ellen's heads up! - play your heart out
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AGENDA“Play Your Heart Out” Wrap-Up Report
Activation Calendar
Integrated Activations
Executive Summary
Key Findings
1.8MM+
Total Game Plays*
Campaign Dates: June 26 – September 17, 2014
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EXECUTIVE SUMMARYGoogle Play Partnership with Ellen’s Heads Up! App Breaks Records
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Google Play integrated their brand directly into Ellen’s wildly popular Heads Up! App.
Campaign Strategy:
o Custom “Play Your Heart Out” deck
o Co-branded game cards
o Co-branded scorecard with clickable results linking users to Google Play Store
Program Results:
o Total increase of Heads Up! user base by 1.76MM+
o 39% increase since campaign launch
o 1.92MM+ total game plays
o 5.3% interaction rate on Android scorecard
o “Play Your Heart Out” deck ranked 6th overall most played deck out of 30 total decks in app
Watch the “Play Your Heart Out” Deck in Action!
Source: Ellen Internal Reporting Metrics from June 26 – September 17 , 2014;*Branded Exposure Formula: Ave. Game Time (65 Sec.) * Total Game Plays (1,9020,715) / 60 (min.)/ 60 (hours)
35KHours of Branded
Exposure*
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6/26
ACTIVATION CALENDAR
9/6
Homepage Editorial Post
Google Play Deck Goes Live on iPhone
Social Media PromotionGoogle Play Deck Goes Live on Android
Social Media Promotion Co-Branded Rotational Media
“Play Your Heart Out” Program
7/7
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FREE DECK DOWNLOADSFree “Play Your Heart Out” Deck Downloads for Android and iPhone Users
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1.7 MM+App Installs
39%Increase in User Base
Free Heads Up! App Downloads for Android users
throughout campaign flight
Source: Ellen Internal Reporting Metrics from June 26 – September 17 , 2014
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IN-APP BRANDINGGoogle Play Branding Throughout “Play Your Heart Out” Game Experience
6
2.3MM+
Total Deck Taps
Branded Deck and Game Description82%
Play Rate
In-Game Card Branding
Source: Ellen Internal Reporting Metrics from June 26 – September 17 , 2014
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HYPERLINKED SCORECARDScorecard Linked Directly to Google Play Store for Android
Users
7
Clickable Scorecard
Google Play Store
51K+Scorecard
Clicks
5.3%CTR
Source: Ellen Internal Reporting Metrics from June 26 – September 17 , 2014
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HOMEPAGE EDITORIAL POSTOn Thursday, 6/26 the “Play Your Heart Out” Deck was Featured on
EllenTV.com
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38K+Page Views
Source: Ellen Internal Reporting Metrics from June 26 – September 17 , 2014
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SOCIAL MEDIA PROMOTIONOn 6/26 and 7/7, @TheEllenShow Posted Promotional Tweets
9
29.5 MM
Followers
29K+ Favorites
600Re-Tweets
Source: Ellen Internal Reporting Metrics from June 26 – September 17 , 2014
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SOCIAL MEDIA PROMOTIONOn 7/7, Ellen’s Facebook Page featured the Google Play
Partnership
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15.5 MM
Followers
4.4K+ Likes
133Shares
Source: Ellen Internal Reporting Metrics from June 26 – September 17 , 2014
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TOP TEN DECK ON ANDROID“Play Your Heart Out” Becomes One of the Most Popular Decks on
Heads Up!
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Ranked 6 out of 30
Total Decks!
Source: Ellen Internal Reporting Metrics from June 26 – September 17 , 2014
Most Played Decks on Heads Up! 1. Just for Kids2. Act it Out3. Animals Gone Wild4. Superstars5. Accents & Impressions6. Play Your Heart Out7. Adult Supervision 8. Blockbuster Movies9. Mix it Up10.Hey Mr. DJ
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CO-BRANDINGRotational Media Support on Ellen Mobile and EllenTV.com from 6/26 - 7/6
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14MM+ Web
Impressions
6MM+ Mobile
Impressions
13.56% CTR High for Mobile vs. Industry Average of 2.2%
Source: Ellen Internal Reporting Metrics from June 26 – September 17 , 2014
2.54% Campaign Average
CTR