MARKETING CAMPAIGN

12 Days of Filmmaking Giveaways

The Musicbed marketing team brought 2018 to a close with a simple goal: gather as many emails as possible to leverage for remarketing in the first quarter of 2019. We decided the best way to capture these new contacts would be to partner with other brands in the filmmaking industry and pool our resources together to create a giveaway that filmmakers everywhere couldn’t ignore.

We themed the campaign around the holidays and took cues from the song “The 12 Days of Christmas,” revealing a new prize package every day for 12 days.

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Brand

We knew from the get-go that the campaign needed to be festive, but not overbearing. Fun, but not cheap. Cheerful, but not cheesy. To achieve this tone we took traditional Christmas colors and amplified their saturation so that they felt familiar but were just different enough to draw the eye. 

We also developed a versitile set of logo lockups to accommodate different deliverables and color combinations.

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Illustration

Due to the accelerated project timeline, we knew from the get-go that we wouldn’t have a final list of partners or prize packages until the day before launch. To ease that burden, we developed a pattern of illustrations that gave context for the campaign but didn’t pigeonhole us into specific products or brands in case we couldn't lock a sponsor in time. This put less pressure on us at launch to have everything outlined publicly.

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Photography

Photography

Photography

Photography

We opted to shoot every individual product overhead in a lay-flat style. This gave us the freedom not only to composite all of our photos into a single layout but also to rearrange them as we saw fit for each graphic we designed. We also knew we wanted to feature stand-out products with animated gifs, so we planned the shoot with stop-motion in mind.

Finally, we created a photo backdrop of the illustration pattern and shot daily Instagram Stories to accompany the corresponding giveaways.

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Assets for our Partners

We were privileged to partner with some of the filmmaking industry’s most iconic brands. As the premiere sponsor, we provided a press kit that included a wide range of assets for other brands to use to help promote the campaign.

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Other Content

We also developed a YouTube preroll ad, a campaign landing page featuring a widget from Gleam.io, html emails, and digital ads.

We also developed a YouTube preroll ad, a campaign landing page featuring a widget from Gleam.io, html emails, and digital ads.

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Results

Results

Results

Results

Just 12 days after launch we had captured over 30,000 email addresses. Not bad for a two-week turnaround.

Content

Art Direction
Graphic Design
Copywriting
Photography
Illustration
Video
Social Media
Digital Ads
Landing Page
HTML Emails

Credits

Art Direction
Ryan Piper

Graphic Design
Ryan Piper
Isaac Esquibel

Farrah Yoo
Maggie Simmons

Copywriting
Steven Schwartz
Photography
Isaac Esquibel

Maggie Simmons

Illustration
Ryan Piper
Web Design
John Oddo


Video

Jeff Hampton