Taco Bell, with the help of Draftfcb Orange County, Calif., is once again thinking “outside the bun” by taking the consumer generated content trend to another level. The Mexican style quick service restaurant chain asked consumers to create their own advatar using Gizmoz.com’s services and submit it to an online audition for a chance to appear in the next Taco Bell commercial, or “advatarsment,” to promote Fourthmeal, its late night meal between dinner and breakfast, premiering during MTV’s Video Music Awards on Sept. 9. At press time, the three virtual consumer actors had been contacted and production of the spot was underway. The auditions are still on view at www.tacobell.gizmoz.com.
Using Gizmoz.com’s photorealistic avatar, consumers auditioned for the Taco Bell TV Me! search by uploading a digital photograph. In less than a minute, their 3D lifelike head and personalized body were automatically created. Consumers then used a microphone to record their own voice for their 15-second, lipsynched audition. Taco Bell TV Me! participants could also view sample Gizmoz 3D animated talking characters as well as other auditions. After submitting their audition, users were able send it to a friend and post their Gizmoz on any blog, video site or social networking profile, as well as rate other auditions. Winning auditions were judged on personality, originality, overall appeal and ability to express oneself.
“We wanted to not just give consumers the opportunity to do a user-generated video or user-generated commercial like we’ve seen so much of, especially during the Super Bowl. Consumer generated is still a one-way street. This campaign for Fourthmeal is a nice opportunity where we actually created a two-way street. We ask the consumer to produce something, they do it and then we continue to work with and interact with them for a period of time,” explained Chris D’Amico, senior VP, group creative director, Draftfcb, Orange County.
He pointed out that in addition to creating a two-way conversation with the winners, a lot of other people are “hanging out” on the website and exploring it and interacting with the brand. “Taco Bell, MTV and Gizmoz are at the forefront of leveraging the power of avatars and user-generated content to enhance the brand experience online and in traditional media,” said Eyal Gever, CEO of Gizmoz. “This leading-edge campaign of self expression and storytelling gives all consumers, regardless of their technical background, the opportunity to demonstrate their individuality and unique style online and potentially star in a major TV commercial during the MTV VMAs with their Gizmoz avatar.”
The TV Me! promotion marks Taco Bell’s first entry into leveraging consumer-generated media advertisements. The promotion is supported by online banner ads, keyword search buys and with a co-branded spot that will air on MTV leading up to the VMAs. “As always, we look to connect with our audience in the ways they consume media that are beyond television,” said Tim Rosta, senior VP, integrated marketing, MTV. “This partnership with Taco Bell and Gizmoz delivers a new twist to our audience’s insatiable appetite for user-generated content, and besides, everyone looks good as an avatar.”
Does “Hundreds of Beavers” Reflect A New Path Forward In Cinema?
Hard as it may be to believe, changing the future of cinema was not on Mike Cheslik's mind when he was making "Hundreds of Beavers." Cheslik was in the Northwoods of Wisconsin with a crew of four, sometimes six, standing in snow and making his friend, Ryland Tews, fall down funny.
"When we were shooting, I kept thinking: It would be so stupid if this got mythologized," says Cheslik.
And yet, "Hundreds of Beavers" has accrued the stuff of, if not quite myth, then certainly lo-fi legend. Cheslik's film, made for just $150,000 and self-distributed in theaters, has managed to gnaw its way into a movie culture largely dominated by big-budget sequels.
"Hundreds of Beavers" is a wordless black-and-white bonanza of slapstick antics about a stranded 19th century applejack salesman (Tews) at war with a bevy of beavers, all of whom are played by actors in mascot costumes.
No one would call "Hundreds of Beavers" expensive looking, but it's far more inventive than much of what Hollywood produces. With some 1,500 effects shots Cheslik slaved over on his home computer, he crafted something like the human version of Donald Duck's snowball fight, and a low-budget heir to the waning tradition of Buster Keaton and "Naked Gun."
At a time when independent filmmaking is more challenged than ever, "Hundreds of Beavers" has, maybe, suggested a new path forward, albeit a particularly beaver-festooned path.
After no major distributor stepped forward, the filmmakers opted to launch the movie themselves, beginning with carnivalesque roadshow screenings. Since opening in January, "Hundreds of Beavers" has played in at least one theater every week of the year, though never more than 33 at once. (Blockbusters typically play in around 4,000 locations.)... Read More