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Although online and offline marketing efforts are typically siloed, online content isn’t restricted to the digital world. When done right, content marketing can secure traditional media coverage such as TV, radio, and print. When DIRECTV wanted to promote the new film about Lance Armstrong’s downfall in the world of competitive cycling, we worked together to create a campaign about the story’s core – lying.
We surveyed 2,000 people to find out how they feel about lying, what types of lies they tell, and what types of lies they think are reasonable.
The study hit a sweet spot, and people were eager to learn about the lies that people tell and to discuss the results – including the team at the “Today” show. The “Today” show featured the study on their segment What’s Trending Today. The panel reviewed the worst lies, shared their opinions on white lies, and even gave examples of the white lies they regularly tell.
By connecting the Lance Armstrong story to an interesting topic people would enjoy talking about and creating original data on the subject, we were able to maximize the reach of the DIRECTV campaign and get coverage on national television. By exploring an emotionally-driven topic that makes people a little squeamish, we were able to get the Travelmath brand in front of audiences both online and off. To promote eBay Deals, we looked at how technology is used in different countries by surveying 1,000 people across the globe to uncover their most annoying tech pet peeves. The data – which revealed that most people are annoyed by smartphone photos posted at the gym, in the mirror, and while making a duckface – were compiled into the “Worldwide Tech Etiquette” study. The findings became a hot topic receiving coverage on high-authority blogs and national television programs. A panel on the “Today” show discussed the survey by sharing their own pet peeves and playing a game where they admitted to some of the most annoying tech habits. This study delivered original data on a relatable topic, which caught the attention of one of the biggest morning news programs. The report featured charts and graphics that examined the demographics of who is getting injured and how they are getting injured when impaired by alcohol or drugs.
While the information was connected to a serious topic, it was presented in a digestible and entertaining way, which helped the campaign catch attention around the web and on national television.
Fox News covered the story in a segment that started with introducing stats from the study, and then moved into a discussion where panelists discussed their opinions and personal experiences related to the topic. By turning serious information into a conversational topic, we were able to help spread the word about Recovery Brands through both online and offline channels.
Busbud, an online travel service that compares prices and books bus tickets around the country, wanted to generate brand awareness and draw more traffic back to their site. By using hashtag data on Instagram for “The Most Instagrammed Locations in the United States and Canada,” we pinpointed the places where users post the most photos for each state, province, and territory.

By sharing geocentric data that had a connection to each state, our campaign got interest from local television stations across the country. In this compilation of newscasts, you can see how the information became a hot topic for dozens of news stations.
We pulled over 37,000 tweets that contained the words “tourist” and “tourists” to get a look at the way residents of major cities perceived their visitors. The geo-focused content connected with audiences and news stations that were interested in seeing what the data had to say about their city or region. The study was shared on dozens of news channels, ranging from a Fox affiliate in Boston to a CBS affiliate in Texas, proving that news stations love to share data that relates directly to their cities. In one more example illustrating how geo-targeted data can catch the attention of local stations, we can look at another campaign for Stratos Jet Charters.
To spread awareness about Stratos and show the benefits of flying on chartered flights, we developed a study on commercial airline delays.
Like the tourist campaign, the flight delay report caught the attention of news stations in cities that appeared in the report.
Several local news stations took data from the study and reported it back to their audience to let them know how their airport compared to others around the country.
Local news stations often share stories and data that relate directly to their coverage area, which is why this campaign and others like it can make the transition from viral online content to interesting televised news segments. As we’ve proven in the examples above, emotionally appealing online content can make an impact online and offline.
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The number of people watching television has increased by five per cent this year, according to figures released from Thinkbox. To see how a content campaign can attract traditional press, let’s look at a few Fractl client campaigns that made the jump from online platforms to TV news segments.

Multiple news channels featured on-air (and online) stories about the results of our study.
We worked with them to create a compelling study that would attract attention throughout the U.S. Many cities were excited to share their state’s most Instagrammed location with their audience.
By creating content that had a piece of local data for every person in the country, we produced a campaign that was spread nationwide. We turned our findings into the “Talking #Tourist: How Cities, States, and Regions Tweet About Tourists” study. For “Why Was Your Flight Delayed?,” we analyzed data from over 3.9 million flights and shared how the data relate to airports around the country. When a campaign gets picked up by major online publishers, it not only gets in front of a huge audience, but it also helps attract the attention of traditional media. Check out the complete Fractl portfolio, which includes dozens of examples of how we used content to create powerful results for our clients. If you require further details regarding the transaction data, please contact the supplier directly. Research conducted by Chen Lin of Michigan State University, discovers a new marketing model that could help companies predict when to buy ads on the Internet, TV, radio, and print publications.
It even reveals when the consumer is using two or more  forms of media at a time, an increasingly common practice known as media multiplexing. “For businesses, our model does a much better job of predicting where your customers are at any given time,” says Lin.
Many local news stations turned the story into on-air interest pieces and shared it with audiences across the country.
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The rise in viewers could be attributed to the number of television channels now available through services such as Freeview, Sky and Virgin Media. However, consumers watched 16 hours of commercial TV a week on average during the period, over an hour more than 10 years ago, according to Thinkbox. But the latest report from the media analyst predicts that TV broadcasters in the five biggest western European markets have yet to see things get worse.
In the UK, despite outperforming a sluggish advertising market in the first six months of the year, ITV's full year guidance points to a three per cent drop in ad revenues.

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