XLNTads - Round One
[This is a message from our acting CEO Neil Perry about our first round of big assignments that have recently wrapped up. Please feel free to comment below!]
At last, we’re able to announce the finalists from our Beta contests on XLNTads. It’s been quite a journey. Congratulations to the five selected creators for ZorbEEZ, the five for Nestle’s 100 Grand Bar, and for the three selected creators from the Unilever Slim-Fast assignment.
The outstanding creative that was submitted during these Beta campaigns has helped us secure assignments with Bud Light, Net 10, New Line Cinema and ProQuo – and many more are in the final stages of contract negotiations. Thank you all for your great work.
It was not easy getting here, and we’ve learned a lot from those Beta programs. For example, we are still waiting for our brands to make a final decision on using creative for advertising purposes. This is frustrating to all of us, for you and for all of us here at XLNTads. We are not even sure when the brands will make their final decision.
But we’ve learned from these challenges. They have truly helped us refine how our assignments play out, both for you our creators and for our clients. In all future programs, there will be a guarantee on the number of creative units that will be selected. We’ve already implemented this: Bud Light has a minimum of three, New Line Cinema and ProQuo have guaranteed to select ten pieces each.
We are insisting that all decisions on selecting creative be made in a timely fashion, less than 30 days from the end of the program. These requirements are being built into the contract we have with all our brands moving forward.
In the coming assignments, we will offer a larger number of ‘seed’ budgets – money paid directly to our top performing creators to get assignments rolling. We will require brands to put up at least $2500 in video budget money spread between select creators upon the launch of a new assignment in addition to the money for selected ads.
Last but not least, we are also testing out a unique added feature to many of our assignments. We will be offering bonus money to selected creators to post and promote their videos on YouTube and other video sites, with the highest views getting paid. We currently have this component included in the ProQuo and the New Line Cinema Harold and Kumar movie assignment.
The message is clear. You folks are producing some wonderful, compelling video creative, and XLNTads is doing all it can to insure that you have the greatest opportunity to earn cash and prizes by participating in our brand-sponsored programs. Please leave any feedback, suggestions or ideas in a comment below, or feel free to email me or one of our Community Managers with your thoughts.
Thanks!
April 3rd, 2008 at 11:50 pm
Hooray for success! I look forward to the future!
April 4th, 2008 at 3:51 pm
I think the main thing is, clients really need the deadline to announce who they have chosen. Perhaps, instead of saying they need to pick a winner “within 30 days”, it might be better if they had an actual calender date. Other on-line contests give hard and fast dates on EVERYTHING from submission cut-off, to what day all videos will be on-line for people to see, to the day the winner is announced. When those things change (even extending the deadline for submissions seems unfair to the people who finished in time) producers loose faith/interest.
Other things, like concept & direction, need to not change after the contest has started. If xlntads.com wants a commercial featuring women, and then picks 5 spots with no women in them, is a bit confusing/frustrating. I know of at least one contest provider on here who has told me he will not do another spot for xlntads for that reason. I’m sure everyone on here just wants to deliver what xlntads wants to see (after all thats how we win). We need either very specific direction (if there are client specs) or turn us loose to create what we think they will like the best.
I love what xlntads is trying to do with this new idea of advertising. And hope my comments are helpful.
-David
April 4th, 2008 at 4:47 pm
I agree with David. More specifics would be nice.
April 4th, 2008 at 5:29 pm
I appreciate Davids comments. I second them and wish to add some of my own.
I read your blog Niel, about the $2,500 video budget money spread between selected producers to contests. After talking with Mark S., it is my understanding that there are between 25-50 producers whom xlntads considers to be ‘quality producers’. Does this mean that in any given contest (like 100 Grand) where these producers enter, that each one will receive $50-$100?
Additionally, for me to continue to want to provide xlntads with weeks of free creative, there needs to be a better (more sophisticated/detailed) conduit of communication that explicitly spells out the brand required elements. Either steer us to a specific detailed element that confines our creative vision (and rightfully so if it is the desire of the brand), or let us free to create our own concept.
For Example: It was very disappointing to see what happened with Nestles 100 Grand. After receiving direct guidance from Mark S., I limited the scope and reach of my scripts to the prescribed, ‘Womans Passion for Chocolate’ perspective. In the end however, the videos that were chosen were hardly a reflection of ‘Women and their passion for chocolate”.
Here is a legitimate comparison:
If Kelloggs calls for a ” KIDS/KITCHEN/MORNING BREAKFAST ” feel for their cereal product, and I deliver a ” GRANPA/ROCKING-CHAIR/FRONT PORCH ” spot, I would expect the brand to question me.
