The Discovery Channel’s Shark Week is the longest-running cable TV programming event in history, broadcast in over 72 countries and promoted heavily across its digital and social properties. Utilizing SnapApp’s content creation and publishing platform, Discovery’s ad operations and editorial groups were able to quickly create multiple pieces of interactive content, ranging from shark trivia to socially-based opinion polls, which were embedded directly into the website and social properties providing a seamless, branded user experience. By packaging sponsorship of this content for key advertisers, Discovery was able to deliver against its native advertising strategy.
Rockwell Automation, a global provider of industrial automation solutions, recently created a campaign to celebrate the 110th anniversary of their Allen-Bradley brand’s legacy of quality products and innovation. At the center of the campaign was a highly engaging photo contest designed to appeal to global audiences. With more than 300 user generated photos and over 7,300 votes cast on their Facebook page, they generated a huge buzz which seamlessly flowed into their marketing automation platform, triggering multiple marketing campaigns including Twitter, LinkedIn, press releases and a dedicated microsite making this one of their most exciting campaigns that continues to drive awareness and demand.
To support its "Reimagine Work" campaign, Cornerstone OnDemand, a global leader in cloud-based talent management solutions, created a series of interactive engagements designed to lead prospects to download relevant whitepapers as part of its core demand generation efforts. Using content repurposed from the whitepaper itself, the marketing team created a benchmark test to assess users' preparedness for workplace changes. Users were asked to test their knowledge regarding the work habits of employees across a broad age spectrum and, following completion of a short lead generation form, were rewarded with both their score and additional relevant information. Responses and lead data flow directly into Cornerstone's marketing automation platform, Marketo, enabling Cornerstone to build a lead profile within their database and follow-up with personalized correspondence, leading to higher prospect conversions.
For the past several years, The New York Times has used SnapApp’s content creation and publishing platform to create a Daily Theater Quiz to drive revenue through sponsorships supporting the Tony Awards. The unique content packages ran within iab units through The New York Times’ publisher-side server. Promoted on the nytimes.com websites and offline in the Theater section of the print edition, the quiz encouraged participants to test their Broadway smarts and be entered for a chance to win two tickets to a Broadway show. During the course of the 2013 six week campaign, the New York Times received more than 8.4 million impressions, achieved a 5.6% ad engagement rate, and acquired more than 10,000 email signups. This performance was 448% better than any ad in this space had ever performed.
Foxtel, a popular Australian broadcaster with shows like The History Channel Australia, uses content-driven experiences, created and deployed with the SnapApp content marketing platform, to continuously engage fans over the course of a season, promote upcoming episodes, and keep connected with its audience. Published directly to the CMS from SnapApp, The History Channel's microsite is chock-full of engaging, interactive content to keep fans coming back. By embedding newsletter signup information within each SnapApp, viewers are encouraged to sign up and keep connected with their favorite shows and like-minded viewers. With click-through-rates over 35% and completion rates over 49%, content created on the SnapApp platform has helped boost sign up rates for Foxtel newsletters by more than 15%.
Development Dimensions International (DDI), a global talent management consulting firm, uses SnapApp to engage prospects at the top of the sales funnel, with an emphasis on building engagement with DDI resources and trust in the brand. DDI has made extensive use of self-assessments and knowledge tests, such as their Common Leadership Styles Quiz. The quiz presented prospects with a series of light-hearted questions on different leadership styles. Based on their answers, users were graded on their knowledge and encouraged to download a targeted DDI white paper on the subject. Completion of the embedded leadgen form in many of the engagements triggers preset Eloqua campaigns, tied to the prospect’s assigned persona and generally encouraging them to interact with additional targeted content and products. While each SnapApp follows a common flow, they are customized to match underlying DDI content and products. DDI has seen significant lift in engagement and prospect acceleration through the sales funnel. Prospects who interact with DDI's SnapApp content are 6x more likely to open follow-on email campaigns and 17x more likely to click-through to DDI content.
