Eddy Terstall Promo, Case study EDDY’S TWITFLICKS by OneBigAgency

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EDDY’S TWITFLICKS

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Netherlands
Agency OneBigAgency
Director Eddy Terstall
Creative Director Erik Wunsch
Creative Timon Oosterhof, Dalischa De Kok, Hester Haars, Elliot Stewart Franzen
Producer Nora Schrader
Released May 2011

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: EDDY TERSTALL
Product/Service: FUNDRAISING FOR A MOVIE
Agency: ONEBIGAGENCY
Creative: Timon Oosterhof (OneBigAgency)
Creative: Dalischa De Kok (OneBigAgency)
Creative: Elliot Stewart Franzen (OneBigAgency)
Creative: Hester Haars (OneBigAgency)
Creative Director: Erik Wünsch (OneBigAgency)
Director: Eddy Terstall (Independent)
Producer: Nora Schrader (OneBigAgency)
Media placement: Website, Twitter, Facebook - Online - May 11, 2011

Insights, Strategy & the Idea
Dutch Film Director Eddy Terstall wanted to fund his new short film DEAL by using the crowd funding website cinecrowd.nl. It soon became clear that this would not result in the needed budget. Clearly, some rumour was needed to get attention, and some incentive to motivate the audience. Eddy Terstall is popular amongst arthouse and cinema fans, so we decided to target this group. And since Eddy is a very active tweeter with an impressive number of influential followers in the Netherlands, Twitter could be an effective medium.
And with Facebook as our stage, we should be able to create a successful campaign without any substantial budget.

Creative Execution
We decided to offer our target audience more in return than what we asked from them: A personal gift from Eddy to film lovers, in return for a small donation.
The activation idea: 'Have your own Eddy Terstall film'; a film directed by Eddy, based on your tweet to Eddy, and posted on your Facebook wall.
A mini-mini film: for every €10 your tweet would result in 10 seconds of film. A donation of €60 or more: a film one minute long.
We built a campaign micro site and organised a film crew of students.
A tweet from Eddy started the buzz: 'Let me turn your tweet into a movie. Look at @eddystwitflicks'.

Results and Effectiveness
“Eddy’s Twitflicks” became a topic in on and offline media.
Eddy’s tweet was instantly retweeted, and dozens of blogs, websites and traditional media (radio, TV, newspapers) talked about it.
During the two weeks of the activation 47 twitflicks were made and posted on Facebook. And thanks to a growing number of substantial donations the target was reached before the deadline on cinecrowd.nl. The end result exceeded even 6 times the target. Instead of the needed 20K, Eddy received an amount of 120K.
And best of all, Eddy was able to turn his short movie into a full length feature film.