“Once you fly @VirginAmerica you realize you’ve basically been suffering from

Stockholm Syndrome for years with the other airlines.” - Tweet from a Virgin America customer

Hey travelers, ever feel trapped into flying airlines that you don’t even like just so you can be rewarded with more of... what you hate?  It’s like loyalty to pain. 

Virgin America thinks travelers deserve better.  They launched with the purpose of reinventing the domestic flying experience – something the big airlines in the U.S. had turned into an increasingly dismal affair.  Virgin America believes that travel is the ultimate transformative experience. So why has something that used to be glamorous been turned into something we just have to endure?  And worse still:  if there were a better alternative, why would people feel trapped into flying their old airline?

In the ultimate dysfunctional relationship, the miles are doled out by the captor and become a reward for the punishment they endure (see: Stockholm syndrome). The worst part is that it’s often an empty promise of a reward. Like the promises made by a bad boyfriend. For example:

• You are continuallly chasing the promise of a “free” upgrade that never comes (Reality: your name is #117 on the standby list! Better luck next time.)
• You're earning a "Status" level that is meaningless. 
• You finally get that elusive upgrade, and realize your upgraded seat is nothing special (and nothing compared to Virgin America’s Main Cabin. Did you know that Virgin America's Main Cabin has WiFi, live seatback TV, power outlets and ergonomically correct, roomy and comfortable design standard - for every guest?) 
• You get a “free” ticket… that never seems to be redeemable.
• You see an ad for all the fancy, new features on-board or coming soon to your legacy airline (which are now already available on Virgin America!) – only to find out those features are not actually on your legacy flight.

The goal of this project is to produce a funny and shareable 30 second video about that “Stockholm Syndrome” feeling that you have when you remain loyal to your current airline. Think about how travelers are putting up with a poor experience because they are "held hostage" by the promised reward of their legacy mileage programs. Then position the benefits and luxuries of Virgin America as a way for travelers to BREAK FREE! and join the 3 million Elevate members who have chosen to break the mold and fly against the ordinary.

Have fun with the irrational behavior outlined in the background – particularly the promises of free upgrades (that put you into a poor product), better service (that is not actually better), free tickets (you can never actually redeem), and early boarding – and bring it to life on video! We encourage you to use metaphors of that "Held Captive" feeling in other areas of like - as we understand opportunities to film onboard an aircraft is limited. Here’s some inspiration from “Seinfeld”.

Stockholm syndrome – a psychological phenomenon in which hostages express empathy and sympathy and have positive feelings toward their captors, sometimes to the point of defending them. These feelings are generally considered irrational in light of the danger or risk endured by the victims, who essentially mistake a lack of abuse from their captors for an act of kindness. (per wikipedia)

Also, check out Virgin America's YouTube channel to get a feel for their content style and tone.   

Thought-Starters: 

• Highlight the ridiculousness of people feeling trapped and held hostage by a brand/company that delivers a service they really don't like.
• Communicate the experience benefits of Virgin America.
• Invite flyers to break their ties to their existing frequent flyer programs and try flying Virgin America with a flying bonus on Virgin America! 

Also, for reference:

http://www.virginamerica.com/press-release/2011/virgin-america-encourages-dfw-flyers-to-dump-old-airlines.html

http://www.virginamerica.com/press-release/2011/virgin-america-lands-at-chicago-ohare.html

Wondering about the benefits of flying Virgin America? The Sponsor would encourage you check out the following:

• "The Flying With Us" tab on virginamerica.com, specifically Virgin America's cabin and onboard amenities.

• See http://www.virginamerica.com/travel/cabins.html Especially, fleetwide WiFi, new aircraft, power outlets at every seat, touch-screen entertainment for all guests, comfortable seating, friendly staff. 

• For a broad overview of the airline and features onboard, you can also view our corporate fact sheet: http://www.virginamerica.com/html/virgin-america-corporate-fact-sheet.pdf

--Key Marketing Messages:   Break Free! – OR – Save a Friend! (Friends don't let friends fly other airlines.)

--Target Audience:  Late 20's - 50's Men and Women - ideally business travelers - who feel held hostage by their current frequent flyer program.

--Executional Mandatories:

• You can air your grievances but please do NOT show any other airline’s logos or refer to any competitor airlines by name.
• Do not poke fun at safety or security (TSA) issues - all airlines, rightly, take them very seriously.
• Sponsor may provide a bumper or end card with a custom Call-To-Action.

--Tone:  Funny, provocative, friendly/positive, irreverent, relatable, shareable. (Note: We do NOT want to see super dark videos about hostage situations on airplanes.) 

--Exposure:  Intended for use on Virgin America’s social channels, digital media, and email campaigns. 

This Project will be worth a total of $70,000 and consists of three Phases: an Idea Phase, a Pitch Phase and a Video Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: IDEA  – Tell us your Idea for a Break Free from Stockholm Syndrome Video in 140 characters or less.  Remember, an Idea (What is an Idea Phase?) is not a detailed script; it is a spark of inspiration, or a distillation of what will happen in the Video.  As always, Ideas should be clever and engaging.  The winning Idea creators will receive $250 each and a 5% one-time residual payment for any winning Video(s) based on their Idea. (That means if your winning Idea is the basis for the 1^st place Video, you will receive $1,000, the 2^nd place Video $500, the 3^rd place Video $375, the 4^th place Video $375, the 5^th place Video $250, the 6^th place Video $250, the 7^th place Video $200, and the 8^th place Video $200 – see Video Phase Payout details for more information.) Each Idea winner will also receive 10,000 Virgin America Elevate Points!