Harte Hanks, one of the world’s leading marketing service organizations, uses SnapApp’s interactive content marketing platform to engage prospective Strategy Based Marketers. Recently, Harte Hanks created a stylized calculator SnapApp designed to help users assess the ROI of investing in improved market intelligence. Prospects received an email directing them to interact with the calculator hosted on a mobile optimized landing page. Upon completion of a customized leadgen form, users receive a specific dollar value based on the information that they entered. Using SnapApp’s direct API integration with Eloqua, Harte Hanks seamlessly collects each users answers as well as their specific lead information, which it uses to support progress profiling within its marketing database. The campaign enjoyed a 51% CTR and 75% of users completed the lead form.
Bizo, a B2B advertising company, recently used SnapApp to promote the latest version of their guide “B2B Display Advertising For Dummies”. Embedded within the company’s blog, the SnapApp encouraged readers to test their knowledge of display advertising best practices by answering a series of questions. Upon completion of the customized leadgen form, users received one of several results based on how they answered the questions. Through SnapApp’s integration with Eloqua, submission of the lead form then triggered a preset email delivering the promised “Dummies” guide right into the prospect’s inbox. The campaign proved to be very successful with 79% of visitors to the blogpost engaging with the SnapApp and 56% choosing to complete the leadgen form in order to receive the guide.
With a combined readership of more than a million, the Times Shamrock family of daily, community and alternative newspapers prides itself on delivering to its advertisers an engaged, quality audience by using innovative advertising programs that deliver results. Capitalizing on the local passion for football, Times Shamrock created a series of Pick ‘Em contests for its newspapers to sell as sponsored content. Customized for each publication, readers picked the outcomes of 16 football match-ups over 10 weeks. Revealing weekly winners in the newspapers’ print editions, Times Shamrock was able to bridge the gap in online and offline reader engagement. Times Shamrock sold several sponsorships for each of the contests, increasing their ad revenue and providing their advertisers with interactive content. Users, advertising directors and newsrooms all felt the success of the Weekly Football Pick ‘Em SnapApps. Promoted online, in print, and through social channels, the content created with SnapApp helped to increase engagement across each publication, including a 495% increase of unique participants at Republican Herald.
Luxury Link, a world-class luxury hotel and travel resource, deployed a multi-channel, content-driven assessment to qualify prospects and direct users to targeted offers using the SnappApp content creation and publishing platform. Users were asked a series of fun questions relating to their ideal vacation activities while flipping through content showcasing magazine quality travel destination images. At the end of the engagement, users were shown one of a number of predefined targeted results based on how they answered the questions, each redirecting the user to the appropriate part of Luxury Link's website. The assessment was promoted across their website, Facebook and email campaigns, all tying back seamlessly to their marketing database.
When PBS needed a solution to optimize and scale their content marketing strategy, they turned to SnapApp. The lead generation team was looking for a solution that would enable them to rapidly build content tied to their hugely successful programming, such as Downton Abbey, and convert user engagement into donor leads tied directly into their existing Eloqua marketing automation system. Leveraging SnapApp’s content marketing platform, PBS has developed 100+ pieces of content, served over 2.2 million impressions and generated over 156,000 leads. The Downton Abbey content engagements alone achieved a 48% average CTR, a 43% average conversion rate, and connected more than 11,000 individuals with their local PBS stations.
Ziff Davis Media, a leading all-digital media company with sites like PCMag.com and Geek.com, significantly increased their online newsletter subscribers with SnapApp’s content creation and publishing platform. By creating a series of unique content experiences allowing website visitors to interact with existing articles, the editorial team was able to quickly drive net-new subscribers for both the magazines and key advertisers who sponsored the content. Using SnapApp’s real-time analytics, Ziff Davis could attribute how each piece of content performed in driving time on site in addition to new subscriptions.