Cape Union Mart Adventure Film Challenge

Coverage Report

Campaign Objectives•Generate awareness of the competition to assist Cape Union Mart in securing an increase in the quantity and quality of submissions. •This was achieved by securing noteworthy coverage in relevant media and engaging directly with film schools, ambassadors and partners of Cape Union Mart.

Campaign Overview •Film Schools contacted: 11•Social Media mentions: 85•Coverage appeared: 29•Total value of coverage: R261 725,00•Influence’s project management fee: R30 000 ex VAT•ROI 1:9

Hyperlink Click-throughs•Cape Union Mart Adventure Film Challenge website: 81 clicks•Cape Union Mart Adventure Film Challenge 2014 promo video: 10 clicks•Vultures Chose Me video: 11 clicks

Notable Feedback•This is the second year running that Buite Burger has not covered the Adventure Film Challenge despite media material being spent and several follow-ups. Once again Influence suggests that a meeting be set-up with the editor of Buite Burger.•There is also limited newspaper coverage, and most editors indicated they would be more interested in covering the winner which implies that AFC will get extended coverage during Banff.

Project Summary

Increase in Pieces of Coverage

Increase in Social Media Mentions

Increase in Value of Coverage

Increase in Number of Entries

Partners & Ambassadors

PartnersCape Union Mart partnered with the following organisations to promote the Adventure Film Challenge.

•Wild Talks Africa: The Adventure Film Challenge was included in their newsletter, which went out to 6000 subscribers (See slide)

•Cape Leopard Trust: Promoted AFC via Twitter (1 x Tweet)

•Addicted2Adventure: Promoted AFC Via Twitter and Facebook (8 x tweets, 8 x Facebook posts) Included AFC in their 2 newsletters (See slides)

AmbassadorsInfluence developed a content plan that was shared with five Cape Union Mart ambassadors.

•Chris Bertish: Promoted AFC via Twitter (2 x Tweet)

•Andre Calitz: Promoted AFC via Twitter and Facebook (2 x Tweets, 1 x Facebook post)

•Lucky Miya: Promoted AFC via Twitter and Facebook (11 x Tweets, 11 x Facebook posts)

•Scott Ramsay: Promoted AFC via Facebook (1 x Facebook post)

•Kingsley Holgate: Although Kingsley was contacted, he did not respond to confirm whether he would support AFC via social media, we assume he was on expedition.

Wild Talk Africa Newsletter

Addicted2Adventure Newsletter

23 May 2014

Addicted2Adventure Newsletter

19 June 2014

Film Schools

• City Varsity (CT and Jhb)Film Department Head said the competition sounded fantastic, circulated information to

students and lecturers.

• AFDA (CT, Jhb and Durban)Were very excited about the competition, they have some third year students who love filming

adventure sports. They circulated information to all the students and the student committee. Also placed the article on the website. (See slide)

• Boston Business CollegeFilm Department Head was very excited about the competition, she circulated it to all current

and past students in an email.

• Red and YellowVery excited about the competition, have let all their students know.

• SAE InstituteCirculated information to all students, alumni and lecturers. Put posters up in the film studios.

• Big Fish (CT and Jhb)Thought the competition is very exciting! Confirmed they passed the information on to all

students.

• UCTThought the competition sounded great. Passed information on to students via emailer (see

slide). Also posted the competition on the internal website.

• CPUTConfirmed they would pass it on to their students.

• Durban Institute of TechnologyWere very excited about the competition, confirmed they will let their students know.

• National Electronic Media Institute of South AfricaDeclined, as they don’t have any film and TV students this year.

• RhodesVery excited about the competition, have let all their students know.

Email to UCT film students

Print Coverage

Cape Times

Online Coverage

Media Update Newsletter

Spice4Life Home Page

SA Mountain Newsletter

Bizcommunity Home Page

iafrica Home Page

Screen Africa Home Page

Social Media