Tribeca Film Festival: Tribeca Film Festival Reactor [video]

Credits & Description:

Alternative Title: Tribeca Film Reactor
Agency: J. Walter Thompson
Brand: Tribeca Film Festival
Country: USA
Advertising Agency: J. Walter Thompson, New York
Entrant Company: J. Walter Thompson, New York
Media Agency: J. Walter Thompson, New York
Pr Agency: J. Walter Thompson, New York
Production Company: J. Walter Thompson, New York
Additional Company: J. Walter Thompson, New York
Producer: Lee Stafford (Current Studios)
Production Lead: Matt Fegan (Current Studios)
Account Associate: Haley Rankin (J. Walter Thompson)
Junior Designer: Hyunseo Yoo (J. Walter Thompson)
Executive Producer: Mary Ellen Verrusio (J. Walter Thompson)
Head Of Planning: Matt Baker (J. Walter Thompson)
Lead Developers: Matt Macdonald, Naren Keshav, Stefan Hockenhull (Current Studios)
Music House: Yessian Music (Yessian Music)
Commercial Printer: Grand Prix Litho Inc. (Grand Prix Litho Inc)
Director Of Digital: Jennifer Usdan Mcbride (J. Walter Thompson)
Copywriter: Kate Delaney (J. Walter Thompson)
Digital Designers: Matt Lambert, Jon Eisner (Current Studios)
Executive Producer: Zeynep Cingir (J. Walter Thompson)
Head Of Art & Design: Aaron Padin (J. Walter Thompson)
Vp Marketing: Bari Komitee (Tribeca Enterprises)
Lead User Experience Architect: Jen Lash (J. Walter Thompson)
Associate Producer: Liam Golding (J. Walter Thompson)
Associate Digital Producer: Nick Orsini (J. Walter Thompson)
Senior Art Buyer: Suzanna Shields (J. Walter Thompson)
Ceo: Andrew Essex (Tribeca Enterprises)
Designer: Emely Perez (J. Walter Thompson)
Designer: Soyeon Yoo (J. Walter Thompson)
Vp, Creative Technology: Stephen Martell (Current Studios)
Vfx & Design Company: The Mill, New York (The Mill, New York)
Production & Fabrication Studio: Current Studios (Current Studios)
Creative Director: Greg Erdelyi (J. Walter Thompson)
Senior Art Director: Itai Inselberg (J. Walter Thompson)
Project Manager: Juliana Orozco (J. Walter Thompson)
Director Of Music: Paul Greco (J. Walter Thompson)
Chief Creative Officer, New York: Brent Choi (J. Walter Thompson)
Outdoor Advertising: Clear Channel Outdoor (Clear Channel)
Designer: Katie Bourgeois (J. Walter Thompson)
Business Director: Oswaldo Barbosa (J. Walter Thompson)
Execution:
- Implementation:Using facial and voice mapping, we matched user’s expressions, inflections, motion and timing against those of famous actors in iconic movie scenes to generate a metric-based score. Each user was emailed a clip of their best performance. Top scores won tickets to the festival. - Timeline: 3/28/16 - 4/24/16. - Placement/Scale: The ReActor was active for 4 weeks, and placed in multiple locations around New York City including Union Square, Washington Square Park, Columbus Circle, Madison Square Garden, Barclays Center and Brooklyn Bridge Park
Campaign Description:
•The Tribeca ReActor brings people together with the movies they love in a uniquely fun and competitive away.•It’s the first machine to gamify acting. Using voice recognition, facial expression recognition and motion sensors combined with custom software, it not only drops players “into the movies”, it also scores them on their performances.•Players step up to the freestanding game kiosk, select a classic movie scene of their choice, then get a chance to reenact that scene.•Using off-the-shelf technology combined with custom software, player performances are captured and scored, then placed into movie scenes in real time so they, along with the crowd, can watch their best takes live.•The ReActor then automatically creates a video of the player’s performance and uploads it to Youtube for sharing.•If a player gets a high enough score, he or she wins free tickets to the Tribeca Film Festival.
Outcome:
• Hundreds of tickets given away/earned through the ReActor• Thousands of videos shared• Dozens of media outlets covered the ReActor, from Huffington Post, NBC, FoxNews, Adweek, with many from pubs around the world.• Thousands engaged at each street ReActor activation around New York City• Everyday New Yorkers engaged with TFF when previously they thought it was for the movie elites of the city (Directors, Producers, Film Critics, etc.)• 45% increase in dollar sales for single ticket purchases (exceeding sales goal by 20%).• And Best of all (TFF) beat single ticket sales goals by $300K and saw a 38% increase in opening day sales versus last year.
Synopsis:
- Situation: The Tribeca Film Festival has enjoyed a meteoric rise in popularity within elite film circles, but this global success has not translated into attendance by local film-lovers. The festival that was once created to re-build the streets of New York is now seen as unattainable by the very people who live there. - Brief: Grease the wheels of attendance by opening the doors of the festival very publicly and very personally to every-day New Yorkers. Democratize the experience by reminding everyone that Tribeca Film Festival is not for those who “know film”, it’s for those who “love film.” - Objectives:o Increase overall ticket sales and attendanceo Re-connect New Yorkers to their film festival
Strategy:
Data Gathering: Is two-fold. -First, the ReActor collects 78 points of facial expression data, along with a vocal waveform that's recorded and sampled 48,000 times per second from every player who performs a scene. It uses that data to generate a metric-based score and to create a clip.-Then, it automatically emails that clip to every player along with show times, ticket information and festival highlights. Thus creating an email-database of all participants. - Target Audience: New Yorkers between the ages of 25 - 40 who are film, and entertainment enthusiasts. - Relevance to platform: The ReActor reaches New Yorkers on a very personal, one-on-one level, using their love of movies to encourage participation with the brand. - Approach: Create a fun, fully interactive, immersive game that traveled to multiple locations in New York bringing people and great film together.