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Tower Bridge goes UP for Disney

 

CLIENT: DISNEY PIXAR CAMPAIGN: EUROPEAN CAMPAIGN FOR UP.
Creating a fully airworthy hot air balloon that looks exactly like the flying house in the film, and then flying it through Tower Bridge makes for a compelling brand story. Landing the balloon in front of the German Parliament building in Berlin, flying it over the Alps, and Disneyland Paris creates a narrative arc for the activity. The strategy mirrored the central theme of the film ( an incredible journey) and was intended to build a PR narrative territory by territory and so build a global story:

Munich Germany

MORE THAN JUST HOT AIR.
Media tie-ins were implemented throughout Europe, offering partners flights in the balloon in exchange for broadcast editorial coverage. Voice talents from the film were enlisted in each territory for photo opportunities. The largest balloon festivals and also cinemas across Europe featured special event days – a visit from our balloon, a screening of the film followed by flights for guests.

Lille France

RESULTS HIGHLIGHTS:
– The Guardian gave full centre spread to the Tower Bridge shot; The Mirror, The Telegraph, The Mail, Evening Standard and London Lite all featured.
– Feature on Italian broadcaster RAI’s news show whose audience provided 8000 participants for my Turin event.
– Feature on German prime time Saturday night show Nur Die Liebe Zahlt (Only Love Counts).
– France 3 produced 30 min feature live from the Lorraine Môndial Balloon Festival.
– Coverage tracked in every single continent even making prime time news slots on ABC and NBC news in the US.
– Over 10,000 articles turn up on a Google search.
– 0ver 9 million people turned up to 16 international events. That is a lot of social media content sharing potential!
More images of the activity can be seen at www.photobucket.com/UPcoverage

The balloon launched from Turin to fly over The Alps

HERE’S ANOTHER GOOD ONE FROM 2011…

CLIENT: 20th CENTURY FOX CAMPAIGN: X MEN FIRST CLASS.

An X Man training academy was conducted onboard a decommissioned US Navy aircraft carrier berthed off Manhattan in New York. 16 international media partners recruited participants from their audiences to send to New York.

Each partner also sent a key presenter or news anchor to participate alongside and was required to make dedicated TV programming and content for broadcast close to the film release date in each country.

‘Real life’ X Men trainers passed on the kind of skills the cast learned as part of the preparation for their roles in the film. Here’s a mood piece filmed direct from the experience (film work by Fulton Market Films Chicago).

RESULTS HIGHLIGHTS:

– At least £24 million (105 times the cost of project) of media value delivered in 131 markets confirmed.

– This included the USA, India, South East Asia, UK, France, Germany, Spain, Italy, Australia, Russia, Pakistan and a host of smaller markets as diverse as Serbia, the United Arab Emirates, Iraq, The Philippines and Holland.

– MTV made a 30-minute show about the experiences of their presenter at the event. This was shown in 83 markets.

– Capital Radio UK produced a breakfast show broadcast live from the event in New York; Breakfast show presenter Dave Berry underwent X Men training adapted to suit radio broadcast.

– STV ASIA Channel V feature was shown 3168 times in 33 markets and totalled 185 hours of programming.

Smurf Pants Were Big For One Day In 2011.

AND HERE IS MY BRIEF BLUE PERIOD – AGAIN FROM 2011…
CLIENT: SONY PICTURES CAMPAIGN: GLOBAL SMURFS DAY.

One day.
11 countries.
Thousands of people willing to be painted blue ( a massive logistical achievement on the part of my team by the way).
Massive outreach on social media to drive advance commitment to take part in a Guinness World Record for the largest simultaneous gathering of Smurfs! It does not get any sillier surely!?

RESULTS
Millions of pounds of tracked media coverage and one totally immersive (and very funny) brand experience to launch the big screen comeback of The Smurfs for Sony.

Watch the highlights here lovingly crafted by Special Treats…

11 countries, thousands of people painted blue: It must be Global Smurf’s Day!

Heather Morris from Glee gets Smurfed for Global Smurfs Day!

ENTERTAINING MARKETING

These three case studies featured illustrate what I mean by entertaining marketing.

ONE: There is an event based, immersive experience, or compelling brand story at the heart of the campaign which provides content. CRUCIALLY that content becomes a vital marketing asset.

TWO: A multi media, multi platform approach is taken to find participants in that experience or advocates for the brand story.

THREE: The content is deployed to create dedicated programming for broadcast media, brand stories for print and online media, and crucially to provide content that people want to share across social media and so create conversations between product owners and audiences.

Entertaining marketing – that is what I do.

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