THE WIKIFILM by Doubleyou for Mahou

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THE WIKIFILM

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Spain
Agency Doubleyou
Executive Creative Director Ramón Castillo
Creative Director Ferran López
Art Director Roberto Fara
Copywriter Jesús Revuelta, Alex Ademà
Designer Pablo Honey, Álex Marull
Released April 2009

Credits & Description

Category: Best Use of Sponsorship
Advertiser: GRUPO MAHOU - SAN MIGUEL
Product/Service: BEER
Agency: DOUBLEYOU
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: DOUBLEYOU, Barcelona, SPAIN
Entry URL: http://festivals.doubleyou.com/2010/mahou_wikipeli/global/cannes.html
Account Director: Xavi Colomé (DoubleYou)
Account Manager: Alba González (DoubleYou)
Executive Creative Director: Ramón Castillo (DoubleYou)
Creative Director: Ferran López (DoubleYou)
Copywriter: Àlex Ademà (DoubleYou)
Copywriter: Jesús Revuelta (DoubleYou)
Art Director: Roberto Fara (DoubleYou)
Designer: Àlex Marull (DoubleYou)
Designer: Pablo Honey (DoubleYou)
Interactive Producer: Jordi Fernández (DoubleYou)
Interactive Director: Héctor Sánchez-Pajares (DoubleYou)
Front-end Programmer: David Sáenz-Diente (DoubleYou)
Fornt-end Programeer: Francesc Bonet (DoubleYou)
Multimedia Designer: Laura Calvo (DoubleYou)
Multimedia Designer: Toni Domínguez (DoubleYou)
Technical Director: Javier Urbaneja (DoubleYou)
Back-end Programmer: Antonio Navarro (DoubleYou)
Agency Producer: Eugenia Esquerdo (DoubleYou)
Media placement: Website - Blog - Website - 01 April 2009
Media placement: Banner Campaign - ElPais, ElMundo, Cinemania, Fotogramas - 08 April 2009
Media placement: Cinema Campaign - 2 Ads - Madrid Cinemas - 15 April 2009
Media placement: Press Campaign - 4 Ads - Cinemania, Fotogramas - 01 April 2009
Media placement: Online Viral Videos - 2 Videos - YouTube - 08 April 2009

Results and Effectiveness
The Wikifilm was pre-premiered in Madrid in a private event attended by the co-directors, their entire team, and of course the media. Later on, everyone was able to watch the movie on the Internet. “Universes” (as people titled it) became a 30’ collaborative movie, and also a completely professional product. To such an extent that Mahou has received offers to use the movie for further purposes, including taking part in the country’s leading film festivals. Currently, fans are asking for the sequel.

Creative Execution
The Wikifilm is the first-ever mass collaborative film project. To run the project, Mahou recruited two prestigious Spanish filmmakers, José Corbacho and Juan Cruz. They started by posting an initial script synopsis on the website and inviting people to register. Once they had registered, people could make decisions and give their opinions about all of Corbacho and Cruz’s suggestions through the filming diary. People took over 20 key decisions involving pre-production, shooting (broadcast on the social media for first time ever) and post-production. The whole project was advertised by an integrated campaign that included online ads, virals, social media, happenings in cinemas and universities, cinema commercials, print ads and several PR, relational marketing and experimental initiatives were people could even make decisions through a popular radio station.

Insights, Strategy & the Idea
Mahou is Spain’s leading beer brand. Mahou has a longstanding commitment to cinema, has sponsored over 300 of Spain’s most relevant movies. But, in a 2.0 environment, a classic sponsorship programme is no longer enough. Mahou needed to innovate in order to change to a more relevant, interesting and notorious approach. The goal was to offer people the opportunity to take part in creating and launching a film. And so, in March 2009, the Wikifilm, the first-ever mass collaborative film project, was born. During a 5 months process, the aim was to turn the Wikifilm into the platform for Mahou’s communication through branded content, advertising, social media, PR, promotions and events. The challenge of the Wikifilm was to manage a changeable project with a huge variety of targets, suppliers and unforeseen events and, at the same time, to preserve the balance between a collaborative/2.0 approach and a professional result.