Project Case Study

Vodafone Mclaren/OMD

Miomni was chosen by Vodafone via its media strategy and planning agency, OMD, in 2008 to provide the Miomni Content Digital Asset Management and Distribution Platform in support of Vodafone’s first foray into creating branded video content in Formula 1 as well as its music sponsorship activities. 2008 was deemed a pilot and learning year for all parties.

In 2009, the involvement was increased with more quantity and higher quality content being created for Formula 1 as well as an innovative 22 Episode reality-soap opera called 'Who Killed Summer?' - featuring 6 multi-national 20 something characters and their adventures across Europe's music festivals.

In addition, Miomni integrated data feeds from the Vodafone McLaren Mercedes F1 team – live telemetry from both cars on Practice, Qualifying and Race days. Further, Miomni integrated live timing feeds from Formula One Management, adapted them and provided them out to a FOM-Vodafone joint venture mobile application that enabled customers to see detailed timing results in real time, globally and read live text commentary.

In summary, Miomni provided the following services:

• Core Content Management System
• Fully Hosted and Managed Platform
• Global Edge Caching syndication of all content including videos for mobile
• Applying subtitles (Spanish, German, Italian and Portuguese) to English Masters in Final Cut Pro and then rendering out each sub-file
• Content Ingestion and transcoding to multiple formats (FLV, WMV, H.264, .MOV, .3GP)
• Content record creation as well as supervision and support of external content editors
• Advice, technical support, testing, de-bugging and operational support for all 3rd Party Agencies that were commissioned by Vodafone – OMD to develop User Facing applications (Web or Mobile) that needed to pull data and content from the Miomni Content Digital Asset Management and Distribution Platform
• Grand Prix Weekend support to ensure all live feeds worked correctly and press release content was processed quickly once received

"Who Killed Summer?"

Won Best Mobile Campaign Overall and Best Cross-Media Integration Campaign at the 2009 Global Mobile Marketing Awards Ceremony in Los Angeles.

Vodafone - OMD has commissioned Miomni to provide enhanced Content Management System services in 2010. The emphasis will be on maximising its Formula 1 involvement and, on top of similar activities to those performed in 2009, Miomni will be providing hosting, global edge caching and technical support to Ogilvy Action - who were appointed by Vodafone to provide innovative user web and mobile applications in support of Formula 1 activities.