In the case of Nestles 100 Grand/XLNTADS, producers who strayed from the Woman/Chocolate directive were rewarded. The only way I can interpret these results, is the next time Mark S. emails me with specific direction/input is to just blow him off and take my own creative path.
THIS IS HARDLY THE WAY TO OPERATE AS A CREATIVE TRYING TO GIVE A BRAND WHAT THEY WANT.
Unless there develops some sort of detailed communication system between the ‘creative’ and the ‘brand’, I can see a scenario where very talented producers lose assignments over and over and over again, and not because they are unable to produce.
Anyone who knows me, knows I take a serious professional approach to every film I make, commercial or otherwise. Minimally, I expect those people who solicit me to work on spec. for them (for weeks at a time) to be be just as sure and professional about the assignment they give me.
And yes, if it requires responses to lengthy emails and occasional phone calls than so be it. Some of the aspects of the old school way of brand/creative communications still apply here.
Respectfully,
Jared Cicon
April 4th, 2008 at 5:52 pm
I understand what Jared is saying and a lot of it makes sense, but at the same time,–
A company can have a very clear idea of what they want and request that, but if someone thinks of something “outside the box” and produces it, certainly the company has the right to be happily surprised and buy it.
How many times do we go into a store with a specific intention to buy a new pair of khaki pants, and end up with striped bellbottom jeans? Well, er,– you get the point–
I applaud all the great videos we’ve been making. Both those that follow the assignment to the letter and those that take a different approach. I reserve the right to do both.
All the best,
Susan
April 4th, 2008 at 6:08 pm
My question would be, Who buys striped bell bottom jeans? lol
April 4th, 2008 at 6:15 pm
Actually, I own a pair. I call them my ‘party pants’.
April 4th, 2008 at 7:06 pm
It seems to me the point of New Media outlets like Xlntads is to work with new templates. It sounds as though they are learning on the go as we are, but I’m personally thrilled that I have the opportunity to create content for brands such as BudLite, Slimfast, Nestle, etc.
The ins and outs of the consumer provided content are still forming, but we can only hope that they do not follow the patterns of the Exclusionary Dinosaurs of the past; whether in music, advertising, feature films… it’s an exciting new world of opportunity.
April 4th, 2008 at 7:43 pm
Susan, . . . can’t agree with you more about the future and how it relates to access. But let us not be too quick to discard some of the ‘valuable’ concepts of the old template. I think it would be a mistake to suggest the ENTIRE MODEL is bankrupt. Diversion and ambiguity are not suitable replacements for focused directives and concrete communication.
Jared
p.s. I wish you would have replied to my response concerning your trouser metaphor. I hope my point was cogent enough for you to see the sense in it.
April 5th, 2008 at 9:51 pm
Jared said it all. In terms of talent, not to mention attitude, he’s as professional as they come. Any brand company would be lucky to have his creative talents working for it.
We all should be valuing our talents in the same way.
This isn’t about new templates or thinking outside the box, nor is it about a brand’s right to be pleasantly surprised and change its mind. It’s about professionalism. If you’re a professional, or intend to be one, or if you at least have professional expectations, you won’t be distracted by the “thrill” of an opportunity to create content for recognized brand names.
This is about doing the best work possible - on all sides. I’m willing to offer up my time, money, and creative energy- and I’ll be punctual and professional in the process. I expect the same from all involved. If Xlntads expects that I’ll be so thrilled for the opportunity to be creative for its clients that I’m willing to allow myself to get burned out and used up in the process, well, there are other avenues out there.
April 6th, 2008 at 7:06 pm
well - david - jared - would you complain like this if you had won the contest or were right on the deadline and were 1 minute late? You probably wouldn’t say nowt.
Let’s kick the tires a bit. You have some good points, but they are weakened with your own bias about not winning. Of course you think your videos are better than us winners. They are good, but big brand people are fickle. They have a right to change their mind - and they will at a moments notice. Of course if you worked for a big ad agency - which you don’t, otherwise you wouldn’t be making videos here - you would get paid for it even if the big brand doesn’t like the finish commercial and refuses to air it which happens all the time.
What about deadlines, m8? I mean you would be cross if they didn’t let you submit one day if you forgot a disclaimer like “Please Drink Responsibly” and they said - no you cant resubmit it with that disclaimer - its past the deadline! No - they are flexible knowing that we have real jobs and sommat - other things to do and then we elect to spend time on the creative in the hopes of winning.
That being said - hey mate - those big brands picked some real stinkies, eh what?
