Development of Mobile Filmmaker Awards 2006 Campaign Website for Discovery Asia

Business Needs

Discovery Networks Asia and Nokia once again collaborated on the Mobile FilmMakers Awards campaign in 2006, following the success of the inaugural campaign in 2005. The campaign was targeted at the mobile-savvy population in South-East Asia and aims to promote creativity in mobile filmmaking.

A website with a strong theme needs to be created. Not only must the site be compelling visually, it should also possess strong site architecture to enable easy access to media archives of the Mobile FilmMakers 2005 Awards, relevant information on mobile filmmaking and support new contents.

Visitors are invited to partake in the Mobile FilmMakers 2006 Awards, where they stand a chance to walk away with US$10 000, a Nokia Nseries device and a production opportunity at Discovery Networks Asia. This means that the site needs to possess the capability of handling application submissions and the ability to expand.

Solution

Notion Age created a website that first and foremost, projected a look and feel that is in sync with the theme of the campaign- creative and different. Secondly, it encompassed the capability to house expanding content and the necessary applications to accommodate the contest.

The site’s landing page is an animated Flash menu, where the various sections were prominently displayed, so viewers can immediately click on the section they wish to visit. Also, the eye-catching flash menu can highlight the special features, such as MobiFilm Academy and MobiFilmmaking Tools.

The site development is three tiered; the first is pre-contest, where the site’s main aim was to gain as much exposure as possible to the campaign and contest and educate viewers on mobile filmmaking.

Apart from the creative design, Notion Age also included a “Tell A Friend” feature, where viewers can email their friends about the site and encourage them to join the contest or find out more information about it.

To prepare for the contest, an interface was built for participants to submit their entry- a film concept with an accompanying short clip. A registration page was created with a secure form completed with a validation code to ensure the application authenticity.

The second tier was when the contest was ongoing. Of all the entries, 70 semi-finalists were selected, further streamlined to 14 finalists. To encourage audience participation, anyone can vote for the finalist of their choice in the “People’s Choice” section and win a prize. To increase their chances of winning, there is also a friend referral function, where viewers can invite their friends to vote in order to increase their own chances of winning a prize for participating.

To cater to this, Notion Age built a customized voting form that can sort the number of votes submitted for each of the finalists, and calculates the winning chances of voters, taking into consideration of the friend referral program.

For viewers to know more about the finalists, a blogging section was created for the 14 finalists to blog about their creative concepts and ideas. Notion Age developed a customized user-friendly blogging engine specifically to cater to his section.

The third tier is post-contest, where Notion Age created a section to announce the winners and showcase the winning clips. Notion Age came up with the creative idea of showing the results on one page so viewers won’t need to click on several pages to find out the winners, watch the winning clips and see if they’ve won the “People’s Choice” contest.

Milestones achieved

Participation rate for the Mobile FilmMakers 2006 Award contest exceeded that of last year’s. Apart from that, subscribers to the “e-news” section increased two-fold from the previous year. Overall, the site’s web stats have also enjoyed a sharp increase in page views.

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