Client Profile

When it unveiled its 2014 ad campaign during the 86th Annual GRAMMYs, Coldwell Banker, along with CooperKatz, recognized an opportunity to build excitement through digital engagement.
 
The launch of the new 2014 Coldwell Banker Real Estate “Home Sweet Home television commercial offered a huge opportunity for social engagement. Scheduled to debut during the GRAMMYs, the ad spot featured the popular 1980s Mötley Crüe anthem “Home Sweet Home” and an appropriate end-tag, #HomeRocks – the ideal scenario for a “rocking” campaign.
 
CooperKatz collaborated with Coldwell Banker and its agency partners on the first-ever #HomeRocks Award, honoring the best song about “home” in 2013. The goal of the campaign was to drive pre-GRAMMY buzz and traffic to the various Coldwell Banker social media channels. In just two weeks, the campaign drove more than 130,000 votes and 150,000 views to the Coldwell Banker blog, Blue Matter, and set the stage for an all-out “Twitter party” during the GRAMMYs that super-charged music fans, the real estate industry and the Coldwell Banker national network of brokers and agents.
 
The “Home Sweet Home” commercial was hailed as one of the best social media campaigns conducted in alignment with live TV, achieving more than half a million views of the ad spot in just over a month after its debut. The #HomeRocks campaign was nominated as a finalist for the Best Social Integration with a TV Commercial in the 5th Annual Shorty Industry Awards. Stuart Elliott of The New York Times cited the campaign as a primary illustration of a “blue-chip brand” tapping into the awards show season with a strong social media platform.