Andy’s Answers: How Kraft Food is using social TV to get fans talking
At SocialMedia.org’s recent BlogWell conference, Kraft Foods’ Beth Reilly started her presentation with some impressive numbers: More than 86% of mobile Internet users surf the Web while watching TV, and almost half of tablet users visit social networks while watching TV, with 45% doing so during commercials.
Reilly also cited a Time Warner study that found that viewers who interacted with social media on a second screen during programming were more engaged than those who didn’t. So, Reilly and her team at Kraft acted on all of this research and launched a few social TV pilot programs.
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