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Thoughts and benefits relating to brands cocreating films and ads with customers.Feedback welcome.
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Brand and consumer co-created films
Mark HardwickCreate.tv
07723310821
Viewing a film is (relatively) passive
Creating a film is a journey
A collaboration
The journey has stages
People can join at any stage and leave at any stage
Ideas
Development
Writing
Researching
Storyboarding Acting
Producing
Music
Marketing (twitter, facebook)
Funding
Shooting Editing Distribution
A journey of parts…
Let’s break down each section of this journey
Idea development using:
Forums & Chat Ideas walls Competitions User groups facebook twitter
iPhone Application
Writing, researching
and scripting:
• Short story
competitions (fact or
fiction)
• Discrete groups;
• From Schools, Am
Dram, Brand enthusiasts
etc
• Via Twitter
• Celebrity driven
• Journalist led
Storyboards• Drawn• Annotated images (iPhone /
Android storyboard applications)
Shoot usingVarious styles
Animation, Stop motion, Silent film, Film, 3D, Photos?
Support competing teams (creating multiple films)Collaborating participants (creating one film)Collections of content shot to a themeGeographically disperse camera people or animators
Actors Undiscovered talent can be recruitec via Am dram societies or drama schools,social nets, you tube and vimeo
Remember performers (singing, circus, dance impersonation etc)
CONSIDERATIONS & BENEFITS
Ideas
Development
Writing
Researching
Storyboarding Acting
Producing
Music
Marketing
Funding
Shooting Editing Distribution
Groups engage at points in the journey
Co-creation increases engagement
Production Campaign
Time
ViewersFilm or ad launches;
People engage with a campaign earlier Those that participate are fully engaged, brands receive a lot more of their attention.Participants market via social networks.This increases overall viewer figures.
Over time we build a creative communityThese people are brand enthusiastsThey make content
Benefits
Co-creation leads to:• Better UGC• Product improvement• New creative possibilities• Early campaign marketing• More viewers• Brand enthusiasts