the movement project 35-54
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TRANSCRIPT
THE MOVEMENT PROJECT
The Movement Project is a multi-part series profiling a diverse group of elite old-age athletes, each with their own personal stories of overcoming great challenges and proving that growing old doesn’t have to mean slowing down. Exquisitely photographed in bold black and white, each episode introduces us to a different extraordinary senior athlete and shows not only their dedication to their sport, but their passion for living life to the fullest. The movement of each sport is expressed in the evocative single-word titles of the individual episodes: “leap”, “soar”, “glide”, “reach”, “surf”, “bounce”, “swing”, etc. By telling universal inspirational stories of the triumph of the human spirit, THE MOVEMENT PROJECT is premium content with a broad appeal.
THE MOVEMENT PROJECT
THE MOVEMENT PROJECT
Sponsorship of THE MOVEMENT PROJECT will connect your brand directly with a huge, uniquely targeted, highly-engaged audience. THE MOVEMENT PROJECT offers your brand association with a visually-stunning groundbreaking series built around positive messaging and the universal themes of determination overcoming adversity. Timed to coincide with the 2012 Summer Olympics in London, we have the unique opportunity to connect your brand with the projected 4.7 billion person media audience through cross-media promotion of our content.
OPPORTUNITY
THE MOVEMENT PROJECT
AUDIENCE M/W 35-54
THE MOVEMENT PROJECT offers your brand the opportunity to leverage the fastest growing social media demographic (35-54) to support your brand and products. According to the Pew Research Center, more than 40% of the US Population is between the ages of 35-54 with an estimated annual spending power of over $2 trillion.
ONLINE HABITS OF GEN X
According to eMarketer, Gen X (35-46) constitutes the largest online video audience. Almost three-quarters of them (74.2%) watch online video regularly. Gen X's digital media consumption is strikingly similar to that of the 18-34 demographic. They use social networks, watch video on their computers and mobile devices, and enjoy shopping online.
ONLINE HABITS OF THE YOUNGER BOOMERS
Younger Boomers (47-55) are the single fastest growing social media adopters, and yet a recent study by TV Land Company showed that are vastly underserved by marketing initiatives, which mostly aim at younger people. According to market research company NPD Group, 41% of Boomers regularly visit Facebook, and 61% visit websites that offer streaming or downloadable videos.
THE MOVEMENT PROJECT
THE ATHLETES *subject to change
JANE HESSELGUES Age: 75
Body Builder
LILLIAN WEBB Age: 96
Long Jumper
MARGARET HINTON Age: 89
Shotputter
MADONNA BUDER Age: 81
Triathlete
MICHAEL KELLY Age: 72 Surfer
FAUJA SINGH Age: 100
Marathon Runner
MARIAN ANDERSON Age: 74
Skier
SPENCER LEHMAN Age: 75
Pole Vaulter
REACH
THE MOVEMENT PROECT will utilize the latest technology in
targeted distribution to reach the most engaged relevant
audience for your brand.
STEP 1: FACEBOOK APP
STEP 2: CUSTOM FLITE AD UNIT
STEP 3: TARGETED DISTRIBUTION
STEP 4: COMPLETE ANALYTICS
STEP 1: FACEBOOK APP
• Video featured in Facebook App
• Users will have the ability to watch, share, comment
• Branding will be available within the app, as well as links to sponsor sites or other brand-focused destinations
• App that features MOVEMENT PROJECT “cause”, showing a main video every week
• Encourages users to submit their own stories via text and photos (optional)
• Users can view the main video story and other’s text/photo stories and share with friends.
• All actions generate newsfeeds and ticker actions that your friends will see
CONCEPT 1: SHARE YOUR STORY
• App that features all video stories in a carousel
• After choosing a video story from the carousel the user lands on a page with the video and user’s comments on that story
• You enter to win a prize by writing a comment on your favorite story
• This action generates a newsfeed and ticker that your friends will see
CONCEPT 2: YOUR FAVORITE
STEP 2: CUSTOM FLITE AD UNIT
• Video will be featured in a custom Flite Ad Unit
• Ad will expand to showcase full video series, with links to Facebook page where users may comment and share their own stories as well as link to sponsor sites .
CUSTOM AD UNIT CONCEPT
STEP 3: TARGETED DISTRIBUTION
• Ad unit will run across a targeted network of sites for added reach and scale
STEP 4: COMPLETE ANALYTICS
• Complete analytics from all elements will be provided at the completion of the campaign
MOBILE DEVICE DELIVERY
• Tablet and mobile-compatible across multiple channels including iPad, iPhone, and Android devices.
• Device-compatible formats will detect when users are accessing our content on a device that does not support Flash, and will serve an HTML5 version of the ad unit instead.
ADDITIONAL BRANDING OPPORTUNITIES
• Custom Brand Pre-Roll featuring THE MOVEMENT PROJECT athletes
• Custom Brand Skin on video player
• Brand messaging built into Facebook App
• Unique QR code linking to brand promotions
THE MOVEMENT PROJECT
THE CREATIVE TEAM
Our team has been responsible for creating some of the most engaging high-quality original online video content and generated millions and millions of unique views for major international brands like IKEA, HP, Hyundai, Sony, Lexus, McDonalds and others. At the core of what we do is promote and integrate brands into unique high-quality premium video content without sacrificing authenticity. In short, we produce compelling content people want to watch.
ELLIOTT LESTER Director / Producer
Elliott Lester is an award-winning multi-disciplinary director with a love for advertising. He shines as a comedic storyteller and is well known for his action-oriented projects across all mediums. Most recently Elliott completed branded content for NOS Energy Drink and the international hit film “Blitz” from Lionsgate staring Jason Statham. He can tell a story in 30 seconds, 2 minutes, or 2 hours. This is a rare attribute in advertising, but no doubt a valuable one as our industry travels at a rapid rate beyond what is considered traditional. Elliott has done work for major brands including McDonalds, Lexus, and Sony. He has taken home Clios, Telly Awards, and Cannes Lions for his work.
KYLE LA BRACHE Director / Producer
Kyle La Brache is an award-winning filmmaker and branded entertainment producer who has created numerous successful series for brands and agencies such as IKEA, Hyundai, HP, American Express, USA Today, Netflix, BBDO, Initiative, OMG, Break, and DECA, as well as viral marketing content and image pieces for EMI, MGM, Polygram, Capitol, Maverick, and Warner Bros Records. Kyle’s work has featured many celebrity and A-list talent including Keanu Reeves, Jane Lynch, William Shatner, Heidi Klum, Miley Cyrus, Jeff Goldblum, Moby, Conan O’Brien, Tim Allen, Illeana Douglas, Nick Cannon, Sarah Silverman, Jeff Garlin, Barry Manilow, Bette Midler, Coldplay, Everclear, Megadeth, Robbie Williams, and many others.
FRANZ STAHL Composer
A former member of influential bands Foo Fighters, Scream, Wool, and Japanese Pop star Jun Onose, Franz Stahl is an in-demand Hollywood composer currently writing and producing music for the commercial world.
DANIEL WINTER Still Photographer
Daniel Winter is a photographer and artist based in Los Angeles. His work has been published in GQ, Esquire, Los Angeles Magazine, XXL Magazine, and People. He has photographed many fashion, music, and entertainment industry luminaries.
THE MOVEMENT PROJECT
SUMMARY
$ 500K
6 EPISODES
COMPLETE MEDIA PLAN PROVIDED ON REQUEST
