Found Love
CLIENT: Fierce Love Films PROJECT: Transmedia App DURATION: 2 Years
  • 500+

    downloads in the first week

  • 10k+

    heart images uploaded

  • 700+

    community screenings

The world needs a little more love. That’s why we enjoyed building the Found Love app to let viewers to take the Occupy Love documentary experience outside the theater through community co-creation.

THE OPPORTUNITY:

Embracing the audience.

Fierce Love Films’ documentary Occupy Love traces the origins of the Occupy Wall Street, Arab Spring, and European debt protests to answer the question: How can the crises on the planet become a love story? Since the film was initially partially funded by a crowdfunding campaign, we knew that we needed to invite the audience back after the documentary premiere to keep building the story.

If a crowd of strangers around the world came together to fund the film, they deserved to be part of the growing story.

Side note: We believe crowdfunding should never be used for the sole purpose of ‘financing’ something. Crowdfunding should be about creating a real relationship with fans and activating an audience to help you spread a message. And our fans did just that! Our campaign drove over 700 community screenings, a sold-out North American Tugg.com theatrical tour and app downloads around the world.

Our Strategy

The Challenge:

International love.

We began by searching for a meaningful way to let viewers express the film’s central message of universal love and connection. How could we continue the story and give the viewers a way to share the message internationally? We needed a solution that would work across borders and languages, be symbolic, and exist free of political connotations.

An approach that incorporated elements of co-creation seemed like an obvious way to bring a community together, but what central symbol or theme would support the documentary?

What global symbol would give viewers a way to share the Occupy Love message around the world?

The Direction:

Share the love.

Symbols have power, and while watching the documentary, we noticed some interesting symbols repeating—hearts. We started to wonder how it would affect someone if they were consciously looking for hearts everywhere—both internally and in how they treat others around them.

We decided Occupy Love needed a real-time LOVE STREAM mobile app with a multi-city, crowd-powered launch. We designed an app to let users take photos of heart-shaped images found in the city, then add an emotional message and tag an expression of love to the photo. Heart images could be found anywhere—shapes in clouds, graffiti hearts, or inspiring messages left in public places.

Once a heart image is uploaded, it is sent to the app’s cloud-based server that streams the image to other users around the city with a geolocation tag. Found Love then shares photos on a “Love Stream,” a real-time and fluctuating digital wall of hearts that is viewable through the mobile app and on the website. This serves to create an international community of people focusing on love around the world—a powerful symbol for unity.

Confession time: The biggest mistake we made on this project was only launching the app on iPhone. Though at the time iPhone had a much larger market share than Android and we were limited by budget, more thorough audience research would have helped reveal something important. While iPhones were more popular overall, the kinds of people attending the community screenings and wanting to participate were more likely to have Android phones. Additional research would have helped us understand this and reach a larger audience.

Our Solution

The Results

A labor of <3.

  • 2013

    Transmedia award at the San Francisco TransBay Festival

  • 500+

    app downloads in the first week

  • 10k+

    heart images uploaded

  • 700+

    community screenings

The Moral of the Story

A heartfelt co-creation.

Our goal was to encourage the community to share 10,000 heart images. and we made it! We intentionally put cards in each of the physical distribution kits for community screenings and directed screening facilitators to the app so they could download it. That way the audience would be able to download the app right away and start snapping pictures.

A symbol like a heart made this project so successful because it works around the world. Walk past Times Square and you can see photos and tags left by other Found Love users. Or tag a heart image in your neighborhood and look to see if others have found heart images nearby. This interactive approach enabled fans of the film to express a central motif in the documentary, while broadening the film’s reach to global audiences.

“The statistics don't do justice to the impact this project had on the lives of isolated caregivers. One Net showed deliberate strategy and creativity in this transmedia piece and it really expanded our story world to engage new audiences. We can’t wait to work with them again!”

Banker White, Director & Producer at WeOwnTV

Invite your global audience
to co-create your experience.

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