Q2 "Winning Hearts" Case Study Sept 07

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This case study shows how online video and social media can be effective tools for cause marketers.

This case study shows how online video and social media can be effective tools for cause marketers.

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  • 1. http://www.winninghearts.us “WINNING HEARTS” SOCIAL MEDIA AND CAUSE MARKETING Q2 Entertainment LLC | Q2ENT.COM | 212 645 2702
  • 2. http://www.winninghearts.us WINNING HEARTS “Winning Hearts” is a film documentary created to tell the story of the mission and the soldiers of the US Army 321st Civil Affairs Command in Afghanistan All equipment, editing and web distribution was provided and undertaken pro bono by Q2 Entertainment Q2 Entertainment LLC | Q2ENT.COM | 212 645 2702
  • 3. http://www.winninghearts.us THE US ARMY CIVIL AFFAIRS COMMAND • Few Americans today are aware of the work of the US Army Civil Affairs Command. • Their mission is to “Secure The Victory”: to bring order to devastated lands, while winning the hearts and minds of the people that live there. • This work is often done in battlefield conditions, and always under the constant threat of attack. • Whether it's restoring power grids and sewer lines, getting hospitals and schools up and running or liaising with local government, these soldiers get it done. Q2 Entertainment LLC | Q2ENT.COM | 212 645 2702
  • 4. http://www.winninghearts.us HOW IT BEGAN • When we heard about the incredible work being done by the US Army Civil Affairs Command, it goes without saying that we were incredibly inspired. • We decided that their story had to be told. • With the co-operation of the 321st Civil Affairs we began the work of creating a documentary feature film. Q2 Entertainment LLC | Q2ENT.COM | 212 645 2702
  • 5. http://www.winninghearts.us THE SOLDIERS OF THE 321ST • The officer and soldiers of the 321st featured are Captain Christopher Corsten, Staff Sergeant Rick Carrillo, Sergeant Steven Kling and Sergeant Zachary Reisz. • At the time of filming the 321st were stationed in Jalalabad, Afghanistan. Q2 Entertainment LLC | Q2ENT.COM | 212 645 2702
  • 6. TELLING THE STORY • We enlisted the help of Sergeant (now Lieutenant) Steven Kling - a member of the 321st US Army Civil Affairs Command, and former TV News cameraman. • We provided him with camera equipment, and formulated a plan for him to help us tell the story of the 321st. • Initially, the video images he captured in Afghanistan were intended to serve only as supplemental material, to help pitch a long-form documentary.
  • 7. http://www.winninghearts.us AN EPIPHANY • When we watched the footage that Sgt Kling sent back to us, we were not only blown away by the story and content, the passion, eloquence and good humor of the soldiers, but also the high quality of the picture, composition and sound. • The material was of such high quality, and the story so compelling, that we decided to cut it in to seven “webisodes” and distribute it through social media channels (“virally”) on the internet. Q2 Entertainment LLC | Q2ENT.COM | 212 645 2702
  • 8. http://www.winninghearts.us WINNING HEARTS IS BORN • We created seven “Winning Hearts” webisodes from Sergeant Kling’s footage: 1. “Meet the Team” 2. “MedCAP 3. “Secured Compound” 4. “The Road To Hisarak” 5. “Standard OPs” 6. “Bloopers” 7. “Home Thoughts From Abroad” (Trailer) • This was publicized with a Social Media PR Release and seeded on relevant video sharing sites Q2 Entertainment LLC | Q2ENT.COM | 212 645 2702
  • 9. http://www.winninghearts.us AN INTERNET SENSATION • “Winning Hearts” debuted on video sharing site Blip.tv and immediately became a top-ranked show. • We have since extended to a number of video sharing and social media sites including MySpace, YouTube, MetaCafe, Revver, Brightcove and i-Tunes. The series has generated in excess of 100,000 views. Q2 Entertainment LLC | Q2ENT.COM | 212 645 2702
  • 10. http://www.winninghearts.us SOCIAL & MAINSTREAM MEDIA INTEREST • “Winning Hearts” has been blogged extensively. • It has also inspired main- stream media commentators and been featured on CNN. Q2 Entertainment LLC | Q2ENT.COM | 212 645 2702
  • 11. http://www.winninghearts.us “WINNING HEARTS” SPONSORSHIP • The first run of “Winning Hearts” was kindly sponsored by PNN. • PNN.com - the “Personal News Network” - is a web service dedicated to making video- blogging and sharing easy and intuitive. Q2 Entertainment LLC | Q2ENT.COM | 212 645 2702
  • 12. http://www.winninghearts.us THE MISSION CONTINUES • It is still our intent - and our own “mission” - to create a long-form documentary or TV series about the work of the Civil Affairs Command in Afghanistan. The quest for funding continues! Q2 Entertainment LLC | Q2ENT.COM | 212 645 2702
  • 13. http://www.winninghearts.us ABOUT Q2 ENTERTAINMENT • As the media landscape continues to evolve, it's becoming much more difficult for marketers to reach people through traditional marketing and advertising campaigns. • Branded Entertainment is a powerful way to break through the clutter. • At Q2, we work with brands, marketers and causes to create innovative and entertaining ways to engage customers and audiences, by creating compelling and engaging branded content. We bring this to life through Cinema, TV and online video. We create branded ideas and experiences for our clients that people want to spend time with. Q2 Entertainment LLC | Q2ENT.COM | 212 645 2702
  • 14. http://www.winninghearts.us CONTACT DETAILS • For more details or to discuss your project with Q2, please contact: Mitchell Goldman, Partner Q2 Entertainment mitch@q2ent.com +1 212 925 8282 Q2 Entertainment 2 Bond Street New York NY 10012 USA Q2 Entertainment LLC | Q2ENT.COM | 212 645 2702
  • 15. http://www.winninghearts.us LINKS Links to the videos • http://www.winninghearts.us • http://winninghearts.blip.tv Further Reading About Civil Affairs • http://www.soc.mil/usacapoc/capoc_default.htm • http://en.wikipedia.org/wiki/Civil_affairs Steven Kling’s Blog • http://www.fortunateson.org Q2 Entertainment LLC | Q2ENT.COM | 212 645 2702
  • 16. http://www.winninghearts.us DEDICATED TO THE MEN AND WOMEN OF THE US ARMY CIVIL AFFAIRS COMMAND Q2 Entertainment LLC | Q2ENT.COM | 212 645 2702