for and from the curious – web 2.0, social media and cause marketing explored

Web Video Marketing – (R)Evolution made in Germany and the USA

May 21st, 2007 | by Klaus Holzapfel |

The Official Moviebakery Launch

Today is the official launch date for moviebakery – a new web video and viral marketing portal for the production and distribution of commercial videos on the Internet. The launch takes place in Germany and the US simultaneously.

The model – for which we did file a patent – has been very well received in our first discussions with clients and video makers. Three clients already signed up: Swiss International Air Lines, Sparhandy.com – A German mobile services provider and another well known client that we can’t mention yet.

moviebakery offers many benefits to clients and video producers alike. We worked on the development of moviebakery for quite some time and were able to create a triple-win situation:

Winner #1: Clients
Our clients do get access to the world of web videos at an almost unbeatable rate: 10 commercial videos, 10 separate ideas, created by 10 separate producers for EUR 10,000 or USD 13,000. This price includes the initial distribution of the videos as well.

moviebakery offers the following other main benefits for clients:

Extreme Creativity
The traditional procedure for creating viral spots is as follows: An agency develops three ideas for a client. One ideas is getting selected, optimized and put into production. At moviebakery a pool of very diverse video artists is producing a much larger number of ideas. We already know that many ideas are getting developed by non-members of the professional marketing world and that the web community offers an incredibly amount of creativity (>> crowd sourcing , user generated advertising).

YouTube shows us every day that some of the best content on the web is produced by industry outsiders on rather limited budgets. You get the point. We select the best ideas submitted to us and put the video producers in motion.

Proximity to Target Groups
In many cases the videos are moviebakery put the clients in direct touch with their focus groups. They actually create the advertising!

Multi-level quality control
We’ve built in seven levels of quality control. The process ensures that the clients‘ needs are met and that target groups can be reached with the created videos. The quality control ensures that the completed videos show the client or its services or products in the desired manner. Negative publicity that is present with open web video contests is going to be avoided.

Winner #2: Video Producers
moviebakery is tapping into this widely unused talent pool. An automated platform allows for the entire project management and quality control. It is the interface between the clients of moviebakery and the video producers. “Each video producer applies with moviebakery and we review their reference projects before they get admitted to our talent pool. This process ensures the required amount of creativity and technical knowhow for our clients.” says Felix Holzapfel, the managing partner of conceptbakery Germany.

The bottom line is a triple-win situation:
Clients get access to a large pool of talented video producers with a huge amount of creativity. The process is managed by a professional agency and provided at an attractive rate. The multi-level quality control ensures that the completed videos show the client or its services or products in the desired manner. Negative publicity that is present with open web video contests is going to be avoided.

Producers don’t have to provide their videos for free to video portals any longer. They have the opportunity to turn their “hobby” into a revenue generating activity. moviebakery pays a fixed amount of EUR 500 / USD 650 plus an optional bonus component for top performing videos. The video artists get to work for interesting clients and can build their portfolios without spending efforts on sales at all. They get to focus on their core strengths: Developing ideas & making videos.

Finally getting paid
Producers don’t have to provide their videos for free to video portals any longer. They have the opportunity to turn their “hobby” into a revenue generating activity. moviebakery pays a fixed amount of EUR 500 / USD 650 plus an optional bonus component for top performing videos.

Movie makers need to show their talent and provide some references before they can be admitted to the talent pool. Once the artist is admitted, they can submit up to 5 pitches per project. If one of his or her ideas is selected by moviebakery to be a top 10 idea the artist gets invited to produce the video. Once the video has been reviewed and is in line with the pitch and the project specifications (image & sound quality etc…) the artist will get paid $650.

If the submitted video is not in line with the pitch and project requirements, the artist has the option to re-edit and re-submit his/her video.

Working for well-known clients & brands
Video artists get to work for interesting clients and can build their portfolios without spending efforts on sales at all. They get to focus on their core strengths: Developing ideas & making videos.

More attention for the videos
The clients, moviebakery and the producer combine their efforts to promote the videos. This will automatically ensure a bigger audience.

Fun
Moviebakery unleashes creativity. The entire project is meant to be fun for everyone involved: clients, producers and our team.

Winner # 3
This should be a no-brainer by now. Of course we are going to be on the winning end as well;-)