Amazing Race Canada Season 2, Episode 4: Show experiments with detour hashtags

Spoiler Alert!!!!

Both the location and the detours may change, but both the success of the race and Natalie Spooner & Meaghan Mikkelson‘s winning ways remain a constant theme to season 2.

Episode 4 started by ferrying contestants from Hong Kong to Macau, China, where the first detour consisted of contestants bungee jumping off a building.

334 (1)



The Amazing Race Canada‘s further integration of Twitter, real-time engagement with viewers, and the use of hashtags was brought to a new level last night.

During the bungee jumping detour, the show promoted the hashtag #CautionPeopleFalling. It was the first time The Amazing Race Canada promoted an individual detour with a hashtag.

Only 2.2% of viewer interactions discussing the bungee jump contained the hashtag, but since it was the first time the show has ever done this, it’s possible that viewers were caught off-guard.

As other detour-related hashtags were publicized during last night’s episode, such as #stampit and #stompit, viewers began including those hashtags in their tweets with more regularity.

Overall detour hastags were included in 3.8% of all Amazing Race Canada tweets for the episode, which may have had a positive effect on viewer social media interaction.

During the show Amazing Race Canada tweeted the hashtag #HarshingOurMellow, which was in reference to Mickey Henry & Pete Schmalz‘s surfer-dude-like response to Sukhi & Jinder Atwal‘s ongoing frustration during a detour.

The tweet received 26 retweets, 44 favorites, and was referenced 31 times — once again, demonstrating the importance of Twitter to televised events.

Overall the episode saw a 2.7% increase in social media activity from the previous week, and a whopping 53% increase from last year’s 4th leg. However, the timing of last year’s civic holiday could have contributed to this.

This is all good news for The Amazing Race Canada, and they should continue to leverage social media and look for creative ways to leverage social chatter.

Also, like last week, Air Canada continued to engage on social media during the show in a positive way. The airline was mentioned in almost 5% of all tweets. The Air Canada “Win The World” contest is extremely popular and will likely to continue that popularity as the season progresses.

Once again, Spooner & Mikkelson led all contestants in twitter activity with mentions in 22.8% of all tweets, up more than 4% from last week. It’s apparent that their popularity, already high at the show’s beginning, has only improved after winning so many legs of the race.

Rex Harrington & Bob Hope still remained popular at 7.3%, followed the brother and sister team of Sukhi & Jinder Atwal at 7.2%. While not all were positive comments, hey did a great job engaging with viewers during the show and are developing a following.

Next it was Cormac & Nicole Foster at 4.7%, followed by Mickey Henry & Pete Schmalz at 4.4% (an increase from last week).

Ryan Steele & Rob Goddard were next at 1.7%, and finally Pierre & Michel Forget and Alain Chanoine & Audrey Tousignant-Maurice both were under 1%.

Posted in Amazing Race Canada, Industry – PR and Marketing, Social Media | Leave a comment

Top Twitter influencers of San Diego Comic-Con

Every year, San Diego Comic-Con brings thousands of fans and fandoms together to celebrate comics, art, and many other aspects of pop culture.

Though the conference wrapped up this past Sunday, we monitored #SDCC since the beginning of the conference (collecting more than 1,254,581 tweets in the process). We used our SaaS analysis software to determine who, and what, had the most influence on #SDCC this weekend.

We’ve sorted our findings into the following categories: Influence by number of tweets, influence by retweet ratio, and the top mentioned hashtags of the conference.

Top influencers by number of tweets:

Top influencers by retweet ratio (original tweets to retweets):

Most mentioned hashtags:

Most mentioned hashtags of San Diego ComiCon

Posted in Industry – PR and Marketing, Social Media | Leave a comment

Well, this happened: We’ve been acquired by Innodata!

It is an exciting day at MediaMiser – we’re proud to announce we have been acquired by Innodata!

Together we’re planning to accomplish great things in the world of media monitoring and analysis.

Where to start? First off, if you’re reading this: thank you. Whether you’re one of our wonderful clients, employees, family members or friends we thank you for helping make this day happen.


Thirteen years ago we had a great idea to make media analysis easier. Now a teenaged company with thousands of happy subscribers, we’re ready to take our ideas to new markets with the help of Innodata’s digital expertise and global reach.


But the more things change, the more they stay the same: we’ll continue operating under the MediaMiser banner, and our amazing staff at Ottawa HQ will continue working on cutting-edge software and providing the best customer service in our industry.

