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1984
REMEMBER
THE DAYS
OF VHS TAPES?
HOW
TRAJECTOIRE
SPREAD
2012
The pitch
Air Cinema is a French spoof web series...
... based on iconic Hollywood film dialogue
dubbed by local voice-over actors...
... with moustaches!
Here are the 2 moustached-showrunners...
Grégoire Briançon Matthieu Vetter
Matthieu and Gregoire meet trajectoi.re
2010: Matthieu & Greg created the concept.
2011: 18 episodes produced.
2012: trajectoi.re discovered Air Cinema while searching for new talents. We
loved the concept and were very surprised by its lack of success (less than
3,000 views per episode).
We offered Matthieu and Greg the chance to bring Air Cinema to a wider
audience by restarting the broadcasting from scratch and setting up a real
distribution plan.
An appointment-to-view strategy
One episode per week
Link with special events
In theatres AND online on August 15th
The main platforms
The tools
trajectoi.re used Air Cinema as a lab.
We wanted to test our capacity to spread a webseries with the following
constraints:
- little owned media
- no paid media
- 2 brains
- 4 arms
The first platform: Dailymotion
Home page each week
The second platform: Fullscreens network
Fullscreens is displayed on famous French sites, such as 20minutes.fr,
meteofrance.fr, blogbang.fr, jeanmarcmorandini.fr, gossip.fr, ...
Community management gate: Facebook
Three blogs to spread the word...
GRAND ECART VODKASTER LE JOURNAL INUTILE
Social CRM
On Facebook: engagement with fans
On Facebook: endorsement
YouTuber Faireset
pushed the first
episode on his wall...
From virtual to real life...
We organized a contest on Facebook.
We gained 500 more fans and sent 400+ postcards to
winners and hardcore fans
Metrics!*
*06/21/2012 to 10/23/2012
4x more views in 4 month than in the previous 24 month
10,000+ views on the first episodes
175,000+ cumulated views on the channel
250,000+ views
250,000+ views in a month
13M+ ads have been displayed
An average of 3 episodes watched in a row
On partner blogs
15 000+ views thanks to our partners
5x more fans thanks to relevant community
management and a game...
Benchmark (regarding views...)
Heels by Au feminin and Longchamps only reached 1.000 views/episode on
YouTube.
Episode 5 of Escape my life by Ford only reached 10.000 views. Only the
first episode reached more than 100.000 views, thanks to paid media...
Les Dumas by Bouygues Télécom, reaches 450.000 views/episode because
it was especially written for the web and had media support.
What can we say about this?
We reached our goal
We made Air Cinema known and liked.
An accurate method to grow!
With Dailymotion and the blogs we created engagement.
With Fullscreens network we earned good figures.
We strongly believe that the key of success is to tied quality and quantity.
Quality is the multiplicative factor of quantity. Quantity leads the viewer to an
episode... And quality leads the viewers to watche 3 episodes in a row...
We proved we are able to do it on a local scale.
There is no reason not to be able to do it on a larger scale.
What came next?
+
FAIRESET A BRAND
The launch of Singin’ in the rain BluRay
trajectoi.re produced and broadcasted a cross-over video featuring Greg &
Matthieu and YouTuber Faireset
+
trajectoi.re organized a contest for fans on YouTube and Dailymotion
The prize: a collector edition of Singin’ in the rain bluray
3,500+ likes
250+ comments
1,000+ shares
155,000+ views
2,200+ likes
98% satisfaction rate
260+ comments
French Jedi: Air Cinema x Faireset x Warner
What’s next?
Going international
Trajectoire intends to launch Air Cinema webseries
on YouTube dubbed into several languages
THANK YOU
http://trajectoi.re
Trajectoire Network
@DavidBatu
Trajectoire Films

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How to spread a webseries

  • 4. Air Cinema is a French spoof web series... ... based on iconic Hollywood film dialogue dubbed by local voice-over actors... ... with moustaches!
  • 5. Here are the 2 moustached-showrunners... Grégoire Briançon Matthieu Vetter
  • 6. Matthieu and Gregoire meet trajectoi.re 2010: Matthieu & Greg created the concept. 2011: 18 episodes produced. 2012: trajectoi.re discovered Air Cinema while searching for new talents. We loved the concept and were very surprised by its lack of success (less than 3,000 views per episode). We offered Matthieu and Greg the chance to bring Air Cinema to a wider audience by restarting the broadcasting from scratch and setting up a real distribution plan.
  • 9. Link with special events In theatres AND online on August 15th
  • 11. The tools trajectoi.re used Air Cinema as a lab. We wanted to test our capacity to spread a webseries with the following constraints: - little owned media - no paid media - 2 brains - 4 arms
  • 12. The first platform: Dailymotion Home page each week
  • 13. The second platform: Fullscreens network Fullscreens is displayed on famous French sites, such as 20minutes.fr, meteofrance.fr, blogbang.fr, jeanmarcmorandini.fr, gossip.fr, ...
  • 15. Three blogs to spread the word... GRAND ECART VODKASTER LE JOURNAL INUTILE
  • 18. On Facebook: endorsement YouTuber Faireset pushed the first episode on his wall...
  • 19. From virtual to real life... We organized a contest on Facebook. We gained 500 more fans and sent 400+ postcards to winners and hardcore fans
  • 21. 4x more views in 4 month than in the previous 24 month 10,000+ views on the first episodes 175,000+ cumulated views on the channel 250,000+ views 250,000+ views in a month 13M+ ads have been displayed An average of 3 episodes watched in a row
  • 22. On partner blogs 15 000+ views thanks to our partners 5x more fans thanks to relevant community management and a game...
  • 23. Benchmark (regarding views...) Heels by Au feminin and Longchamps only reached 1.000 views/episode on YouTube. Episode 5 of Escape my life by Ford only reached 10.000 views. Only the first episode reached more than 100.000 views, thanks to paid media... Les Dumas by Bouygues Télécom, reaches 450.000 views/episode because it was especially written for the web and had media support.
  • 24. What can we say about this?
  • 25. We reached our goal We made Air Cinema known and liked.
  • 26. An accurate method to grow! With Dailymotion and the blogs we created engagement. With Fullscreens network we earned good figures. We strongly believe that the key of success is to tied quality and quantity. Quality is the multiplicative factor of quantity. Quantity leads the viewer to an episode... And quality leads the viewers to watche 3 episodes in a row... We proved we are able to do it on a local scale. There is no reason not to be able to do it on a larger scale.
  • 28. + FAIRESET A BRAND The launch of Singin’ in the rain BluRay trajectoi.re produced and broadcasted a cross-over video featuring Greg & Matthieu and YouTuber Faireset + trajectoi.re organized a contest for fans on YouTube and Dailymotion The prize: a collector edition of Singin’ in the rain bluray
  • 29. 3,500+ likes 250+ comments 1,000+ shares 155,000+ views 2,200+ likes 98% satisfaction rate 260+ comments French Jedi: Air Cinema x Faireset x Warner
  • 31. Going international Trajectoire intends to launch Air Cinema webseries on YouTube dubbed into several languages