BE KIND REWIND VIRAL CAMPAIGN
NEW LINE CINEMA/SILENT CITY PRODUCTIONS
Executive Producers: Gordon Paddison, Aaron Sugarman, Joe Whitmore
Producers: Daniel Loyd, Michael Leffler
Director: Daniel Loyd
Writers: Michael W. Shaw, Michael Leffler

2008 Addy Award Winner
2008 Webby Nominee

Campaign Link

“Lord of the Rings: Sweded!” along with “How to Swede” were viral hits promoting
the New Line Cinema film “Be Kind Rewind”. By showing the world how to ‘swede’ or
remake your favorite films, and then turning the process on one of the most geek-
beloved films of all time, Silent City crafted an intriguing DIY guide, fanboy homage
and hilarious comedy all at once.

"Nominees like Silent City Productions are setting the standard for innovation and
creativity on the Internet," said David-Michel Davies, executive director of the Webby
Awards. "It is an incredible achievement to be selected among the best from the
nearly 10,000 entries we received this year."

Distribution:
Over 700,000 Views Across 13 video sites


Metrics for Success:
Cost in relation Brand Awareness.
Key Performance Index: Unaided Brand Awareness or Lift

Brand Awareness:
Consumer Engagement level was extremely HIGH
Kicked-off the online Sweded Movement
Hundreds of Sweded Films
Sweded Film Festivals & Fan Sites
Free Press Coverage - Online and Traditional
Sun-Sentinel (South Florida Newspaper)
The Guardian UK
Boingboing.com
Featured with Be Kind, Rewind at Sundance 2008

Lord of the Rings Sweded continued to garner 30,000 views per month 2 months after the DVD release of Be Kind, Rewind on June 17, 2008 and is a touchstone of the movement today.