We’d like to thank our entire team for creating a great place to come to work every day: Paul, Shirley, Pragya, Stephanie, Lindsay, Jen H, Sophie, David K, Arlene, Derek, Greg, Jeff, Peggy, Tiffany, Carolyn, Jen W, David N, Evan, Gillian, Jared, Jim, Lucas, Mark, Scott, Brigitte, Céline, Chris, Don, Ian, Jasmine, Jen E, Lisa, Yan, Brad, Ryan, Hannah, Hao, Devin, Samer, Sarah, Stefan, Victoria, Katie, Sheena, Sara, Paige and Kasper.

And a big high-five to everyone, past and present, who helped us along the way! You know who you are.

Finally, thanks to our banks and advisers: RBC Technology Banking, Business Development Bank of Canada, Finalta Capital, Welch LLP, Software Equity Group, LaBarge Weinstein, and our kids’ piggy banks (we promise to pay back every penny).

To read the full press release, click here.

To the future!

Brett Serjeantson, CEO

Martin Lyster, COO

Chris Morrison, President

Posted in Company Info, Events | Leave a comment

How Amazing Race Canada contestants use Twitter to promote their personal brand

When it comes to promoting your personal brand, it’s easy to get caught up in hectic, overly-complicated strategies.

We understand that you want to make a great impression, especially when it comes to promoting yourself on social media such as Twitter. That’s why we’ve boiled it down to three fundamental branding principles: engage, surprise, and delight!


If you take anything from this, remember that to be successful in social activities (both online and off), you need to engage people. Join discussions about topics in which you’re interested, ask questions of industry leaders, or even pose questions to your followers. People are more likely to engage with you if you engage with them.

Nat Spooner and Meaghan Mikkelson from The Amazing Race Canada are a good example of a pair constantly and consistently engaging their fans by asking and answering questions:


Another way to use Twitter to promote your personal brand is to do something unexpected. Followers are more likely to take notice when they’re surprised or see something out-of-the-norm. Think outside the box for ways to increase positive attention associated with your personal brand.

Give your followers something unique and personal, something that lets them know more about you in an unexpected way.

Rex Harrington of The Amazing Race Canada does an excellent job of this by providing tiny peeks into his life, and his extensive dance career in this amazing “Throwback Thursday” (#TBT) post:


No one wants to feel their time is being wasted with boring updates, or that they’re not important. That’s why it’s important to make sure that everyone has a positive and enlightening experience with your brand.

Again with an Amazing Race Canada example, Natalie Spooner delighted one of her followers by wishing her a happy birthday. It’s a small gesture but one that can have a big impact, and encompasses all of the Engage, Surprise, and Delight principles.

Posted in Amazing Race Canada, Industry – PR and Marketing, Public Relations, Relationship Building, Social Media | Leave a comment

Amazing Race Canada (S2, E3): Spooner and Mikkelson score a hat trick, Hong Kong keeps fans entertained

Spoiler Alert!!!

For the first time in Amazing Race Canada history, the show left Canada in last night’s episode.

Contestants headed out to Hong Kong and because of the long-haul flight, teams were on an even playing field — except Natalie Spooner & Meaghan Mikkelson, who had an “express pass”.

Amazing Race Canada


Social media interaction the day of the show was once again high. Though there was an eight-per-cent drop in activity from last week, compared to episode three from the previous year there was a 20-per-cent increase in activity.

This increase in activity this year can be explained by the increased social media interaction of contestants, sponsors, and the show itself.

Air Canada’s Win the World contest and interaction during the show generated a large amount of activity: Almost seven per cent of all tweets mentioned Air Canada.

Not only did hockey Olympians Spooner and Mikkelson win the leg of the race for the third time (referred to as a “hat-trick” by some hockey-savvy viewers), they also received the most attention on Twitter by being mentioned in 18.8 per cent of all tweets. The hat-trick was mentioned in 3.7 per cent of all tweets.

Obviously their celebrity status is a factor in their Twitter popularity, but they also genuinely engage with viewers by asking questions in reference to the show to solicit a response.

During the show they utilized their “express pass” to skip a challenge. So in the name of interactivity, the team posted a question to their fans:

Other contestants leveraging Twitter and other social media are also making an impact with fans: Rex Harrington & Bob Hope were mentioned in 8.4 per cent of all tweets, and Cormac Foster & Nicole Foster were mentioned in five per cent of all tweets.

Both host Jon Montgomery and the show have also done their parts on social media. Montgomery tweets during all episodes and the Amazing Race Canada tweets interesting facts about the destinations, which drives up fan interest.

In this week’s episode, Montgomery stated that Hong Kong is home to 300,000 Canadians. The Amazing Race Canada tweeted this fact, which resulted in more than 20 retweets or references to this.