PHASE 2: PITCH - Submit your Pitch (What Is a Pitch Phase?) convincing the Sponsor why you should be selected to execute a Video based on one of the winning Ideas from the previous Phase using:

• Text (REQUIRED): 500 characters or less summarizing how you plan to approach and execute this Video.
• Links (REQUIRED): To your previous video work. Please specify your role (producer, director, cinematography, etc.) and DO NOT INCLUDE LINKS TO YOUR SHOWREEL. Please link to individual videos.
• Script (Optional): This should include dialogue from the video you intend to create. 
• Treatment (Optional): A detailed narrative description of what's going to happen in the video. 
• Images (Optional): Additional concept art, storyboards, scripts, casting notes, anything that helps get your point across.?
• Pitch Video (Optional): This is your opportunity to show us what you're capable of. Consider submitting a Pitch video in which you tell the Sponsor what they can expect should they choose your Pitch. Also, test videos, animatics, etc. are welcome.  

The FIVE(5) most compelling Pitches will be selected and, upon submitting the Winner’s Affidavit and the IP Assignment, will each receive $2,000 to help create the Video.  Additionally, upon submitting a Video that satisfies the criteria laid out in your winning Pitch, the Pitch winners will also be GUARANTEED a winning place in the subsequent Video Phase.  So, if your Pitch is selected and you execute your Pitch effectively in your Video submission, you will win an additional $4,000, at a minimum, and have a chance to compete for the $20,000 First Place video prize (subject to deduction for one-time 5% residual payment to eligible Idea winners). For an example of an effective Pitch, check out Erik Beck’s winning “3 Artists & 5,000 LEGOs” Pitch video. All Pitches will remain private until after the winner of the Video Phase is announced and the Project is complete.    

PHASE 3: VIDEO – The FIVE (5) winners from the Pitch Phase will each create a 30-second Video based upon their winning Pitch.

All other creators are invited to enter a Wildcard (What Is a Wildcard?) submission that can be based on one of the winning Ideas from the previous Phase or a totally original concept that is not based on any winning material from the Idea Phase.  The Judges will score all Wildcard submissions and the THREE (3) highest scoring Wildcard Videos along with the FIVE (5) winning Videos submitted by Pitch winners will be scored to determine the standings for the Video Phase.  Remember, the FIVE (5) Pitch winners, along with THREE (3) Wildcard creators, will receive prizes.

--Video Phase Payout: Winners of the Video Phase will earn the following prizes: 1st place $20,000, 2nd place $10,000, 3rd place $7,500, 4th place $7,500, 5th place $5,000, 6th place $5,000, 7th place $4,000, and 8th place $4,000. (less any 5% one-time residual payments paid to the Idea winners, as applicable).

In addition, the 1st, 2nd and 3rd place Video winners will each receive TWO main cabin select round trips passes good for travel anywhere on Virgin America's United States domestic network.*

--Music: Tongal has partnered with three premiere music providers: Audiosocket, Killer Tracks and Music Dealers. Any of which can be used to source music for your Video submission to this Project. You may use up to THREE total tracks per Video submission, and they can come from any of the three providers listed above. Music from these providers is available to registered Tongal members at no charge solely for their incorporation into Submissions to this Project and will not require a separate Music Release Form. To learn more about using each of these music providers, click on any of the provider’s names above.

If you are selected as a winner and choose to use custom/original music, you must fill out and submit our Music Release Form. If you obtain music from other catalog providers, you must purchase the appropriate license at your own expense and submit it with our Music Release Form when you turn in your Video paperwork. 

--Referral: Any Tongal member who refers one of the winning Video creators in this Project using the Tongal “Invite Friends” functionality will receive a referral fee equal to 5% of the amount won. That’s a potential $2,650 (5% of each Video amount, capping the money possible at $500 per place) in bonus cash just for telling all of your talented friends about this Project! Check out more about our Referral Program in FAQ.

 *Subject to availability, certain holiday periods and blackout dates as provided by Virgin.

1. The Video MUST not exceed 30-seconds in length. Preferred format for upload to the Tongal website is HD 720p 16x9. Acceptable file formats are .mov, .avi, .mp4, .wmv. Acceptable codecs are H.264 (MP4), MPEG-4, H.263, MPGV, WMV, DivX. Should you win, you will also be required to provide a 1080p .mov master file, using a ProRes, Animation, or Uncompressed Codec. 

2. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.

3. In the event you utilize any third party materials, such as music provided by a third-party music provider not provided by Tongal, you must obtain full written license and consent from the owner of such third party materials and provide such license and consent forms to Tongal.

4. BY SUBMITTING A VIDEO ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL.  FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.

5. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.

6. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.

7. Videos must be in the English language or subtitled.

8. Limit 5 submissions per member, per Phase.

9. You must be at least thirteen (13) years or older to enter.

10. In the event that fewer than 50 Pitches are received, the Sponsor reserves the right to repost the contest for up to fourteen (14) days at their discretion.

11. In addition to the judging criteria stated in the OFFICIAL RULES, Pitches will also be evaluated on that member's ability to execute the final Video based on their prior work and experience as a filmmaker.

12. The Sponsor will be entitled to reasonable revisions on the finished Videos without providing additional compensation. Remember it's easier to re-edit than re-shoot so try to get as much coverage as possible.

13. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, winning Video creators MUST also provide Talent, Location, Music (or other) Releases for all assets appearing in their winning Videos, as well as a copy of a photo ID for all On-camera Talent releases. You must also provide all project files, editing sequences and a QuickTime .mov file in uncompressed, Animation or ProRes HQ codec at 1920x1080 to claim your prize.

14. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.