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Posts Tagged ‘taco bell’

Exclusive: Behind MTV’s 2014 Movie Awards Partnership with Tumblr and Taco Bell

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When it came time to carry out the first iteration of a partnership with Tumblr to provide a custom advertising solution for Taco Bell during the 2014 Movie Awards, MTV thought outside the bun.

The Giffie Awards – in which MTV artists created real-time GIFs of events that transpired during the Movie Awards – were “presented by Taco Bell” and posted to MTV’s Tumblr throughout the evening. In addition to the Giffies, MTV gathered social influencers at Tumblr’s New York headquarters to produce additional content.

In just over two hours, MTV posted to its account a total of 87 times, and the results of the campaign, shared exclusively with Lost Remote, proved that it was a resounding success.

The posts generated over 250,000 notes, and reblogs constituted a high percentage of these notes. According to Tumblr, these numbers made the initiative one of the most engaging promoted campaigns in the social network’s history.

The big results come on the heels of a recent Pulsar study, which concluded that the conversation surrounding TV is larger and lasts longer on Tumblr versus Twitter. The study also suggested that on Tumblr, fans immerse themselves in their show’s universe, create their own narratives, and advocate for the show. Read more

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The top social TV commercials: Super Bowl edition

Between the Super BowlGrammys, and the Academy Awards, February has become the biggest month for social TV. In terms of commercial-related chatter, though, nothing has surpassed the Super Bowl. Taco Bell’s “Live Young” commercial, featuring senior citizens breaking out of a retirement center in the middle of the night, was tweeted about an amazing 21,700 times since Super Bowl Sunday. The commercial has been running in heavy rotation since, and it won’t be surprising to see it atop the social TV chart during the coming weeks. Noticeably missing it AT&T. Their “It’s Not Complicated” ads have dominated the social TV commercial chart for the past six weeks, and it will be interesting to see whether they can recover a spot on the chart next week. Read more