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i’mhereCASE STUDY

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Sunday, 14 October, 12

W+,?The online & festival release of Spike Jonze’s I’m Here were

supported by an innovative social media campaign and alternative distribution strategy that continue to make this an exceptional case study on how to build a global community & engage audiences in new ways. By identifying the core theme of the film, the campaign

was designed to create an experience consistent with the film.

Beautifully done....

Sunday, 14 October, 12

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THEOVERVIEWPartnership between Spike Jonze & Absolut

Agency: TBWA/Chiat/Day NY

Goal: Create a new vision & experience of ‘branded content’

How: Engage audiences in new ways combining online & in-world promotion

How: Hybrid strategy including

• teaser promotion in key cities

• ‘pop-up’ secret screenings in UK & US,

• innovative use of virtual online screening in tandem with film festival screenings

Result: I’- H$r$, 30 minute film, Spike Jonze (dir. & screenwriter)

Story: Two robots in LA fall in love.

Absolut Philosophy: A robot love story in a world where creativity reigns over conformity.

Who: The Audience

Absolut identified its audience as ‘the creative class who made the brand famous’

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thetrailerlaunchedJanuary 21, 2010 on YouTube, later on Vimeo

DescriptionA male robot librarian lives a solitary and methodical life -- devoid of creativity, joy and passion - until he meets an adventurous and free spirited female robot.

castAndrew Garfield, Sienna Guillory,

viewsAlmost 200,000 views on YouTube by Feb 16, 2010

R$"%!&'( O)# I' N$w W"*+

Website:Sign up for news updates & advance screening invitations

reward:Advance Screening Invitations via email day of global online release

Sunday, 14 October, 12

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festivalscreeningssundance film festivalJanuary 21, 2010

17,319,573 Impressions

Berlin Film Festival - shortsFebruary 20, 2010

global in cinema screenings10,000 live viewers

istanbul, Stockholm & Paris fashion week

site visits900,000 first two weeks

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brief:

Raise awareness of semi-secret screenings in the UK opinion-formers within creative hubs in cities

Audience:

‘opinion-formers within creative hubs in cities’ in the UK

I’- H$r$

teasermarketing

action:

‘clings distributed throughout target cities as eco-friendly alternative to stickers/posters

Estimated OTS:London: 28,000Manchester: 20,000Edinburgh: 15,000

versions:

1. a teaser2. a reveal 3. a call to action.

don’t panic marketing ltd

Sunday, 14 October, 12

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‘Out of the Ordinary’london premiereFebruary 22, 2010

February 22 - 28, screenings in unexpected places

exclusive invitations‘Ordinary Is No Place To Be’ Campaign

‘The exciting week long programme of activity will commence on Monday 22nd February, focusing on smaller intimate screenings in ‘ordinary’ and ‘everyday’ locations such as bike stores, cafés and hairdressers, which ABSOLUT will use to showcase its collaboration with Spike Jonze; ‘I’m Here’. These events will take place in London, Manchester and Edinburgh, building momentum over the course of the week to a bigger yet still unconventional screening.’

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“We had arrived at our destination; courtesy of the Sat Nav but felt it was lying to us given the fact that we were just in the middle of a road with little idea of where to go next. Driving on we came across an NCP car park and promptly parked the car in order to peruse our surroundings. Leaving the comfort of our car we stepped out into the cold, “damp night air in search of clues as to the whereabouts of the venue.

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S/-$w!$r$ &' #!$ UK

Walking through a corridor walled with bookcases and a bubble wrap floor we popped our way to the Absolut vodka bar. Having secured our free vodka cocktails we then proceeded to take in the transformation.

Fr$$ B0r!!

“The ambience was one of sitting in a park on a cold winters night huddled up to a loved one to keep warm. So here we were, sitting at the top of a multi storey car park feeling privileged to have been given the opportunity to see a preview of the film.”

P%!-U! S$0*"/2 - A"r M0**r$11$1

pop-UPscreenings

Gr3"$! Live for films.com

Sunday, 14 October, 12

onlinevirtualcinemaglobal releaseMarch19 2010

230,000 unique visitors first weekend

screeningsEvery 4 hours bumped to every 2 due to demand; increases from 5,000 to 12,000 views per day

facebook integrationWatch with friends. “We incorporated visitors’ friends’ personal profile pictures, extracting them through Facebook Connect. Then placed them onto badges worn by the other moviegoers.”

