2010 BlogHer EngagementAnna Lingeris, Public Relations

Manager @ahhnalin November 9, 2010

S’mores “Snacktivity” Suite

The Challenge…

• Engage bloggers• Create online buzz without NEW

news• Break clutter at BlogHer ’10• Provide classic S’mores usage

experiences – NO recipes • Work within limited budget

range• Compliment larger, traditional

PR campaign• Incorporate three main

streambrands

Hershey’s Milk Chocolate, HoneyMaid Grahams and Kraft Jet-Puffed Marshmallow challenge:

SNAPSHOT: S’mores Program Overview

• Program Goal: 60-90 MM impressions

• Results: More than 124 MM impressions for over 137% of our high goal

Initiative: May June July August September

Ongoing Media Relations5/27-9/6 – Launch release /EPK 6/30-8/30 – MAT release7/12 – ANR7/30 – Nat’l S’mores Day release/EPK8/10 – Nat’l S’mores Day8/23-9/6 – Labor Day outreach

Mom Bloggers5/27-9/6 – Ongoing blogger outreach7/15 – Mom Bloggers Club round-up8/5-8/7 – D.C. Blogger sponsorship8/5 – Dinner’s On Us8/6-8/7 – BlogHer sponsorship

Program Timeline

• More than 116 MM impressions mention or show Hershey’s (94% of all impressions)

• More than 112 MM impressions mention or show Kraft (90% of all impressions)

S’mores Ongoing Media Bureau

BlogHer ’10: S’mores Snacktivity Suite

Suite sponsorship for BlogHer ’10• $15,000 Suite

Sponsorship • Vs. $75,000 Starting Point

for EXPO Floor Presence Recreate the suite to show usage occasions both indoor and outdoor• Campfire• Grill• Microwave • Fireplace/Living Room

Initial Design Concept:

Suite Space DesignInterior Space

Exterior Space

S’mores ‘Snacktivity’ Suite

Visitors to the S’mores Snacktivity Suite were able to:• Roast their own full-size

S’mores • Relax in one of various

settings, both indoor and outdoor

• Have pictures taken by a professional photographer

• Enter for the chance to win a fire pit or 1 of 250 S’mores kits

• Interact with the PR and Brand Team from both Hershey’s and Kraft

• Spend quality time with friends new and old!

Blogger Engagement

Partnership with Mom Bloggers Club• 100 branded S’mores kits

– Giveaway• 100 blog posts Sponsored transportation from Washington, DC to New York City for 40 influential bloggers• Organized by “Chicken

Nuggets of Wisdom” and “Resourceful Mommy”

Participation at Dinner’s On Us• Exclusive Dinner by

Child’s Play Communications

• 100 woman bloggers• 10 sponsors

Additional Tactics

BlogHer Conference Overview• 2,400 people gathered at New

York’s Hilton Hotel for the 6th annual BlogHer conference – World’s Largest Blogging Conference

• Sold-out event brought together bloggers for networking, workshops, discussion and to connect with sponsors

• This year’s conference was supported by over official 100 sponsors

• The conference attendees had over-the-top excitement and energy

• Many sponsors held activities before, during and after the conference

• Conference coverage was 360 via social, online and traditional media

S’mores ‘Snacktivity’ Suite at BlogHer• More than 600 visitors to

the suite during the 2-day conference

• With 2,400 attendees, 1 in every 4 people at BlogHer stopped by the suite

• Many bloggers told our staff that the S’mores suite was the talk of the conference and that it was their favorite of all of the sponsor

Blog Coverage• More than 200 blog

posts surrounding S’mores and the S’mores ‘Snacktivity’ Suite

"The S’mores Suite was incredible… Hershey’s and Kraft have a new team of supporters and fans here in the DC area!”

-Amy Lupold Bair,Resourceful Mommy

“S'mores were at BlogHer in this super fancy tricked out suite. They had redone the whole room and had set it up so people could toast marshmallows over a campfire, a grill, a S'mores maker, etc. all inside a hotel suite. Good stuff! Alissa A. Enders,

Have Stroller Will Travel

“This suite is amazing! I love that we can make S’mores right here in the suite! We heard a bunch of women raving about it outside of our hotel room.”

