TWEETUP WILL TRACK REAL-TIME REACTION TO SUPER BOWL ADS
DigitasLBi, a global marketing and technology agency, will host The 3% Conference, The Representation Project, and Instant Census for a Super Bowl Tweetup during the game on Sunday, Feb. 7, 2016. Participants will include female creative directors from across the U.S., including DigitasLBi, and 1,000 female consumers sourced from The Representation Project community to provide feedback on what ads are effective and appealing to women throughout the game via a text-message-based survey run by Instant Census.
3%’s Founder Kat Gordon, CCO Lisen Stromberg, and Social Strategy Lead Laurel Stark Akman will attend, along with Bay Area creatives and the team from The Representation Project. Last year, the Tweetup hashtags generated 59 million impressions on game day alone.
“We’ve been mobilizing ad women to live-tweet to brands (and their agencies) in response to Super Bowl ads for several years now. What’s revolutionary this year is we’re using emerging technology to enable 1,000 female consumers to join the chorus in a way that’s immediately measureable,” says Kat Gordon, founder of The 3% Conference. “We will know definitively within minutes which ads are resonating with women, which ads have alienated them, and why.”
“DigitasLBi SF is thrilled to host and participate in this movement on Super Bowl Sunday and we look forward to learning from the instant data from female consumers that comes through,” said Dave Marsey, EVP/Managing Director of DigitasLBi San Francisco. “We’ve sent over 200 attendees to The 3 Percent Conference and have seen first hand how joining Kat’s movement is making real change.”
HOW TO JOIN THE TWEETUP
1). The Hashtags: #3PercentSB, #NotBuyingit, #MediaWeLike, #InstantCensus
2). Download The Super Bowl Tweetup Scorecard, which allows participants in the Tweetup to call advertising touchdowns for brands scoring well with #MediaWeLike and fumbles for those in need of improvement with #NotBuyingIt.
The 3% Conference is a movement changing the narrative around marketing to women and has helped raise the number of female creative directors from 3% to 11% in just a few years. For the third year in a row, The 3% Conference is partnering with The Representation Project (TRP), a cultural change organization that inspires individuals and communities to challenge and overcome limiting gender stereotypes, in hosting the Tweetup. The Representation Project created the popular campaigns #NotBuyingIt and #MediaWeLike, which inspire people to join together in celebrating good representations in advertising and merchandising, and to call out the bad. The addition of text-message survey software company Instant Census harnesses the power of SMS messaging to provide data in real time on how closely women are watching ads and making purchase decisions based upon what they see.
“Media is the message and the messenger, and the content of advertisements matter,” said Jennifer Siebel Newsom, founder and chief executive officer of The Representation Project. “It is because of conscientious consumers speaking up over the past few years that we have actually seen a shift in advertising during the Super Bowl and beyond. By being able to track and record feedback in real time, we can continue to advocate for ads that depict men and women as more than extreme and harmful gender stereotypes.”
ABOUT THE 3% CONFERENCE
Started as a passion project to spotlight a huge business opportunity in advertising—the lack of female creative leadership and its impact on connecting with an overwhelmingly female marketplace—The 3% Conference has grown exponentially since its 2012 launch. Today it is a full-fledged movement encompassing a 750-person, two-day annual conference in New York and one-day MiniCons throughout the world, along with a vibrant online community, an agency certification program, and a student scholarship fund. Learn more at 3percentconf.com.
ABOUT THE REPRESENTATION PROJECT
Using film as a catalyst for cultural transformation, The Representation Project inspires individuals and communities to challenge and overcome limiting stereotypes so that everyone, regardless of gender, race, class, age, sexual orientation, or circumstance, can fulfill their human potential. Jennifer Siebel Newsom founded The Representation Project (a 501c3) in 2011 in response to the overwhelming public demand for ongoing education and social action in support of her first film, Miss Representation. Since then, The Representation Project has released Newsom’s second directorial film, The Mask You Live In, and become well known for creating popular campaigns such as #NotBuyingIt and #AskHerMore. Learn more at therepresentationproject.org.
ABOUT INSTANT CENSUS
Instant Census automated text message surveys help researchers, companies, and brands interact more quickly and effectively with their audiences. By using the power of text messaging, our customers receive data and feedback in real time, with results available in seconds to minutes instead of hours to days like with email or phone surveys. To find out how you can achieve higher response rates and faster response times on your next survey, visit instantcensus.com. Text “Demo” 617 500 1323 to see Instant Census in action!
DigitasLBi is a new breed of data-inspired lead agency. We fuse creativity, data, and technology to help our clients transform their business. A top-ten global marketing and technology agency, DigitasLBi is comprised of 6,000 digital and technology experts across 40 offices in 25 countries worldwide. DigitasLBi is part of Publicis.Sapient and is a member of Publicis Groupe, the world’s third-largest communications group. With approximately 60,000 professionals spanning 108 countries on five continents, Publicis Groupe offers local and international clients a complete range of communications services. Website: www.publicisgroupe.com
Ron D’Amico, DigitasLBi
Phone: (415) 293-2111