Power of 12
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The Seahawks went to Super Bowl XLVIII and the team at PEMCO Insurance went to work. We created a highly engaging and visible social experience in just 12 days from start to finish and joined the conversation of the Supercharged 12th Man. Supercharged Seahawk Fans... You're One Of Us!
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Power of 12
- 1. To The Power of 12 Seconds to score a safety in the first half = Seconds to score a TD in the second half = Super Bowl 48 4 + 8 = Seahawks scored 43 points. 4 x 3 = Number of playoff wins in Seahawk franchise history = Seahawks score 43 points 4 x 3 = Russell Wilsons total passing yardage was 206 yds. (Seattles area code) and 2 x 6 = Minutes left in first half when Marshawn Lynch scores TD = On Saturday prior to Super Bowl XLVIII, Walter Jones entered the NFL Hall of Fame after playing for the Seahawks for years With Super Bowl XLVIII Peyton Manning has playoff losses. The Seahawk victory parade was held on 2/5/14 2 + 5 + 1 + 4 = The Seahawks retired jersey number 12 to honor the 12th Man in the 12th month of 84. 8 + 4 = Century Link Stadium is years old
- 2. VP & CMO PEMCO Mutual Insurance Seattle, Washington Past Chairman & Current Board Member WOMMA @NW_Mktg_Guy Rod Brooks
- 3. Four. Billion. Dollars. source | Advertising Age (2011)
- 4. Voice of the customer trumps voice of the brand
- 5. Weve moved From the age of interruption to the age of engagement. From a passive consumer to an active consumer.
- 7. The Background To be it on the outside you have to live it on the inside.
- 9. The Moment
- 10. The Opportunity To engage or to sit this one out? Really? No way!
- 11. Integrity Responsibility Courage
- 12. Integrity Responsibility Courage Concept Planning NFC Champs plus 5 days Jan 19-24 Supercharged Fan Signings Jan 24-28 Maiden Flight - Seattle January 30 Oct. 25 Victory Parade February 5 Super Bowl Weekend Feb 1-2 The Implementation #12banner Memorialized Opening Day Sept. 2014 days from concept to flight! Continued buzz extension into 2014 season.
- 13. The Plan Fast & decisive 1200 or 12,000 One or a dozen Own or rent Join or create
- 14. The Plan Use what we knew. No time to build new muscle!
- 15. The Plan Established social platforms Paid, earned & owned media Face to face events Existing & new relationships
- 16. The Beginning
- 17. The Beginning
- 19. source | Nielsen study (August 2010) The Press Earned Media Value $105,000
- 20. source | Nielsen study (August 2010) The Press Earned Reach 16,500,000
- 21. The WOMM
- 22. The WOMM
- 23. The WOMM
- 24. The Advocates
- 25. The Advocates
- 26. The Advocates
- 27. Integrity Responsibility Courage The Metrics of Success Twitter Mentions: 1,227 Virtual Signatures 15,377 Total Signatures 1+ mm Social Impressions 14,150 Event Signatures 6,379 Unique Visitors 600% Increase in Web Visitors 855 #12banner Engagements + = Record Traffic
- 28. Integrity Responsibility Courage The Metrics of Success Twitter Mentions: 1,227 Virtual Signatures 15,377 Total Signatures 1+ mm Social Impressions 14,150 Event Signatures 6,379 Unique Visitors 600% Increase in Web Visitors 855 #12banner Engagements + = Record Traffic
- 29. Integrity Responsibility Courage The Lessons Learned Scale downward. Think global. Act local. Amplify internal spirit & pride. Be courageous! Go with what you know. Be prepared. Do something! Ready. Fire. Aim. Adjust. Communicate openly and frequently. Leveraging what exists can trump creation. Offline WOMM matters!
- 30. WOMM 101
- 31. To The Power of 12 Thank You
- 32. To The Power of 12 Go Hawks @NW_Mktg_Guy #12banner