Mullen and Stop & Shop Case Study
Opening a Video Dialogue
Partnering with Brightcove, Mullen was able to create a consumer generated media campaign for Stop & Shop using out of the box functionality.
As a leading-edge advertising agency, Mullen creates innovative concepts that transcend traditional media channels. "Works for Me," a campaign created for Stop & Shop, puts real customers in control by allowing them to submit video to be used both online and on TV. "We had the notion that people would want to submit their own stories," explains Keith Johnston, Senior Vice President of Interactive Production. As in all its campaigns, the agency wanted to execute the project with the best tools available, from content management to the player itself.
"Brightcove gave us the complete solution we were looking for," says Johnston, "including a simple way for people to upload video, and for us to put it to work." At the same time, the solution gave the client an easy way to understand the analytics behind the media—and find out just how well the campaign was performing.
"Brightcove gave us the complete solution we were looking for, including a simple way for people to upload video, and for us to put it to work."
- Keith Johnson, Senior Vice President of Interactive Production
"When people take the time to come to the website and make a video, they're going to want to see it live and share it with friends," says Interactive Producer Rachel Wilcox. "Brightcove's tools let us tag a user submission, then drop it right into the lineup. That's a huge time savings when you're dealing with so many assets." The resulting commercials are used throughout the site as well as for broadcast spots, providing consistency in branding and online-offline synergy.
"For us to come to the table and give Stop & Shop something quick, interesting, and cost-effective was a huge success," says Wilcox. "Whenever the TV spot airs, we can easily go into Brightcove and see how many more times people are watching the videos, and for how much longer." Mullen now sees Brightcove as an essential capability. "I can't predict the next thing we're going to do, but it's nice to know that we have the tools to make it possible," says Johnston. "Video is really embedded into all our branding opportunities, and we're going to make smart use of these technologies."
