The Web Marketing Association is proud to present this 2014 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Entertainment Integrated Ad Campaign
Target Audience and Goals of the Campaign VW target profile: The VW Beetle target have a sense of pop-culture cool. They�re passionate and expressive, a little more affluent, educated and cultured. � Accessible, a notch above, but not exclusive (sports: NFL and MLB, not golf or NASCAR). � Smart, but not too serious. (TV favorites include: 30 Rock and Daily Show, not crime dramas). Goals/Objectives: VW sought a big, exclusive media idea supporting all-new Beetle convertible adding both brand love and media value:. Brand metrics: � Organic storyline integration, not just product placement. � Notable entertainment value. � Go beyond TV viewing, including repeat viewing and additional platforms. Media value: � Media idea with integrated digital concepts to drive deeper target engagement. � Exclusivity: VW should be the only player in this promotional space. Strategy/Execution: Strategy: TBS big idea: For VW, CONAN challenged most social engaged late night audience to amp up their creativity and produce their own Best Of CONAN, crowd-sourced solely from home-made viewer re-enactments. Starting with an on-air segment, Conan announced the �Occupy CONAN� movement. The campaign rolled out over 4 months: kick-off, user-gen contest, online/on-air promotion, multi-platform premiere. Evaluation of Success: Occupy Conan was a breakthrough success: on TV, digital, social, PR and buzz. Custom on-air spots reached 45.9 MM viewers with a total of 137.9 MM gross impressions. Team Coco saw a 1,000% increase in user-generated content and Conan ranked #1 in social conversation the night of the premiere.
Contributors:
| Team Coco Host / Executive Producer: | Conan O'Brien |
| Team Coco Executive Producer: | Jeff Ross |
| Team Coco Executive Producer: | Doug Karo |
| Team Coco Executive Producer: | John Wooden |
| Team Coco Head Writer: | Mike Sweeney |
| Team Coco Producer: | Aaron Bleyaert |
| Team Coco Producer: | Tim Campbell |
| TBS Marketing: | Tricia Melton |
| TBS Marketing: | Heather Crawford |
| TBS Marketing: | Ramon Cortes |
TURNER ENTERTAINMENT NETWORKS
Location: US