constantly shifting conversations as events unfold. Did a favorite character just die? A star-crossed couple finally got together? Adapt your paid social campaigns in real-time, changing creative on the fly to match what’s happening on the screen.

The messages you use in your paid social campaigns should tie directly into “fan language” and the real-time events happening on screen. “Did Serena really just kiss him? At least you can get her look with Maybelline.” “It’s a touchdown for New York! Now go grab a Bud!”

Of course, you’ve got to set up a real-time “war room” to adapt your campaigns on the fly. You’ll need up to two writers committed to writing about what’s happening now and anticipating what’s coming up. Their main goal? Enlighten and entertain the Twitter audience by giving a fresh perspective in the brand’s voice. A third person can monitor paid placements, reviewing share and click performance so that the writers can optimize for messages that work.

In the week beforehand, tell your audience that you’ll be live-tweeting, and build interest by asking your followers to share their plans around the event. Research the event — be sure you know roughly what’s going to happen, in what order, and with whom. To increase excitement, use a special Twitter icon for the duration of the event, perhaps your brand’s logo combined with the event name or using the signature colors of the event. Tweet fairly often as the event begins, increasing in frequency when the event’s excitement peaks. Be interesting — commit to enlightening or entertaining your audience. When the event is over, send a note of thanks.

The paid social campaign supporting Infiniti’s sponsorship of the Emmys won Infiniti 1,000 retweets for a simple congratulatory tweet for the Best Actor Emmy, largely because Infiniti’s message was seen first by the most people.

Twitter users are some of the most engaged, passionate consumers out there today — sharing content they love and discovering new information based on their self-defined interest graphs. Brands want to insert themselves authentically into this organic, fast-moving conversation, and with a little ingenuity, and the right social ad platform partner, brands can start reaching the right audiences on Twitter to build high-impact recall and affinity.

Jon Elvekrog is CEO of 140 Proof. You can follow him on Twitter at @jonelvekrog.

For more tips on how to use Twitter and social to power up paid campaigns, check out Followers Are Audiences: Targeting the Biggest Audiences on Twitter

May 7, 2012 - 2 years ago

Posted In Interest Graph Targeting Second Screen Trends performance

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How to Reach Sports Fans on Twitter - Live

Live sports events are one of the fastest-growing areas in social — all major US sports leagues (plus the worldwide soccer community) are doubling down on social. And with evidence building that social media drives TV watching, sports marketers that depend on TV viewership have even more incentive to reach Twitter users. 

But how can a sports marketer expand reach in social to stay competitive? John Manoogian III explored three game-changing Twitter tactics and drilled down to the basics of the paid social campaign for sports marketers.

Says Manoogian:

Here are three ways to use paid media to reach engaged fans on Twitter during a sporting event:  


1. Target connected fans. Make sure your paid media campaigns during a real-time sporting event targets the super-fans who actively tweet and retweet and have thousands of followers. By targeting your campaigns to these fans, they will in turn share with their followers — spreading your campaign for you.


2.  Link to the ‘second screen.’  Extend TV commercials and paid video campaigns to Twitter by launching a social ad campaign targeting viewers of a particular sporting event. Ensure a continuous message from screen to screen, so paid Twitter ads reflect and extend on the commercials and video you run before and during the game.


3.  Own an event. Go all out and target your campaign to a mega-audience during a key event. For example, Chevrolet spent big to target all Twitter users following @superbowl and @nfl for 48 hours. As a result of this “play big” strategy, Chevrolet emerged as the Social Media Brand Champion of the 2012 Super Bowl, attaining the highest mindshare on social media of all the brands that advertised during the game.


Live sporting events are a unique opportunity for brand marketers to engage directly with core demographics while they’re excited, amped up, and plugged into one of their favorite activities. And Twitter is the perfect social stream to connect with fans in real-time. With a little ingenuity and some strategic paid advertising, marketers can connect with fans on Twitter during the game to build long-lasting brand recall and affinity.