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Sunday, 14 October, 12

S/-$w!$r$ &' N$w"r0...

ongoingpop-upscreeningsL. Craig Schoonmaker caught a pop-up screening somewhere in Newark, Oct. 2010

“...Salomon showed a very peculiar Spike Jonze film that, he said, a friend of his was in (I think), on a screen on the side of his larger van, at the north end of Beaver Street. It concerned a male and female couple of robots (yes, robots with gender), in which the female experienced various accidents that required replacement parts, which the male took from his own 'body', until 'he' was reduced to little more than a square head. "Greater love hath no man/robot, than that he/it giveth and giveth til he hath no more to give" I guess was the message of this parable.”Gr3"$! L. Craig Schoonmaker

Sunday, 14 October, 12

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Ongoingpromotion

soho shop window“As part of the continuing efforts to promote Spike Jonze's recent Absolut-sponsored short film, I'm Here, produced with MJZ out of TBWA/Chiat/Day, New York, Opening Ceremony recently debuted these I'm Here-inspired window displays at the boutique's New York outpost. Artist/prop creator Meryl Smith designed the showcase, which features props she created for the film and the short's original robot costumes.”

single book edition

DVD & book package

Spike jonze signing

Live band performance

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The Creator’s Project International Screenings:

“I’m Here video booth confessional set up to accompany the film at our events in NYC, London, São Paulo, Seoul, and Beijing, we asked audience members to share their reactions to the movie — what they thought the film was about, what it reminded them of, and stories of their own past relationships that may have had something in common with the one portrayed by Jonze. Their candid responses, compiled in the videos we’ll be sharing with you all week, range from funny to sad to sardonic, but all are steeped in genuine heartfelt emotion. We dare you to watch them without getting at least a little misty-eyed. Today we’re premiering the video from the Seoul videobooth. The NYC and London videos are below, so you can compare how heartbreak changes and stays the same across three different continents.”

screenings in..... NYC, L%/.%/, Sã% P0)(%, S$%)(, 0/. B$5"/2

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videoboothconfessional

Sunday, 14 October, 12

G$# &' T/)%!

I’- H$r$ Case Study was prepared by:Dr. Siobhan O’Flynn

siobhanoflynn.com @Sioflynn

contactus

TMC R$1%)r4$ K"*info@tmcresourcekit.com

tmcresourcekit.com

Sunday, 14 October, 12

THANKS *%...

tmcrkpartners

Sunday, 14 October, 12

6$ I’- H$r$ Case Study is released under a NonCommercial ShareAlike Creative Commons license to be shared, remixed and expanded non-­‐commercially, as long as you credit the TMC Resource Kit, the creator of the Case Study, Anthea Foyer or Dr. Siobhan O’Flynn, and license your new creations under the identical terms.

Third party images retain their original copyright.

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)r(1 f%r I’- H$r$Slide 3: http://www.coloribus.com/adsarchive/promo/absolut-vodka-im-here-15586405/resizes/1600/ http://www.coloribus.com/adsarchive/promo-casestudy/absolut-vodka-im-here-15467505/Slide 4: http://twitchfilm.com/news/2010/01/sundance-2010-trailer-for-spike-jonze-robot-short-im-here-is-typically-fantastic-stuff.phpSlide 5: http://twitchfilm.com/news/2010/01/sundance-2010-trailer-for-spike-jonze-robot-short-im-here-is-typically-fantastic-stuff.phpSlide 6: http://www.dontpanicmarketing.com/work/absolut-im-hereSlide 7:http://www.artknowledgenews.com/2010-02-21-23--53-absolut-vodka-unveils-im-here-a-creative-collaboration-with-spike-jonze.html?q=graffitiSlide 8: http://liveforfilms.wordpress.com/2010/02/28/spike-jonzes-im-here-our-search-for-the-absolut-screening/ Slide 10: http://newarkusa.blogspot.ca/2010/10/seeing-and-being-in-newark.htmlSlide 12: http://thecreatorsproject.com/blog/different-countries-reactions-to-spike-jonzes-im-here

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