It was Friday night lights at the famous, maybe infamous, Cotton Bowl in Dallas where nearly 2,000 fans cheered on their home teams at Red Bull Game Breakers. A culmination of 6 regional qualifiers, including 72 teams and more than 1,500 players, in which the winners advanced to tonight’s finals. Simply put, this was football with more game.The tournament attracted some of the best blue chip high school talent in the South West.
For more information, visit www.redbullusa.com/gamebreakers
14 teams gathered at Cedar Hill High School prepared for an epic football showdown. But this wasn’t your typical Friday night high school game; this was football…Red Bull style. Red Bull Game Breakers is an innovative 7-on-7 style tournament which awards points for game breaking moments as well as touchdowns. It gives players the opportunity to prove who really is a shot caller, play maker and game breaker.
After a grueling competition, it came down to DeSoto High School versus West Mesquite High School. It was West Mesquite who proved victorious and who will now advance to the Red Bull Game Breakers Finals at the Cotton Bowl in Dallas on June 25, 2010.
“Its all about stepping up to the challenge,” said Trevone Boykin, Quarterback for the victorious West Mesquite High School. “That’s what we did. We stepped it up and now we’re champs!”
For more information, visit www.redbullusa.com/gamebreakers
Red Bull Game Breakers is very simply put — “Football with More Game!” This seven on seven tournament, consisting of 96 high school teams (nearly a thousand young football players) will compete in an innovative 7 on 7 style tournament for the chance to play at the Cotton Bowl in downtown Dallas and prove who really is a shot caller, play maker and game breaker.
Finals June 25th at the Cotton Bowl!
Texas’ best college drum lines will perform, along with The Dallas Cowboys Cheerleaders!
For more information, visit www.redbullusa.com/gamebreakers
Red Bull Game Breakers is very simply put – football with more game! It’s high school football Red Bull style. This innovative 7 on 7 tournament, consisting of six regional qualifiers (New Orleans, Houston, Austin, Stillwater, Dallas and San Antonio), and one all-star studded final (Dallas), will no doubt separate the players from the “game breakers” and give the best teams in the region (who might not otherwise have the chance to play each other) the opportunity to compete. Yes, it’s time to separate the players from the game breakers.
“I would encourage every guy playing in Red Bull Game Breakers this summer to work hard and stay passionate and committed to their team,” said Reggie Bush, “We can all talk a big game, but real rising stars do more than talk. And that is worth real respect.”
For more information, visit www.redbullusa.com/gamebreakers
OgilvyOne Athens completed a very successful (ie the needle moved, sales went up, the brand is the talk of a country, etc.) branded entertainment film and transmedia campaign last month for Kraft Foods’ Lacta Chocolate.
Key Stats (for those of us who are prone to ADD or have the XY Chromosome):
Lacta Chocolate Branded Entertainment Film “Love in Action”
• 12% Greek viewer share equivalent to ~13.7 million in the United States.
• Ratings would have placed the show above “American Idol” and along with “Dancing with the Stars.”
• +150,000 hits on the online movie.
• +20,000 Facebook fans.
• The branded film’s theme song became a major hit on the radio (ala “Friends”)
• +210,000 Greeks have visited web site
• Movie attracted so much attention, it was picked up by Mega – the #1 Greek TV station – and shown on Valentine’s day FREE OF CHARGE.
In a nutshell, the OgilvyOne Athens campaign was simple- “a love story competition where the best love story submitted would be turned into a movie.” The transmedia campaign involved crowdsourcing, social media, and branded entertainment to generate an extraordinary amount of buzz. How extraordinary? How about being picked-up and aired on the #1 television network on Valentine’s Day FOR FREE and having your branded theme song #1 on the radio charts? Yes. That successful.
OgilvyOne Athens case study video (yes, they explain how they did step-by-step):
Lacta – Love in Action – case study from OgilvyOne Athens on Vimeo.
Branded Entertainment Keys to Success
1) Involve the audience from the beginning
If you give the audience something to care about, some emotional connection, you will be creating brand ambassadors and positive word of mouth. By creating a competition for “real-life love stories”, OgilvyOne created a positive word of mouth and interest in the campaign. Please notice that they did not say “real-life love story involving Lacta chocolate” – that came later – where the brand and product were organically integrated into the film.
2) Keep the audience involved
OgilvyOne kept the audience engaged by involving them in the continued creation of the film by online voting – from everything from choosing the actors from screen tests to the style of clothing the character was to wear – the audience was involved.
3) Use social media to engage, inform and transform your audience into brand advocates
The campaign used Facebook, Flickr, Twitter, YouTube and the film blog to actively inform and engage the audience.
The “Love in Action” Facebook page had over +20,000 fans and combined with Twitter was used to inform the audience on film production, upcoming votes and events; the YouTube channel for the film posted additional content including behind-the-scenes, trailers and other video content; the Flickr page posted photos during the entire film creation process and their blog told even more stories.
