In partnership with The Henry Ford, Litton Entertainment launched a cross-promotional, multi-platform campaign, #MoMadness, to celebrate INNOVATION NATION’s 100th milestone episode.
INNOVATION NATION is a weekly half-hour series on CBS designed to inspire and entertain 13-16 year olds but is suitable for all members of the family. INNOVATION NATION, hosted by Mo Rocca of CBS’ “Sunday Morning,” is a celebration of the inventor’s spirit- from pioneers of the past to the forward-looking visionaries of today, including young entrepreneurs with a drive to make the world a better place.
With the tagline, "March may be over, but the madness isn't!" #MoMadness kicked off on April 1, 2018 as a month-long robust cross-promotional multi-platform campaign to generate further promotion and awareness for INNOVATION NATION’s 100th episode. In addition to driving broadcast viewership, the campaign acted as a vehicle for increasing public information about STEAM related topics and encouraged a new generation to emerge as forward thinkers.
Some of the best inventions from the past four seasons of INNOVATION NATION battled it out in a bracket-style "face off" to become the 1st Annual #MoMadness Champion. Throughout the campaign, users were prompted via Twitter to vote (polling feature) for their favorite inventions in a single elimination showdown format. Viewers and online fans also had the opportunity to win some sweet swag!
#MoMadness was accompanied by educational and informational based content - infographics, video quizzes and full broadcast segments - dubbed #FullSTEAMhead. Over 277K total social impressions were garnered over 1 week on series channels.
ENGAGEMENT ACROSS SOCIAL PLATFORMS
-Total Twitter Impressions: 304,168 (+103%)
-Total Twitter Engagements: 11,431 (+300%)
-New Twitter Followers: 353
-Twitter Profile Visits: 31,100 - highest ever for a single month
-Total Facebook Impressions: 165,120
-Total Facebook Video Views: 14,38
-New Instagram Followers: 301 (+16%)
-Total Instagram Impressions: 100,561 (+117%)
-Instagram Profile Visits: 1,395 (+37%)
#MOMADNESS CROSS PROMOTION
•Host Mo Rocca appearance on The Talk (2.8 million viewers)
•KREM CBS Affiliate covered #MoMadness and Solar Roadways
•Correspondent Alie Ward appeared on Innovation Crush Podcast (Subscribed by 700,000)
•Facebook Live session #AskAlie
•Hearst Live Promotion (Audience of 250,000/day)