Nestlé Advergame: Talande webbkampanj för glassen Extrême

Under sommaren 2008 lanserade Nestlé®, i samarbete med byråerna JWT Paris och Grouek, en webbkampanj i Frankrike för glassen Extrême®. Besökaren på sajten fick chansen att göra sin egen kortfilm, en reklamfilm för glassen Extrême®, med egna dialoger talsatta av Acapelas röster. Med hjälp av ett interaktivt redigeringsbord kunde besökaren välja rollfigurer, röster, scener, musik o.s.v. och till slut skriva in sina egna repliker. Under den sju veckor långa kampanjperioden skapades ett tusental filmer. Den vinnande filmen visades sedan på Paris biografer. Kampanjen har ansetts som en nyhet inom området användargenererat innehåll. Förutom 80 000 besökare på kampanjsajten och 2200 skapade filmer på mindre än en månad fick byråerna, JWT Paris och Grouek, priset ”FWA Site Of The Day Award”.

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JWT Paris and Grouek join their know how to offer to internet users the chance to create their own short movies online, with their own dialogs, using Acapela speech synthesis.

www.extreme-studio2cine.fr  was designed and developed for Extrême® by Nestlé®.

A premiere in the « user-generated-content » field: each Internet user can direct his own movie on the Internet using an interactive editing desk. In short, the movie is about 4 people  willing to do anything to get an Extrême® ice cream! 

A premiere for Acapela too, who gets top billing: Acapela text to speech is used to vocalise the dialogs created online by each Internet user.

The interface is very simple. A virtual editing desk with three tracks (video, dialogs and music) enables the user to elaborate the film. The user chooses among silent scenes and music categories and types their own dialogs. That’s where Acapela speech synthesis comes in!

The Director can select a different Acapela voice for each actor. He can then listen to the result of the typed in dialog, correct and modify it. Once validated, speech synthesis gives the ‘final say’ to the film, which is ready to be screened. Online, with one click!

The last step is the creation of the poster, with its custom title and Director pseudonym, using the poster generator. The full screen video and the fancy design put the user in the detective mood.

Many films have already been directed. The best movie will receive an award and will be shown during an entire week on the Champs Elysées in Paris in no less than 13 movie theaters!