April 7th, 2008 at 12:34 am
I see you removed my last blog comment, but I haven’t heard from anyone. It looks like communication between us is just not happening. It would seem XLNTADS isn’t the place for me. Good luck to you all.
April 7th, 2008 at 6:29 pm
Hey Tim - not sure what comment you mean! Didn’t see one from you before. Send it again, plz.
April 8th, 2008 at 5:37 am
Hi Tim,
I don’t know if this blog entry will make it through, but on the outside chance that it does, I want to express my gratitude for your willingness to speak from your heart. At the end of the day sometimes all we have is the knowledge that we shot straight and spoke our peace.
I had high hopes for xlntads. Maybe there is still a chance they can pull it together. The plain truth of the matter is that xlntads will be regularly inviting 50 or more creatives to a dinner table where there is only enough food for 3-5. If they don’t compensate for this shortcoming with a correction of the items you and I have inumerated, it will be to their own demise.
I wish ‘content creator’ could see the futility in thinking that our comments are born of jealousy or poor sportsmanship. Even if I had won, I would have still CLEARLY understood the disappointment from those creators who had followed the required elements mandate to a tee but were shut out.
If you wish to dialogue off this page Tim, I can be found on YouTube under username: jaredcicon
Talk to you soon my friend.
Jared
April 8th, 2008 at 4:29 pm
This post is in response to an earlier post by Susan, April 4th, 5:52PM.
Do you not see how this corrupts the xlntads cyber-model . . . or ANY advertising model for that matter????
I am sure there will be times that xlntads REALLY needs us to follow directions TO A TEE. Anyone who has done serious work in the AD World knows how important this is. But given the Nestles 100 Grand, why would anyone listen to Mark, Neil, or xlantads in general, when a new assignment is given?
Let’s follow your line of reasoning Susan. Yes you went into the womens department of Macy’s thinking you would get a pair of khakis and ended up choosing bell bottoms. But you STAYED IN THE WOMENS DEPARTMENT. You definitely didn’t end up walking out with a Lionel Train set or a link of bratwurst. (Neither would a BRAND).
If 100 different ideas of how women loved chocolate were the only videos being judged I would have been cool with that, win or lose.
XLNTADS must reassure creators like myself, David, Tim etc., that we did EXACTLY what we were supposed to, and in the future those creators who stray from the assignment WILL NOT be rewarded. PLAIN AND SIMPLE.
Anything less will mean certain failure for XLNTADS ‘new’ Ad Agency model.
Jared
April 10th, 2008 at 1:36 am
Bottom line:
Those of us who are grateful for the opportunities that are rising from the current trend of Brands seeking consumer generated creative content are expecting professional direction and feedback from those who seek our time & talents. You got to give to get. It’s only fair. It’s not because we have no ideas of our own. It’s because, like any good creative performer, we want to address audience expectations (even if only to confound them). That’s how we can be most efficient and effective. Time is valuable- we don’t want to waste it. This isn’t just creative masturbation.
It seems to me. XLNTADS needs likewise direction and feedback, knowledge of their audience (us). So, comments about breakdown in communication for the Nestle 100 Grand spot should be viewed as a positive opportunity. If you’re happy with the way things worked out- God love you. Those of us who see a need for growth and evolution hope to be as happy as you someday.
If you’re really serious about the future of Consumer Generated opportunities and about doing quality work, then try a little research. Google Jared Cicon. Search YouTube and see what’s possible. Perhaps spend a little more time investigating the playing field and maybe a little less time being self-satisfied. That’s how we learn and grow.
I know Jared is not the only professionally motivated talent on this site, but I do know through personal interaction and observation that he represents the best of what recent internet opportunities intend.
To suggest he’s just jealous about not winning so completely misses the truth that it just makes me sad.
April 10th, 2008 at 1:42 pm
@Tim - thanks for your feedback. I appreciate your thoughts. Believe me, we are fully aware of the issues we need to work on. We’ve been in constant internal discussions about how to make the process smoother and more creator-friendly.
Many of the difficulties are in our control, but many are not. I wouldn’t call myself ’self-satisfied’ nor arrogant about the way things turned out with the 100 Grand assignment, but in many regards, there is not a lot more we could have done differently once we had already launched. XLNTads did not determine what videos were chosen, our client did. 100%. We take your videos and put them in front of major brand managers, an opportunity for creators we see as unmatched in the industry.
We are exploring uncharted territory with these major brands. We are a completely new model. We’re not ‘consumer-generated’ nor are we offering full professional work. We’re trying to connect semi-pro creators with a lot of ambition with work and the attention of (normally unreachable without a connection, reputation or an agency) brand decision-makers. That’s our goal. We’re learning as we go, and we’re trying to make adjustments. The 100 Grand assignment was the first assignment we ever launched.
