Recently Kansas City-based company AMC Theatres invited a group of local bloggers to experience their brand new Fork & Screen concept in Olathe, Kan.
AMC’s social media man, Justin Gardner, sent out preliminary invitations to bloggers via Twitter. Those who responded received invites to the event. Shooting video and pictures was encouraged as the bloggers were given a VIP tour of the new facilities.
The obvious goal was to generate local buzz a few days before the theater’s grand opening on Halloween.
I began an Insight on the Fork & Screen the day after the event. Since Spark can look back in time, I was able to pull in Nodes dating back to early summer 2008. The queries (search terms) I used looked for Nodes that specifically mentioned the Olathe Fork & Screen.
The day before the event, only 34 Nodes (Web sites) mentioned Fork & Screen. Daily growth in the few days following the event was staggering. This data comes from the Node Aggregation chart:
• 24 hours: 54 percent, 73 Nodes
• 48 hours: 61 percent, 93 Nodes
• 72 hours: 76 percent, 155 Nodes
From October 28 to November 2, the Ecosystem grew 80 percent to 168 Nodes.
Using the Relative Insight Scenario Spread, you can see the bulk of the Ecosystem’s growth comes from social technology Web sites:
- Blogs – Scene Stealers, I, Shane, Ramsey, me
- Social networks – Twitter
- Reference sites – Flickr
- Videos – YouTube
These categories combined make up 66.67 percent of the Ecosystem – and they are all sites where users can have conversations and exchange and share user-generated content.
It’s worth mentioning that 26.1 percent of the Ecosystem is made up of News Web sites. After drilling down into the results, I discovered most of these sites use a set of AP articles (most likely taken directly off the wire).
Compare the blog and social network activity the day before the event to 48 hours after. UGC exploded as soon as the bloggers could get home to their computers. Some didn’t even wait that long, sending out Tweets right from the theater.
On the left are the blog and social network Web sites mentioning "Fork & Screen" the day before their blogger event. On the right are the blogs and social networks 48 hours after the event. Click the image to get a larger view.
Watch the embedded video to see the Ecosystem grow using our Virtualization tool. The large bursts of Node activity come in the few days following the blogger tour.
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Two other pieces of information tell me that AMC’s attempt at combining a “real world” activity with the digital world was successful.
First, AMC Web sites and press releases only make up 8.91 percent of the total Ecosystem. Second, the overall sentiment in the Ecosystem is overwhelmingly positive.
If you look at the Conversation Sentiment Spread graph, it shows that only 7.7 percent of the conversations that registered sentiment were neutral or negative.
Based on these percentages (company sites and press releases vs. social technology sites), AMC’s one-night investment was returned with a 750 percent growth in positive online buzz.
Only 7.7 percent of the comments for AMC Fork & Screen were neutral or negative.
If AMC wants to keep up the good WOM, I would suggest reaching out to the bloggers once in awhile. Keep the relationships friendly, and they’ll see more positive return on influence.
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This post gives an excellent overview of what you guys can do. I am impressed. I’m interested in seeing more Case Studies like this. It would also be interesting to see how the data for the Fork & Screen evolves over time.
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