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

1. Spike Jonze...& Absolut
i’mhere CASE STUDY
GO
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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....
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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 screenings
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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 release
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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 weeks
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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 UK
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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.’
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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 films.com
search of clues as to the
whereabouts of the venue.
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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
imheremovie.com 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.”
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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.”
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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
Jonze's recent Absolut-sponsored short film, I'm Here,
produced with MJZ out of TBWA/Chiat/Day, New York,
Opening Ceremony recently debuted these I'm Here-
inspired window displays at the boutique's New York
outpost. Artist/prop creator Meryl Smith designed the
showcase, which features props she created for the film
and the short's original robot costumes.”
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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.”
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13. Get in Touch
contactus
TMC Resource Kit
info@tmcresourcekit.com
tmcresourcekit.com
I’m Here Case Study was prepared by:
Dr. Siobhan O’Flynn
siobhanoflynn.com @Sioflynn
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14. tmcrkpartners
THANKS to...
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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.
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16. urls for I’m Here
Slide 3: http://www.coloribus.com/adsarchive/promo/absolut-vodka-im-
here-15586405/resizes/1600/
http://www.coloribus.com/adsarchive/promo-casestudy/absolut-vodka-im-
here-15467505/
Slide 4: http://twitchfilm.com/news/2010/01/sundance-2010-trailer-for-spike-jonze-
robot-short-im-here-is-typically-fantastic-stuff.php
Slide 5: http://twitchfilm.com/news/2010/01/sundance-2010-trailer-for-spike-jonze-
robot-short-im-here-is-typically-fantastic-stuff.php
Slide 6: http://www.dontpanicmarketing.com/work/absolut-im-here
Slide 7:http://www.artknowledgenews.com/2010-02-21-23--53-absolut-vodka-
unveils-im-here-a-creative-collaboration-with-spike-jonze.html?q=graffiti
Slide 8: http://liveforfilms.wordpress.com/2010/02/28/spike-jonzes-im-here-our-
search-for-the-absolut-screening/
Slide 10: http://newarkusa.blogspot.ca/2010/10/seeing-and-being-in-newark.html
Slide 12: http://thecreatorsproject.com/blog/different-countries-reactions-to-spike-
jonzes-im-here
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