TMCRK I'm Here Case Study


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Innovative Marketing for Spike Jonze/Absolut short film, I'm Here.
Case study created by Siobhan O'Flynn

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TMCRK I'm Here Case Study

  1. 1. Spike Jonze...& Absolut i’mhere CASE STUDY GOSunday, 14 October, 12
  2. 2. Why? The online & festival release of Spike Jonze’s I’m Here were supported by an innovative social media campaign and alternative distribution strategy that continue to make this an exceptional case study on how to build a global community & engage audiences in new ways. By identifying the core theme of the film, the campaign was designed to create an experience consistent with the film. Beautifully done....Sunday, 14 October, 12
  3. 3. What.. THEOVERVIEW Partnership between Spike Jonze & Absolut Result: I’m Here, 30 minute film, Spike Jonze (dir. & screenwriter) Agency: TBWA/Chiat/Day NY Story: Two robots in LA fall in love. Goal: Create a new vision & experience of ‘branded content’ Absolut Philosophy: A robot love story in a world where creativity reigns over conformity. How: Engage audiences in new ways combining Who: The Audience online & in-world promotion Absolut identified its audience as How: Hybrid strategy including ‘the creative class who made the • teaser promotion in key cities brand famous’ • ‘pop-up’ secret screenings in UK & US, • innovative use of virtual online screening in tandem with film festival screeningsSunday, 14 October, 12
  4. 4. Reaching Out In New Ways thetrailer launched January 21, 2010 on YouTube, later on Vimeo Description A male robot librarian lives a solitary and methodical life -- devoid of creativity, joy and passion - until he meets an adventurous and free spirited female robot. cast Andrew Garfield, Sienna Guillory, Website: Sign up for news updates & advance screening invitations views Almost 200,000 views on YouTube by Feb 16, reward: 2010 Advance Screening Invitations via email day of global online releaseSunday, 14 October, 12
  5. 5. Case study festivalscreenings sundance film festival January 21, 2010 17,319,573 Impressions Berlin Film Festival - shorts February 20, 2010 global in cinema screenings 10,000 live viewers istanbul, Stockholm & Paris fashion week site visits 900,000 first two weeksSunday, 14 October, 12
  6. 6. I’m Here teasermarketing don’t panic marketing ltd brief: action: versions: Raise awareness of semi-secret ‘clings distributed throughout 1. a teaser screenings in the UK opinion- target cities as eco-friendly 2. a reveal formers within creative hubs in 3. a call to action. alternative to stickers/posters cities Estimated OTS: Audience: London: 28,000 Manchester: 20,000 ‘opinion-formers within creative Edinburgh: 15,000 hubs in cities’ in the UKSunday, 14 October, 12
  7. 7. Screenings: Scarcity Value ‘Out of the Ordinary’ london premiere February 22, 2010 February 22 - 28, screenings in unexpected places exclusive invitations ‘Ordinary Is No Place To Be’ Campaign ‘The exciting week long programme of activity will commence on Monday 22nd February, focusing on smaller intimate screenings in ‘ordinary’ and ‘everyday’ locations such as bike stores, cafés and hairdressers, which ABSOLUT will use to showcase its collaboration with Spike Jonze; ‘I’m Here’. These events will take place in London, Manchester and Edinburgh, building momentum over the course of the week to a bigger yet still unconventional screening.’Sunday, 14 October, 12
  8. 8. Somewhere in the UK pop-UPscreenings Limited Invitations - 50+1 Free Bar!! Pop-Up Seating - Air Mattresses “We had arrived at our destination; Walking through a corridor “The ambience was one of courtesy of the Sat Nav but felt it walled with bookcases and a sitting in a park on a cold was lying to us given the fact that bubble wrap floor we popped winters night huddled up to a we were just in the middle of a our way to the Absolut vodka loved one to keep warm. So road with little idea of where to go bar. Having secured our free here we were, sitting at the next. Driving on we came across vodka cocktails we then top of a multi storey car park an NCP car park and promptly proceeded to take in the feeling privileged to have parked the car in order to peruse transformation. been given the opportunity to our surroundings. Leaving the see a preview of the film.” comfort of our car we stepped out into the cold, “damp night air in Grazie! Live for search of clues as to the whereabouts of the venue.Sunday, 14 October, 12
