q2 "winning hearts" case study sept 07

Q2 Entertainment LLC | Q2ENT.COM | 212 645 2702

“WINNING HEARTS”SOCIAL MEDIA AND CAUSE MARKETING

http://www.winninghearts.us

WINNING HEARTS

“Winning Hearts” is a film documentary created

to tell the story of the mission and the soldiers

of the US Army 321st Civil Affairs Command

in Afghanistan

All equipment, editing and web distribution was

provided and undertaken pro bono

by Q2 Entertainment



THE US ARMY CIVIL AFFAIRS COMMAND

• Few Americans today are aware ofthe work of the US Army CivilAffairs Command.

• Their mission is to “Secure TheVictory”: to bring order todevastated lands, while winningthe hearts and minds of thepeople that live there.

• This work is often done inbattlefield conditions, andalways under the constant threatof attack.

• Whether it's restoring powergrids and sewer lines, gettinghospitals and schools up andrunning or liaising with localgovernment, these soldiers getit done.



HOW IT BEGAN

• When we heard about theincredible work being done bythe US Army Civil AffairsCommand, it goes without sayingthat we were incrediblyinspired.

• We decided that their story hadto be told.

• With the co-operation of the321st Civil Affairs we beganthe work of creating adocumentary feature film.



THE SOLDIERS OF THE 321ST

• The officer and soldiers ofthe 321st featured are CaptainChristopher Corsten, StaffSergeant Rick Carrillo,Sergeant Steven Kling andSergeant Zachary Reisz.

• At the time of filming the321st were stationed inJalalabad, Afghanistan.



TELLING THE STORY

• We enlisted the help of Sergeant(now Lieutenant) Steven Kling -a member of the 321st US ArmyCivil Affairs Command, andformer TV News cameraman.

• We provided him with cameraequipment, and formulated a planfor him to help us tell thestory of the 321st.

• Initially, the video images hecaptured in Afghanistan wereintended to serve only assupplemental material, to helppitch a long-form documentary.

AN EPIPHANY

• When we watched the footage that Sgt Kling sentback to us, we were not only blown away by thestory and content, the passion, eloquence andgood humor of the soldiers, but also the highquality of the picture, composition and sound.

• The material was of such high quality, and thestory so compelling, that we decided to cut itin to seven “webisodes” and distribute itthrough social media channels (“virally”) onthe internet.



WINNING HEARTS IS BORN

• We created seven “Winning Hearts”webisodes from Sergeant Kling’sfootage:

1. “Meet the Team”2. “MedCAP3. “Secured Compound”4. “The Road To Hisarak”5. “Standard OPs”6. “Bloopers”7. “Home Thoughts From Abroad”(Trailer)

• This was publicized with a SocialMedia PR Release and seeded onrelevant video sharing sites



AN INTERNET SENSATION

• “Winning Hearts” debuted onvideo sharing site Blip.tv andimmediately became a top-rankedshow.

• We have since extended to anumber of video sharing andsocial media sites includingMySpace, YouTube, MetaCafe,Revver, Brightcove and i-Tunes.The series has generated inexcess of 100,000 views.



SOCIAL & MAINSTREAM MEDIA INTEREST

• “Winning Hearts” has beenblogged extensively.

• It has also inspired main-stream media commentators andbeen featured on CNN.



“WINNING HEARTS” SPONSORSHIP

• The first run of “WinningHearts” was kindly sponsoredby PNN.

• PNN.com - the “Personal NewsNetwork” - is a web servicededicated to making video-blogging and sharing easy andintuitive.



THE MISSION CONTINUES

• It is still our intent - and our own “mission”- to create a long-form documentary or TVseries about the work of the Civil AffairsCommand in Afghanistan. The quest for fundingcontinues!



ABOUT Q2 ENTERTAINMENT

• As the media landscape continues to evolve, it'sbecoming much more difficult for marketers to reachpeople through traditional marketing and advertisingcampaigns.

• Branded Entertainment is a powerful way to breakthrough the clutter.

• At Q2, we work with brands, marketers and causes tocreate innovative and entertaining ways to engagecustomers and audiences, by creating compelling andengaging branded content. We bring this to lifethrough Cinema, TV and online video.

We create branded ideas and experiences for our clientsthat people want to spend time with.



CONTACT DETAILS

• For more details or to discuss your project with Q2,please contact:

Mitchell Goldman, Partner Q2 [email protected]+1 212 925 8282

Q2 Entertainment2 Bond StreetNew YorkNY 10012USA



LINKS

Links to the videos• http://www.winninghearts.us• http://winninghearts.blip.tv

Further Reading About Civil Affairs• http://www.soc.mil/usacapoc/capoc_default.htm• http://en.wikipedia.org/wiki/Civil_affairs

Steven Kling’s Blog• http://www.fortunateson.org



DEDICATED TO THE MEN AND WOMEN OFTHE US ARMY CIVIL AFFAIRS COMMAND



q2 "winning hearts" case study sept 07

Business