Read more on Mediapost: How To Reach Sports Fans On Twitter - Live

March 6, 2012 - 2 years ago

Posted In Insights Targeting Second Screen

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Now Playing on 140 Proof: Video Social Ads


We’re pleased to announce a new option for brand advertisers who are taking advantage of the power of social. Our new, in-app social video ad unit gives brands a powerful new way to drive views and engagement around their videos in social.

Given the rise of social as a second screen for television and the explosion of video in the mobile space, 140 Proof video ad units are positioned to increase engagement around videos and capture the buzz the video campaigns generate.

So what makes the new ad unit so exciting, and why will it be effective for brands?

TechCrunch:

Like the company’s existing 140-character text units, the videos can show up in the social stream of any app running 140 Proof ads (and yes, they should work on mobile). Users should be able to click and watch the video without leaving the page, rate it, and bring up a feed of all the tweets mentioning the advertiser’s hashtag.

140 Proof CEO Jon Elvekrog (@jonelvekrog):

Our data show that a large percentage of social stream ads include a link to a video. Brands can boost engagement around their videos by creating a rich, native viewing experience that is totally integrated into the consumer’s use of the app and doesn’t take them away from the social stream.

140 Proof CTO John Manoogian (@jm3):

The new video ad unit lets brands get more value out of that expensive 30-second TV commercial that lots of viewers aren’t seeing, since they’re now watching shows on Tivo or Hulu or (ahem) BitTorrent. The social video ad unit lets brands reach those users in a context where they are already looking for ‘the next big thing.’

The new 140 Proof in-app social video ad unit includes:

  • Creation and hosting of a customized video viewing experience;
  • A state-of-the-art HTML5 Video Player that allows consumers to watch the video from the page;
  • An In-App Video Rating widget consumers can use to rate the video within the page;
  • A Discussion widget that creates a feed of all tweets referencing the client’s hashtags.

To find out how to integrate social video into your campaigns, get in touch with us at hello@140proof.com.

Read more on TechCrunch: 140 Proof Introduces Video to Its Social Ad Network

February 27, 2012 - 2 years ago

Posted In events Technology Second Screen

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AMC Feasts on Fresh Social Strategy

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AMC

AMC Achieves Spine-Tingling Performance for Walking Dead Premiere

Walkers are back. The AMC zombie TV series “The Walking Dead” debuted its second season to critical and fan acclaim in October, ravaging basic cable records and biting off a third season commitment from AMC. TargetCast and 140 Proof partnered to promote the show in the social stream, achieving performance twice the network average.

AMC

140 Proof Engages Zombie-Focused Personas

AMC and its agency of record, TargetCast, sought to target the 18-34 demographic to grow awareness around the season premiere. 140 Proof took the plan a step further, adding interest-based targeting to reach AMC fans, zombie fans, and Halloween fanatics in the social stream. 

The campaign drove social stream users to watch a 30 second trailer for the premiere, and users on smartphones were treated to a fast, native video experience within their social apps.

"The Walking Dead" Breaks Broadcast Records

The season premiere of “The Walking Dead” drew 7.3 million viewers, breaking a basic cable record for the 18-49 demographic.

140 Proof and TargetCast have teamed up to promote three other winning dramas for AMC: Breaking Bad, The Killing, and the newly-launched Hell on Wheels. Since AMC began investing in original programming in 2006, net ad sales revenue has grown 76% and affiliate revenue has increased 49% (Adweek).

Read more about the social strategy for AMC shows on MediaPost »

December 9, 2011 - 2 years ago

Posted In Performance Customers Second Screen

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The Social Stream is the True Second Screen

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How social is solving the problem of the DVR

by Jon Elvekrog

Digital marketers are focusing on how consumers interact with media across multiple screens at the same time. Users plop down on the couch and pick up their laptops, mobile devices or tablets, and ad networks and technology companies are pushing multi-screen ad buys to brands. The problem is, at this point, no one can agree on how many screens advertisers need to consider. Three? Four? Six?

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November 4, 2011 - 2 years ago

Posted In Trends Insights Second Screen

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