Q2 "Winning Hearts" Case Study Sept 07

http://www.winninghearts.us

“WINNING HEARTS”
SOCIAL MEDIA AND CAUSE MARKETING

Q2 Entertainment LLC | Q2ENT.COM | 212 645 2702


WINNING HEARTS

“Winning Hearts” is a film documentary created
to tell the story of the mission and the soldiers
of the US Army 321st Civil Affairs Command
in Afghanistan

All equipment, editing and web distribution was
provided and undertaken pro bono
by Q2 Entertainment



THE US ARMY CIVIL AFFAIRS COMMAND

• Few Americans today are aware of
the work of the US Army Civil
Affairs Command.
• Their mission is to “Secure The
Victory”: to bring order to
devastated lands, while winning
the hearts and minds of the
people that live there.
• This work is often done in
battlefield conditions, and
always under the constant threat
of attack.
• Whether it's restoring power
grids and sewer lines, getting
hospitals and schools up and
running or liaising with local
government, these soldiers get
it done.



HOW IT BEGAN

• When we heard about the
incredible work being done by
the US Army Civil Affairs
Command, it goes without saying
that we were incredibly
inspired.

• We decided that their story had
to be told.

• With the co-operation of the
321st Civil Affairs we began
the work of creating a
documentary feature film.



THE SOLDIERS OF THE 321ST

• The officer and soldiers of
the 321st featured are Captain
Christopher Corsten, Staff
Sergeant Rick Carrillo,
Sergeant Steven Kling and
Sergeant Zachary Reisz.

• At the time of filming the
321st were stationed in
Jalalabad, Afghanistan.


TELLING THE STORY

• We enlisted the help of Sergeant
(now Lieutenant) Steven Kling -
a member of the 321st US Army
Civil Affairs Command, and
former TV News cameraman.

• We provided him with camera
equipment, and formulated a plan
for him to help us tell the
story of the 321st.

• Initially, the video images he
captured in Afghanistan were
intended to serve only as
supplemental material, to help
pitch a long-form documentary.


AN EPIPHANY

• When we watched the footage that Sgt Kling sent
back to us, we were not only blown away by the
story and content, the passion, eloquence and
good humor of the soldiers, but also the high
quality of the picture, composition and sound.

• The material was of such high quality, and the
story so compelling, that we decided to cut it
in to seven “webisodes” and distribute it
through social media channels (“virally”) on
the internet.



WINNING HEARTS IS BORN

• We created seven “Winning Hearts”
webisodes from Sergeant Kling’s
footage:

1. “Meet the Team”
2. “MedCAP
3. “Secured Compound”
4. “The Road To Hisarak”
5. “Standard OPs”
6. “Bloopers”
7. “Home Thoughts From Abroad”
(Trailer)

• This was publicized with a Social
Media PR Release and seeded on
relevant video sharing sites



AN INTERNET SENSATION

• “Winning Hearts” debuted on
video sharing site Blip.tv and
immediately became a top-ranked
show.

• We have since extended to a
number of video sharing and
social media sites including
MySpace, YouTube, MetaCafe,
Revver, Brightcove and i-Tunes.
The series has generated in
excess of 100,000 views.



SOCIAL & MAINSTREAM MEDIA INTEREST

• “Winning Hearts” has been
blogged extensively.

• It has also inspired main-
stream media commentators and
been featured on CNN.



“WINNING HEARTS” SPONSORSHIP

• The first run of “Winning
Hearts” was kindly sponsored
by PNN.

• PNN.com - the “Personal News
Network” - is a web service
dedicated to making video-
blogging and sharing easy and
intuitive.



THE MISSION CONTINUES

• It is still our intent - and our own “mission”
- to create a long-form documentary or TV
series about the work of the Civil Affairs
Command in Afghanistan. The quest for funding
continues!



ABOUT Q2 ENTERTAINMENT

• As the media landscape continues to evolve, it's
becoming much more difficult for marketers to reach
people through traditional marketing and advertising
campaigns.

• Branded Entertainment is a powerful way to break
through the clutter.

• At Q2, we work with brands, marketers and causes to
create innovative and entertaining ways to engage
customers and audiences, by creating compelling and
engaging branded content. We bring this to life
through Cinema, TV and online video.

We create branded ideas and experiences for our clients
that people want to spend time with.



CONTACT DETAILS

• For more details or to discuss your project with Q2,
please contact:

Mitchell Goldman, Partner Q2 Entertainment
mitch@q2ent.com
+1 212 925 8282

Q2 Entertainment
2 Bond Street
New York
NY 10012
USA



LINKS

Links to the videos
• http://www.winninghearts.us
• http://winninghearts.blip.tv

Further Reading About Civil Affairs
• http://www.soc.mil/usacapoc/capoc_default.htm
• http://en.wikipedia.org/wiki/Civil_affairs

Steven Kling’s Blog
• http://www.fortunateson.org



DEDICATED TO THE MEN AND WOMEN OF
THE US ARMY CIVIL AFFAIRS COMMAND


Q2 "Winning Hearts" Case Study Sept 07

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