For the roll-out of Timeline, Facebook needed a way to encourage users to make the switch to the new layout. Using the F8 Conference video announcement as a base, DEFINITION 6 leveraged marketing technology to personalize this experience for each user and created Timeline Movie Maker, a product that allowed Timeline users to see their content through a customized cinematic experience. With one-click curation, they could create a highlight reel of their lives.
Timeline Movie Maker identified a user's most engaging, relevant content to build a chronological story for their customized mini-movie. By using an intelligent algorithm, highly engaged content and key life moments were scored and automatically pulled into spots within the 60-second movie. User could then choose to customize their movie by selecting specific albums, photos, and videos from their profile.
Initially released in four languages, it was expanded to nine languages upon the release of Timeline Movie Maker for Pages, generating movies from major brands including Guns N' Roses, Holiday Inn, Water.Org, The Grammys, Massachusetts Tourism, Cancun Tourism, Florida State University, PacSun, Raymond Weil, U.S. Army, and U.S. Marines.