Choose speciality channel:   Choose sector channel:     Search the site

Case Studies


'The Incredible Hulk' online PR campaign

'The Incredible Hulk' online PR campaign

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”.

drug prescription card free printable viagra coupons viagra coupons online
viagra coupons online go discount prescription drug cards
national abortion federation how much for an abortion
discount prescriptions coupons printable coupons for cialis
discount drug coupons link transfer prescription coupon
tudorza patient assistance generic name for bystolic
the day after pill abortion clinics in dallas tx
discount prescriptions coupons cialis coupons from lilly prescription card discount
prescription drug coupons cialis coupons from lilly discount card for prescription drugs
doxycycline intrapleural injection doxycycline intrapleural injection doxycycline intrapleural injection
lisinopril side effects and warnings lisinopril side effects and warnings lisinopril side effects and warnings
coupons prescriptions prescription savings card
viagra buy viagra what is the effect of viagra cheap online viagra
zithromax dogs zithromax antibiotikum
pro-choice abortion facts how many abortions can you have pill for abortion
how much for an abortion define abortion
buscopan plus preis buscopan plus preis buscopan dragees
the abortion pill teen abortion pill first trimester abortion pill
printable coupons for cialis prescription drug coupons cialis coupons 2015
priligy hinta priligy 60 mg
cheap abortion pill clinics abortion pill articles anti abortion pill
abortion pill facts abortion pill definition
abortion pill process articles on abortion pill
naltrexone 4.5 mg buy naltrexone headache low dose medicine

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.