Much like dating, forming perfect brand partnerships can be a bit of pot luck. Everything looks good on paper - audiences are matched, promises are made, contracts, products and services are exchanged and off you go. At least in theory…

In actual fact it is the X Factor style spark that really makes for the brand love-in and gets you bang for your proverbial buck. Never has this been truer than for our client Flip Video. All about capturing different perspectives and behind the scenes footage of life, Flip needed to find a partner that had access to creative, urban communities and shared its passion for sharing the moment in a memorable way. We didn’t just want ‘brand ambassadors’; we wanted to build a Flip movement.

Enter Secret Wars, the world’s premier live art battle. Working in a similar way to Fight Club, Secret Wars battles take place across the world and are organised and promoted through word of mouth. Hosted in the darkest corners of cities across the world, from a basement bar in London’s East End through to a deserted meat market in Malmo, these events are about street artists creating live art in a competitive and yet cool environment.

We’ve armed the artists with Flip cameras so they can film behind the scenes footage, artist profiles and audience reactions as they make their way from city to city (not all of the footage is suitable for public consumption!). Not only do we have the usual branding at the events but, more importantly, we can use the content across all media, from Facebook and Twitter through to Metro and MTV.

Watch this space for how the partnership develops in the coming months but in the meantime check out Secret Wars on Facebook and watch the videos on the Flip UK fan page.