Case Study Ford Motor Company Assignment Ford and

Case Study: Ford Motor Company Assignment: Ford and JWT Team Detroit enlisted Filmaka and its community to write and shoot “Mustang Stories, ” short films conceived by the filmmaker – to stream on the newly-launched Ford Mustang website, www. the 2010 mustang. com Filmaka and its community had six weeks from the time the competition was conceived to write, shoot, and deliver the films. “Ford is always looking for innovative ways to connect with our customers. We wanted to see how filmmakers interpreted our “Mustang Stories” contest and are delighted to be able to reach an even wider audience through the new “Knight Rider” TV series, which stars our Shelby GT 500 KR Mustang. ” – Caroline Pernot, Ford car communications

Case Study: Ford Motor Company Result: Filmaka received 400 scripts in only two weeks from filmmakers in 28 countries on six continents. After Ford/JWT/Filmaka reviewed scripts and Filmaka vetted the directors, 22 films were shot in just two weeks in U. S. , Canada Mexico, Norway, South Africa, and UK. Ford and JWT then selected ten winners. Millions of television viewers saw the first five filmmakers introduce a one minute preview of their films on NBC. Seven films are currently streaming in their entirety, exclusively on www. the 2010 mustang. com. Ford and JWT will hire the Grand Prize Winner, to be announced in November 2008, to direct a second film (with a significantly higher budget) for the 2010 Mustang launch. Filmaka/JWT write, distribute creative brief to Filmaka community writes scripts (2 weeks). Filmaka forwards 75 to Ford/JWT to review. JWT, Ford, and Filmaka select 22 finalists, vetted by Filmaka, who are given $ to produce films Finalists shoot films (2 weeks). JWT, Ford, Filmaka select 10 winners who receive $ prizing. Promotion begins within Knight Rider Grand Prize Winner’s film shown at Nov 08 LA Auto Show. Winner shoots new film for 2010 launch

Case Study: Ford Motor Company "We’re extremely pleased with the creative ways Filmaka’s community of filmmakers used the Ford Mustang as inspiration for their stories. The films are interesting, fun and offer plenty of surprises – just like Mustang. ” - Caroline Pernot, Ford Car Communications “JWT Team Detroit and its clients employ branded entertainment initiatives as part of an integrated marketing strategy. In this case, we felt that branded entertainment, in the form of short films, was the perfect vehicle for filmmakers from around the world to bring their “Mustang Stories” to life. Ford and JWT Team Detroit enhanced this branded entertainment idea by creating and airing commercials in NBC’s Knight Rider that integrated footage from the short films and drove viewers to see the entire film on Ford’s newly launched the 2010 mustang. com. We were very impressed with Filmaka and its communities ability to complete this project quickly with outstanding results. ” - Carl Spresser, Director of Integrated Marketing and Branded Entertainment, JWT Team Detroit

Case Study: SAB Miller Assignment: SAB Miller engaged the Filmaka community to write/direct short films based on its theme “Because Life is What You Pour Into It”, incorporating product (Dreher beer). Result: Upon viewing the 150 written submissions and film submission, SAB Miller immediately agreed to a second Filmaka competition. The winning films will be utilized as digital advertising creative. “We were excited to see how filmmakers around the world interpreted our theme. SABMiller is passionate about beer and all our brands, so we were very impressed to see this reflected in the quality and creativity of the winning films. We'd like to thank Filmaka and its members for the effort they committed to this innovative competition. ” - Charlie Hiscocks, Senior Global Marketing Manager, SABMiller Filmaka/SAB collaborate on creative brief, distribute to Filmaka community writes scripts (3 weeks). SAB Miller and Filmaka select 15 finalists who are given $ to produce films Finalists shoot films (2 weeks) SAB Miller selects 5 winners who receive $ prizing

Case Study: Cisco Assignment: To compliment Ogilvy-produced creative, Cisco enlisted Filmaka and its community to shoot “Digital Cribs, ” non-fiction short films about people who use technology in their homes in interesting ways. Result: Winning films, submitted from all around the world, will be streamed on Cisco’s Digital Cribs website, syndicated to over 200 blogs and sites which aggregate video, and showcased at trade shows. “Cisco felt that Filmaka would be a great partner because we wanted an international perspective and filmmakers themselves rely on digital technology to produce their creative work. We are very pleased with the outcome. ” - Ken Wirt, VP Consumer Marketing, Cisco Filmaka, Cisco shoot, distribute creative brief to community. Community shoots two films (5 weeks) Filmaka and Cisco select 10 “Brand” winners who receive $. Voting takes place on Cisco. com to select 10 “Members Choice” winners who receive $.