Entertainment > Audiovisual Branded Content
SUNDANCE TV, New York / VISIT SEATTLE / 2017
Overview
Credits
CampaignDescription
For “Project Five by Five,” we leaned into Seattle’s burgeoning film scene, and challenged five different filmmakers to come to Seattle, get inspired by one of the senses, and share their subsequent story of Seattle through that sense.
Execution
We commissioned five indie filmmakers to produce these five short films over the span of one month. In January, during the Sundance Film Festival, we hosted a Seattle-themed event where we held a public screening of all five films for a packed house of industry insiders. The screening was followed by a panel discussion and Q&A with the filmmakers and a party, complete with hors d’oeuvres from Seattle-based chefs Josh Henderson and Jason Stratton, a live performance from Seattle musician Allen Stone and more.
The films were featured on a custom webpage. The page also housed director bios, photos, and a sweepstakes in which users were invited to enter for a chance to win a free trip to Seattle. We created a custom :30 web-driver that aired on the network, and we also pushed the spot out socially and digitally.
Outcome
In addition to write-ups in USA Today, AdWeek, MediaPost and GeekWire, to date, "Project Five by Five" was named a finalist for the Tribeca X Award and The FAXIES. Visit Seattle measured the campaign success not only by the beautiful outcome of the films, but also by watch time on their YouTube channel, views and earned media. As a result of the initial success of “Project Five by Five,” the program is slated to continue through the summer at the Rooftop Films 2017 Summer Series.
Relevancy
"Project Five by Five" is a decidedly different take on the generic tourism video. Five innovative filmmakers tell personal stories about the city of Seattle. Completely authentic and utterly original, each film stands alone as its own love letter to the city. And as a whole, the five films offer a beautiful collage of Seattle. Moving beyond the Space Needle, these films evoke the atmosphere of the city and offer a sensory look at specific places, people, and times (present and past). The multi-platform nature of the campaign gave the project a robust interactive quality.
Strategy
To inspire full consumer engagement, we strategized “Project Five by Five” to be a true 360-degree campaign. We identified key platforms to reach Visit Seattle’s target audience (on-the-ground, social/digital [i.e., YouTube, Facebook, Twitter], on-air, etc.). We created custom executions for each of these platforms (an onsite event, online sweepstakes, social media, digital blog posts and custom units, linear video content, etc.).
Synopsis
When most people think of Seattle, they think of rain, coffee, “Frasier,” or "Sleepless in Seattle." But Seattle is much more than that. It’s layered. It has texture that people want to experience. It has depth that’s often hard to describe, but easy to explore. Its urban culture is blended and inspired by nature. Seattle needs to be felt and experienced with all five senses. Visit Seattle set out to do just that; help people actually feel Seattle - see, taste, smell, hear and touch it. We called it “Project Five by Five.”
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