Client: Pathe

Project: Be Kind Rewind

Channel: Social Media

Challenge

To drive cinema admissions for Jack Black Comedy ‘Be Kind Wind’ with a relatively limited budget compared to the heavyweight releases for Rambo and Jumper.

Strategy

The comedy Be Kind Rewind tells the story of a video worker who is forced to re-create and re-film all the store’s videos after they are wiped out in a freak accident. Customers soon become more fascinated in the home-made films than the originals and before long a movement gathers amongst locals to re-create films themselves - a process the film’s star Jack Black calls “sweding”.

Our strategy was to extend the concept of Sweding in to the real world via user-generated content sites, in doing so, helping to convey the unlikely concept of the film and creating a platform to build viral interest amongst online film enthusiasts

Solution

This was a unique campaign for Pathe as the strategy was digital focused. We created a dedicated YouTube channel that enabled film fans to upload their own “sweded” videos to win relevant prizes like a home cinema system. The channel was promoted throughout YouTube, targeting users who are interested in comedy and entertainment as well as the upload confirmation pages. We also negotiated to have the winning movie as a “featured movie” on the home page for a day and seeded clips and links across multiple viral and video sharing sites to drive traffic. To ensure entry quality was high, we proactively sent out a bespoke email to 25,000 film students encouraging them to flex their own film-making skills to produce the best films on the YouTube channel.

Performance

£4m at the box office! The YouTube site delivered over 23m impression with 93, 891 Video views on the YouTube channel. At the last count the number of videos was near 2,000 and growing.

Campaign Creative

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Client: Domino’s Pizza

Project: Think Outside the Box

Channel: Social Media

Challenge

Use online media to promote Domino’s commitment to the environment in an engaging way which reflects the company brand values.

Strategy

We took the idea to Domino’s that they could engage with this critical group in a highly positive way by using digital media to raise awareness of Domino’s Pizza Boxes being fully recyclable.

Solution

We created a Domino’s branded user-generated content site on YouTube and MySpace where people could download clips of how they use their box before sending it to the re-cycle bin, with the funniest entrant standing to win an Apple i-Mac. Friends were recruited on My Space and online ads showing multiple uses of the box - from a record bag to a pub drinks tray - were targeted across YouTube, Sky and MySpace around store opening times.

Performance

Over 1200 videos were entered into the site and the winning entrant was hosted for a day on the MySpace home page; securing Domino’s significant added value way beyond their original investment. The content has subsequently been used in the brand’s online activation of the Britain’s Got Talent sponsorship with a UGC campaign to show Domino’s your talent on ITV.com. Critically, sales from Domino’s traffic that came from My Space grew over 29% over the campaign period.

Campaign Creative

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