Media > Use of Media
TRIBECA FILM FEST
DIGITAS, Boston / AMERICAN EXPRESS / 2007
Awards:
Overview
Credits
Overview
CommunicationGoal
The insight focused on “storytelling”: it’s inherent to our nature - every one has a story to tell. So at the height of the user-generated content phenomenon, we married the American Express’ brand strategy to an execution vehicle that enabled consumers to use the campaign to tell the world their story. The media strategy was to not just pull people into our experience, but to push out our experience to consumers as well. Through partnerships with AOL and Current TV we developed CLIPS hubs within their existing sites in order to capture the attention of already engaged consumers; distributed content.
Effectiveness
The online advertising performed well above average with a 36% cumulative CTR. Site visitors were very engaged with the site: •355,000 total site visits.•20% of site visitors viewed Gallery.
•Each Gallery visitor watched 6.6 clips (average).Qual-surveys showed the campaign drove positive results in brand metrics.
Execution
Consumers chose a question from American Express’ “My life. My card.” advertising campaign, such as “My proudest moment”, or “My wildest dream”, and answered it visually by submitting a video clip. Through our web gallery users could view, rate, save and/or share clips through email, phone or podcast. Martin Scorsese and M. Night Shyamalan judged the finalists. The winning “clip-maker” received $15,000 and a trip to NYC to be honored at the 2006 Closing Ceremony.
MediaStrategy
Participation level was phenomenal and exceeded the goal of 1,000 submissions with 1,730 submissions. More than just the submission volume, the quality exceeded expectations. Consumers were highly engaged making mini-films that involved scripting, costuming and even special effects. The CLIPS received a lot of “buzz” and was picked up virally on sites like YouTube, AddictingClips.com, iFilm and Google Video. It was referenced on postings and blogs along with promotional placards, viral flyers, and profile hubs.
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