EVENT AND CONTENT PARTNERSHIP PROGRAMME
Chivas 25’s brand proposition is ‘Winning the right way’, a celebration of modern day legends’ achievements and chivalrous successes.
Every year TIME, magazine releases their coveted TIME 100 edition calling out the 100 most influential people of the year. They are the artists, scientists, entrepreneurs, leaders, writers, activists and performers who most profoundly shape our world.
We wanted to strengthen the synergies between the two brands by partnering with the Time 100 gala where celebrated finalists of the Time 100 are invited to an evening of conversation, laughter and music by amplifying the experience beyond the night of the event, strengthening brand perception through content, user engagement and interaction.
This year’s event represented the 10th of its kind, and so there was a great opportunity to build up the credibility of the event by taking a step back and exploring the historical breadth and depth of its winners. We aimed to
collaborate with TIME to develop highly relevant online video content that surrounds the editorial and physical events encouraging conversations and discussion.
We developed a creative concept that highlighted the meta-trends of the last 10 years’ worth of nominees and winners through the ‘Decade of Transformation’: http://time.com/time-100-decade-change/. This is a a userdefined
visualisation tool showing all previous and current TIME 100 content, allowing users to explore, discover and pull out trends, covering TIME 100 alumni over the years. The filter chosen by the user determines the content pulled into the responsive page. Not only does this bolster the credibility of the awards themselves (and TIME’s role in this) but it allows Chivas to power big picture editorially discussed trends, something the TIME audience wouldn’t
have seen without the brand’s involvement. To maximise usability and interaction the timeline was user-defined, in that each visitor could select the variables from which to pull insight about the nominees and winners.
Alongside this 10 year timeline, we commissioned a special Mentors video series that focuses around alumni interviews, discussing who mentored and inspired each person to become influential in the world. See them here:
http://time.com/collection/time-100-mentors/. The talent we secured for this was Abby Wambach (Soccer player and two-time Olympic gold medallist) Diane von Furstenberg (Fashion designer/icon): Jorge Ramos (Anchorman/
Media mogul): Lee Daniels (Oscar winning director): Brian Chesky (Entrepreneur / founder of AirBnB) and allows users to see a unique insight into how legends are born due to the inspiration those around them provide.
The campaign architecture Founded on three key communications pillars from the pre event build up, through to participation and finally amplification delivered across the bought, owned and earned disciplines.
To truly bring this genuinely credible partnership to life we distanced the project from advertisement promotions as far as possible and instead took an editorial and content-led tact.
In order to appropriately amplify this partnership, we maintained the native approach by including editorial text links for the homepage, pre-rolls on the event build up video, branded polls asking consumers who they think should win the TIME 100, as well as the usual cobranded display assets and a Homepage Takeover on the day before, and the day of, the actual TIME 100 event.
The digital and content extension to the sponsorships certainly helped extend the length of the campaign, generating buzz for 120 days around the event. We saw a tremendous increase in worldwide search volumes with clear spikes in the run up to and around the TIME 100 Gala dinner event on 21st April, peaking at just over 900,000. Incredibly, searches for Chivas TIME 100 related topics almost doubled Christmas product related searches.
The content clearly resonated as the Mentor series was by far the most successful traffic driver, delivering an excellent 16% CTR, highlighting that people were more engaged with the pre-roll content over other formats.
Furthermore the snackable and engaging content drove huge awareness and interaction both onsite and in social media. We generated a huge organic and earned coverage, providing us with over 5.4million twitter mentions, coverage in 329 news reports and 219 blogs. These sentiment of these were overwhelmingly positive; generating a 96% favourability rating.