case study: ultimate proposal

Ul#mate Proposal: A Brief Overview

Concept

Case Study: Ul#mate Proposal

Ul#mate Proposal launched on October 3, 2011, as part of the launch of Yahoo! Screen. Within its first two days online , the first episode received over 1.75 million views and 3,200 comments. By November 28, Ul#mate Proposal channel programming (5 episodes/5 UGC clips) have garnered over 18 million views and 30,000 comments. Host Cameron Mathison has been invited and appeared on The Joy Behar Show on CNN, Good Morning America on ABC, and The Talk on CBS to talk about the show and stage on-‐camera proposals.

In each episode, host Cameron Mathison helps single people from all across America step up, take a knee, and deliver the marriage proposal of a life#me.

Upli=ing Programming Worth Sharing

Audience* Total show views: 18M+ Comments on Yahoo! : 30,000+ FB story impressions: 850k+ *Current as of 11/28/2011

PlaForms Yahoo! Screen Facebook YouTube TwiZer Get Glue UStream Clicker

Top Fan Engagements Case Study: Ul#mate Proposal

All of our social storytelling efforts are built around turning passive audiences into ac#ve communi#es by telling a shareable, engaging and persistent story across all the pla\orms of a show. We begin this process by listening to our community. For Ul#mate Proposal, we developed Facebook and TwiZer pla\orms that allowed us to capture our community and discover not only what content excited them, but also how they engaged with it. Using insights gleaned from our ongoing listening campaign, we developed interac#ve social storytelling features that enable and extend exis#ng user engagements. In other words, we learn what users want and create entertaining ways for them to fulfill those needs.

•  Sharing episodes – “I can’t help tearing up watching this!”

•  Pos#ng user-‐generated proposal videos – Responding to the “Share your Ul#mate Proposal story” CTA.

•  Responding to “Fan Comment of the Week”– Highlighted polarizing comments drive conversa#on.

•  Talking about Cameron Mathison– “Cam’s so funny in this video. Love him!”

•  Sharing YouTube bonus videos – “This guy’s nuts.”

Insight-‐Driven Social Storytelling Key Insights Users organically share their own proposal and engagement stories. They want to share their own proposals. Users respond to the show emo#onally and share content using strong posi#ve emo#onal words. Responding to personal proposal stories turns fans into superfans who repeatedly share content. Fans want to know more about the couples.

Week of 11/21-11/28


We saw users pos#ng their own proposal videos to our social pla\orms and created a social experience out of it. The campaign is built around a social game that lives on Facebook. Users are invited by host Cameron Mathison to submit their own “Ul#mate Proposal” videos, which they can then share with their social networks. Each week, users rate which videos they like the most and at the end of the week, the highest rated becomes the “Featured Proposal of the Week”, prominently displayed on Ul#mate Proposal Facebook, TwiZer and YouTube pla\orms. The campaign transforms an organic sharing behavior into a social storytelling experience that drives new users to the Ul#mate Proposal pla\orm. Launching December 2011.

Share Your Ul#mate Proposal Story

Key Insights


Based on our audience profile, Fishbowl decided to make Facebook the primary social pla\orm for Ul#mate Proposal and built a strategy to drive casual viewers to the page to become connected users and take part in the community. We create content tailored for casual, connected and commiZed fans as well as easy tools for users to share and access content. Facebook and TwiZer buZons provide sample phrases with hashtags and keywords that users can customize. Community-‐created content is highlighted and content from Yahoo!, YouTube and TwiZer as well as exclusive Facebook-‐only bonus content is presented with clear Calls-‐To-‐Ac#on to make engagement easy, rewarding and fun.

Facebook Engagement


With access to the world’s largest library of user-‐generated clips, Fishbowl Digital Studio created a bonus-‐video YouTube pla\orm around funny, moving and failed proposal videos. The videos are shared across social pla\orms, driving conversa#on and crea#ng a persistent rich-‐content world for users to return to day aher day, with the overall goal of driving traffic to the premium content available on Yahoo! Screen. The bonus videos #ghtly integrate with Facebook through a dedicated tab that allows users to easily share, comment and rate the videos from within Facebook.

UGC Ul#mate Proposal Bonus Videos


Fans wanted to know more about the couples, so we created a live UStream-‐powered post-‐show live chat lejng users directly ask ques#ons to the newly-‐engaged couples. The live-‐video chat is accessible both on Ustream and directly from Facebook.

A=er the Ring

While focused on Facebook, Fishbowl uses TwiZer to engage with key influencers, from day#me talk show hosts to engaged celebri#es. By following keywords, our twiZer account reaches out to newly engaged couples to share their #Ul#mateProposal story.

TwiYer Engagement

Emerging pla\orms provide an opportunity to experiment with new ways of reaching users. For Ul#mate Proposal, we are working with Get Glue to create individualized s#ckers users can earn when they watch the show or take part in the Share Your Ul#mate Proposal campaign. Ul#mate Proposal videos on Clicker provide another window for users to discover the Ul#mate Proposal digital experience.

Social TV PlaForm Outreach

case study: ultimate proposal

Entertainment & Humor