American Express Promo, Case study MY MOVIE PITCH by Digitas Boston

Adsarchive » Promo , Case study » American Express » MY MOVIE PITCH


Pin to Collection
Add a note
Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United States
Agency Digitas Boston
Editor Colin Wolf, Melanie Abramov
Released May 2010

Credits & Description

Category: Best Use of Sponsorship
Date of First Appearance: May 27 2010
Entrant Company: DIGITAS, Boston, USA
Entry URL:
Vice President, Global Sponsorship, Access and Experiential Marketing: Rich Lehrfeld (American Express)
Vice President, Global Sponsorship and Event Marketing: Jessica Igoe (American Express)
Senior Vice President/ Executive Director
: Matt D'Ercole (Digitas)
Vice President/ Group Creative Director: Atit Shah (Digitas)
Vice President/ Creative Director: Nick Barrios (Digitas)
Vice President/ Group Executive Director: Steve Torrisi (Digitas)
Senior Vice President, Marketing/Media: Jordan Bitterman (Digitas)
Vice President, Group Marketing Director: Marc Appel (Digitas)
Marketing Manager: Tom Chirico (Digitas)
Vice President/ Director, Media: John Simpson (Digitas)
Senior Vice President/ Technology: Joe Lozito (Digitas)
Vice President/ Architect: Francois Balmelle (Digitas)
Senior Software Engineer: James Dean (Digitas)
Senior Software Engineer: Lance Massey (Digitas)
Technology Manager: Thomas Heller (Digitas)
Senior Art Director: Ray Capanini (Digitas)
Senior Copywriter: Roger Baran (Digitas)
Editor: Colin Wolf (Digitas)
Editor: Melanie Abramov (Digitas)
Agency Producer: Avi Walsky (Digitas)
Media placement: Video – Syndicated Content Player - Salon, Entertainment Weekly, Spout (IndieWire) - 28 April 2010
Media placement: Digital – Display - IMDB (Adzinia) - 7 May 2010
Media placement: Digital - Interstitial - IndieWire - 13 May 2010
Media placement: Digital – Video - Overlay - Salon - 15 May 2010
Media placement: Digital - Search - Promoted YouTube Videos - 27 May 2010
Media placement: Digital – High Impact – Homepage Skin And Display Takeover - Open Film - 15 June 2010
Media placement: Digital – High Impact – Homepage Masthead - YouTube - 21 June 2010
Media placement: Digital – Homepage Roadblock - Display - Entertainment Weekly - 22 July 2010
Media placement: Digital – Video - Homepage Auto-Play - YouTube - 23 August 2010

Insights, Strategy & the Idea
AMERICAN EXPRESS has been a proud participant in the rebuilding of lower Manhattan through its founding partnership of the Tribeca Film Festival. Our core target of independent film enthusiasts has an inherent appreciation of the art of storytelling and the process by which storytelling comes to life. The goal of My Movie Pitch was to increase participation in AMERICAN EXPRESS’ film initiatives and extend it beyond the festival.
With the combination of an abundant supply of available films lacking distribution deals, decreased studio interest, and poor market conditions, the Tribeca Film Festival recognized an opportunity to leverage their credibility and become a distribution partner to the independent film community. To that end, a new venture was formed in 2010 - Tribeca Film. AMERICAN EXPRESS sponsored the venture from the beginning, enabling Tribeca Film to acquire distribution rights to 12 new films.

Creative Execution
Indie film fans, our core target, consumes, creates and shares more online video than the general Internet audience. So, we decided to utilize video as advertising and an engagement tool. In a down economy, few chances exist for filmmakers to have their movies picked up. For that reason, a program which created opportunities for aspiring filmmakers to bring their ideas to life, while the world watched via YouTube, appealed to our audience.

Utilizing YouTube’s scale and social media’s organic reach to connect audiences to great stories from everyone, anywhere, we drew a clear parallel to the mission and intent of the new Tribeca Film sponsorship.

Three components contributed to scaled engagement:
1. Key media partnership with built-in video scale
2. Proprietary tools and technology that made it easy for people to share their pitch
3. Audience design that drove earned traffic and scale

Results and Effectiveness
The My Movie Pitch program scaled the Festival experience to a massive online audience. My Movie Pitch was able to surpass the success of previous online “film” contests and increase communication efficiency. My Movie Pitch users spend an average of 7+ minutes on the AMERICAN EXPRESS YouTube channel after visiting My Movie Pitch, proving the contest’s value. The project also increased engagement and awareness with the brand across other pillars, such as music, fashion, golf, and tennis.

Key Metrics
Site Visits: 275,207
Cost per visit: $2.90
Total Submissions: 1,564
Total Votes: 24,531
Total Video views: 414,825