OCNN

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Solution

Motorola was seeking to leverage its NFL sponsorship to drive awareness of its proprietary MOTOBLUR social networking technology. Leader devised a campaign, featuring the NFL's most-innovative social networker, Cincinnati Bengals' Chad Ochocinco, sparking one of the most dynamic social networking campaigns of the year.

The campaign created the OCHOCINCO NEWS NETWORK (OCNN), powered by MOTOBLUR. The concept positioned OCNN as "America's First Athlete-Driven Social Media Network" - the ultimate platform to showcase the benefits of MOTOBLUR. Throughout the season, Ochocinco delivered "OCNN News Reports" via Twitter and an OCNN Facebook page throughout the season. Ochocinco actively promoted MOTOBLUR throughout the program, and each tweet was tagged "via MOTOBLUR," creating the ongoing overt association between OCNN and MOTOBLUR. Leader worked closely with Motorola and its sports marketing agency, Genesco on every aspect of the campaign.

Service

During Super Bowl week in Miami, Motorola sponsored the Super Bowl Media Center in Fort Lauderdale - the hub for all media activity, and the site of "radio row" where national and regional sports-talk-radio programs base remote coverage. OCNN expanded its "news team" to include Washington Redskin Chris Cooley, Baltimore Raven Ray Rice and Arizona Cardinal Darnell Dockett.

The news team provided party, event and press conference coverage throughout the week. A MOTOBLUR/Motorola-branded OCNN news van was developed to transport the team and production crew to various coverage events, and a humorous viral video was produced to introduce the expanded OCNN news team.

Success

The OCNN campaign was a resounding success on a variety of levels.

  • Motorola saw four times the number of MOTOBLUR-equipped device activations over the course of the Super Bowl week period of the campaign.
  • Over the term of the campaign, Chad Ochocinco's Twitter following increased from 120,000 to 750,000, comparable to the circulation of most major market newspapers.
  • The OCNN campaign generated more than 240 million media impressions. Keep in mind, these are only the impressions based on what we were able to confirm using conventional web-based and media monitoring services. This does not account for a significant amount of other coverage via blogs, websites or smaller market TV/Radio outlets that aren't picked up by monitoring services. Nor does it account for the amount of exposures and impressions via purely social networking activity.
  • OCNN received coverage across virtually every meaningful sports and news outlet, both TV, print and online over the term of the campaign. Coverage outlets included:
    • TV: ESPN SportsCenter, ESPN NFL Live, ESPN Pardon the Interruption, ESPNews, MSNBC, Telemundo, Entertainment Tonight, NFL Network, FOX News Channel, The NBC National news feed (SNS Feed) and CBS Sports National news feed among others. Strong coverage in virtually each of the top 25 media markets in the country.
    • Print/Online: Sports Illustrated, USA Today, Associated Press, Wall Street Journal, Yahoo!, Huffington Post, Miami Herald, Washington Post, Arizona Republic, AOL Fanhouse and Deadspin among others.
    • Radio: Howard Stern Show, Jim Rome, Dan Patrick, Colin Cowherd, Sporting News Radio, NFL Radio/Sirius Satellite among others.
    • OCNN Facebook page grew to 16,000 fans, with an increase of 4,000 fans (33 percent) alone during Super Bowl week.
    • OCNN Super Bowl micro-site received over 44,000 page views by more than 35,000 unique visitors.