Case Study - GIFT

Client: MTV
MTV invented music television in New York City back in 1981. It is now one of the world's most recognized brands with over 290 stations broadcasting around the world. The MTV brand has stayed fresh and young through constant innovation of its marketing strategies.
Objectives:
	To cut through all the Christmas 'noise' and produce a high - profile MTV viral Christmas card.
	To promote and generate goodwill for the MTV brand over the Christmas 2001 season.
	To generate interest in the www.mtv.co.uk website.
	To entertain MTV-fans and non-MTV fans alike.
Solutions:
	TVF took the energy and irreverence of the MTV brand and married it to a cultural zeitgeist which generates high interest among Internet users.
	We developed a clip based on a Christmas setting and used advanced special effects to create a high impact twist.
	The clip was set in a non - western setting to reflect MTV's international outlook and to make the clip appear initially like random found-footage.
	Along with the MPEG file, a QuickTime version of the clip was released to track viral spread.
Results:
	In the 1st three weeks post release, 30,000 people downloaded the clip from 2 seed sites.
	280,585 people watched the QuickTime file.
	An estimated 6.6 million people watched the MPEG file. By Summer 2002 it is world-famous and people recognize it all over the world.
	16,000 people downloaded the file from www.ifilm.com in one day on the 16th May, 2002 - the day the new Star Wars film was released.
	The MTV brand and attitude was spread by fans to millions of other fans worldwide.