Adobe Premiere Pro wanted to celebrate its 25th Anniversary with current and future fans on social.
We gave them an incentive to engage with the software and remind them how awesome it was. We collaborated with musicians Imagine Dragons to launch the first of its kind fan-edited music video contest. Fans received professional quality music footage and were asked to submit their cut.
Art Direction, Visual Identity, UI & UX.
CW: Natalie Suzuki, CD: Tony Johnson, Producer: Claire Fontana
We had over 30,000 video footage downloads, 8,900 submissions and 12,000 Premiere Pro trial downloads.
We teamed up with director and editor Matt Eastin to get exclusive, uncut music video footage of the music video "Believer". Fans had 25 days to make their cut. A panel of judges—including the band, editor/director of Imagine Dragons “Believer” Matt Eastin, Adobe’s CMO Ann Lewnes, and top editors Kirk Baxter, Billy Fox, Vinnie Hobbs and Angus Wall— selected the ultimate winner of the $25,000 Grand Prize.
For more information visit makethecut.adobe.com
We used Facebook and Twitter to get the word out. We launched the contest, announced our superstar judging panel and reminded fans of the fast approaching deadline.
We also teamed up with Adobe superstar editor Jason Levine to give a tutorial on how to use the footage for people less familiar with the software. The videos received over 280,000 views.
To promote the contest, we sent out emails and bought some Google Display banner ads.