CTV, the network of the Amazing Race Canada, also used the show to help promote Masterchef Canada with a guest appearance from Alvin Leung.

Both Alvin, CTV, and Masterchef Canada also made use of social media. In fact, 2.2 per cent of all tweets made reference to the guest appearance.

The likely big difference in social media activity during the show this week was the lack of a Canadian destination: Featuring Canadian destinations on the show seems to encourage local interaction from those who live within the destination itself.

This might account for the slight drop in activity from last week’s episode.

Last week, Tofino tourism groups were involved on social media during the show. This week, however, a promotional opportunity was lost by Hong Kong tourism and business groups.

The various Hong Kong tourism groups seemed unaware that show was in Hong Kong.

Even the Hong Kong-Canada Business Association, which has an active Twitter account, could have engaged during the show to drive up interest.

Posted in Amazing Race Canada, Social Media | Leave a comment

Redblacks bring football (and a win) back to the capital

The Ottawa Redblacks played their inaugural game Friday. There were a few stumbling blocks and some old rivalries were renewed, but the team was ultimately the star of the show as they won their home opener in a nail-biter.

We’ve tracked mentions of “Redblacks” over the past month or so, and last Friday the team was mentioned more than 11,000 times between 4 p.m. and midnight.


Twitter lit up just after 9 p.m. as the Redblacks’ quarterback, Henry Burris, led the team on a last-minute drive to set up a field goal to clinch the comeback victory.

The spike at the end of the game accounted for over ten per cent of all tweets during the period.

There were, however, a few hiccups in the first game at the brand new TD Place. This included issues with ATMs and the women’s washrooms, while some of the concession stands also ran out of beer:

The win seemed to smooth things over, though, and Ottawa Sports and Entertainment Group said they would work to fix the issues for future games.

The game also saw the revival of the north side-south side rivalry, which harkens back to the days of the Rough Riders.

Overall, fans seemed to have a great night and everyone (with a few exceptions) seems happy to finally have football back in the nation’s capital.

Posted in Industry – Sports & Entertainment, Social Media | Tagged , , | Leave a comment

Redblacks opener provides PR bonanza for Ottawa

The opening home game of the Ottawa Redblacks season hasn’t even begun, and already the city of Ottawa has received tremendous exposure on social media in the lead-up to the much-hyped event.

We’ll be running a more in-depth post on Monday, but in the meantime here are some fast facts on the exposure tonight’s event has already given the team and its city (in tweets from July 1 to today):

Total tweets about the Redblacks in July (as of 1:30 pm, Friday July 18): 15,836

Tweets from the above mentioning “Ottawa” or “Glebe”: 3,084

Total Twitter impressions of tweets mentioning Redblacks in July: 40,513,522

Top influencers by followers:










The top influencers include Toronto-based media outlets CP24, TSN and CTV.

Good luck to the Redblacks tonight in their opening home game, and to the many Glebe businesses in the area!

Posted in Industry – Sports & Entertainment, Social Media | Leave a comment

The top Twitter influencers of #MozCon

MozCon kicked off in Seattle, Washington this Monday, bringing together thousands of marketing professionals and enthusiasts to indulge in a not-so-typical marketing conference.

With an assortment of activities, parties, and a dynamic lineup of guests to boot, MozCon was bound to bring in a lot of attention on Twitter.

We’ve been monitoring #MozCon since the beginning of the conference, and we have collected more than 19,000 tweets. We’ve then used our SaaS analysis software to determine who, and what, had the most influence on #MozCon.

We’ve sorted our findings into the following categories: Influence by number of tweets, influence by retweet ratio, and the top mentioned hashtags of the conference.

Top influencers by number of tweets:

Top influencers by retweet ratio (original tweets to retweets):

Most mentioned hashtags:

Most mentioned hashtags of MozCon

Posted in Industry – PR and Marketing, Social Media | Leave a comment

Season 2, episode 2: Amazing Race Canada stronger than ever on Twitter

Spoiler Alert!!!

Last year, during the inaugural season of the Amazing Race Canada, there was a sizeable drop in social media activity after the first episode.


Olympians Meaghan Mikkelson and Natalie Spooner have captured the hearts of viewers of Amazing Race Canada.

This year, not so much. Though there was a drop in social engagement during last night’s second episode compared to the premiere, activity was up 34 per cent from last year’s second episode.

The show’s producers, sponsors, contestants, and fan base are definitely becoming more social media savvy, and that seems to be contributing to the success.

Here’s a synopsis of last night’s big winners on social:

Tofino: Nothing’s cooler than surfing, and many Canadians still don’t know that Tofino is the surfing capital of Canada. Based on consistency, it’s really the only place worth mentioning when compared to international surfing locales.

