The awards season is in full swing an movie-and-music sponsor Orange leverages its title sponsorship rights for the BAFTAs with a new initiative called Orange Pulse.
Activating round the 12 February ceremony, Pulse is more than just a website for film lovers, but an ongoing online platform celebrating the 2012 Orange British Academy Film Awards and the best in British film.
The objective is to collate information about films from across the internet into one, easily accessible place. The web tool aims to help fans of the movies see what films are generating the most interest, and easily find reviews of cinema goers.
Based on research from thousands of Tweets, Facebook pages, blogs and web-based reviews from a selection of film sites, industry luminaries and members of the public, it ‘socially’ scores the latest cinema releases weekly.
Based on the tone of the content, the utility indicates a positive or negative score from 100. The film ratings are divided into four categories from the ‘love’ being shown to each film, with the more ‘love’ generating a higher pulse.
As an incentive to trial the tool, there are also some exclusive BAFTA related prizes up for grabs through Pulse – including VIP tickets to a BAFTA screening in London, tickets to Orange BAFTA’s: The Final Word (the exclusive BAFTA awards night panel and live ceremony screening event hosted by Alex Zane) as well as BAFTA goodie bags.
There is also a search feature for the BAFTA-nominated films from the past and present, highlighting those that can be used with the Orange Wednesday and Orange Film-To-Go services.
The France Telecom owned mobile operators runs its ‘Orange Film To Go’ scheme in parallel to Pulse. This offers customers the chance to save money on watching the latest films, or just catch up on old ones in the comfort of your home. The brand rewards consumers with a free iTune film download every Thursday.
This Thursday-based ‘Film To Go’ offer builds upon the brand’s long running Orange Wednesdays weekly two-for-one cinema tickets deal.
“The internet offers an incredible wealth of sources and opinion on film, but that also means the experience of searching for a definitive answer or opinion can be confusing and time consuming,” says Spencer McHugh, Brand Director at Orange UK.
“With Orange Film Pulse, we are offering a simple and easy way to see what the overall opinion from the web is, and encouraging film lovers to get involved and share their love for film, all of which contributes to that film’s overall score.”
Comment:
Orange has a long track record of innovating around its creative and arts rights. Indeed, the brand has backed the BAFTAs for more than a decade now.
From its famous gold spot pre-feature cinema ‘turn your mobile off’ messages, through to ‘Orange Wednesdays’, ‘Rising Star Award’ and ‘60 Seconds of Fame’ short film initiative, Orange has shown a long term genuine commitment to the space. Commitment, connection and enhanced experience are crucial to successful activation and Orange certainly pulls off this combination with its film work.
This year sees the brand jump on the sponsor trend for social engagement – but rather than just using its rights and social collation tools to connecting individuals in a event-related communications network and to quantify the conversations (like Pepsi’s X Factor Pulse initiative(, Orange has actually turned this technology trend in to a useful, usable tool.
Links:
Film Pulse
http://bafta.orange.co.uk/love/the-artist/
Orange Film to Go
Orange Wednesdays
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