Best practice from Manning Gottlieb OMD.
The cinema experience just got richer. Come to see the main feature and you get to watch a short film created by undiscovered film making talent.
To help Virgin Media build brand equity, showcase its products and create a strong credible association with film.
A competition that invites film making talent to create a short film for cinema release.
Championing undiscovered film talent allowed Virgin Media to connect with consumers in an area that they love, and build communities of short film advocates.
Getting Budding Film Makers Excited
150 lecturers received information packs.
80,000 posters were distributed in colleges and schools.
Presentations were taken out to film and art colleges nationwide.
A high profile judging panel included Kevin Spacey, Lenny Crooks (UK Film Council) and Richard Branson.
1,500 short films uploaded – four times the industry average.
People could comment and vote.
Both judging panel and existing Virgin Media customers shortlisted 12 finalists.
Winners are announced at an awards ceremony held at the British Film Institute.
Running four minutes of content before the ads and trailer in 214 cinemas across the UK was an industry first.
The target was smashed 10 months ahead of schedule and 70,000 views were achieved in the space of two months.
Also, £7.9m of PR value was secured, while there was in excess of 10.3m admissions… and counting.
There was 31 per cent over delivery in the first three months and 14 million adults were reached through the Virgin Media TV portfolio.
Virgin Media’s association with film doubled amongst Shorts’ viewers and there was a 75 per cent increase in consideration of Virgin Media amongst Short’s viewers.
Virgin Media Shorts broke the mould for short film competitions and the programme commended its second year in September 2009.
To see an indepth video of this case study play the video below.
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