POM WONDERFUL PRESENTS: THE GREATEST MOVIE EVER SOLD by Warrior Poets for POM WONDERFUL, HYATT, JETBLUE

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POM WONDERFUL PRESENTS: THE GREATEST MOVIE EVER SOLD

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Industry Airlines
Media Case study
Market United States
Agency Warrior Poets
Producer Jessica Wu, Keith Calder, Abbie Hurwitz
Released June 2012

Awards

Cannes Lions 2012
Branded content & entertaiment lions Best brand or product integration into a feature film Gold

Credits & Description

Type of entry: Branded Entertainment
Category: Best brand or product integration into a feature film
Advertiser: POM WONDERFUL, HYATT, JETBLUE
Product/Service: FEATURE FILM
Agency: WARRIOR POETS New York, USA
Advertiser POM WONDERFUL, HYATT, JETBLUE
Product FEATURE FILM
Entrant WARRIOR POETS New York, USA
Type of Entry: Branded Entertainment
Category: Best brand or product integration into a feature film
Title: POM WONDERFUL PRESENTS: THE GREATEST MOVIE EVER SOLD
Advertiser/Client: POM WONDERFUL, HYATT, JETBLUE
Product/Service: FEATURE FILM
Entrant Company: WARRIOR POETS New York, USA
DM/Advertising Agency: WARRIOR POETS New York, USA
Producer: Jessica Wu (Snoot Entertainment)
Producer: Keith Calder (Snoot Entertainment)
Producer: Abbie Hurwitz (Warrior Poets)
Writer/Producer: Jeremy Chilnick (Warrior Poets)
Director/Writer/Producer: Morgan Spurlock (Warrior Poets)
Describe the campaign/entry
Pom Wonderful Presents: the Greatest Movie Ever Sold was first exhibited in the United States. Currently, the brands, marketers and advertisers enjoy comparatively unfettered access to content creators and the various networks and distribution platforms when compared to the more restrictive guidelines that exist across Europe. Besides restrictions on tobacco and alcohol products (specifically in terms of advertising to minors) content creators are largely free to pursue any deals for their various properties. As the media landscape becomes more-and-more fragmented and an increasing number of homes are using DVRs, brands are increasingly looking for ways to break through the proverbial noise. When the film was distributed internationally, the various broadcasters were able to treat the film as an acquisition rather than a home-grown production, allowing the product placements within the film to avoid the various regulations that would normally preclude such placements.

Results

In creating the first ever documentary film about marketing and branding that was paid for entirely by marketing and branding, we created the first ever marketing and promotional campaign that had individual brands sponsoring a movie and in return being part of a documentary that promoted their brands. The Greatest Movie Ever Sold utilised 22 different brand partners and was designed to reach their loyal consumers, new customers, as well as the filmmaker’s fan base.
Each brand had category exclusivity and was able to tout their product as being the ‘Greatest’ in that category e.g. JetBlue Airways was always referred to as ‘The Greatest Airline You’ll Ever Fly’.
The campaign covered multiple marketing outlets, and the overall objectives were, from the film side: to spread excitement and interest in the project, and from the brand side: to enforce the brand’s identity as a risk taker and supporter of challenging ideas.
The promotions and tie-ins ranged from in-flight (JetBlue) to in hotel (Hyatt), in store (POM Wonderful, Sheetz, Old Navy, Amy’s, Carerra, Petland Discounts, Thayers) to in theatre (KDF, MovieTickets), online (all 22 brand partners), event based (Fast Company, PRG, Trident), and in film product placement (which included 15 of the partners, 3 of whom received original 30 second commercials within the context of the film).
We were able to create and execute a campaign that made the brands’ support of the film, and the marketing and promotion of it, seem like a natural extension of the film itself. Their involvement and strategies were revealed within the film, so afterwards, whenever you would witness an ad, a pop up, a sticker on a bottle, or a video on a plane, it would feel as though the humour and insight of the film were carrying over into your everyday.


Describe the creative solution to the brief/objective.

POM Wonderful Presents: The Greatest Movie Ever Sold presented a completely new and unique way for audiences to interact with brands. For the first time ever, brands were in on the joke and an essential part of the media narrative surrounding the film. Brands could be completely up front about their advertising practices while supporting an important discussion about the role advertising plays in our lives, while still creating in-store advertising, product tie-ins, traditional commercials and the film itself to connect with their audiences.


Describe the results in as much detail as possible.

The awareness of the film generated by the 22 brands’ involvement was astronomical.
6 weeks after the film had been announced, and 10 days after its premiere at the Sundance Film Festival, Burrell’s Media Monitoring reported that the film had already achieved more than 900m media impressions. By the time, the film had finished its US theatrical run that number had climbed to more than 5bn.
The traditional marketing campaign combined with the brand integration & promotional support created new consumer respect for many of the brands. They emerged as ‘cool’ and ‘accessible’, and were seen as innovative thought leaders within their space. Many of the brands (including POM, Ban, Get it for Free Online & Mane ‘n Tail) experienced boosts in sales as a direct result of their involvement.
The campaign surrounding the film lasted more than 3 months, covered every state in the US, and reached 10 countries internationally.
To date, whenever anyone mentions the film, they still must call it by its actual sponsored name, POM Wonderful presents: The Greatest Movie Ever Sold.