Students had to film 2-minute movies, upload it on MIM microsite to win C905 gift-packs & an internship at NYFA (New York Film Academy).NYFA went onground into 10 markets (48 schools) & educated young students on movie making & on MIM. C905 was creatively integrated into the curriculum of NYFA where students were taught how to use C905 to film, edit & upload/blog videos. Live demos were done & students were called on during the workshop & given C905 to do actual movie exercises.Creative integration at all touchpoints:- C905 phones & features integrated into branded promos of MiM; aired extensively across MBC2 & MBC Max.- MIM microsite branded & movie players skinned to become C905.

- Blogs created to start a buzz & engage the youth.

- MIM newsletters branded C905 sent out to MIM database (185,000 users).- Pushed viewer engagement further by creating People’s Choice Awards, where viewers & online bloggers voted for their best movies.

- Over 550 videos uploaded- 10,390 votes for People’s Choice Awards- 963,629 page views (281,186 unique visits) on MIM Microsite- Gross TV + Online media value was worth over $3.3million- Winners were announced at Dubai International Film Festival (Dec 2009). Their winning movies were also shown at the festival.- Sales targets exceeded by 12%!- But most importantly, winning movies were aired on MBC2 & MBC Max, giving students a platform of 40 million viewers!