Reference no: EM133589089
In 2013, The Weather Channel partnered with Vert Digital to execute a simple objective: "generate buzz, produce awareness and drive tune-in" around the network's newly-branded Tornado Week. Tornado Week was scheduled to be seven days of content and programming centered around one of nature's most impressive storms.
The timeline: Less than a month to create, launch, and execute a campaign from start to finish. From April 29 to May 3, The Weather Channel challenged Twitter users to help build a tornado inside their office. Each #TornadoWeek hashtag increased the wind power on The Weather Channel's interns, and the world was invited to engage with their experience in real-time via a YouTube live stream.
On Day 1, Vert Digital hooked up a custom Twitter tracker app at www.weather.com/intern to 11 high-speed, industrial-power fans surrounding the interns' desks. Then they launched the live stream... and watched the campaign go viral.
Discussion response: The campaign integrates Twitter and live video. If this was happening today, what other content forms would you try to integrate into this campaign? Your response should include at least two different types of media (owned, earned, paid) and two types of content (written, video, visual, audio). The media and content types can overlap, but you must include at least three examples in your response.