Clorox second-screen campaign generates 54pc engagement rate
August 27, 2013
Clorox tries second-screen
Clorox recently leveraged second-screen mobile application Viggle with a campaign that resulted in a high percentage of consumers interacting with the app’s content.
Clorox used Viggle to add some digital components to its advertising around ABC’s “The Bachelorette" with a campaign that ran from May 27 to July 31. The company defines engagement rate as viewers who saw the video placement and then completed the video with branded ad formats on Viggle.
“We’ve suspected that second screen will work well in the reality genre, so it’s nice to see that confirmed," said Pooja Midha, senior vice president of digital ad sales and operations at ABC Television Network, New York.
"In this case, we think second screen was successful because the ad creative and show content worked so well together thematically, and the call-to-action aligned perfectly with consumer’s social behavior in that moment," she said.
The campaign built on Clorox’s ‘Bleachable Moments’ campaign and asked consumers to vote on their 12 favorite ‘bleachable’ or cringeworthy moments throughout the show by checking-in to the Viggle app or at ABC.com/TheBachelorette.
Consumers were prompted to vote between two clips each week that they wanted to go away. For example, one clip of Bachelorette Desiree’s disgust of contestant Jonathan was compared to fellow competitor’s Diageo’s full body armor wardrobe.
Fans picked Jonathan’s moment as the most cringeworthy and generated roughly one-third of the votes in the final tally. Additionally, video views from the promotion made up more than half of all short-form video throughout the entire season and drove a 22 percent conversion in sweepstakes conversions.
The Viggle app directed consumers to Clorox and ABC mobile Web sites and encouraged consumers to check-in to Clorox’s ad that leveraged audio recognition to serve consumers additional content.
The campaign’s component on ABC.com was also tied to a sweepstakes where consumers could win a seat to “The Bachelorette: Men Tell All” special.
A screenshot of Clorox's in-app Viggle campaign
The campaign also saw some interesting opportunities when mobile was used for cross-channel promotions.
For example, sponsorship association was 73 percent higher in the exposed group than in the sample group. Additionally, purchase intent was 76 percent.
In addition to the overall 54 percent engagement rate, there was a 78 percent engagement rate with Clorox ads within the Viggle show pages.
Moreover, the campaign generated a 62 percent engagement rate for the voting unit component of the campaign, and 56 percent of users set a reminder on Viggle to remind them to tune in for the show.
There was also a portion of the campaign that integrated Viggle Live, which is a real-time set of trivia and polls. This section pulled in 41 percent of the “The Bachelorette” fans that checked-in via Viggle, and 78 percent of the users that participated answered a question about an on-air television spot correctly.
As marketers increasingly invest in more second-screen efforts, keeping the experience interactive with features that leverage a mobile device is key.
“CPG companies have long believed in the power of sight, sound, and motion to tell their emotive brand story, which is why these brands traditionally love television advertising,” said Paul Bremer, chief revenue officer at Rhythm NewMedia, Mountain View, CA.
Mr. Bremer is not affiliated with Clorox. He spoke based on his expertise on the subject.
“Now mobile video campaigns allow CPG clients to reach the busy household CEO on the go,” he said.
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