Integrating Branded Documentary into Campaigns Brings Results

I'm republishing a post I made for Flow Nonfiction, the real stories agency (client). As I work with Flow to build the argument for the importance and viability of this incredible new medium, I'm constantly challenging myself to think results, results, results. Of course, because examples are few and far in between, its rare and an opportunity when results are published by the marketers and brands using branded doc. Most often, as it is in this case, the results are anectdotal and tied to integrated campaigns, but then that's good. I think branded doc really shines when its part of an integrated program.

You can find more about Flow Nonfiction and read the original post here.

Mitchum rekindled interest in their heritage brand by sponsoring a nationwide contest in search of the “Hardest Working Man in America” in 2010. The deodorant/antiperspirant brand worked with CAA Marketing, director Brett Ratner ("Rush Hour," "Red Dragon") for a branded-entertainment program that played to its heritage and tagline: "So effective you could skip a day."

Ratner brought his mentor onboard, documentarian Albert Maysles, to make a short documentary of the winners of the contest which was promoted through TV spots, print and social-media ads. The entry submissions were user-generated films posted on Mitchum’s Youtube site. 150 submissions and 3 million views later, the program produced to winners by votes, including Chad Pregacke, the inspirational environmentalist and Mississippi born-again riverkeeper who along with an army of volunteers at Living Lands and Waters, is dedicated to cleaning-up the nation’s longest river one piece of garbage at a time.

Pregacke was aided in his bid when Discovery Channel’s Dirtiest Job’s host, Mike Rowe, nominated and created his submission film. Rowe knows Pregacke well though he has not been featured on Dirty Jobs.

Maysles created a 30 min documentary featuring 5 of the contestants which aired on the Sundance Channel in late 2010. Maysles is well-known for “Grey Gardens” and “Gimme Shelter.” And the Sundance Channel is no stranger to branded entertainment, the hit show Iconoclasts airs on the cable channel and was developed by vodka brand, Grey Goose. The film, Mitchum’s More Than a Paycheck, also benefited retailer Best Buy who is prominently featured, though whether it was a paid placement is unclear.