PARTNERSHIP CASE STUDY RESULTS: INTEGRATED PROMOTION DESIGNED TO DRIVE TUNE-INS
In the fall of 2016, CBS and the Boy Scouts of America teamed up to promote the launch of the new MacGyver television series within the Scouting community. To drive tune-ins and awareness, CBS and Scouting Works developed an integrated marketing campaign that targeted Scouting youth ages 12–17, as well as Scouting adults throughout the organization.
“There’s a reason blog readers selected MacGyver as one of the fictional characters most likely to be an Eagle Scout. Like real-life Scouts, MacGyver is kind, brave and resourceful. The MacGyver of the 1980s and early ’90s used problem-solving skills, science and found objects to defeat bad guys. Now, he’s back and better than ever.
In celebration of an all-new MacGyver series, premiering Friday on CBS, Scouts are invited to enter the MacGyver Challenge: Scout Edition Sweepstakes for a chance to win big prizes. – Bryan on Scouting blog post.
Campaign Runtime: Sept. 21–Oct. 31, 2016
Campaign Objective: Drive tune-ins and awareness for the launch of the Macgyver television series
Media Vehicles: Boys’ Life magazine, Boyslife.org, Boys’ Life Facebook and Twitter channels, ScoutingWire.org (BSA Official Blog and enewsletter), Boy Scouts of America Facebook channel, Bryan on Scouting sponsored blog post, Scouting magazine Facebook and Twitter channels, STEMScouts.org, STEM Scouts Facebook channel.
Entrants were also encouraged to create their own MacGyver Challenge projects, in which they took everyday objects and converted them to something useful. They were asked to upload photos of their projects or describe their projects using the MacGyver Challenge form. Entrants were not required to submit their projects to enter to win the MacGyver Challenge Scout Edition Sweepstakes.
Boys’ Life Magazine
Bryan on Scouting
Boys’ Life Facebook
Boys’ Life Scouting
Scouting Magazine Facebook
Scouting Magazine & Twitter
PROGRAM EXECUTION: MULTI-MEDIA. HIGH VISIBILITY.
The flagship of the promotional campaign, the MacGyver Challenge Scout Edition Sweepstakes, invited Boy Scouts and Venturers ages 12–17 to enter the sweepstakes for a chance to win the grand prize – a trip for them and a parent or guardian – to Atlanta, Georgia, to visit the set of the MacGyver TV series; runner-up prizes that included MacGyver branded promotional materials, and even a collector’s edition patch for all who entered the sweepstakes.
Entrants were further encouraged to create their own MacGyver Challenge projects, in which they took everyday objects and converted them to something useful. They were asked to upload photos of their projects or describe their projects using the MacGyver Challenge form. Entrants were not required to submit their projects to enter to win the MacGyver Challenge Scout Edition Sweepstakes.
To maximize engagement with the Scouting community, the MacGyver Challenge Scout Edition Sweepstakes landing page ran a video between Sept. 21–24, 2016, to promote the series premier on CBS, Friday, Sept. 23 at 8 p.m. ET, and ran a video between Sept. 24–Oct. 31, 2016, to promote the ongoing series, Fridays at 8 p.m. ET.
Total Online Engagement: more than 1,265,000
Total Social Engagement: nearly 100,000
Total Print Reach: up to 3.8 million
Total Combined Blog Engagement: more than 18,500
Total Promotional Entries: 1,158
Total Program Engagement: more than 5 million engagements
Scouting Works Engagement Marketing Programs
BSA integrated engagement programs utilize a combination of marketing, media and sales opportunities. Each integrated approach reaches millions of youth and families and is focused on building sales and loyalty for your brand. Leverage the powerful allegiance of Scouting families and alumni to build meaningful long-term relationships with your target audience.