Dcm final 10 11-11

DCM East October 2011

• Curated by a dedicated few,

consumed by millions

• 300,000 wikis and counting

• Top 10 Social Network and Blog

site*

• Captures top concentrations of

Males 18-34*

• Committed to understanding

our audience

Wikia is…

*Nielsen Social Media Report

Key metrics to identify trends and interests:

• Wiki traffic growth and traffic patterns

• Keywords

• Wiki cross-visitation

• Content Contribution and activity

Knowing the landscape

• Monitor user behavior to understand consumer needs

• Build programs tailored to three key user groups:

Knowing the User

CoreActive

Casual

Best Practice = Armed with back-end insights

1. Unique

2. Useful

3. Fun

4. Social

Knowing the opportunity

Program based on User Interests:ConAgra Foods Slim Jim

Target: M18-34

Build awareness for DARE Meat Sticks

Progam based on User Engagement:Bethesda The Elder Scrolls V: Skyrim

Target: M18-34

Build awareness leading up to the launch of The Elder Scrolls V: Skyrim

Connecting Advertisers

Case Study: Slim Jim DARE

Objectives:

• Create brand awareness among gamers and M18-34

• Promote Slim Jim’s new spicy Dare product line

• Connect Males 18-34 to using topics they’re most interested in (Gaming)

• Highlight brand and product attributes

ConAgra Foods: Slim Jim DARE

Vote View Results Share


Solution: • Branded ranking feature that prominently featured product

attributes and allowed gamers to dynamically rank upcoming game releases

• Shareable

• Targeted to users on relevant gaming wikis


Solution:

• An interactive toggle skin that showcased the different flavors of the DARE meat stick line

Results:

• Developed a relevant program that appealed to users’ interests

• Aligned Slim Jim brand within relevant content

• 377,000 interactions

• Avg. time Spent of 1 min 30sec.


Objectives:

• Build Awareness of game release within the M18-34 demo

• Drive pre-order sales for The Elder Scrolls V: Skyrim

• Connect with core, Active and Casual fans

• Capture attention during cluttered fall gaming launch season

Bethesda The Elder Scrolls V: Skyrim


Solution:• Bethesda and Wikia editors teamed up to create a series recap

for Core fans on the Elder Scrolls wiki, posted by Bethesda




Solution:• Video landing page exciting the core, active and casual fans• Exclusive trailer views and custom prizing• Sweepstakes designed to promote viral sharing


Results:

• Excited user response to series recap - 200+ glowing comments from hard core fans

• Over 29,000+ sweepstakes entries

• 360,000+ interactions with video trailer

• 6,000+ Facebook shares of the Sweeps

• Excited fan base now recognized by Bethesda

Rich Commodore: [email protected]

Business

Dcm final 10 11-11