Brief: get people more closely involved with the Dutch Film Festival and make the event more 'for everyone'.

Insight: With the Dutch Film Festival as the client, we had access to a range of established Dutch film actors. There was a limited budget but by creating a high risk, innovative concept and not a traditional TV campaign, maximum value was created in earned media and PR.

Idea: A live feature film, directed by the audience.

The live event was an experiment in live filmmaking, with direct influence by the Dutch audience who could direct the movie through Twitter, as if they were famous directors themselves.

A concept built around the idea that the best way to promote the film festival was to bring it as close as possible and make it an intense experience. Very relevant for a movie-loving audience.

The results:

- A world's first! Attracting attention from consumers and the international film industry

- Worldwide trending topic, beating the Olympics

- More than 500.000 euro in measured PR value

- Up to 150.000 visitors to the festival

By including the live TV broadcast, the campaign went beyond a traditional digital campaign. Plus, the immersive second screen experience made the event unique.

Creative, production and media worked closely together to find the best mix of channels:

- TV commercials, radio, online and PR to fire up interest towards the event

- Twitter, live on TV and web (for tablet and PC) for the ultimate sofa experience

- TV, cinema, print and PR to maximise buzz afterwards, in anticipation of festival

Note: roughly 80% of the budget was allocated to production (owned media) and 20% to paid media.

- A world's first! Attracting attention from consumers and the international film industry

- More than 500.000 euro in measured PR value

- Worldwide trending topic, beating the Olympics

- More than 1 tweet per second during a 90 minute live feature (113 tweets implemented in movie)

- Up to 150.000 visitors to the festival, well within the target