First Large Scale Open Graph Based Campaign – Powered by Involver
This year, USA TODAY and Facebook were partnered on the USA TODAY Facebook Super Bowl Ad Meter, powered by Involver. It was a new web and mobile experience that went live on USA Today’s website as well as Facebook Brand Pages. It allowed Facebook users to be able to view, rate and share Super Bowl ads throughout and after the game, on the web or via their mobile devices.
The USA TODAY Facebook Super Bowl Ad Meter blended the industry authority of USA TODAY’s Ad Meter – which has been around since 1989 – with the social engagement Facebook enables across platforms and devices. The 2012 Ad Meter added tremendous value to the post-game analysis of Super Bowl ads – for both people and brands – because on Facebook, word-of-mouth happens at an unprecedented scale.
This app was the first ever large scale open graph based campaign. USA TODAY and Facebook reported that for every 100 content pieces that were shared via the app, an additional 120 users checked out the app. This incredible increase in the 23-year-old Ad Meter’s history, set engagement records not only with the Ad Meter but drove more content into the Facebook News Feed than any other campaign-based Open Graph app ever. The Ad Meter had a whooping more than six million users which resulted in more than two million video views. And (as if we could even add one more amazing stat) this Involver powered app allowed for users to know in real-time who the Facebook community decided would win the 2012 Ad Meter.
We were thrilled to be a part of this innovative Open Graph campaign and would like to congratulate USA TODAY and Facebook for its incredible success.
To read Adweek’s article, visit: “How Facebook’s Open Graph Impacted USA Today’s Super Bowl Ad Meter – Led to 200,000 more videos viewed”
Download the Facebook/USA TODAY Ad Meter Case Study: click here.