History

In late 2008, independent ad firm Bradley and Montgomery (BaM) had several projects from national advertisers whose goals included organic, viral passalong of campaign content. A campaign for MTV's The Hills created over 1.5 million views on YouTube and significant press coverage. A video created for Microsoft called "The History of the Internet" was named Best Standalone Online Video of the Year at the OMMA Awards. But all of the available reporting to document the social conversation was simplistic: anecdotal tweets and counts of blog posts. So BaM's media team worked to create a reliable, systematic way to measure the social conversation. The goal was to turn individual opinions into trackable data.

Over the next year, the team developed a methodology, uncovered the shortcomings of keyword automation, and invested in the technology and development to make the tool truly useful. And while it was very useful for the agency's clients and campaigns, we knew the real utility would come when it could be used to measure and analyze social media across an entire industry. With great contacts in the world of entertainment and an understanding about the ways buzz impacts movies in particular, we focused on films and started what we now call Fizziology.

In just its first year, Fizziology supplied data and insights to some of the biggest and best names in entertainment, including numerous studios, talent agencies, brands, and market research firms. The website www.fizziolo.gy was a 2010 Webby Nominee for best Guides/Ratings/Reviews website. Fizziology's social media analysis was featured in the Los Angeles Times, the New York Times, Nikki Finke's Deadline Hollywood and on the Reelz Television Network. And in the Fall of 2010, Fizziology began a partnership with Variety to feature Fizziology's social media data and insights in their print and online properties.