Consumer education body the Industry Trust for IP Awareness is taking its ‘Moments Worth Paying For’ campaign into social media with the launch of a major Facebook-based competition called Reaction Replay.
Building on the Moments Worth Paying For cinema trailers, which feature super slow-motion reactions to emotive film moments, Reaction Replay will invite entrants to submit a photo of their reaction to a favourite film moment and describe the impact it had on them.
The competition forms part of an integrated digital campaign, combining PR and paid-for media partnerships. The activity will include a video endorsement from popular Grime artist, Wretch 32, who shares his personal film moments worth paying for.
Moments Worth Paying For, now in its second year, seeks to inspire respect for copyright by celebrating the entertainment value of film, TV and video. It also aims to make it easy for people to play fair by directing to Findanyfilm.com, a gateway to legitimate content providers across all formats.
Independent tracking research by ICM indicates that Moments Worth Paying For is having a positive impact on its core audience of young men: those who have seen the campaign are nearly twice as likely to say they intend to pay for content in the future, compared to those who have not.
To build on this success the Industry Trust appointed youth engagement agency, Livity, to devise a complementary campaign that would take Moments Worth Paying For into social media.
Liz Bales, Director-General of the Industry Trust, said that while the Trust was confident the campaign was having the desired effect, it was constantly looking for ways to evolve and refresh it. “We appointed Livity to help us take the campaign into social media. The campaign mechanic means we can have a direct dialogue with our target audience, while the competition format encourages them to have some fun with it and share it with their friends,” she explained.
Livity took its inspiration for the Reaction Replay concept from Rory Wilson, a 22-year old Graphic Design student from Derby University, who proposed a copyright campaign called ‘Film Face’ in his Commended entry for the YCN Student Awards. The Awards spotlight young talent by challenging students to answer one of a number of live creative briefs; the Industry Trust commissioned a brief for the 2012 Awards.
Reaction Replay will be hosted on Findanyfilm.com’s Facebook Page until the closing date of Friday 12th October. Participants will be encouraged to share their entries with their social networks. Prizes will be awarded to the most voted-for entries, including iPads, Blinkbox vouchers and a film-themed trip to New York.