The campaign appears on searches for the names of directors who inspired/influenced me, either stylistically or professionally (or both). Since all these directors have turned up here during the making of Souvenir November 2001, I figured ads using their names wouldn’t be gratuituous, but relevant. In addition, I figured someone who searches for a director’s name (especially one of these directors) would be a nice audience for the site and the movie; they’re presumably interested not only in independent film, but in the filmmaking process, too. And if we share interest in these directors specifically, well… Here’s an example of the ads:
Damn you, Wes Anderson!
You made me want to make a movie,
so I did. click to read about it.
I spent $10 for each name/ad combination, which, bought about 7-800 impressions (at the retail $15CPM). With this spending cap, the duration of each ad was determined by the frequency of Google searches for each director’s name. Next: results data and analysis for the campaign.
All that Adwords talk got me thinking, so I climbed in bed with Google myself (or went into the alley behind a dumpster with it, anyway). I launched a small campaign, titled “Damn you!” to promote the movie. In it, I faux-curse some of the directors whose work/example inspired/encouraged me to get off my butt and make a movie.
Each ad starts out, “Damn you, < insert director's name here >!” which is not a reference to Happy Gilmore, or even to Homer Simpson, although you’re getting close. It fell from the lips of God’s (and the NRA’s) anointed, Charlton Heston, in the last scene of Planet of the Apes.
Testing my campaign, I found this article on Apple’s site about the production of Steven Soderbergh’s new film, Full Frontal.
Full Frontal, as you can read, was made with nearly the same level of equipment (DV and Final Cut Pro) as Souvenir November 2001. And in just four months. 18 days of shooting. $2 million budget. With Julia Roberts, David Duchovny, David Hyde Pierce and Catherine Keener. There’s a website that documents the production of the film, week by week.
Now, if you have trouble telling the difference between Souvenir and Full Frontal, just remember: Full Frontal‘s shot in PAL with DAT sound. Souvenir was shot in NTSC with MD sound.
Poetry using Google Adwords: One more non-traditional (at least by contemporary standards) medium for creative expression (besides ebay and amazon reviews, which I mentioned last week.) The difference with adwords, of course, is that it costs you money ($15/thousand views these days). This guy did it in April. I did it in February. 2001.
There are two creative elements of an ad on google, of course: the ad itself, and the keywords it appears on. To drive a little traffic to my site (and to amuse myself, really) I set an ad to appear on searches for “haiku.” It wasn’t that the site that has anything to do with haiku, it was Google’s adword format–which had launched at the end of 2000–which clearly resembled haiku:
to my cluster of sites
through keyword purchase