By Mary Kate Pleggenkuhle
Mary Kate Pleggenkuhle

MKTG was rewarded for their continued work around client, IBM’s, Tony Awards Influencer Watch Party (#WatchPartyIBM) at the Cynopsis Digital Model D Awards. The category contained quite a few reputable programs making the victory extra sweet. For more background see details of the award-winning program below:

Category Finalists Included:

• Turner Sports – #ArtOfTheDunk

• MTV EMA – Viacom International Media Networks

• Viacom – 2017 Kids’ Choice Awards – Social Squad

• Nickelodeon – Kids’ Choice Sports Social Campaign

• Oxygen Media – Snapped – Influencer “Evidence Unboxing” Campaign

Objectives

In 2014, through the utilization of proprietary social listening tools, MKTG identified a lack of social conversation and attribution surrounding IBM’s partnership with the Tony Awards. Aditionally, MKTG noticed a strong desire amongst theatre aficionados to share their Tony Awards viewing experience, but what was lacking was a physical and digital community where they could all come together under one umbrella. From this insight, #WatchPartyIBM was born in 2015 to drive home the association of the partnership and bring attention to IBM Watson solutions.

Strategy

In 2017, MKTG revamped the 3rd annual Official Tony Awards Watch Party in a NYC penthouse by inviting 35 unpaid influential voices in the theater, tech, and sports communities to come together to amplify the IBM partnership and share their experience on Broadway’s biggest night.

Tactics

New to 2017, MKTG developed a 10-person Host Committee which included current Broadway actors and actresses (featured in acts like Hamilton and others) as well as past Tony winners. This Committee was devised to spark conversation amongst attendees while initiating the #WatchPartyIBM social community to extend the conversation beyond the 3-hour award show. The week of the Watch Party, influencers received a personalized social asset from IBM on Twitter as well as an informative email to set the stage for the event, introducing them to Watson Cognitive technology. Post event, Getty Images were sent to the influencers, encouraging additional social sharing after the award show.



Execution

On Tony night, MKTG hosted the Watch Party at the Skylark in New York City. Onsite were unique activations to enhance the experience and encourage social content sharing including: an interactive IBM branded selfie mirror, custom Snapchat Spectacles (with 2 geo-targeted Snapchat filters), a photo opportunity with an actual Tony Award, an officially sponsored Periscope channel, an opportunity to contribute to a crowdsourced video, and interactive Tony themed games and contests awarding signed Broadway memorabilia. Not to mention, Chef Watson tech-inspired chocolates and signature cocktails, and the infamous Watson Beat activation where guests could create an original Broadway composition on a keyboard piano. Following the live broadcast, guests were transported to the Tony Awards Gala at the Plaza Hotel to rub shoulders with the stars.

Evaluation of Success

Across all social platforms, there were over 2,100 unique IBM and Tony Awards conversations (38% growth from 2016) including 1,600+ unique event hashtag uses totaling 34MM potential …read more

Via:: MKTG Blog