1984

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HOW TRAJECTOIRE

SPREAD

$,5&,1(0$

2012

The pitch

Air Cinema is a French spoof web series...

... based on iconic Hollywood film dialogue dubbed by local voice-over actors...

... with moustaches!

Here are the 2 moustached-showrunners...

Grégoire Briançon Matthieu Vetter

Matthieu and Gregoire meet trajectoi.re2010: Matthieu & Greg created the concept.

2011: 18 episodes produced.

2012: trajectoi.re discovered Air Cinema while searching for new talents. We loved the concept and were very surprised by its lack of success (less than 3,000 views per episode).

We offered Matthieu and Greg the chance to bring Air Cinema to a wider audience by restarting the broadcasting from scratch and setting up a real distribution plan.

An appointment-to-view strategy

One episode per week

Link with special events

In theatres AND online on August 15th

The main platforms

The tools

trajectoi.re used Air Cinema as a lab.

We wanted to test our capacity to spread a webseries with the following constraints:

- little owned media- no paid media- 2 brains- 4 arms

The first platform: Dailymotion

Home page each week

The second platform: Fullscreens network

Fullscreens is displayed on famous French sites, such as 20minutes.fr, meteofrance.fr, blogbang.fr, jeanmarcmorandini.fr, gossip.fr, ...

Community management gate: Facebook

Three blogs to spread the word...

GRAND ECART VODKASTER LE JOURNAL INUTILE

Social CRM

On Facebook: engagement with fans

On Facebook: endorsement

YouTuber Faireset pushed the first episode on his wall...

From virtual to real life...

We organized a contest on Facebook. We gained 500 more fans and sent 400+ postcards to

winners and hardcore fans

Metrics!*

*06/21/2012 to 10/23/2012

4x more views in 4 month than in the previous 24 month10,000+ views on the first episodes175,000+ cumulated views on the channel

250,000+ views 250,000+ views in a month13M+ ads have been displayedAn average of 3 episodes watched in a row

On partner blogs15 000+ views thanks to our partners

5x more fans thanks to relevant community management and a game...

Benchmark (regarding views...)

Heels by Au feminin and Longchamps only reached 1.000 views/episode on YouTube.

Episode 5 of Escape my life by Ford only reached 10.000 views. Only the first episode reached more than 100.000 views, thanks to paid media...

Les Dumas by Bouygues Télécom, reaches 450.000 views/episode because it was especially written for the web and had media support.

What can we say about this?

We reached our goal

We made Air Cinema known and liked.

An accurate method to grow!

With Dailymotion and the blogs we created engagement.

With Fullscreens network we earned good figures.

We strongly believe that the key of success is to tied quality and quantity. Quality is the multiplicative factor of quantity. Quantity leads the viewer to an episode... And quality leads the viewers to watche 3 episodes in a row...

We proved we are able to do it on a local scale.There is no reason not to be able to do it on a larger scale.

What came next?

+FAIRESET A BRAND

The launch of Singin’ in the rain BluRaytrajectoi.re produced and broadcasted a cross-over video featuring Greg &

Matthieu and YouTuber Faireset

+

trajectoi.re organized a contest for fans on YouTube and DailymotionThe prize: a collector edition of Singin’ in the rain bluray

3,500+ likes 250+ comments 1,000+ shares

155,000+ views 2,200+ likes 98% satisfaction rate 260+ comments

French Jedi: Air Cinema x Faireset x Warner

What’s next?

Going international

Trajectoire intends to launch Air Cinema webserieson YouTube dubbed into several languages

THANK YOU

http://trajectoi.re

Trajectoire Network

@DavidBatu

Trajectoire Films