During the show, Tourism Tofino took to social media and let every know about it and were even retweeted by others watching the Amazing Race Canada. This was definitely a marketing coup for them: Tofino or Tofino-related activities got 12 per cent of all the mentions related to the show on Twitter.

Sponsors: This year’s sponsors and advertisers have also really stepped up year since last year. Product placement, such as in the case of the Chevy Volt, has really made a positive impact.

Chevy, like tourism groups, has taken to social media to make sure its presence is known.

But the biggest sponsor winner has to be Air Canada with almost 5% of all mentions, mostly fueled by the “Pit Stop” prize (a trip to Hong Kong) and its #ACWinTheWorld contest.

CTV: CTV has done an amazing job this year, and has obviously learned from last year’s experience by adopting social media even more to create a complete experience for viewers and ensuring they’re fully engaged.

Natalie Spooner & Meaghan Mikkelson: Not only did they win the most recent leg for the second time in a row, but social media still loves them. They received 18 per cent of all mentions.

Rex Harrington & Bob Hope: Rex and Bob are probably playing with viewers’ sympathies by bailing on two challenges. They only made it to the next leg because Shawn King dislocated his shoulder.

However, Rex has leveraged social media — even being somewhat contrite — which has helped get viewers on his side. Both Rex and Bob received 11 per cent of all mentions.

Mickey Henry and Pete Schmalz: Finally, Mickey and Pete might be starting to win people over with their persona. They both are very strong characters (and are from our director of content‘s hometown, a fact he mentions whenever he can).

Posted in Amazing Race Canada, Industry – Travel and Tourism, Social Media | 1 Comment

Social Media Guide: Amazing Race Canada — Season 2

We love the Amazing Race Canada — Season 2, which is why we’ve created this handy social media guide to all of the handles, hashtags, Facebook accounts, and CTV pages associated with the show.

You’ll never miss an update from/about your favourite teams or contestants ever again!

General Info

Twitter: @amazingracecda
Facebook: TheAmazingRaceCanada
CTV: The Amazing Race Canada
Official Amazing Race Canada Hashtag: #RaceCDA

Host: Jon Montgomery

Twitter: @jonmonty
Facebook: Jon Montgomery
CTV: Jon Montgomery


Natalie Spooner & Meaghan Mikkelson

Relationship: Teammates
Twitter: @natspooner5, @Mikkelson12
Facebook: NatalieSpooner24, Mikkelson12
CTV: Natalie Spooner and Meaghan Mikkelson

Alain Chanoine & Audrey Tousignant-Maurice

Relationship: Dating
Twitter: @AlainChanoine
Facebook: Audreytm
CTV: Alain Chanoine and Audrey Tousignant-Maurice

Rex Harrington & Bob Hope

Relationship: Engaged
Twitter: @rexharrington, @RexAndBob
Facebook: rex.harrington.35
CTV: Rex Harrington and Bob Hope

Cormac Foster & Nicole Foster

Relationship: Son and Mother
Twitter: @Cormact7, @FosterNiki911
Facebook: cormac.foster, niki.foster.718
CTV: Cormac Foster and Nicole Foster

Laura Takahashi & Jackie Skinner

Relationship: Married
Twitter: @laura_tak, @JackieSkinz
Facebook: laura.tak, jackie.skinner.121
CTV:Laura Takahashi and Jackie Skinner

Sukhi Atwal & Jinder Atwal

Relationship: Siblings
Twitter: @SukhiAtwal2, @jinderatwal
Facebook: sukhiatwal2, jinder.atwal (or HarjinderAtwal)
CTV: Sukhi Atwal and Jinder Atwal

Mickey Henry and Pete Schmalz

Relationship: Best Friends
Twitter: @mickeyandpete
CTV: Mickey Henry and Pete Schmalz

Pierre Forget and Michel Forget

Relationship: Brothers
CTV: Pierre Forget and Michel Forget

Ryan Steele & Rob Goddard

Relationship: Co-workers
Twitter: @ryansteeleshow, @rgod2014
Facebook: ryansteeleshow, VIRGO2
CTV: Ryan Steele and Rob Goddard

Jen King & Shawn King

Relationship: Married
Twitter: @2ndNatureNut, @extremekinger
Facebook: JeandShawKingAmazingRaceCanada
CTV: Jen King and Shawn King

Shahla Kara & Nabeela Barday

Relationship: Best Friends
Twitter: @shahlakara
Facebook: shaklakara, nabeela.barday
CTV: Shahla Kara and Nabeela Barday

Posted in Industry – Travel and Tourism, Social Media | Leave a comment