CATEGORY:Drinks (alcoholic)
REGION:Spain
DATE:Mar 2009 - Jul 2009
In Spain, legislation allows alcohol advertisers to show the product, but not drinking the product. Beer brand Mahou wanted to create an engaging experience around the brand, but within the confines of the legislation.
Mahou’s solution was to recruit two comedians (Jose Corbacho and Juan Cruz) to prepare a short film, whose entire plot and characters are chosen by users through polls, comments or user-generated content. Named “La Wikipeli” (The Wiki-movie), the short film is effectively co-directed by whoever chooses to participate.
People can sign up via a site, http://www.lawikipeli.com/, to have their say in the film.
Periodically, participants are asked to vote on a character actor or a name of an actor or asked to submit their ideas or put themselves forward for a cameo.
There is a calendar which shows key dates in the film-making agenda and each person who signs up gets a co-directors table, where you can view all of the work that needs to be done, i.e. all of the decisions that need to be made in order for the progress to be made. These are divided up into things that users need to vote on and things that users need to nominate themselves for. For example the film is looking for a cameo of an actor who gets preyed upon by a group of beautiful women. Candidates are invited to submit a video via a YouTube channel of how they would act in a nightclub when they realise that a load of women are checking them out. Users then vote for their favourite candidate to win the role. Other requests include a search for retro furniture to be used in the film. The project is still ongoing and will run until June. Five winners will have the opportunity to help the final film-making.
From choosing the name of the main character...
... to pick up the perfect actor/actress for each role (like this candidate trying to be the perfect pick for a cocky PR girl)
Or even hilarious situations of people wanting to be devoured, the two main directors looking for a restaurant to provide the catering services or asking you to reuse that furniture stuff that you use no more at home; in the end the site is a funny process that is not limited to just one 5-10 minutes microsite experience but that keeps growing and growing while the thing goes on.
The only thing i found regrettable is that, besides a YouTube channel, this might be the kind of project that could use social platforms like Facebook, MySpace or Tuenti to make the experience bigger, not just about providing stuff for the site but allowing people a place to look for others to vote them as the perfect ones for each role or things like that, but i didn't find any Facebook fan page nor a group, just two "users that can be added as friends" but that have no friend actually. The same goes for using mobile platform and RSS feed, or the lack of them. I mean, when something can become so big it should be expanded, otherwise is felt constrained within a single site, being the idea exactly the opposite as it tries to be spread.
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