Make The Cut
For the 25th anniversary of Adobe Premiere Pro, we launched a world-class, integrated-marketing campaign that, through an exceptional digital experience, re-invigorated long time Premiere Pro users and empowered a whole new generation of video editors. Fans from around the world were given the unprecedented opportunity to edit a major label’s raw music video footage—the chart-topping single “Believer” from Imagine Dragons—and create their own version for a chance at editing stardom and $25,000.
Participants were given full access to over 2GBs worth of beautiful video footage from director Matt Eastin and a free trial of Premiere Pro, if necessary, to edit their cut. Our goal? 2,000 submissions. The result? Almost 9,000 video entries!
Together with Adobe, Imagine Dragons and Interscope Records, we pulled off an exhilarating, multi-touch program that presented Premiere Pro’s 25th anniversary message to Adobe customers via Adobe.com, social, email, influencers, a microsite, customer support and event extensions. We reached 1.5B (Billion with a B!) fans globally through social and earned media including 677K site visits to makethecut.adobe.com from 160 participating countries, 80K downloads of the footage, 242 global press articles and 13K new Premiere Pro trial downloads.
Using Imagine Dragons as a main draw and strategic use of marketing channels, we reached emerging creators who hadn’t used Premiere Pro prior to the campaign. With unprecedented access to this type of quality footage, we received hundreds of emails from students and other young creators who used Make the Cut as a way to cut their teeth in video editing resulting in 64% of Video Submissions coming from 18-25 year old editors— clearly measurable business impact.
Premiere Pro fans from 160 countries participated.
The contest was localized for priority regions and translated into 11 different languages. Since Imagine Dragons is a culturally relevant phenomenon, the regions were able to adapt the contest CTA and amplify with social content and even a local workshop in Japan. Top active geo’s in the campaign were:
United States • United Kingdom • Germany • Canada • Australia • France • India • China • Netherlands • Japan