ON LINE MARKETER AND COMMERCIAL PRODUCERS JOIN
TOGETHER FOR USER GENERATED CONTENT VENTURE
Compulsive Pictures’ Executive Producers, Donald O’Connor and Jack Turney, along with Mark Altchiler, the former Executive Vice President of user generated video site Flix55.com, announce the launch of Inviralment.
Inviralment enables advertisers and marketing professionals to tap into a community of thousands of professional and amateur video makers for the creation of commercials, viral advertising, webisodes, or branded entertainment.
“Through a number of different flexible models, marketers can take advantage of the creativity of thousands of content creators. An agency or advertiser can take an idea, have it presented to our community, and have content created that works within their vision.” explains O’Connor.
Turney continues, “We can reach out to our video providers with a full blown script, a concept outline or just a general theme for them to run with. The options are unlimited and the results are a variety of executions within the parameters of our clients needs.
Altchiler, an experienced online marketer, who offers another dimension to the mix, agrees, “The originality and creativity of the online community is simply amazing. Inviralment takes our community’s resources and enthusiasm and brings it to the marketing and advertising world. This is a ”win” for the brands and a “win” for the content producers.”
Inviralment has just completed a new campaign for Hasbro and their board game Cranium. UPROAR!, Hasbro’s advertising agency, created the “It’s Real Fun” campaign. Agency producer Nina Davenport contacted Inviralment to provide footage of real people playing Cranium for the campaign. Through its crowd sourcing model, video submissions were solicited from the Inviralment community (12,000+ creators). From the hundreds of hours of video submissions UPROAR!, working with editorial company Red Car/NY created multiple spots for broadcast and web distribution. The campaign is live with the first spot breaking in late October.
Davenport endorsed the experience, “When the creative team sold the idea, my first thought was “how do we find these people?” with “administrative nightmare!!” following close behind. I needed a production partner who could solve these two problems for me. And because of the scope and nature of the interactions with prospective talent, I needed to know that I could trust this partner as a proxy for both the client and the agency. As I said in an E-mail midway through the project to the Inviralment team “You rock. I’d be dead in the water without you”.