- Testing the effectiveness of video in email, the Association of Independent Commercial Producers (AICP) is using the latest technology to send a message to its audience encouraging entries in the AICP Show, The Art & Technique of the American Television Commercial.
"We had an opportunity to use a powerful marketing vehicle for the AICP Show, and we're excited to see how it works," said Matt Miller, AICP president and chief executive officer. "The AICP Show features commercials that are ahead of curve. We thought our marketing should be as well."
The enriched email, called a RAIN Drop, was powered by a pair of Oregon companies and incorporates an image and copy from AICP's campaign promoting entries to the Show, along with an embedded video message featuring three advertising executives talking about the value of entering the AICP Show. Starring in the video are Jim Ferguson, president and chief creative officer at Young & Rubicam, New York; Diane McArter of Omaha Pictures, who is chairwoman of the 2002 AICP Show; and Greg Popp, group executive producer, DDB, Chicago.
The email, which is scheduled to reach 15,000 advertising and production professionals, also makes entry information easily available using links to the online Call for Entries and push-to-talk technology, which allows recipients to initiate a telephone call directly to AICP headquarters. The deadline for entries to the AICP Show is Friday, February 15th.
Direct advertising agency RAIN of Portland, Oregon, put the email together for AICP, incorporating the association's campaign materials into the email design and coordinating its distribution with the company that supplies the video software H2F Media (Lake Oswego, OR). The telephony software is provided by eStara. (Reston, VA). Video elements were supplied by international production company @radical.media (New York, Los Angeles, London, Paris and Sydney) and bicoastal Omaha Pictures (New York and Hollywood).
The advanced technology employed in the RAIN Drop allows the accompanying video to start playing when the email is opened. The software automatically searches for the recipient's onboard display program and sends the video in the appropriate streaming format. The push-to-talk software allows users whose computers have a built-in microphone and telephony software to call the AICP office from the computer. Those whose computers lack those features may type in their own phone number and receive a call connecting them to the AICP office.
A sample of the AICP email may be seen here.
Established in 1992, in cooperation with The Museum of Modern Art (MoMA) in New York, the AICP Show recognizes excellence in commercial filmmaking, focusing on technical expertise and the artistic application of that expertise. The honored commercials are made part of the permanent archives of the museum's Department of Film and Media. While construction is under way at MoMA, the Show will debut at The Metropolitan Museum of Art in New York City, this year on Monday, June 3rd.
More information is available at 212-475-2600.
Founded in 1972, the AICP represents, exclusively, the interests of United States companies that specialize in producing commercials in various media (film, video, computer) for advertisers and agencies. The association, with national offices in New York and Los Angeles as well as regional offices across the country, serves as a strong collective voice for this $5-plus billion industry, disseminating information; representing the production industry within the advertising community, in business circles, in labor negotiations and before governmental officials; developing industry standards and tools; providing professional development; and marketing American production through the AICP Show: The Art & Technique of the American Television Commercial. Now in its 11th year, the AICP Show is an exhibit of the artistry and expertise of commercial filmmakers in the U.S.
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