MoveOn is inviting the public to make a commercial on behalf of Barack Obama. They are inviting the public to make a spot and then the winner will get a national airing of their spot as well as $20,000 in video equipment. Nice. This is just the latest example on having your community create content for you. $20,000 is a low budget for a single professionally produced spot. It is nothing at all compared to the likely hundreds of entries they will get as well as the PR value of the whole thing.
Here are the details:
MoveOn.org has a message for all filmmakers, writers, directors, actors, editors, composers, graphic artists, and animators: Whether you’re a total amateur or a total pro, now is the time to use your creativity to help Barack Obama win. We’re launching an ad contest: “Obama in 30 Seconds.”
Powered by grassroots enthusiasm, Obama has won the most states and the most delegates. But the race isn’t over, and we’ve got to pull out all the stops to help him across the finish line.
We’re counting on you to make amazing ads in the next three weeks. Then, MoveOn members and the public will rate the ads, and a panel of top artists, netroots heroes, and filmmaking professionals will pick the winner from among top ads. We’ll air the winning ad nationally, and the winner will receive a gift certificate for $20,000 in video equipment.
MoveOn has been a leader in using the web, and email in particular, to get their message out. If you don’t know MoveOn, they started with a simple email during the Clinton impeachment — lets move on — and it grew and grew.
They are no strangers to using video either. They have had video contests, and have made lots of 30-second spots. They have used the web to fundraise for these spots.
Today I saw something different from MoveOn. Eli Pariser, the Executive Director of MoveOn.org Political Action did a direct response video. It came in an email with a little text and a large screen shot of a video player window. It said:
Dear MoveOn member,
I recorded a video message for you about this election year—it felt too important to put in a regular email.
The page is their standard fundraising page (the kind you get with services such as Convio or Kintera). In the video he even points down to the donation form from his YouTube box, asking the viewer to donate right now to kick of the 2008 campaign activities.
At See3 we’ve been exploring this direct response video technique for a while. We think that in certain circumstances it can work well and we will try to find out how this does relative to non-video landing pages.
MoveOn was one of the pioneers of online organizing. Starting during the Clinton impeachment, MoveOn took off by email and has become one of the largest movers of online activism for progressives.
I get their emails — like I do with many other organizations — so I can see what they’re up to and learn from a variety of techniques about best practices in online advocacy and fundraising. It seems to me that the emails from MoveOn are increasingly including links to video. In fact, I think the video thing is crowding out the older more traditional asks to give money or send a note to Congress.
Here’s the one I got today about the upcoming debate on Iraq:
The legal concept of “fair use” is very important to our business and is an issue you really care about, even if you don’t know it. Fair use is a carve-out of copyright law that allows people to use copyrighted material for certain uses. Parody is a great example of fair use. For example, Saturday Night Live can do a skip making fun of American Idol without having to purchase rights to that show. And, for example, we used some Jimi Hendrix in this video for Amnesty International and we didn’t pay for it. (You can learn more about Fair Use from our friends at American University’s Center for Social Media.)
The issue of fair use is complicated because there is no one to go to that will tell you if your use qualifies. The only definitive way to know is if you are sued. The dynamic here is interesting because even big media companies don’t have a big interest in suing too often and for something that just might qualify. The reason is that they might lose and the bar for fair use might be set in a way they don’t want it.
MoveOn and Brave New Films did a parody of Stephen Colbert called “Stop the Falsiness.” Viacom, the owners of Comedy Central, issued a take-down notice under the Digital Millennium Copyright Act (DMCA) and the video disappeared from YouTube. MoveOn and Brave New Films, with the help of a great organization called the Electronic Frontier Foundation (EFF), sued Viacom because they said this is clearly a case of fair use. Viacom backed down and the video is back up. And in exchange for dropping the suit, Viacom agreed on all kinds of consessions. From the EFF press release:
… The lawsuit was filed in federal court last month, after a parody of “The Colbert Report” was removed from YouTube following a meritless copyright complaint by Viacom. The humorous video, called “Stop the Falsiness,” was created by MoveOn and BNF using clips from the Comedy Central television series. It was a tongue-in-cheek commentary on Colbert’s portrayal of the right-wing media and parodied MoveOn’s own reputation for earnest political activism.
Viacom initially denied sending the Digital Millennium Copyright Act (DMCA) takedown notice that resulted in the removal of the video from YouTube, while saying it had no objection to “Stop the Falsiness.” However, Viacom later conceded it was the source of the demand and admitted error in taking action against the parody.
In the course of discussions with EFF and FUP, Viacom described the steps it endorses for protecting fair use and free expression as it targets copyright infringement on Internet video sites. This includes: manual review of every video that is a potential DMCA takedown target, training reviewers to avoid issuing takedown requests for fair use, and publicly stating that it does not challenge use of Viacom materials that are “creative, newsworthy or transformative” and are “a limited excerpt for non commercial purposes.”
Furthermore, in reaction to the MoveOn/BNF suit, Viacom moved the ball forward for Internet users’ rights. In order to address any similarly erroneous takedown notices in the future, Viacom has agreed to set up a website and email “hotline,” promising a review of any complaint within one business day and a reinstatement if the takedown request was in error.
