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Disperse Interactive
Forget everything you think you know about marketing and media buying
Social media has changed everything. The reason it's called social media is not because you buy it. It's because you're supposed to use it, just like the audiences you're trying to reach.
This is where we come in. Since 2000, Disperse Interactive™, Inc. has been a pioneering, full-service interactive marketing agency here to help you navigate, create, manage, monitor, and map the fast-evolving world of social media and social networks.
Disperse Interactive
Disperse Live! works with event marketers to extend their offline experiences on social media. Contact Rico Gratil at rico@disperseinteractive.com.
Disperse Goodwill works with non-profits, faith-based groups and religious organizations to coordinate volunteers and more closely and affordably reach contributors on social media. Contact Marco Ambrosio for more information at marco@disperseinteractive.com.
Disperse Diverse works with multicultural marketers and researchers to recruit and survey consumers on social media. Contact Michelle Broomfield for more information at michelle@disperseinteractive.com.
Disperse Elect works with politicians, campaigns, and politically-involved organizations to assemble supporters and reach voters on social media. Contact Al Berrios for more information al@disperseinteractive.com.
Disperse Diffusion is a strategic planning and analytics service that works with marketers and researchers on brand tracking, reputation monitoring, competitive analysis, and other data-driven client needs. Contact Stephen Byrne for more information stephen@disperseinteractive.com.
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Disperse Interactive
Work: Hartz Crunch n’ Clean™ Video Contest
Objectives
The Hartz Mountain Corporation, the leading U.S. pet products company, introduced a new dog biscuit product in early 2009 with a patented, new technology called DentaShield, an innovation in pet dental care.
Prior to investing in a nationwide marketing effort, Hartz decided to leverage social media to introduce the product to the consumer market place in an effort to generate buzz and excitement.
Disperse in Action
Working collaboratively with their public relations agencies, Disperse Live! created a video sharing contest, a social network, and web site (crunchncleancontest.com) where consumers can create and share videos of themselves brushing their dog’s teeth in a fun and outrageous way for a chance to win $1,000 and a lifetime supply of Hartz Crunch n’ Clean™.
Results
During the summer, our disperse teams grew the Hartz social media network on Facebook, MySpace, Twitter, Vimeo and YouTube to 2,000 dog owners, which ultimately generated dozens of consumer generated videos, all centralized and ratable on our website.
Work: David Weprin for NYC Comptroller 09
Objectives
David Weprin has served the people of the 23rd District as Council Member and all of New York City as Chairman of the Council’s Finance Committee since 2001. When Councilman Weprin decided to run for Comptroller of New York City in 2009, a city-wide office responsible for being the city’s watchdog and managing the city’s $107 billion pension funds, David Weprin 2009 hired Disperse Elect as its social media marketing agency to overhaul its web presence.
Disperse in Action
Our team set out to assemble the largest support base any city-wide candidate in New York City has ever enjoyed on social media. We engaged in 9 of the top social media communities, building profiles that reflect David Weprin’s goals and values. These 9 profiles were updated daily with fresh content from the campaign trail. We also developed a new and improved davidweprin2009.com that aggregated all of the candidate’s social media feeds in an effort to keep his messaging centralized and allow voters to explore David’s campaign with ease.
Results
Councilman David Weprin’s social media network was 4 times larger than all of the other three opponents combined! The coordination between his network and his revamped, social media-friendly website, allowed the campaign to recruit over a dozen volunteers and raise over $50,000 in matching funds contributions towards his campaign in 3 months!
Work: Comixology™
Objectives
Comixology™, a company that brings Web 2.0 to the comic book market by providing weekly lists of new releases, participated in this year’s Third Annual New York Comic Con. New York Comic Con is the East Coast’s largest pop culture convention bringing over 150,000 fans to New York City to enjoy the latest and greatest in anime, comics, graphic novels, manga, movies, television, toys, and video games. Comixology™ wanted to increase their presence at the convention while keeping their followers who were unable to attend as involved as possible.
