Case Study: Ford Motor Company
Assignment: Ford and JWT Team Detroit enlisted
Filmaka and its community to write and shoot “Mustang
Stories,” short films conceived by the filmmaker – to
stream on the newly-launched Ford Mustang website,
www.the2010mustang.com
Filmaka and its community had six weeks from the
time the competition was conceived to write, shoot,
and deliver the films.
“Ford is always looking for innovative ways to connect with our customers.
We wanted to see how filmmakers interpreted our “Mustang Stories” contest
and are delighted to be able to reach an even wider audience through the
new “Knight Rider” TV series, which stars our Shelby GT 500KR Mustang.”
– Caroline Pernot, Ford car communications
Case Study: Ford Motor Company
Result: Filmaka received 400 scripts in only two
weeks from filmmakers in 28 countries on six
continents. After Ford/JWT/Filmaka reviewed scripts
and Filmaka vetted the directors, 22 films were shot in
just two weeks in U.S., Canada Mexico, Norway, South
Africa, and UK.
Ford and JWT then selected ten winners. Millions of television viewers saw
the first five filmmakers introduce a one minute preview of their films on NBC.
Seven films are currently streaming in their entirety, exclusively on
www.the2010mustang.com. Ford and JWT will hire the Grand Prize Winner,
to be announced in November 2008, to direct a second film (with a
significantly higher budget) for the 2010 Mustang launch.
Filmaka/JWT
write,
distribute
creative brief
to Filmaka
community
Filmaka
community
writes scripts
(2 weeks).
Filmaka
forwards 75 to
Ford/JWT to
review.
JWT, Ford, and
Filmaka select
22 finalists,
vetted by
Filmaka, who
are given $ to
produce films
Finalists shoot
films (2 weeks).
JWT, Ford,
Filmaka select
10 winners
who receive $
prizing.
Promotion
begins within
Knight Rider
Grand Prize
Winner’s film
shown at Nov
08 LA Auto
Show. Winner
shoots new
film for 2010
launch
Case Study: Ford Motor Company
"We’re extremely pleased with the creative ways Filmaka’s community of
filmmakers used the Ford Mustang as inspiration for their stories. The films are
interesting, fun and offer plenty of surprises – just like Mustang.”
- Caroline Pernot, Ford Car Communications
“JWT Team Detroit and its clients employ branded entertainment initiatives as part of an
integrated marketing strategy. In this case, we felt that branded entertainment, in the
form of short films, was the perfect vehicle for filmmakers from around the world to bring
their “Mustang Stories” to life. Ford and JWT Team Detroit enhanced this branded
entertainment idea by creating and airing commercials in NBC’s Knight Rider that
integrated footage from the short films and drove viewers to see the entire film on Ford’s
newly launched the2010mustang.com. We were very impressed with Filmaka and its
communities ability to complete this project quickly with outstanding results.”
- Carl Spresser, Director of Integrated Marketing and Branded Entertainment,
JWT Team Detroit
Case Study: SAB Miller
Assignment: SAB Miller engaged the Filmaka community
to write/direct short films based on its theme “Because Life is
What You Pour Into It”, incorporating product (Dreher beer).
Result: Upon viewing the 150 written submissions and film
submission, SAB Miller immediately agreed to a second
Filmaka competition. The winning films will be utilized as
digital advertising creative.
“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. We'd like to thank Filmaka
and its members for the effort they committed to this innovative competition.”
- Charlie Hiscocks, Senior Global Marketing Manager, SABMiller
Filmaka/SAB
collaborate on
creative brief,
distribute to
Filmaka
community
Filmaka
community
writes scripts (3
weeks).
SAB Miller and
Filmaka select
15 finalists who
are given $ to
produce films
Finalists shoot
films (2 weeks)
SAB Miller
selects 5
winners who
receive $ prizing
Case Study: Cisco
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, will be 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
Filmaka, Cisco
shoot, distribute
creative brief to
community.
Community shoots
two films (5 weeks)
Filmaka and Cisco
select 10 “Brand”
winners who receive
$.
Voting takes place on
Cisco.com to select
10 “Members
Choice” winners who
receive $.