Client research in hours, not weeks
Using Crimson Hexagon and Twitter data, the team could now parse specific consumer conversations that it was never able to reach at scale before. Matt Kautz, Machinima’s head of business intelligence, and his team of analysts now spend a significant portion of their research time in the Crimson Hexagon platform, reviewing data behind key personas and then creating strategies for video advertising campaigns on key YouTube gaming channels. Some of their top clients are Warner Brothers Interactive, Nestle Hot Pockets, Honda, and other Fortune 500 brands.
Using insights gathered over its years of traditional audience surveying, Machinima was able to determine keyword queries for each of the six core gamer motivation segments. For example, Machinima knows that “World of Warcraft” players who are interested in collecting treasures are most likely to be achievement gamers. Using Crimson’s unique indexed data library, Matt’s team was able to categorize posts for each persona they defined. Ten thousand users per monitor were then downloaded and re-uploaded as whitelists to track non-gameplay conversation.
These whitelists have helped take the turnaround time for client research from weeks to hours. Before they were created, if Machinima wanted to help a client understand which gamer segment had the highest affinity for its product, it would require a full survey be written, programmed, and delivered to its legion panel. Now, using Crimson Hexagon’s Affinities graph tool or a post list search, an analyst can understand audience affinity in minutes.
Machinima is now able to provide actionable insights and strategies to partners, and create influencer programs and fan event experiences that engage and inspire.
Using Crimson Hexagon and Twitter data, Machinima ran ads targeting men age 18-34 for strategic advertising campaigns for Nestle Hot Pockets, engaging users with a higher interest in its brand by using the gamer motivation segment whitelists built within the platform. The Affinities tool demonstrated how action gamers who love eSports were the right audience to promote the product to. With these insights, Machinima created a two-day live-stream eSports tournament attended by thousands of gamers, with millions more engaging online. With social insights like Twitter data, the team could find results fast and quickly deliver research on key audiences.