Bring the love back

Another small update:

• more than 75.000 views of the movie
• more than 240 incoming links
• more than 250 comments on the blog

More details later (sorry to be so brief but I´m on holidays for the moment… I know, I could have choosen a better period to do that).

Geert

Where are visitors to this blog coming from? Just have a look at the picture here!

Geert

On the 30th we’ll use the movie in our first Trade marketing tactic in Belgium. We’ll be trying to get pictures and maybe some video to show you.

Geert

Small update on the results of this campaign after 1 week:

• More than 50.000 views of the video
• About 200 incoming links
• About 200 comments on the blog
• Incredible uptake of the campaign internally, so we can expect some trade tactics coming everywhere

I´ll keep you all posted.

Geert

You will see in the right navigation bar that I have put a Box.net sharing folder where you can download some (low def) versions of the movie (the English one but also one with subtitles in Dutch and French). More formats are coming really soon. Unfortunately my account doesn`t allow downloading the high def version because they are to large. I´ll find a solution for that a.s.a.p.

Geert

I think you are all correct. Series would be better. Now I only have to find the budget to do it  I’ll try to look at all the suggestions and see what we can come up with together with our agency. It might take some time, of course (to be honest, I’m in Greece on holidays for the moment). In the mean time, I’ll also try to keep you updated on the other tacticts we are using to get this movie across, since the movie has gotten a lot of positive response internally.

Geert

First of all I want to thank all bloggers who have commented and who have taken the time to watch the movie and even share it on their own blog. That was the point of course, but nevertheless we never expected so many of you doing it. A big thanks from all of us!

Next I’d like to ask you guys your opinion. Should we make a sequel or a series of ads like this? As we are trying to be as transparant as possible I’d like to get you all involved as soon as possible in the process. The comments and emails we received were inspiring and invigorating, it would be a shame not to use the combined creative power of all those engaged.

So let me know. Should we make a sequel? Why should we make a sequel? And how can we combine forces to make it the best/most inspiring/most commented online ad we have ever seen? 

Looking forward to your ideas!

Geert

Why did we make the movie?

As you might have read in a earlier posting here: http://bringtheloveback.com/2007/03/14/why-a-movie/ we at Microsoft Digital Advertising Solutions wanted to make this movie because: “We want to try and tell that digital media is not about technology but about quality of communication, about the interaction between 2 people. There is no better medium than a movie to symbolize the one-to-one communication between people, in this case between an advertiser and a consumer.”This only answers the question as to the choice of the medium, of course.

The next question we read a lot in the comments on this campaign was: “Why this movie?”. Again I wrote about it before here: http://bringtheloveback.com/2007/04/20/how-it-all-begun/ but I think it’s good to summarize our thinking. “We wanted to do this movie to really  debate with our partners and marketers the changing relationship between advertisers and consumers. We are always discussing the changing media landscapes, how consumers have changed and how advertisers need to redefine how they connect with them and we wanted to really bring the subject to life and walk the walk in terms of new ways of connecting. We want to be able to use the movie online but also at every point in face-to-face interactions with our customers to open up conversations about how media is changing and of course we then want to go on to discuss how we can partner with them in this area.We will definitely not saying that MDAS is the solution to all marketer’s issues but we do want to bring to life some of the unique assets that we can use to help advertisers to reconnect with today’s consumer (look at in-game advertising, personal expressions in Messenger, Xbox, etc).

In terms of this campaign the movie is all about opening the conversation – the next challenge is to really focus on proof points for Microsoft in particular and that of course is slightly longer term project but its an area that we are very serious about.

Geert

We launched this movie 40 hours ago and below I’ll try to highlight the first results.

Results:

• Views of the movie:+ 14.000 views of the movie
• Views of the posting of the movie: more than 4.500 yesterday and today already more than 1.800
• Incoming links: + 100
• Comments on the posting: 57
• Comments on the site: 20
• Tone of voice: very good (only a few negative comments)

Summary: Philippe summarized the results best:

Indeed, the reactions I received follow the pattern:

1. Wow! Brilliant!
2. … Microsoft?
3. I’m gonna watch you (Microsoft) closely. You’d better respect your promise
4. Good luck

Next Steps? We still have a lot of work to do. I think we managed to get the conversation started, now we need to follow up, make it true and deliver on our promises.

Geert

More versions are coming soon, but in the mean time enjoy and let me know what you think. If you love it share it, if not flame it!

Geert