filmaka in the news page 2 lincoln breaks from traditional advertising during grammys, showcases new...
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Filmaka In The News
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LINCOLN BREAKS FROM TRADITIONAL ADVERTISING DURING GRAMMYS, SHOWCASES NEW MKS Expect the unexpected from Lincoln during commercial breaks for the 51st Grammy® Awards, which air Sunday, at 8 p.m. EST on CBS as it debuts the winners from its “Project Rising Stars: Lincoln Video Music Challenge.” Lincoln and its creative agency, Y&R Team Detroit, created “Project Rising Stars” in collaboration with Gary Calamar – renowned DJ and Grammy-nominated producer and music supervisor. The team selected 10 songs from some of the country’s top emerging music artists and developed a music video-based competition in partnership with Filmaka, an online community for filmmakers and other artists, to create their own original content. More than 300 submissions were received from hopeful writers and directors seeking to showcase their own creative
videos featuring the all-new 2009 Lincoln MKS. The quality of work delivered from entrants throughout the country was so positive that Lincoln – a co-sponsor of the show – decided to air five 30-second trailers of the top original music videos during the Grammys rather than traditional vehicle ads. “What we’ve learned from research is that the Lincoln MKS is attracting a new group of buyers that are tough to reach with traditional advertising. They’re into technology, film and a wide array of music,” said Thomais Zaremba, Lincoln Mercury Communications Manager. “This opportunity is a great way to create fresh content and put Lincoln in front of a new audience.” “Project Rising Stars: The Lincoln Music Video Challenge” was designed to showcase new talent, both in front of the camera and behind it. “Our goal was to create a unique opportunity for undiscovered musical artists and directors and present it in a way that people watching the Grammys would enjoy and appreciate,” she said. “We provided Filmaka with the song options, a description of the Lincoln MKS’ dynamic design and smart features and asked them to develop a creative treatment for a music video based on the song that best spoke to them,” said Greg Braun, executive creative director, Y&R Team Detroit. “In the end, we were blown away by the submissions. The Filmaka community really jumped in with both feet.” Filmaka’s Jason Haikara says the competition provided an amazing opportunity for the Filmaka community and the musical artists. “Not only is it a chance to work with a major automotive brand and top ad agency, but it’s an opportunity for them to have their work seen and heard by millions of viewers,” he said. Though the way in which the Lincoln MKS was portrayed in the videos was significant, Zaremba says it was not the main factor used to determine which videos won the competition. “The primary driver of our decision was, ‘Is it a cool music video? Does it have strong entertainment value? And will it engage the viewer?’ ” she explained. Following the Grammy show, viewers will be able to watch the five winning videos – and several additional videos – in their entirety at www.cbs.com/lincoln. Viewers also can learn more about the musical artists and filmmakers at www.filmaka.com/lincoln.
At the end of the day, Zaremba says “Project Rising Starts” follows an entirely fresh marketing campaign for MKS that represents a new way of communicating for Lincoln. “It is yet another example of Lincoln doing something that no one would expect in a way that no one would expect,” said Zaremba. “We’re very proud of what the MKS is and what it stands for, and we believe that we’re offering a relevant message on an amazing product.”
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The Perfect Storm
The solution . .
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©2009 Filmaka, Inc. CONFIDENTIAL DO NOT FORWARD
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Origin
Filmaka was founded in October 2006 by acclaimed independent film producer Deepak Nayar (Bend it Like Beckham, Buena Vista Social Club) as a vehicle to discover new talent.
To attract top-quality aspiring and professional filmmakers, Deepak’s deep industry connections enabled him to assemble a world-class jury of auteur writers and directors.
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ColinFirthActor
WernerHerzogWriter/Director
NeilLaButeWriter/Director
JohnMaddenDirector
ZakPennWriter/Director
BillPullmanActor
PaulSchraderWriter/Director
WimWendersWriter/Director
Jury includes:
©2009 Filmaka, Inc. CONFIDENTIAL DO NOT FORWARD
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Capabilities
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All content submitted to Filmaka’s secure website, accessible only to agencies, brand, and Filmaka.
Filmaka can geographically target community outreach.
Distribution &
Marketing Services
Process / Timeline *
Page 7* Timeline can be expanded or condensed ©2009 Filmaka, Inc. CONFIDENTIAL DO NOT FORWARD
Source: comScore December 2008
US TOTAL UNIQUE VISITORS (000’s)
137,4MM
4,2BN
142MM
74.6%
DistributionWorking with Adconion Media Group ,the largest independent global audience and content network, Filmaka can offer a customized content distribution strategy. Dedicated to true partnerships with agencies and marketers, Adconion arms agencies with customized technology and products designed in-house while delivering massive global reach across multiple platforms through a single network. Adconion reaches nearly 300 million unique users worldwide; 1/3 of the total global Internet population.
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Why Adconion as opposed to a portal?
