Unapologetic. Brave. Risky. Relevant. Provocative. This is USA. Whether you’ve gone down the rabbit hole with MR. ROBOT’s hackers, or you’re taking parenting advice from the king of tell-it-like-it-is on CHRISLEY KNOWS BEST, you know USA is a network that champions unlikely heroes and authentic storytellers – the kind of characters that take viewers on incredible journeys with high stakes and real consequences. They take a stand, and they take us out of our comfort zone. All of this explains their tagline: We The Bold.

We the Bold is an open invitation to face an uncertain future together – as we the network, we the characters, and we the viewers. It’s a promise to tell authentic stories about people who take big risks to pursue their dreams, and it reflects the values that viewers admire: bravery, authenticity, self-reliance, positivity, and resilience. The promise holds true for a competition show like REAL COUNTRY, just as it does for their scripted series, QUEEN OF THE SOUTH,.

So where do you fit in? Since the tagline is reflected in everything on USA, they’re looking for creative ways to tie both We the Bold, and the ideas that it represents, into their sponsored USA brand spots. They call them sponsored franchises, and these are a few great examples:

• USA Drawing Board / Lay’s
• USA Drawing Board / Toyota
• USA Story / Realtor.com
• USA Story / Ancestry DNA
• Real Modern Family / Zillow
• Real Modern Family / Dove

A sponsored franchise is a series of short USA-branded videos (30 or 60-seconds) that tie the network and the tagline to an advertiser, using a similar visual approach and tone across multiple spots. It's key that they're repeatable. A single franchise has the same structure, point-of-view, graphics, shooting style, or shot selection, but the subject changes in each execution. Advertisers get value either by USA thematically linking the spot’s subject to the advertiser’s shared values, or when the spot simply shows their product used.

Here’s what else you need to know:

• Sponsored franchises must feel like entertainment, not commercials. They must be ingenious and really make viewers LAUGH, THINK, or FEEL. It should be something that they identify with, react emotionally to, talk about, and share.
• Franchise formats can be specific to certain types of advertisers, but are open to any kind of advertiser. This means your format could be built to work specifically for a tech brand, an automobile brand, or a telecommunications brand, etc., but it shouldn’t be limited to a single company, and it doesn’t have to be limited. Note how the Real Modern Family example ties to Olay, but imagine how you could do the same kind of execution for a health food brand.  
• USA is NOT looking for franchises that leverage their shows, but rather the brand ethos. They want to celebrate the people and institutions (both real and fictional) that live up to their brand promise. Along the same lines, no characters from USA shows should be included in your concepts either. 
• Franchise Formats can involve original shoots, animation, stop-motion, OR stock footage and photography. Be creative and think about different types of approaches.
• Format narratives can be dramatic, comedic, scripted, docu-style, straight-to-camera, etc. There’s no one style of video that’s mandatory. Remember that these are 30 or 60-seconds though.
• They’ve got to leverage the We The Bold tagline, visually and/or thematically.
• They must feel authentic to the voice and style of USA and resonates We the Bold – Unapologetic. Self-assured. Positive. Distinctive. Real. USA creates value with content that wouldn’t make sense coming from any other media partner.
• There must be an organic connection between USA’s brand and the sponsor’s brand – it should never feel forced.
• If it’s helpful, you can reference existing videos. We all know the power of video, so in your Concept submissions, you have the option to include a few links to relevant examples of executions that could illustrate what you’re proposing. These need not be your own original videos.

Check out more below…

The goal of this project is to source Concepts for a repeatable sponsored video franchise formats that tie into USA’s tagline We The Bold. 

You won’t need to list a specific sponsor, or brand, for your Concept, but it will be helpful to think about how certain types of sponsors might work. When it comes to the video reference links, make sure you keep in mind how USA would give its own spin on an example, and how it feels authentic to the voice and style of USA and We The Bold.

--Tone:

• This should speak with a voice that reflects USA and “We the Bold,” and that is: unapologetic, self-assured, positive, distinctive, and authentic.
• Avoid anything that feels cynical, mean, chatty, childish, or precious
• For some additional guidance, check out these network teasers. They leverage USA shows, so they’re not stylistically what you’ll want to do, but they capture the tone;
  • Drama Tone Examples
  • Comedy Tone Examples

--A Little More on the Examples:

• USA STORY – Here, we tell the stories of everyday people who are living unapologetic lives and making an impact on their communities.  Each spot features a different person, but tonally they share a visceral docu-style that binds them together.  
• REAL MODERN FAMILY – This is a franchise where real American families discuss what makes them unique, packaged with Modern Family visual branding. Each family featured is unique in different ways – some are multigenerational and multi-ethnic, some are queer parents of a pug. They are all fans of Modern Family and embody the multiplicity inherent in the show. They each have different stories to tell, but they all sit on a couch and tell us their story, while the graphics are unified across spots. 

--Exposure:

• Videos would be distributed on USA owned channels and digital platforms, including YouTube, Facebook, Instagram, as well as the USA website, and potentially on air.

This Project will be worth a total of $2,000 and consists of 1 Phase: a Concept Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: CONCEPT – Tell us your Concept for USA sponsored franchise format in 500 characters or less. Remember, a Concept is not a detailed script; it is a spark of inspiration, or a distillation of what will happen in the Video.  As always, Concepts should be clever and engaging.  The FOUR (4) winning Concept creators will receive $500 each. 

• To help illustrate your Concept, you also have the option to include links to some relevant videos that could be used as a stylistic references. 

1. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.

2. BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.

3. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.

4. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.

5. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.

6. Limit 5 submissions per member.

7. You must be at least thirteen (13) years or old. 

8. The Sponsor reserves the right to repost the contest at their discretion.

9. Winners must submit the standard Tongal W-9, Winner Affidavit, and IP Assignment.

10. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.