Recognized for Driving Word of Mouth, Trial and Sales for MorningStar Farms®Irvington, NY — April 16, 2014 —Leading social marketing company House Party, Inc. announced it has won a 2014 Forrester Groundswell Award for its recent MorningStar Farms Feel Good Grilling House Party campaign. The eighth annual Forrester Groundswell Awards were announced on April 10 at the Forrester Marketing Leadership Forum in San Francisco. The Forrester Groundswell Awards recognize excellence in the effective use of social technologies to drive business success, and are awarded across three categories: Social Reach, Social Depth, and Social Relationship. "Smart social marketers today aren’t just pursuing fans and followers — they’re using social media to create real business value,” said Forrester Vice President and Principal Analyst Nate Elliott. “Our 2014 Forrester Groundswell Award winners used social reach marketing to create discovery and awareness; they used social depth marketing to support exploration and consideration; and they used social relationship marketing to foster postpurchase engagement. Put simply, they used social media to successfully support all the different parts of their marketing plans." House Party received its Forrester Groundswell Award in the BtoC Social Reach category, which recognizes social programs that effectively delivered marketing messages to new audiences through social media and word of mouth. The MorningStar Farms Feel Good Grilling House Party campaign, which took place in the summer of 2013, activated 3,000 MorningStar Farms advocates to throw backyard barbecues for their friends and family, with a digital platform that supported and amplified the official Party Day with months of guided content creation and social sharing. The campaign drove 30 million brand impressions (including hundreds of thousands of social media mentions and millions of conversations), 128,000 product trials and a 5.6% sales lift in test markets, as measured by Nielsen. “This past summer’s Feel Good Grilling House Party met or exceeded just about every expectation we had,” said Todd Smith, Director at MorningStar Farms. “House Party helped create a unique and successful trial experience for new and current consumers alike, and their digital tools drove thousands of photos and videos and hundreds of thousands of social media posts. It was so successful, in fact, that we just kicked off another campaign, with 3,000 more parties taking place this summer.” “We’re so proud that Forrester has recognized the work we’ve done for MorningStar Farms,” said Chris Maher, House Party CEO. “This is our third Forrester Groundswell Award, and we look forward to continuing to create innovative ways to drive even more reach and engagement — and sales — for the brands we work with.” More information on the MorningStar Farms Feel Good Grilling House Party campaign, including results and user-generated content (UGC), is available here. Learn more about the 2014 Forrester Marketing Leadership Forum by following the #ForrForum hashtag. About House Party House Party is an experience-driven social marketing platform that drives consumer recommendations, at scale, to build brands and increase sales. Our platform enables brands to easily identify influential advocates, engage them with in-person brand experiences, and amplify their advocacy through social media, generating unmatched results. House Party offers brands two advocacy marketing solutions — House Party campaigns (for a shared group experience) and Chatterbox campaigns (for an individual brand experience). For clients who want to leverage the resulting earned-media content to create more effective paid digital media, House Party also offers “Reality Advertising.” House Party programs, all rigorously measured, are employed by many of the world’s best-known brands, including Kellogg, Kimberly Clark, MillerCoors and Hasbro. Follow us at @HousePartyInc.
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