The Challenge: Completely re-brand FLOTV.com and all social media properties, and provide social engagement strategies & execution

We recently had the opportunity to work closely with FLO TV, a wholly owned subsidiary of Qualcomm Incorporated, that was created with a single mission: to deliver a mobile entertainment experience unlike anything on the market today. They had recently developed a new branding identity and approached us to apply it to their web presence. In addition to upgrading their website and social media properties, FLO TV approached us to consult and execute on a variety of social media engagement campaigns.

The Goals

• Create a brand-aligned website with enhancements aimed at building consumer awareness, driving customer acquisition, conversion and retention.

• Put a finger on the pulse of FLO TV’s online following, then begin optimizing campaign and promotional efforts across all of their social media properties, including Facebook, Twitter, and YouTube.

The Solution

FLOTV.com

JHG creative, development and strategy teams collaborated with the FLO TV marketing team as well as their external creative agency to completely re-brand FLOTV.com within an expedited timeline in order to launch in sync with other concurrent marketing promotions. The development-heavy project involved a multitude of programming platforms and content management systems. Integrations included email marketing, flash animation, social media, video and web analytics. Unique enhancements included a module on the home page which pulled in live FLO TV Facebook updates and Twitter feeds.

Social Media Monitoring

In order to capitalize on the buzz generated from three FLO TV commercials broadcasted during the 2010 Super Bowl,JHG conducted a comprehensive social media monitoring campaign to identify and monitor FLO TV-related conversations on the web. Through this, FLO TV-related conversations, keywords and terms prior to, during and after the Super Bowl were discovered. Monitoring efforts revealed large spikes in overall brand-related conversations and provided crucial insight into sentiment as well as commonly used brand and non-brand keywords, all of which provided direction for future target marketing, SEO and PPC campaign optimization.

Facebook

Results of ongoing social media monitoring made it clear that there was an opportunity to better engage and retain new visitors to the existing FLO TV Facebook page through development of an interactive ‘Welcome’ tab.

JHG designed and developed a unique ‘Welcome’ tab that acts as a home page and introduces consumers to FLO TV on Facebook. To leverage the viral nature of the FLO TV “Moments” Super Bowl commercial, the tab showcased the video to drive brand recognition and increased views. In addition to showcasing video, the tab includes other interactive features such as a poll to engage visitors and collect valuable customer data.

Subsequent to the Super Bowl campaign, JHG replaced the ‘Welcome’ tab with a more brand-centric page that focused on introducing consumers to FLO TV’s expanding lineup of channels, technology and retail partners.

To help promote FLO TV’s upcoming World Cup 2010 programming, JHG partnered with the FLO TV marketing team and PR agencies to develop an integrated marketing campaign as well as build a sports-themed Facebook tab. The new tab showcases a sneak peak of U.S. National Soccer Team star Landon Donovan’s FLO TV commercial. In addition to the video, an interactive poll was integrated for visitors to weigh-in on their expectations of the US National Team’s performance in the tournament. The tab was launched strategically to coincide with exclusive articles published online viaThe New York Times and ESPN, as well as tweets and Facebook updates by Landon Donovan and FLO TV retail partners, all of which linked back to the sports-themed Facebook tab and commercial on FLO TV’s YouTube channel.

Twitter / YouTube

In coordination with the reskin of FLOTV.com, JHG applied FLO TV’s newly defined brand identity and creative to the FLOTV Twitter page and YouTube channel page. In addition, JHG provided strategic direction on overall Twitter and YouTube community engagement and cross-promotional opportunities.

Client Satisfaction

“JHG did a wonderful job of collaborating with our partner agencies to optimize our website for customer acquisition and retention and ensure a consistent brand identity across all our web and social channels.”

- Debra Marich
Staff Marketing Manager – FLO TV