The Largest Home Improvement Retailer drove 45.5% of potential impressions surrounding ESPN’s College GameDay Using Insightpool
Insightpool worked in partnership with the Largest Home Improvement Retailer and Twitter to create a social-driven contest. The goal was to create chatter, votes and entries surrounding the contest in conjunction with ESPN’s College GameDay. The winner and 10 friends would receive behind-the-scenes VIP access to that week’s ESPN’s College GameDay and a client-branded tailgate
- Boost overall chatter and engagement around the contest
- Identify individuals with the largest relevant network on Twitter to drive chatter, votes and entries to the contest
- Improve share of voice for Largest Home Improvement Retailer in social conversation around tailgating
Using Insightpool’s algorithm that analyzes 400 million people across 60 variables, Insightpool was able to pinpoint 10-15 of the most passionate, socially-active, and influential college football fanatics each week during the college football regular season. These people were selected to enter the contest for a chance to be that week’s Tailgate Titan and win VIP access to ESPN’s College GameDay.
Insightpool selected followers in the top 40% of social media users, on average they had 807 followers and a Klout score of 42.3. These targeted followers generated a powerful voice and reach during the campaign and generated 13.8 million potential impressions.
Contestant breakdown: 13 females, 29 males
Winner breakdown: 6 females, 5 males
Average followers: 807
Average Klout: 42.3
Average number of tweets: 9,423
All were fans of the home team on gameday that lived within driving distance of the game.
Anytime anyone mentioned, tweeted, or retweeted about College GameDay AND the Largest Home Improvement Retailer client, Insightpool tracked the user’s followers and message. Over the course of the entire College Football season.
Insightpool used advanced targeting to pinpoint influential college football fans to receive a behind-the- scenes view of College GameDay. A reach of 13.8 million potential impressions were generated by Insightpool selected contestants, good for 10.5% of the total potential impressions on Twitter surrounding the Largest Home Improvement Retailer and College GameDay — this percentage is up to 45.5% potential impressions when considering the audience’s extended network on Twitter.
Ready to see ROI on your social marketing strategy? Experience the power of Insightpool’s identification and nurturing platform firsthand!