Pizzamaffia
Assignment
IDTV Film, Inspire Pictures and Dutch Media want to make the movie Pizzamaffia into a cross-medial project, in which the audience gets involved with the production process by using the book, the internet, mobile and music.
Positioning
Urban movie for a young audience Key words: tough, direct, exciting, fast-paced
Target audience
Primarily 13-19 years, secondarily 16-24 years, brought together in the target audience of 13-24 years
Campaign
The kick-off of the campaign took place with a unique online casting, through which we started looking for young talent for supporting roles in the movie. Even before the shooting of the movie began, an online casting was established for Pizzamaffia – a test, in a way. Visitors of the website could participate in the casting by uploading a video to the filmmakers. After the announcement of this innovative casting it took 24 hours before the audience started responding. And it responded massively. For the inventors of this event this was proof that it worked: get an audience involved with a movie even before it has been shot. By means of online and offline strategies the PMD coordinates marketing activities, and each of the (media) partners is responsible for a part of the campaign. Until the opening night of the movie there will always be something going on with regard to Pizzamaffia.
The campaign continues with, among other things, an online event for the title track, and concludes with a scooter event: who is the best pizza deliverer of the Netherlands? In a Jackass-like setting the participants have to race a difficult track full of obstacles.
Results
In three weeks time, the casting site generated 42.000 unique visitors, over 250.000 page views, more than a hundred audition videos, and two winners. And a lot of media attention on television, radio, print and internet, with for example announcement live in the show of Giel Beelen (3FM), television items in a.o. Editie NL (RTL) and exclusive cooperation with Hyves.
Casting call: http://youtube.com/watch?v=QkPh6pnhbT4
Website: http://www.pizzamaffia.nl
