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Discover Card was giving away one million dollars to one of its lucky card members. The program promoted the message that every time a Discover card member used their card for any purpose or purchase, they were automatically entered into a sweepstakes for a chance to win one million dollars.
Filmaka members were asked to think about what they would or could do if they won that much money. Or maybe just dreamed of how their life could change:
"Think about it. One day you wake up and you're a millionaire! That's what is going to happen to the very lucky winner of the Discover Card Million Dollar Sweepstakes. THIS IS WHAT YOUR FILM HAS TO COMMUNICATE."
The filmaka community was asked to submit their ideas for a 2-3 minute film that depicted how winning one million dollars would change someone's life for the better. They were looking for a range of ideas. The film ideas could be funny, inspirational or dramatic--but they had to be original and entertaining, grounded in reality, and also have stopping power. The goal was for the audience to not only enjoy the film, but to pass it along to their friends. The competition was open to our members from all over the world, but the content had to be geared toward the US audience.
The finished films were used to support Discover Card's Everyday Giveaway where one lucky card user won a $1,000,000 USD grand prize. The winning films were seen by millions of people across a host of mass media outlets - online banners, pre-roll, in-store, and on TV.