But thank you, everyone for your feedback. We take it very seriously. We will do everything we can do improve the experience in assignments moving forward. And of course, we welcome your thoughts in the future as well.
April 10th, 2008 at 5:04 pm
Hi Tim,
It was great to hear you check in to this Nestles blog. I know of many producers to the contest who feel as you and I do, but are hesitant to post. I told some of them that if xlntads only hears it from one or two of us, they may be hesitant to change.
Personally I don’t know how long I will stick around at xlntads ‘as a creative’ without concrete promises of change so I am posting in this blog to try to effect those change if possible. I don’t mind helping to be the catalyst for change when that change is good.
Earlier in this thread, ‘contest creator’ suggested my disappointment with the contest outcome was borne of a sore losers perspective. I will share/offer this information as a counter:
After winning the Heinz contest and receiving a National Commercial, prize money, etc. I put a call out to David Ciesinski (President of Ketchup at Heinz). Within hours (probably because I was a ‘winner’) he called me at my home. I am sure he expected an extatic, overjoyed victor on the other end of the line. The opposite however was what was waiting for him. I proceeded (for two hours) to let him know all of the MANY flaws that were intrinsic to his contest. I spoke from the perspective of a contestant (NOT A WINNER OR A LOSER). Because I was a ‘winner’, I had his attention. I am glad I ‘won’ because had I lost:
1. I probabaly wouldn’t have had the access to David Ciesinski.
2. He might think, the only reason I was griping was because I was a ‘loser’.
After hearing me out (to his crideit) David promised that there would be many changes to the HEINZ TAKE TWO contest as aresult. He said he would implement a ‘moderator’ who would anser questions in a more personable/timely fashion, as well as change many other aspects that prevented the free flow of communication between the creator and the brand. I am glad David and I spoke. It was to the benefit of his brand and the contest in general the second time around. In subsequent emails between David and myself, there were other issues (concerning commercial broadcast parameters) that we didn’t quite see eye to eye on, but it did not prevent me from shooting straight.
So to ‘content creator’, I say . . . . Win or lose, I have always spoken my mind. One day, when you lose a contest, contest creator, and you have a legitimate point or gripe, but it is ignored because of your ‘loser status’, you may reflect back on this blog thread and see the bigger picture.
Jared
April 10th, 2008 at 8:30 pm
Mark,
My comments about being self-satisfied were not aimed at you. My entry was really for ‘Content Creator’ and others who seemed confused or put out by criticism of XLNTADS. I was really addressing other blogsters, though I fully expected you’d read and use the thoughts expressed here.
I appreciate your willingness to take feedback, and I hope you’re not afraid to “shoot straight” as Jared says and let Nestle or any other Brand decision makers know that this is not a game of whimsy for us. If you are indeed intending to stand in the gap- to work as a connector between Brands and creators, then I wish for you clarity of vision and strength of conviction.
Respectfully,
Tim
April 11th, 2008 at 5:14 pm
Tim and Jared,
as Mark said, I’d just like to reiterate that while we appreciate your enthusiasm and constructive criticism, please keep in mind that we (at XLNTads) are doing EVERYTHING humanly possible to make this a positive experience for our filmmaking community…
Please do continue to make suggestions, but try to do so with a bit of patience and grace. We’re doing our best.
-Liza
April 12th, 2008 at 4:00 pm
As someone who has produced commercials for over a decade, I share some of the sentiments expressed by Tim and Jared (I have NOT entered any contests held by xlntads.com to date). Even when the payout is guaranteed but under $1,000, there has been nothing more frustrating in my experience (and that of fellow producers in my area) than a client shooting down an idea(s) without any directives. And Jared hit the nail on the head when comparing Susan’s remarks with shopping in the women’s department at a retail outlet. Yes Susan, companies can be and certainly are pleasantly surprised from time to time when a creative goes “outside the box” and it just “works”. But when someone is relying on directives to satisfy an agency/brand to earn a living, it is a hard pill to swallow when their efforts become futile based on the whims of a judge(s). While I applaud the brands for reaching out and discovering an extremely talented consumer base, I agree with others here that they DO need to fine-tune the mechanisms by which they govern these contests. If not done properly, this can all backfire on them and cause resentment towards the brand itself (I know cases where this has happened and you probably do too). It is a risky business if not handled properly. As with baseball or any other sport - every player wants the game to be played fair and have a legitimate chance of reward.
April 12th, 2008 at 4:21 pm
I hear ya, Peter. We’re working on it! Thanks for your feedback.