L-ara Dipaola,Chicken Nuggets of

Wisdom

Twitter Chatter for #Smores• Created unique hashtag

for Twitter users to follow and join conversation surrounding S’mores

• More than 500 uses of the #Smores hashtag

• The collective Twitter following of the users who included the hashtag: 1.5 MM+

• More than 500 tweets related to National S’mores Day

Results: Radian 6 Topic Trends• Graph indicates online coverage for

S’mores over a 30-day time period• Major spikes can be attributed to PR

outreach

Short Lead

Outreach

BlogHer Coverage

Mom Bloggers Club Outreach

DC MomBlogger

s

NationalS’mores Day

Key Learnings – Tactics That Worked

Blogger Engagement• Suite provided an intimate setting to interact with

attendees• While in the Hershey’s/Kraft suite, bloggers

engaged with PR & brand reps and made a S’more, which kept visitors in the suite longer than simply passing by an expo hall booth

• The usage occasions showed bloggers different ways of cooking S’mores

 Smart - NOT BIG - Giveaways• Provided Bloggers with a MAIN experience and

MINOR swag• Bloggers were looking for fewer cumbersome

giveaway items and more experiences• Visitors to the suite were offered a branded cinch

sack• Having Hershey’s Special Dark Chocolate on hand

for those who preferred dark chocolate

ADDITIONAL BLOGGER ENGAGEMENT:D.C. Blogger Sponsorship• Sponsoring travel to BlogHer for a group of D.C.

area bloggers guaranteed pre-and post-event excitement and coverage

• The DC bloggers helped prompt hundreds of #Smores tweets

 

Key Learnings – Tactics That Worked (Cont.)

Dinner’s on Us Event• 100 top mom bloggers & 10 sponsors

attended the Dinner’s On Us event the night before BlogHer

• Sponsoring the event provided a cost-effective way to network with top bloggers and TEST S’mores equipment prior to the Snacktivity Suite

 Photo Uploads• Professional photographer was on hand to

upload suite photos provided attendees with downloadable photos for their Twitter & Facebook feeds and blog posts

• Over 500 people visited the photos website

 Building Contacts Through a Raffle• Raffle provided an opportunity to collect

bloggers’ business cards/contact information and monitor foot traffic. Over 500 Collected

• E-mail addresses of the attendees provided a database of top bloggers and a list to randomly select winners for the grand prize and secondary prizes

Key Learnings – Tactics To Consider

 Planned Meeting Times/ Raffles• Explore coordinated times for small groups

and/or hourly raffles (e.g. Tweet Ups) with big ticket items

• Create official FourSquare location for the suite (NOTE: Bloggers Created their own FourSquare location for S’mores Snacktivity Suite)

• Create whrrl story board to share with bloggers who could not attend

 Campaign-Specific Twitter Handle• Brand-specific Twitter handle (in addition to

the hashtag) to further engage with bloggers prior-to, during and after the conference

• Use venue as launching point for Handle  Understand Venue - 2011 • Next year, BlogHer ’11 will be held at a

convention center instead of a hotel which may provide unique opportunities and challenges

S’mores

Key Learnings – Tactics To Consider

Media & Digital Integration• Ability to spread messages wider, beyond conference attendee audience

Size and Location• Explore larger - though cost effective -

spaces for additional blogger engagement

• REMEMBER BIG IS SMART EXECUTION NOT BIG EXECUTION

 Timing• Securing early sponsorship provides

negotiating opportunities Immediate Access to Photos• Provide photo URL html e-mail to be sent

to handheld devices OR Partnership with Flickr

• Explore branding a designated photo space

• Provide bloggers with flip cameras to capture organic blogger engagement in suite

  

Sponsors/ Industry Professionals Feedback

Sponsor Suites• Sponsors that hosted suites:

o Hershey’s/Kraft Foodso Kmarto P&Go My Blog Sparko Ketchumo Metamucilo Windows Liveo Ecco o Mozilla Firefox

Other Brands/ Industry Professionals

• Brand reps from Microsoft, GM, Hallmark, Nikon, Whirlpool and many PR executives visited the S’mores suite

• All were very impressed with the suite and helped spread the buzz to encourage visitors to the suite

• Buzz created

“A great example of collaborative marketing, a co-branded effort… The S’mores suite was literally the buzz of BlogHer”

-Ketchum PR Executive

“We keep hearing that we’ve got the SECOND best suite here. When we asked which one was better, everyone said ‘The S’mores suite!’”

-Microsoft Representative

“I keep hearing about how neat the S’mores suite looks from bloggers”

-My Blog Spark Representative

“We heard about the S’mores suite down on the expo floor and had to come and see if for ourselves!”

-GM Executive

S’mores ‘Snacktivity’ Suite

S’mores ‘Snacktivity’ Suite