From initial concept our creative, interactive and viral marketing teams collaborated to implement the first ever online mobile film festival. Example movies were made on our own mobiles to demonstrate the ease of making your own movies – these were then filtered into the market through press, and TV but mostly from a big push from our viral agents. Viral activity included: infiltration of blogs and chat rooms; roaming operatives with video-capable mobiles at schools and teams creating ‘rival’ sites - featuring alternative ‘edgier’ content.

Within 3 days of launch, the Rubbish Film Festival website was ranked within the top 5 most visited New Zealand websites – over 410,000 user visits.There were over 1000 entries to the competition, this equates to 1 film for every 25 video-capable handsets in New Zealand.There was a massive 1,850,000 user visits to the site over the campaign period. (There are only 4 million people in New Zealand.)