Critic Cal A Rapping Film Critic with a Short Attention Span
The Worldwide Short Film Festival is North America’s largest film festival showcasing the best short films from around the world.
Leveraging the insight that the audience with the most interest in a short film festival is one with a short attention span, doug agency created an online entertainment persona named “Critic Cal” who celebrates the short film format by dissing feature film while celebrating the beauty of short.
In the lead-up to the campaign, Critic Cal first developed a fan base by setting up profiles on MySpace, Facebook, Twitter, and YouTube where he critiqued current feature films in a short rhyming style. With a shortened campaign period, we needed a ready-made audience that would be receptive to messaging about short film.
After building his presence online, Critic Cal released a rap music video where he explained his dislike for long films. The music video, along with short announcements criticizing long films, were posted on YouTube and then seeded to blogs and content aggregators. Critic Cal’s videos and status updates were entertainment in themselves and embodied the kind of entertainment our target audience would be interested in. The end of the video drove people to shorterisbetter.com then revealing the link to the Worldwide Short Film Festival, thereby positioning WSFF as a brand that understands what their audience is interested in.
Once on the site the visitor could watch Critic Cal videos, download the song and a Critic Cal ringtone thereby giving the brand an extended life.
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