VOLUMEE.g: Adconion.TV delivered 2MM views of Michael Eisner’s Back on Topps web series premier in 48 hours by tapping into the Adconion.TV syndication platform Adconion works with large, premium publishers and reaches 75% of all Internet users
THE ABILITY TO REACH A TARGETED AUDIENCEWITH SCALE CUSTOM VIDEO
CREATIVE AD PRODUCTION
EDITING SERVICES
VOLUMEe.g: Google/YouTubeCompiled of either UGC or their video distribution network. Primarily made up of long-tail publishers (20,000+ sites)
LIMITED TARGETING
NO CUSTOM VIDEO
NO CREATIVE AD PRODUCTION
NO EDITING SERVICES
Click here for demo of Adconion ad unit with video player
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• Active - 9,000 members have submitted a combination of short films and/or scripts• Global - 123 countries on six continents
- 37% US / 60% English-speaking countries • 200 plus hours of content • Creators assign all IP rights to Filmaka • Brands – Cisco, Ford (Lincoln, Mustang), Red Bull, SABMiller • Agencies – JWT, Leagas Delaney, Mindshare, Ogilvy, Y&R• Media Companies – News Corp, Microsoft, Digital Rights Group• Representation – William Morris Agency
The Result / Proof of Concept
Page 10©2009 Filmaka, Inc. CONFIDENTIAL DO NOT FORWARD
Community Success Stories
Jonathan Newman (UK): Signed by ICM. Currently directing a six-figure Ford Mustang commercial for agency JWT Team Detroit.-Discovered via FX comedy competition
Santiago Tapia (US) : Signed by William Morris Agency. Currently in pre-production on web series for Sony and Fremantle.-Discovered via Filmaka’s feature film competition
Luis Bernal Salazar (Mexico): Commissioned by Mexican Ministry of Film toturn his short Filmaka film Wiz Kid into a publicservice announcement campaign.-Discovered via Filmaka’s feature film competition
Pierre Olivier Thevenin (France): Hired to direct his first feature film, Humains, afterproducers saw his Filmaka shorts. Humains Opens in France on 250 screens, April 22- Discovered via Filmaka’s feature film competition
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“In what is often a closed and competitive industry, Filmaka has given me a platform to showcase my work and has created wonderful opportunities for my career.” - Jonathan Newman, Mustang winner
Case Study: Lincoln / Y&R Team Detroit
Assignment: Lincoln and its agency Y&R Team Detroit enlisted Filmaka and its community to create ten (10) music videos integrating the 2009 Lincoln MKS. Music from emerging artists was selected by renowned Grammy ® nominated musical supervisor Gary Calamar (True Blood, Six Feet Under).
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Result: With a little over two weeks to market the competition (Christmas and New Years), Filmaka received 300 pitches. After a review and filmmaker vetting/matching process (since videos had to be shot in the US), Y&R/Lincoln green lit 14 videos instead of ten.
Five of the videos were featured in Lincoln MKS commercials within the Grammys ® on February 8, 2009. The commercials directed viewers to CBS.com, where they could see all the finalist videos in their entirety.
Lincoln and Y&R Team Detroit currently are discussing additional uses of the videos.
To complement the CBS website, Filmaka.com built a 30 page website for Lincoln and Y&R Team Detroit, featuring additional information about the filmmakers and musical artists.
Case Study: Ford / JWT Team DetroitAssignment: Ford and JWT Team Detroit enlisted Filmaka and its community to create twenty (20) “Mustang Stories,” short films for www.the2010mustang.com Films needed to be written, shot, edited, and delivered in just over five weeks.
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Result: Filmaka received 400 scripts in only two weeks from filmmakers in 28 countries on six continents. JWT/Ford green lit 22 films - shot in U.S., Canada Mexico, Norway, South Africa, and UK. Nine filmmakers introduced a preview of their films within 60 second commercials in NBC’s Knight Rider. UK-based Jonathan Newman attended the LA Auto Show where his film was screened to introduce the 2009 Mustang. He is now directing a second film for JWT, this time with a six figure budget."It's the quickest, most efficient, most creative thing the Ford Motor Company has ever done!” – Al Uzielli, Senior Advisor, Ford Global Brand Entertainment
“ We were very impressed with Filmaka and its community’s ability to complete this assignment quickly with outstanding results.” “The project had an incredible return on investment, within a budget that was significantly less than you would expect for a project of this scope.” *- Carl Spresser, SVP/Director of Integrated Marketing and Branded Entertainment, JWT Team Detroit
“ Ford has seen a significant amount of traffic to the site and visitors are spending a lot of time there.” * - Curt Jaksen, Group Account Director, Brand Content and Alliances, JWT
* Ad Age 12/11/2008
Case Study: Cisco / Ogilvy
Assignment: To compliment Ogilvy-produced creative, Cisco enlisted Filmaka and its community to shoot “Digital Cribs,” non-fiction short films about people who use technology in their homes in interesting ways.
Result: Winning films, submitted from all around the world, were streamed on Cisco’s Digital Cribs website, syndicated to over 200 blogs and sites which aggregate video, and showcased at trade shows.“Cisco felt that Filmaka would be a great partner because we
wanted an international perspective and filmmakers themselves rely on digital technology to produce their creative work. We are very pleased with the outcome.”
- Ken Wirt, VP Consumer Marketing, Cisco
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Testimonials
“We were excited to see how filmmakers around the world interpreted our theme. SABMiller is passionate about beer and all our brands, so we were very impressed to see this reflected in the quality and creativity of the winning films.”
- Charlie Hiscocks, Senior Global Marketing Manager, SABMiller
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“What better way to gauge WhatOneEarthIsGoingOn? (on MSN) than to ask ‘filmakas’ around the world the question in a series of short films. As a creative director born in the land of the boomerang, it is not surprising that I have always enjoyed throwing ideas out there and seeing what comes back. Filmaka is a wonderful open source way of accessing new ideas and talent from new places.”
- David Alberts, Founder, WhatOnEarthIsGoingOn?
“The output of versatile and creativity that was realized out of the project was amazing and the clips a pleasure to watch. It´s great to discover and support young talent by working with Filmaka.”
- Susanne Degn, Head of Content, Red Bull Media House
