Pretzel Crisps®- are thin, crunchy pretzel crackers sold in the deli section of the grocery store. Great to pair with cheese or meat, dip in hummus, salsa, even peanut butter and chocolate. And brilliant as they are in an ensemble role, they’re also outstanding as a solo act.
This video project is a test to find the best content producers and create a yearlong series of videos. These might be a series of one-offs, or a series of connected episodes. They're open.
--Additional Background:
• The history of Pretzel Crisps: http://pretzelcrisps.com/our-story/
• Some awesome ways to use Pretzel Crisps:
? http://pretzelcrisps.com/category/pretzel-pairings/
? http://pretzelcrisps.com/recipes/
• The Pretzel Crisps blog (a good example of the breadth of content they engage in): http://pretzelcrisps.com/category/fresh-out-of-the-oven/
The goal of this video is to provide fun, informative/ educational and entertaining content to the viewer. It should evoke one or more of the following: a smile, a laugh, a bookmark -- or, best of all, hitting the share button! Whether it’s an ‘ah-ha’ moment or a ‘ha-ha’ moment, the idea is to create a story people will relate to, and relate-through.
Engaging, entertaining, and informative content is increasingly important to how Pretzel Crisps connects to their consumers. They would like to develop either one-off or episodic online video content that features subject matter relevant to the enjoyment of Pretzel Crisps. That relevancy can be broad: healthy eating, healthy living, entertaining, great food, recipes, active lifestyles -- the possibilities for good chemistry are as wide as the Pretzel Crisps brand and their great flavor.
--Competitive Advantage: Their competitive advantage, and the Pretzel Crisp flavor advantage, is versatility. Adaptability. Great flavor makes that easy... And, as mentioned before, you can eat Pretzel Crisps alone, or pair them with any of hundreds of different items. Pita and bagel chips are our main competitors. But Pretzel Crisps are really much more flexible...(you’ll know it when you taste them)! So, consider how you might portray that advantage in your video. Is flexibility an advantage in other aspects of life as well--beyond the snack table? Something to chew on anyway....
--Brand Positioning: Pretzel Crisp’s current positioning in the market place is “premium salty snack.” That said, many consumers are not yet aware of the Pretzel Crisps brand and where to buy them. They would like that awareness to significantly increase in 2012.
--Key Marketing Messages:
1. Pretzel Crisps are sold in the deli section of the grocery store.
2. Pretzel Crisps are great to eat by themselves or with hundreds of different pairings.
--Target Audience: Primary target: females 25-49. Think Mom shoppers. Secondary: Anyone who snacks.
--Tone/Style: The tone can be informative, witty, intelligent, humorous and personality-laden. The tone should not be: sarcastic, offensive, negative, or sophomoric. Currently they do not have a preference, prejudice or limit on the style for this video content. They are wide open to the interpretations of this project from a tone and style stand point. That’s why they're turning to the Tongal community for help!
--Sponsor Preferences:
• Submissions Must Have:
? The Pretzel Crisps® logo- tasteful branding without being heavy handed.
? Product shots are welcome but based on the final idea, they are not mandatory.
• Sponsor Likes:
? http://www.youtube.com/watch?v=5LYAEz777AU, but think it lacks enough branding.
? Google Chrome speed test: http://youtu.be/nCgQDjiotG0
? Heineken "Men with Talent." Strong for pop culture references and humor. http://youtu.be/58-9Ae9cvDI
? The Muppets Movie Hoax trailer (the laugh at yourself attitude): http://youtu.be/6CloKbXtD28 and the Ok Go Muppets video: http://vevo.ly/oHDawx
? Much of The Lonely Island work, minus all the swear words and obscene imagery.
• Stay Away From:
? Dancing babies, groin shots (Kittens are OK). You get it, right? Not the same old viral video clichés. They’re not looking for straight virality with this video. No stiff or forced messaging.
? Please only use Pretzel Crisps and our packaging as intended (i.e. eating, entertaining, cooking, snacking)
? BAD video example: http://youtu.be/SuHhmebbeO8
--Exposure: Initially this content will be posted on their youtube page and promoted via their Facebook and Twitter communities. They are running an online media campaign with impressions covering all 12 months of 2012. Those ad units could eventually drive users to this video content. If possible this content could be trimmed to be :15 pre-roll. However, please note that they are not looking for a video commercial spot.
This project will be worth a total of $12,500 and consist of three phases. Also, this tournament style process will progress differently from previous projects, so be sure to read the following information carefully.
PHASE 1: CONCEPT – In 250 characters or less, give us your Concept for Pretzel Crisps Video. Remember, a Concept is not a detailed script, it is a distillation of what will happen in the video. As always, Concepts should be clever, engaging, and fun. Winning Concepts will receive a 5% residual payment for every winning video they are used to generate.
PHASE 2: PITCH – Using text (500 characters or less), images (storyboards), video, and external links (to other supporting assets, i.e., your reel, etc.), give us your Pitch for how YOU would go about producing this Video based on one of the five winning Concepts. The two most compelling Pitches will be selected and will receive a $500 production budget to help create their Video. Those winners (upon submitting their Winner's Affidavit and IP Assignment) will also be GUARANTEED to place in the subsequent Video Phase. So, if your Pitch is selected, you will earn a minimum of $3,750 with a 50-50 shot at the $7,000 first place video prize. Remember your Pitch can include any, and all, of the assets mentioned above, but you MUST include a link to some of your previous video work on Tongal or elsewhere to be considered for this phase. To avoid information cascades, all Pitches will remain private until after the video winners of the subsequent phase are announced.
PHASE 3: VIDEO – Pitch winners from the previous round will submit their fully formed 60-150 second videos. Those videos will then be Judged by Pretzel Crisps brand representatives who will determine their final ranking order. The 1st place grand prize video winner will take home $7,000 and the runner-up will earn $3,250.
1. Videos should be 60 to 150 seconds in length. Preferred format is HD 720p 16x9. Acceptable file formats are .mov, .avi, .mp4, .wmv. Acceptable codecs are H.264 (MP4), MPEG-4, H.263, MPGV, WMV, DivX.
2. All work must be your own and free of any copyrighted material.
3. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Pretzel Crisps.
4. Submissions must not portray Pretzel Crisps® in a negative way, the determination of which will solely reside with the brand.
5. Submissions must be in the English language or subtitled.
6. Limit 5 submission(s) per member, per phase.
7. You must be at least thirteen (13) years or older to enter.
8. Minimum twenty (20) Pitches or the contest may repost for fourteen (14) days at the sponsor's discretion.
9. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, winning video creators MUST also provide Talent, Location, and Music Releases for all assets appearing in the video as well as the project files and an uncompressed quicktime .mov file in either Animation or ProRes 422 codecs at either 1920x1080 or 1280x720 to claim their prize.
10. See OFFICIAL RULES for additional contest information, terms and conditions.