Entrepreneur Rich Seng of Wicker Park calls his 30 Seconds Over Chicago the “first ever” crowd-sourcing contest and possibly the first one for creating TV commercials.
The contest challenges amateur and professional copywriters and filmmakers to produce a 30-second spot for their choice of one of 30 pre-selected Wicker Park trendy businesses.
Pitches were chosen from some 240 entries for the contest, which closed Oct. 9, and pitch winners have 30 days to build a team and create their spot. All work will be critiqued by three local agency creative directors (yet to be chosen) and premiere at the Double Door on Tuesday, Nov. 13.
The live audience, and those watching the livestream on Gigity.TV, will vote for the top three winners. They will receive cash and bonus prizes — $1,000 is the top prize — from the businesses being advertised, which includes such diverse items as a $200 bar tab, and a vintage 1965 Fender guitar.
Spots integrated with Gigity.tv online streaming
The 30 Seconds contest is a community-minded way of integrating commercials with his online streaming platform called Gigity.tv, something that started out as a spit-balling conversation between Seng and one of Double Door’s ownership partners, Sean Mulroney.
Described on the website as an “end-to-end solution for broadcasting, archiving, and monetizing live events,” Gigity.tv allows fans to enjoy their favorite artists’ performances with live video streaming when unable to attend events.
It allows fans to enjoy their favorite artists’ performances, with live video streaming when unable to attend events.
The concept started in 2003 when Seng created “Cherry Bomb,” CD and DVD compilations of music videos and performances integrated with commercials of local businesses, and created by filmmakers from the community.
The compilations were free at the participating business locations, what Seng refers to as the Chicago Reader model, which lasted until You Tube made it possible for music fans to instantly watch any video they desired on the internet.
Seng then busied himself with creating live events, including the “Miss Wicker Park Pageant” at the Double Door in 2010. He decided to live stream the event, even in the face of the tiresome misconception that broadcasting reduces paid attendance, an idea with which the Blackhawk’s organization is all too familiar.
Not only was the venue packed, but 300 additional viewers also watched and voted on the pageant.
A blend of soundboard and live room mics
Discussion with Mulroney immediately afterward led to what is now Gigity.tv. “I had the idea, but never said it out loud before. I just started riffing,” Seng recalls.
“I told him we can permanently install cameras at a variety of angles… then we get audio from the soundboard and blend it with live room mics. Basically we create a hands-free platform that goes out to the world, archive for video on demand, pay-per-view, and he totally got it. He said, ‘you can use my venue as your laboratory.’”
Seng’s setup employs IP cameras, which are essentially high-end security cameras, placing them at several angles.
Now business has grown dramatically, with Gigity.tv set up in eight venues, the most recent addition being Second City.
Creative directors interested participating as judge in 30 Seconds Over Chicago are encouraged to contact Rich Seng at richseng@gigity.tv.
Kerry Devine is a Chicago area writer and filmmaker. You can reach him at devinewrite@hotmail.com.