  9. 9. onlinevirtualcinema global release March19 2010 230,000 unique visitors first weekend screenings Every 4 hours bumped to every 2 due to demand; increases from 5,000 to 12,000 views per day facebook integration is still playing online Watch with friends. “We incorporated visitors’ friends’ personal profile pictures, extracting them through Facebook Connect. Then placed them onto badges worn by the other moviegoers.”Sunday, 14 October, 12
  10. 10. Somewhere in Newark... ongoingpop-upscreenings L. Craig Schoonmaker caught a pop-up screening somewhere in Newark, Oct. 2010 “...Salomon showed a very peculiar Spike Jonze film that, he said, a friend of his was in (I think), on a screen on the side of his larger van, at the north end of Beaver Street. It concerned a male and female couple of robots (yes, robots with gender), in which the female experienced various accidents that required replacement parts, which the male took from his own body, until he was reduced to little more than a square head. "Greater love hath no man/ robot, than that he/it giveth and giveth til he hath no more to give" I guess was the Grazie! L. Craig Schoonmaker message of this parable.”Sunday, 14 October, 12
  11. 11. Multi-Platform Ongoingpromotion DVD & book package Spike jonze signing single book edition Live band performance soho shop window “As part of the continuing efforts to promote Spike Jonzes recent Absolut-sponsored short film, Im Here, produced with MJZ out of TBWA/Chiat/Day, New York, Opening Ceremony recently debuted these Im Here- inspired window displays at the boutiques New York outpost. Artist/prop creator Meryl Smith designed the showcase, which features props she created for the film and the shorts original robot costumes.”Sunday, 14 October, 12
  12. 12. Message to Spike Jonze videoboothconfessional screenings in..... NYC, London, São Paulo, Seoul, and Beijing The Creator’s Project International Screenings: “I’m Here video booth confessional set up to accompany the film at our events in NYC, London, São Paulo, Seoul, and Beijing, we asked audience members to share their reactions to the movie — what they thought the film was about, what it reminded them of, and stories of their own past relationships that may have had something in common with the one portrayed by Jonze. Their candid responses, compiled in the videos we’ll be sharing with you all week, range from funny to sad to sardonic, but all are steeped in genuine heartfelt emotion. We dare you to watch them without getting at least a little misty-eyed. Today we’re premiering the video from the Seoul videobooth. The NYC and London videos are below, so you can compare how heartbreak changes and stays the same across three different continents.”Sunday, 14 October, 12
  13. 13. Get in Touch contactus TMC Resource Kit I’m Here Case Study was prepared by: Dr. Siobhan O’Flynn @SioflynnSunday, 14 October, 12
  14. 14. tmcrkpartners THANKS to...Sunday, 14 October, 12
  15. 15. The I’m Here Case Study is released under a NonCommercial ShareAlike Creative Commons license to be shared, remixed and expanded non-­‐commercially, as long as you credit the TMC Resource Kit, the creator of the Case Study, Anthea Foyer or Dr. Siobhan O’Flynn, and license your new creations under the identical terms. Third party images retain their original copyright.Sunday, 14 October, 12
  16. 16. urls for I’m Here Slide 3: here-15586405/resizes/1600/ here-15467505/ Slide 4: robot-short-im-here-is-typically-fantastic-stuff.php Slide 5: robot-short-im-here-is-typically-fantastic-stuff.php Slide 6: Slide 7: unveils-im-here-a-creative-collaboration-with-spike-jonze.html?q=graffiti Slide 8: search-for-the-absolut-screening/ Slide 10: Slide 12: jonzes-im-hereSunday, 14 October, 12