The organization is using mostly a "Web 2.0 and social media strategy" to reach out to its target audience of aspiring filmmakers and brand fans, said Jeffrey Merrihue, chairman of Mofilm.
"MoFilm represents aspiring filmmakers and connects them with the brands themselves," he said. "The filmmaking community is an online community, so they are always searching for this kind of event and activity, so social media is the perfect channel to communicate with them."
The company is working with AOR Hill & Knowlton to promote the competition, which is an expanded version of one it hosted at the Cannes Lions earlier this year. The PR campaign is using Twitter, Facebook, and an iPhone application to spread the word about the competition.
"This time around we're doing a series of Twitter Tuesdays, which is basically live Twitter chats that the brands are participating in and hosting," said MaryLee Sachs, US chairman and worldwide director of marketing and communications for H&K, who added that the campaign is going more global. "People who have downloaded the brand briefs or who are interested in the competition can go on to Twitter and ask questions and basically have Twitter conversations with people in the know."
H&K is also working on traditional media outreach about the sponsorship and competition, including to advertising trades and business outlets such as The New York Times and Financial Times.
Mofilm, founded in 2007, also hosts an annual mobile film festival in Spain.