Vimeo Moves into Content Creation with Brand Creative Fund

Vimeo’s new branded content initiative launched this morning with four short films created for the Lincoln Motor Company by filmmakers selected from Vimeo’s massive pool of users. The Brand Creative Fund provides Vimeo a brilliant way of ramping up advertising while maintaining their tasteful anti-YouTube vibe and creating real, paid, career-boosting opportunities for Vimeo users.

The four filmmakers selected for the Lincoln project include: Lucy McRae, Jeff Frost, Eliot Rausch and Becky & Joe.

From the release: “Vimeo today launched its Brand Creative Fund product, a new resource for brands to develop high-quality, “brand-enabled” video content in collaboration with the global network of innovative creators on Vimeo.

“Each Brand Creative Fund engagement on Vimeo will be customized to support brands’ specific objectives, empowering marketers to create and distribute quality original video content to Vimeo’s audience of over 100M monthly viewers, and across the web through the platform’s best-in-class embeddable HD player.

“The inaugural Brand Creative Fund project is a partnership with The Lincoln Motor Company, which turned to Vimeo to support its year-long “Hello, Again” campaign. Designed to help re-launch the 90year old automotive brand, “Hello, Again” encourages consumers to reimagine the brand by seeing everything that’s old as new again. To help communicate this theme, Lincoln tapped into the creative power of the Vimeo community and commissioned four outstanding filmmakers to develop a series of short films that tell a story and offer distinct creative interpretations of “Hello, Again.”

“Some of the world’s most talented creators call Vimeo home, and we’re now giving brands the opportunity to tap the creative power of this community to develop original and compelling content that their consumers will watch and share,” said Vimeo CEO, Kerry Trainor. “Unveiling the Brand Creative Fund with Lincoln has been a great partnership; the brand’s commitment to collaborating with innovative creators comes through loud and clear in the finished work, which is exactly what the Brand Creative Fund is designed to enable.”

“This film collaboration with Vimeo further supports Lincoln’s ‘Hello, Again’ marketing platform to showcase how reinterpretations of noteworthy artistic material – that like the new brand – can be transformed into something fresh and relevant,” said Andrew Frick, Group Marketing Manager, Lincoln. “The videos created by the four talented filmmakers will help to fuel conversations around what we are doing at Lincoln.”

The Lincoln Brand Creative Fund films will be featured on a customized brand channel and will each be accompanied by its own behind-the-scenes production that highlights the creators’ work and vision. The series kicks off today, April 23rd and will continue each following Tuesday with the unveiling of one full film and its behind-the-scenes documentary:

April 23, 2013 – Introductory Videos
April 30, 2013 – Eliot Rausch: film and behind-the-scenes
May 7, 2013 – Becky & Joe: film and behind-the-scenes
May 14, 2013 – Jeff Frost: film and behind-the-scenes
May 21, 2013 – Lucy McRae: film and behind-the-scenes

“As exciting as this is for Vimeo, it’s even more so for the creators that comprise our community,” said Vimeo President, Dae Mellencamp. “The Brand Creative Fund is all about opportunity as Vimeo is connecting brands with creators. In addition to being compensated for their work, this is an opportunity for creators to broaden their portfolios, and in many cases, a way to jumpstart their careers.”

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