Sunspot Award Usedom

Destination marketing through a film competition: FMD and Usedom Tourismus GmbH brought ten filmmakers to the island in 2020 to create 100-second films in 100 hours.

Partner: Usedom Tourismus GmbH
Project year: 2020
Format: Film competition with social coverage
Output: Ten destination films

Different perspectives on one destination

Ten selected filmmakers developed their own view of Usedom. The competition provided a shared framework while leaving room for individual creative ideas. Influencers covered the event on social channels, and a jury assessed the completed films.

Content that outlives the campaign

The German Tourism Association documents ten completed films available for continued use by the tourism organisation and its partners. Films and photography from the Sunspot competitions were used again in a 2023 roadshow, showing how an event can create a lasting content library.

Project coverage: Deutscher Tourismusverband: Projektdokumentation · Usedom Tourismus GmbH: Roadshow 2023

Tourism content and series for destinations

Briefing

100 hours in 100 seconds

At the beginning of 2020, our partner Usedom Tourismus GmbH approached us and wanted a content strategy for at least 10 modern image videos for the destination Usedom. We designed a concept for a superlative competition and in the end, not only were all the desired numbers achieved but even surpassed by a multiple

Marketing Goals

10 filmmakers. 4 partners. 1 destination.

In 2020, the goals were once again clear: while complying with all protection and hygiene regulations, Usedom Tourismus GmbH wanted to draw attention to the tourist highlights of its sunny island with the help of spectacular images and videos. In addition to marketing the products of local partners, the camera manufacturer SONY also profited from the resulting footage from their new video camera, which was launched on the market at the time. The spectacle again formed an optimal combination of content, social media and event marketing according to FMD's philosophy.

Concept

With the Sunspot Award, FMD has developed a marketing concept that has made headlines across industries thanks to a symbiosis of intelligent partnerships. The high-quality video and photo contributions from community members and the publication strategy for the content created by FMD generated an unbeatable combination of quality and reach.

Organization

FMD is known for spectacular productions at home and abroad and was also able to rely on many years of experience for this project. In addition to the logistical challenges and on-site organization, the team also ensured optimal cooperation between the partners as well as travel planning, mobility and accommodation for the competitors.

Production

At the heart of the campaign were the videos of the competitors, which even exceeded the expectations of the FMD team and the partners thanks to a careful pre-selection. The invited influencers were also convincing in every aspect of the content and they communicated the course of the competition on their channels during the 100 hours.

Evaluation

In the last step, FMD's social media team took care of the evaluation of the campaign for our partners. Due to the high popularity of the content, not only did the influencers achieve great reach with their posts, but FMD's videos and photos were also shared very frequently on the partner platforms.

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Achieved goals

Content for social media in the long term

The result was a whopping 10 outstanding destination videos of Usedom with reference to travel destinations, the partner hotels and partner regions and therefore first-class social media content for years to come. There was a lot of attention in the social media and the press via the accompanying influencers and the interest in the biggest video competition in the world. The award show was the highlight of the project, as well as the documentary film about the event that was released afterward.