talk-boston

Dish Takes Talk Boston Campaign Social With 'Twiddah Translator'

  |  September 5, 2013   |  Comments

Dish has expanded its Talk Boston campaign to Twitter with a "Talk Boston Twiddah Translator" that allows people to draft a tweet, translate it to that uniquely Boston accent, and then post their message on Twitter.

Boston is an American city unlike any other. Call it "Beantown," "The Cradle of Liberty," or the bad parking capital of the United States. While Boston carries tremendous historical and cultural significance from sea to shining sea, some people who call the city home talk with the most unforgettable pronunciations.

Dish Network has been talking Boston in its TV ads big time. If you've seen any of the broadcast satellite TV provider's commercials of late, you've probably laughed or rolled your eyes at the "Boston guys" as they promote Dish's ad-skipping DVR called the Hopper.

Now the company has expanded its Talk Boston campaign to Twitter with a "Talk Boston Twiddah Translator" that allows people to draft a tweet, translate it to that uniquely Boston accent, and then post their message on Twitter.

Keith Nyhouse, VP of digital at Dish, tells ClickZ that the Talk Boston campaign has helped the company build brand awareness and preference over the last 12 to 18 months. With those seeds of Dish's brand characteristics sowed on television, the campaign and creative work have now entered the social landscape, particularly on Twitter, YouTube, and Facebook.

"The primary objective was driving that consumer engagement across the campaign. We've had millions of consumer engagements throughout the Talk Boston campaign, and that's made up of anything like video views, likes, shares, comments, engagements, tweets, etcetera, along that way," Nyhouse says. The resonance gained through the Boston guys' work eventually led the way for a series of videos that help viewers "learn to talk Boston," the "Twiddah Translator," and a word game.

"Talk Boston allowed us to help build that out for consumers and really take home and deliver that message," says Nyhouse. "The other applications within the campaign have all been very successful. Obviously we want to deliver home the overall benefit and Dish message with that, and pay off on that TV anywhere solution, and the videos allow us a deeper way to do that."

One of the longer videos features basketball star Paul Pierce, who was recently traded to the Brooklyn Nets after spending the first 15 years of his career in a Boston Celtics uniform. "Fibba. They call me the truth, because I'm not a fibba [SIC]. I'm also good at basketball," Pierce says from the comfort of a couch in the video's introduction. "Anywaya, with the Hoppa from Dish, I can watch live TV anywaya, including my underwaya…Clicka, if you're not watching my game. Change the channel with the clicka [SIC]."

If basketball and multi-millionaire athletes aren't your thing, Dish also got Mama June from TLC's "Here Comes Honey Boo Boo" to sit on the couch and share her tips for talking Boston. "Stah. My daughta is not a stah, she's a supastah [SIC]," she says in the video.

Nyhouse says Dish's marketing division continues to evolve and increase its focus and investment in digital and social platforms. "[For] both of the platforms, digital marketing and social included, we're extremely focused on the data because it's something that we can drive in real time to see what consumers are really engaging with," he says.

"The marketing investment is growing holistically across the digital divide," Nyhouse adds. "There are a lot of fun things that you can do in the social space. For us, it's really about how do we get consumers to engage with our brand in a relevant manner so that we communicate where we stand in the marketplace."

Tags:

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Early Bird Rates expire May 29. Register today and save!

ABOUT THE AUTHOR

Matt Kapko

Matt Kapko has been writing about mobile since 2006, before it became cool. Based in Long Beach, CA, he has covered mobile entertainment, digital media, marketing, and advertising for several business media outlets. A former editor and reporter for RCR Wireless News, paidContent, and iMedia Connection, Matt is a regular freelance reporter for ClickZ. You can follow Matt on Twitter at @MattKapko or drop him a line at matt@kapko.co.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • SEO Specialist
      SEO Specialist (HeBS Digital) - NEW YORK                             ...
    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...