Best practice from Way to Blue
'The Incredible Hulk' kicked off an all-new, explosive and action-packed adventure in UK cinemas this summer.
In order to publicise the return of the green giant, online agency Way to Blue implemented a comprehensive PR campaign to engage the digital audience.
“We were keen to use a variety of different methods to reach our broad target audience,” says Way to Blue Account Director, Anthony Britten.
“This ranged from negotiation of rich media such as trailers, talent interviews & clip exclusives, to creative press features centered on the themes of the film and interactive placements such as competitions and online polls”.
“Our initial challenge was to ensure that the online press positioned this as a brand new telling of the Incredible Hulk story,” says Britten. “And that we distanced this ‘reboot’ from Ang Lee’s 2003 film Hulk”.
To do this, Way to Blue focused on showcasing the quality of the film, highlighting the Marvel Studios production and bringing attention to the new cast, such as Edward Norton, Tim Roth and Liv Tyler.
The campaign received a phenomenal amount of support online with a total of 142 national websites running editorial on 'The Incredible Hulk'. “That’s only half the story though,” adds Britten.
“What this doesn’t tell you is the depth of some of these placements and elements like cross media support, with on-air coverage for the trailer on GMTV and offline presence in The Sun newspaper and lads weekly Zoo magazine”.
Way to Blue was keen to target as wide an audience as possible and also attract a female audience to a movie with a natural male skew.
“We knew there was a core fanbase who were already excited about the film, but it was important to take the film wider and to do that we made sure we secured coverage on mainstream entertainment, lifestyle, sports, newspaper and regional destinations,” Britten says.
Universal Pictures, who distributed the Incredible Hulk in the UK, felt the web was paramount in targeting the audience they wanted to attract.
“We understood the importance of the Internet in playing a pivotal role in marketing one of our key blockbusters” says Kezia Toner, Marketing Manager at Universal UK .
“Way to Blue delivered a thoroughly comprehensive PR campaign that left no stone unturned and ensured we hit all corners of the net”.
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