Marketing Summary
Uneton48 (Sleepless48)
Uneton48 documentary (video clips with English subtitles)
The Uneton48 participants are target group worth pursuing: They’re active, creative and well-connected opinion leaders. In marketing terms, Uneton48 competitors are early adopters, first ones to pick up new cultural and technological developments. They are the driving force behind Finland’s media production, both established and emerging professionals.
Main target group
13 – 39 years
Gender division
(12 – 60 years)
55% men, 45% women
Participant background
95% students or professionals of media / theatre / arts
Competition duration
48 hours
Overall event duration
Appr. six weeks (end of May – end of June)
Consists of 15+ theatre screenings, After Party etc.
Marketing campaign length
4 months (April – July).
Target areas
Finland – whole country with a focus on the Metropolitan area, Turku and Tampere
International exposure
The best films are screened as part of events and festivals, for example in the U.S. and New Zealand. The partners are acknowledged in the screenings.
Media mix
Online – 60%
Direct marketing – 25% (schools, companies etc.)
Related events – 10%
Radio & TV – 5%
Online exposure:
Social media:
Film makers’ online communities:
We utilize discussion forums, active film maker groups and banner exchange, buying advertising space where necessary. Uneton48 is well represented in Youtube, with 30+ documentaries, interviews and ‘behind the scenes’ videos telling the story of 48-hour film making. The search engine optimization is enforced with Google Adwords.
Online results
(for sponsors advertising with Uneton48)
Statistics of banner impressions and clicks on Uneton48.com website are available through Google Analytics.
Workforce
Core team 4 – 5 people + 12 – 15 volunteers
Additional competitions and promotions
Several smaller scale competitions are held during the events and online. Sponsors are welcome to set up related competitions and promotions.