Disperse in Action
Prior to the convention our Disperser team drove traffic to the Comixology Facebook and Twitter accounts, focusing on Comixology’s "family" target audience. Our Disperse Live! production crew attended all three days of the convention, documenting Comixology’s status, snapping photos of the various exhibits, and recording portions of the celebrity panels. The content was quickly edited and uploaded for Comixology followers to access and explore.
Results
Our team helped leverage Comixology’s presence at New York Comic Con by building engagement, creating a space for open dialogue, and improving their internet searchability. Ultimately, our efforts increased traffic to their website by 300%.
Work: Sanders 09
Objectives
NYC Councilman James Sanders Jr was running for 3rd term re-election in NYC District #31 in 2009 against 6 challengers, 2 of which had a level of sophistication with the internet that Councilman Sanders’ campaign lacked.
Disperse in Action
Within days, our Disperse Live! crew filmed and edited nearly 4 hours of original HD digital video (with an original soundtrack) in his district and at City Hall and immediately uploaded the finished product to YouTube, Facebook, MySpace, Flickr, and 2 other video sharing sites that our team of dispersers produced for the campaign. Our team then created a social media-friendly website where all of Councilman Sanders’ content converged, allowing him direct access to his supporters in their living rooms in his own style.
Results
Councilman Sanders was able to utilize his network to spotlight the damage his leading opponents had done to the community and continuing to present his image as the best one for his community. Disperse Elect’s management of the Councilman’s social media presence and website is credited with securing a victory for the councilman by a margin of double the number of votes his leading opponent received.
Work: Alma DDB
Objectives
Alma DDB, one of DDB’s Latino- focused agencies, needed a “quick and dirty” on Latino males’ preference of Bacardi beverages Baccardi Gold and Cazadores Tequila for an important presentation.
Disperse in Action
Within days, our Disperse Diverse team built a survey site, designed 10 profiles on Facebook, Twitter, etc, and assembled a nationwide audience of 400 Latino males on social networking sites.
Results
Exactly 7 days after the first phone call from Alma DDB, our team generated 75 responses to our survey and published a comprehensive report on those findings for Alma DDB’s creative team.
Work: Burger King FamFest 6-City Tour Brand Tracker
Objectives
Burger King’s multicultural agency needed to track the impact of a media buy for a 6- market FamFest tour targeted at African American households. Two weeks prior to the first market, our team launched over 20 profiles on social media and recruited African American moms in and around the areas where the heaviest media buys occurred in order to gather their feedback.
Disperse in Action
Over the next 2 months, our team recruited over 3,500 AA moms and tested for media buy effectiveness, intent to attend, family- friendly entertainment preferences, and how BK stacks up in their community involvement vs other national fast food chains.
Results
Our survey ultimately generated over 500 responses, delivering an enormous amount of information for BK’s brand tracker with an audience it was unable to measure previously.
Work: Showtime Networks Original Programming Viral Promotion
Objectives
With critically acclaimed original series like Dexter™, Weeds, Californication™, Brotherhood®, The Tudors, The L Word®, This American Life™ and Penn & Teller: Bullshit!, the best shows are now on SHOWTIME! But when Showtime launched their first string of original programming in 2001 to compete with HBO's original programming success, they tapped us to help them reach audiences premium cable had never reached before with provocative viral campaigns for Soul Food, Resurrection Blvd, and Queer as Folk.
Disperse in Action
We created continuous, ongoing buzz for 2 seasons that drove each one of those shows to successfully compete for audience; and it showed Showtime how deep their relationship really was with these niche audiences.
Results
Our dedicated team ultimately engaged nearly 220,000 highly targeted consumers across 374 sites over the course of 10 moand interactions.
Work: Dunkin’ Donuts and Little Stevie’s Rockin’ Garage Battle of the Bands Competition
Objectives
Founded in 1950, Dunkin' Donuts is the world's largest coffee and baked goods chain, serving more than 3 million customers per day. In 2004, to compete with Starbucks' headline-grabbing expansion, Dunkin Brands began an offensive to attract the 18-24 young male to their brand and the internet was an integral part of that effort. Dunkin' Donuts' national public relations agency engaged Disperse to support in this area.
