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Special Project

Special Project
From the 6th Annual Shorty Awards

Operation: MIPCOM Disruption

Entered in B2B, IRL


Red Touch Media connects content owners, advertisers, retailers and consumers to premium digital content via the world’s most innovative distribution platform. Every fall, 14,000 content buyers and sellers gather in Cannes, France for the biggest international content market in the world, MIPCOM. With behemoth booths and 6-figure billboards plastered all over the city and convention center, it’s almost impossible for smaller brands to get noticed. Red Touch Media went to MIPCOM with a strong set of goals and a tactical execution plan to make sure they stayed within a budget while concentrating on and demonstrating a solid ROI. Instead of trying to compete with big brands, Red Touch Media tried something completely different: a lounge. In a MIPCOM first, Red Touch Media didn’t exhibit at MIPCOM using a booth, they used a lounge. The “Recharge Lounge: Powered by Red Touch Media," offered MIPCOM attendees drinks, snacks, prizes, comfortable places to sit and even a functioning bar with cables to recharge their mobile devices. It was the “go to" spot for people to recharge both themselves and their gadgets, this gave way to guests sharing and tweeting about Red Touch Media to friends. Once attendees were lured in by the hospitality, Red Touch Media staff could then casually engage their guests sitting at the bar with social media contests, opportunities to win prizes on Wheel of Swag and get demos of Red Touch Media’s technology platform. Qualified guests could then continue their conversations with Red Touch Media business development executives in screening rooms connected to the booth or on Red Touch Media’s nearby yacht. The yacht boasted large parties and while a neighboring yacht had a violinist entertaining their guests, there was a DJ and a giant 7-foot squirrel mascot named Snap, tearing up the dance floor. It ended up attracting guests from the neighboring party which was left with no choice but to end their party early. To help generate guaranteed qualified leads at events, Red Touch Media created an original branded video interview series called The Future of Content, where executive and professionals who manage, create, market and distribute content share what their individual organizations are doing and what they have planned for the future. “The Future of Content" is a central tactic in every event and exhibit plan. Recording the interviews at Red Touch Media's booth provides a branded backdrop for the video, drives foot traffic, creates an opportunity to network with key influencers and draws attention to the brand. They also help generate business development leads by creating conversations with qualified brands. Each interview appointment is an opportunity for Red Touch Media's business development team to network with guests, discuss content distribution or give demos. Red Touch Media goes big on branding; all the way from a yacht where parties were hosted, to what the lovely Brand Ambassadors wore on a day-to-day basis. They put a lot of work and strategy into MIPCOM and it paid off. MIPCOM is traditionally has a very dry and boring exhibits area. Exhibitors will use their booth space primarily for private meetings. As a result, it’s very quiet event. So at first glance, Red Touch Media’s booth is immediately very different. But not only does it look different, there’s excitement, energy… and sound. People are mingling at the bar and talking. Music videos and movie trailers are playing on demo screens. C-level executives and celebrities are being interviewed on camera. There’s a crowd lined up to spin the “Wheel of Swag," which makes a loud clicking noise with each spin following by a round of applause by bystanders. And Red Touch Media’s giant squirrel mascot, named SNAP, is posing for photos To help guide attendees through their experience, the Red Touch Media booth is staffed with energetic Brand Ambassadors, all dressed in red Liverpool Football Club kits (an homage to their Liverpool office). They are there to welcome you into the booth and overwhelm you with hospitality. It only takes a few moments to realize that there’s a Red Touch Media vibe. Attendees immediately want to know who Red Touch Media is and what they do. Red Touch Media doesn’t have to pitch. This is a brand you instinctively want to know more about. You ask them. The Brand Ambassadors can connect you with someone to tell you more about Red Touch Media’s or their product line, service offerings and how they can be tailored to your company’s needs. But unlike most MIPCOM meetings, that’s not where this relationship ends. That discussion is followed with an invitation to a party later that evening on the Red Touch Media yacht, creating another opportunity to learn more about Red Touch Media in a more casual environment. As a result of Red Touch Media’s social media domination and branding efforts during MIPCOM, Red Touch Media was named the "Most Social Brand" by the conference itself. Here are some results: Quantitative • 95 press mentions • Over 6,000 social mentions in a market of 14,000 people • Total marketing reach grew 131% • Twitter followers grew 200% • Flickr traffic jumped 1,293% • Over 100,000 Flickr views of our MIPCOM photos!!! • Over 1,500 entries to our daily Samsung Galaxy Tab Giveaway • 2,863 New Email Subscribers (5% of total MIPCOM attendees) Qualitative • Generated 50 video interviews with some of the most influential content creators in the world such as the Minister of Communications in Malaysia, Lisa Gregorian of Warner Bros, Simona Ferri CEO, Play Entertainment, and Sharon Scott the President of Peacock Productions at NBCUniversal. • Dutch Ballerina Maia Makhateli requested that the Red Touch Media opening night party on the yacht be used as the backdrop for her photoshot with multiple journalists. • Telemundo star Aracely Arámbula instantly fell in love with Red Touch Media’s mascot, SNAP the Squirrel, and posed for a spontaneous romantic social media photoshoot on the Cannes waterfront for bystanders that her fans instantly shared across the Internet.

Strategy and Execution

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Entrant Company / Organization Name

Red Touch Media


Entry Credits