Best Media Social Media Campaign, Best Social Network Social Media Campaign

The opportunity: Every March, sports fans searched for the schedule of games on four channels broadcasting March Madness. And every March, a deluge of Tweets expressed confusion regarding @truTV (which shares tournament broadcasting), ranging from those honestly clueless to smart alecks sniping about the network's perceived obscurity.

The Idea: Create a social campaign that owned the “What is truTV?” conversation, which had been rife with snarky jokes and put downs in preceding years. This year, a self-aware brand voice and nimble responses, driven by a relevant hashtag, would transform negative sentiment into a Twitter win.

#HaveUFoundtruTV was strategically chosen (both for seeding and Promoted Trend) because it simultaneously anticipated and drove the commentary and served as a challenge to @truTV naysayers and newbies alike.

What We Did (Took Control): With help from our talent, we co-opted, responded and curated the conversation to show prospective viewers we were in on the joke. Beginning on Selection Sunday with content seeding, then followed by Promoted Trend, #HaveUFoundtruTV, a social war room of creatives, community managers, and marketers responded to thousands of real-time tweets. Incoming posts were assessed, then received appropriate replies (mixing pre canned and original content) – while providing a taste of the new truTV.
Based on history, we created 150+ canned responses to expected posts - including situational tweets, social cards and video featuring @truTV talent. The guiding principle: showcase truTV’s voice (pride, cheekiness and self-deprecation) while pointing toward an active destination (truTVisHere.com) with Channel/Provider Finder and clips of new truTV programming – and whose url literally answered the question posed by #HaveUFoundtruTV.

Results
• 64.2MM Promoted Trend impressions (273MM Total impressions)
• Reached 32.5MM Uniques
• *545% increase in positive brand sentiment.
• *48% increase Y-over-Y mentions.
• Twitter named #HaveUfoundtruTV one of the best examples of real-time marketing, amplification and integration of paid / shared media.

Contributors:

EVP Marketing, truTV:	Puja Vorha
Manager, Digital Content:	Ritch Duncan
Consultant, Marketing:	Dana Ortiz
Sr. Director, Digtal/Social:	Dan Manu
Manager, Marketing:	Kelle Rozell
VP, Digital:	Mari Ghuneim

TRUTV

Location: United States