Created by Ag8, the initiative is being backed by WPP, Publicis, Aegis and Naked Communications, which have also signed a number of their clients into the project.
Described as an open licence cross-platform franchise, Purefold works by scanning social networking sites for online conversations across all social media.
These conversations are collated and the most highly rated can be used by brands as the basis for storylines that are fleshed out and rewritten by professional scriptwriters.
The scripts are then turned into five-minute, high-quality web-based programmes directed by RSA directors from around the world.
Once online, consumers can become involved with developing the storyline through talking or blogging about it.
The most talked-about stories will be kept and further developed while the least talked-about will then be discarded.
Clients who decide to get involved with Purefold are likely to be charged a flat fee no matter how popular or unpopular their films become.
Purefold’s first clients are set to be announced in the coming weeks and the first brand-funded film is expected to launch within the next month.
Ridley Scott unveils ad-funded UGC venture
by Noel Bussey, campaignlive.co.uk, 04 June 2009, 07:00am
LONDON - Ridley Scott is launching a project called Purefold that will harness user-generated content, RSA directors, scriptwriters and online aggregators to create brand-funded premium quality online TV programmes.
All Comments
James Mitchell - 04 June 2009
"Purefold works by scanning social networking sites for online conversations across all social media."
So... we're finally admitting that we just steal stuff off the net?
Tim Aldiss - 05 June 2009
Listening to conversations and joining in where appropriate is what it takes for brands to succeed these days, and there's a lot of tools out there to help you listen.
I see this as an interesting creative angle, which for a change doesn't mean someone is going to get marketed to at the end of it. The thing that bother me is the mundane nature of some of the conversations out there. I'm sure however, with the likes of Ridley Scott behind it that there will be some stimulating outcomes.
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