Great job Kraft Foods and OgilvyOne Athens! Way to move the needle!
Here’s a recent article written by Ad Age on the campaign: http://adage.com/globalnews/article?article_id=142953
The full “Love in Action” Film:
Lacta “Love in Action” – English subtitles from LactaFilms on Vimeo.
Lacta Chocolate Branded Film Website: http://www.loveinaction.gr/english
65,000 children go unsupervised after school (19% of Dallas’ children ages 5-13).
Dallas urban churches have increasingly declined or closed their doors over the past decade.
Young adult clergy has declined by 72% in the last 25 years.
8 miles, from where we sit, is one of the poorest neighborhoods in our country.
“Project Transformation” is a faith-based nonprofit that provides after-school and summer programs for children in low-income communities. Fueled by the energies of the volunteers and ministries who run the organization, Project Transformation has quickly spread across the nation since it’s inception in 1998. Their success is evident in the change – the “transformation” – of not only the children, but the volunteers who spend quality one-on-one time building life skills. In fact, as a result of their experience with Project Transformation, many of the college-aged volunteers have changed their careers paths to go into either the ministry or non-profit organizations.
Project Transformation can use your help! For more information, to donate or to learn about volunteering, please go to their website at: http://www.projecttransformation.org/ or call (214) 946-3600
Project Transformation Fundraising Film:
http://digitalhause.com/blog/2010/04/project-transformation-fund-raising-film/
Written by: Mark Polito, Managing Partner – Digital Häuse
Brand Entertainment | Edutainment | Brandutainment | Digital Initiatives | Digital Media | Production | Editorial
Brian Vickers from the Red Bull NASCAR team dropped by Dallas the other day before the race at the Texas Motor Speedway. He showed off his driving skills by doing doughnuts in the parking lot flanked by steel polls on all sides. It’s pretty amazing to see how these drivers can handle 500 horsepower in tight spots. And for those who wonder if they can only turn left, Brian did doughnuts both ways – to the right and left – showing that he is just a great driver – period.
http://digitalhause.com/blog/2010/04/brian-vickers-red-bull-nascar/
Written by: Mark Polito, Managing Partner – Digital Häuse
Brand Entertainment | Edutainment | Brandutainment | Digital Initiatives | Digital Media | Production | Editorial
Jason, Scott and I share a strong belief that what we do can change the world. The films and videos we create educate, influence and drive people to action far faster and more powerfully than at any other time in human history. Early on, we decided that we would dedicate a portion of our time, money, skills and energy to assisting those in need.
This year, we are working with Project Transformation – a faith-based nonprofit organization that provides after-school and summer programs for children in low-income communities. Fueled by the energies of the volunteers and ministries who run the organization, Project Transformation has quickly spread across the nation since it’s inception in 1998. Their success is evident in the change – the “transformation” – of not only the children, but the volunteers who spend quality one-on-one time building life skills. In fact, as a result of their experience with Project Transformation, many of the college-aged volunteers have changed their careers paths to go into either the ministry or non-profit organizations.
Project Transformation can use your help! For more information, to donate or to learn about volunteering, please go to their website at: http://www.projecttransformation.org/ or call (214) 946-3600.
Shawn Marion of the Dallas Mavericks is driven to the game in the Red Bull NASCAR. I’m amazed he fit his 6′ 7″ frame in the car. Good guy. Good player. Go Mavs.
http://digitalhause.com/blog/2010/04/shawn-marion-cruising-in-red-bull-style/
Written by: Mark Polito, Managing Partner – Digital Häuse
Brand Entertainment | Edutainment | Brandutainment | Digital Initiatives | Digital Media | Production | Editorial
College kids vibrating like Dr. Katz (it was a cartoon on comedy central)…freezing cold weather with fits of rain…out of shape rickshaw drivers….road trips….Red Bull…2hrs to edit…
Frantically racing to keep up with the competitors in our two person rickshaws with out-of-shape drivers. PAs jumping out to push the riskshaws and then jumping back in on the run. Ducking, diving, bobbing and weaving to avoided being tossed in the river during the kayak race. Huge ice blocks being tossed half-hazardly into the air. Racing back to the hotel to finish the edit in an hour. Just plain awesomeness!
Favorite Quotes of the day
Team Omerta – East Central University
“Pretty much our strategy is to drink so much Red Bull before we even start that we just immediately teleport to the finish line. I’m on 15 and he’s on 12, yeah 12.”
Family Force 3 – Oklahoma State University (Winning Team) when asked how they won:
”Heart…Heart…Passion…you can’t coach passion.”
“The strategy for our race was to pick-out every other team and decide how we were better than them before we went. And then ridicule them until we were confident enough to go out there and win.”
Red Bull Land Rush 2010 Webisode by Digital Hause:
