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The Advent of Social Film: The Inside Experience with Jamie Robinson

September 30th, 2011

By: Wendy Roe

Session Hashtag: #socialfilm

TOPIC:
Social films are a recent phenomenon and there are few precedents for their format. In this session learn about “The Inside Experience,” a social film project presented by Intel + Toshiba. Jaime Robinson, the creative lead on the project, worked alongside Director DJ Caruso and actress Emmy Rossum to assemble clues and drive successful audience participation in this unique Hollywood thriller. Learn about the opportunities for engagement, effective media placements and how far viewers will go to be a part of the big picture.

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Client Story: Intel and Toshiba: www.theinsideexperience.com
It was the best of briefs…

How do you mix a Hollywood movie with Facebook?  That is the question! An immersive storytelling experience…the advent of social film.  The client was focused on getting super creativity to WOW 20-year-olds.  Concept of a “First Look” trailer.  It was to be “an addictive experience.”

Film = Author-owned
Social Media = People-owned

“Social Film = An immersive plot-driven filmic collaboration between film-maker & audience.”

 Things that were important in the campaign:

  1. Have a well versed Hollywood director and talent that knew the 20 something crowd.
  2. A wide variety of touchpoints for major league crossover.  (24 hour screenwriter responding as the character online)
The Plan:
  1. 8 film episodes
  2. Facebook character pages
  3. Live interactions
  4. Clues and cyphers (to find out where she was)
  5. Support videos
  6. Socially-based challenges (characters making videos)
  7. Fans crossing over into episodes
  8. Twitter action
  9. Real world participation
  10. Final film…all 8 episodes with the highlights from social media stitched together.  WOW
We’re watching the film….(funny how 20 somethings love their horror and mystery flicks, I tell ya.)
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So the film leaves you hanging.  It’s picked up via social media with her Facebook page, she posts pictures of the room, the clues.  People start commenting on how to help, where she should look for clues, how does she eat?
Fans started to create their own ‘help’ pages…one fan put together a map of the ‘clues’…WOW.

Jamie Robinson on Social Film

Engagement and Fan Involvement:
Tier 1: Read about it.
Tier 2: Sit back and enjoy.
Tier 3: Get in there.  Literally.  Solve the clues.
Each episode would start by including a social media quote that would foreshadow the upcoming episode.
The client didn’t want to shove their product down their viewers throat, they wanted them to feel like they were part of an experience not viewing an ad. – Jamie Robinson
The next level of audience engagement: Participate …or else!
The film ‘bad guy’ leaves a note threat to get ‘Likes’ from her friends so she can then eat.  …and it keeps going.
Episode, social reaction, writing of another episode to respond….
The next level of engagement: Social Casting Call
100 submission and 240,000 views on YouTube…A fan wins.
Final level of audience engagement: Real world participation
When all clues lead to Union Station….fans were there to greet ‘her’ upon her release.  Even fake FBI were there to interrogate the fans.
Results:
Films: 13 million views
4 million interactions on Christina’s Facebook page
100s of articles = 32 million reached
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