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You may remember seeing the Mitchum commercials imploring users to generate content. I will paraphrase: “Hark, doth ye knoweth the hardest working person in these United States?! Well then ye shall maketh us a film of 120 seconds and thou should upload it for the greedy eyes of our Hollywood jury. Ye shall pimp our deodorant with your authenticness for the chance to win 100K stone and have a fim made about ye hard working ways by the Maysles.” And so the “Mitchum hardest working ______ in America” campaign began.
Marty said, Roly could win this Mitchum thing. I said, we could run a little social campaign too. Let’s fire up the production machine. So we did. Made an entry film for Roly with the assistance of omni-production man Travis Wurges. Next thing you know Roly is in the top ten. We sized up the finalists. Three people caught our eyes as the real contenders: a preacher who ran a camp for at risk youth, a self financed first responder to natural disasters, and a river cleaner named Chad Pregracke who had Mike Rowe behind him. The Chad + Mike thing reeked of presdestiny but we were game anyway.
Roly needed a cause to compete with these guys. We spoke to him about giving 15K in winnings to LIVESTRONG. He agreed. So did Travis. We made another film to drive the promotion of this intent to give. We went crazy in social media, building a Roly fan base. We built the voteroly.com brand on Facebook andTwitter. With help from Eric Webber we got quite a bit of earned media along the way; Nik Ciccone on My Fox Austin, Jim Swift on KXAN Austin, Bettie Cross on KEYE.
He may not have won, but Roly Rolon still works hard. If you need any of the services described in his film give us a call and we’ll connect you with him. As for Mitchum, all the hard workers seemed to have worked just as hard for them. Biggest insight gained – love thy crowd. Mitchun showed little or NO love to the users that generated their content, the crowd they sourced to care, and that was an easy failure to avoid.
See the extra film we made for Roly after the jump. (more…)