Disperse in Action
Centered around a "battle of the bands" contest with celebrity artists and hosts, our agency, working closely with Dunkin’s PR agency, helped differentiate Dunkin's competition from among 21 other contests during the 6 months it ran, engaging nearly 336,000 highly targeted consumers across 2,253 sites over the course of campaign.
Results
Our team ultimately drove participation and attendance to each regional contest, and contributed to raising DD's relevancy online to younger drinkers by an estimated 69% from where it had been prior to our program.
Work: TV Land/Nick@Nite Original Programming Viral Promotion
Objectives
In 2006, TV Land rebranded as the ultimate Baby Boomer entertainment brand on all platforms. Armed with a slate of new original programming and movies, the network became uniquely positioned to cater to America’s 78 million Baby Boomers, the first generation of Americans who grew alongside television. Internet was to be a major platform and our agency was hired to increase awareness for tvland.com video content.
Disperse in Action
Our efforts were focused around original TV Land / Nick@Nite new programming including "TV Land Awards", "Living in TV Land", and "America’s Funniest Moms 2", for which our team targeted and engaged nearly 75,000 boomers across 171 social media sites, which ultimately reached a 2nd and 3rd degree audience of 217,000 consumers.
Results
This translated into a $0.45 CPM – a 33% decrease in TV Land's total marketing cost of acquisition online and an estimated 20% boost to online traffic.
Work: New York Post Special Section Viral Promotion
Objectives
As part of a new focus on introducing niche sections to continue to increase their circulation, the New York Post launched Tempo in the fall of 2003 targeting 2nd and 3rd generation Latinos in the New York metropolitan area. To generate buzz among NYC Latinos and drive traffic to the Tempo website, New York Post turned to Disperse Diverse.
Disperse in Action
First we set out to acquire some of the freshest data on where Latinos spent most of their time online. To that end, we surveyed thousands of consumers to help us understand what to say and where to say it. Then, over the next 12 months, we engaged 415,000 Latinos across 2,811 chat rooms as new issues were launched monthly.
Results
Tempo went on to be one of the most successful sections launched in the paper’s history. It contributed to making the New York Post the highest circulation paper in New York City, right in the middle of a newspaper resurgence that saw 2 new tabloids capture 6% of the market - both free - for an unprecedented total of 9 daily newspapers.
Work: Pepsi Blue New Product Launch Brand Tracker
Objectives
In 2002, Pepsi introduced Pepsi Blue to young males in the Southeast part of the U.S. Recognizing the ficklness of this audience, Pepsi decided to invest in understanding how this audience perceived their brand and this new flavor prior to launching specific creative.
Disperse in Action
Working closely with their multicultural ad agency, Disperse Diverse developed an ultra-fast approach to interview this demographic based on our proven methodology. We interviewed over 1400 young males in 1 week at a 95% cost savings for our client.
Results
Our consumer study detailed specific activities, venues, media and programming preferred by our client's desired consumer segment, which they were able to use in high-level strategic communications decisions.
Work: Timberland New Product Launch Viral Promotion
Objectives
In 2003, Timberland introduced the “roll-top” boot, their first ever product aimed at the boot-as-fashion market. Furthermore, Timberland decided that they wanted to directly engage the African American Timberland customer that had adopted their product so passionately.
Disperse in Action
Working closely with their multicultural event marketing agency, Disperse Diverse conducted a reputation monitoring survey and viral promotion campaign utilizing nothing more than a photo of the product that allowed us to collect tremendous amount of information about consumer preferences and buying habits against an audience that Timberland had no prior insights on.
Results
Our team engaged nearly 150,000 consumers across 20 top websites where our client’s audience visited frequently and within 2 weeks, we were able to answer some very important questions for Timberland, including ideal venues to distribute, media channels preferred by the audience, and price elasticity for this new product, most of which Timberland utilized for the actual launch in the spring of 2003. The roll top boot ultimately became one of the most successful product launches in Timberland’s history.
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