Resonate PR guerilla campaign
The FX Channel launched a gritty and often violent new drama, Brotherhood on October 9, 2006. Based within an Irish American neighborhood, Brotherhood tells a Cain & Abel story of two brothers vying for control of their decaying Providence community from opposite sides of the law.
FX joined forces with myspace.com to give the show a unique platform and generate trade PR. In a first, the TV show had its initial airing a week before its FX Channel premiere on the social networking website.
Our aim was to generate pre-awareness of the October 9th Brotherhood network premiere, strengthen the FX brand image and drive people to myspace.com whilst creating a community based around the show to hook them into the drama.
To achieve our objectives we came up with two exciting and edgy tactics inviting people to join our Brotherhood on myspace.com
This consisted of an unnamed person throwing £1000 in the air in a public place. Filming and photographing the event allowed us to send out a photocall notice to generate media interest and expand the community desperate to discover where and when the next ‘cash mob’ would take place.
This generated coverage in The Daily Star (c: 828,728), The Evening Standard (c: 313,181), London Lite (c: 400,000) and The Daily Mail Online (969,180 UU). The video has appeared on the home page of myspace.com which has 230,000 new registrations per day and over 1million members. It also featured on youtube.com with over 2,300 viewings to date.
Having commissioned a poll that found 84% of people felt stressed by the pressure of work and a further 72% felt the urge to break something when stressed, we decided to grant people the opportunity to vent their frustrations in specifically designed and branded destruction zones. This provided a platform for journalists to interview the star of the show Jason Isaacs in a great location. It also provided strong story for the media and great visuals that related back to Brotherhood and the community we created.
This generated coverage in The Sun (c: 3,223,841), The Evening Standard (c: 313,181), City A.M. (c: 85,408), Metro London (c: 550,792), Daily Record (c: 451,932) ITN Online, Channel 4 Online, MSN.co.uk, Yahoo.co.uk, London Paper Online, BBC Radio Five Live, BBC Radio London and Kiss FM. The Press Association also syndicated a fully branded piece (regional coverage TBC)
Both tactics were supported by a teaser campaign to key television journalists. The teaser consisted of a branded sugar glass beer bottle - with press information included. The idea being that the sugar glass (or stunt) bottles relate back to the gritty and violent nature of Brotherhood. The journalists were actively encouraged to break the bottles over their colleague’s heads, creating a point of difference and a reference when receiving their review copies of the show.
We received coverage as a result, in the following TV pages: The Times, The Sunday Times Culture, Sunday Times The Knowledge, News Of The World Big On TV, Daily Mail Weekend, The Daily Mail Live Night and Day, The Guardian Guide, The Observer, The Evening, Arena, Standard, Zoo and Nuts Magazine
The availability of Jason Isaacs who stars in Brotherhood aided further coverage in target publications such as Time Out and GQ. He will also be featuring in the following publications: The Sunday Telegraph Seven Magazine (front cover), The Sunday Times Culture, Red Magazine, TV Times, Sunday Express, Standard Lite, The London Paper, What’s On TV, TV & Satellite Week, , The Independent, Mayfair Times and The Works Magazine.
And if that is not enough, he is also due to appear on the biggest chat show on TV Jonathan Ross and BBC Breakfast television later in the month.
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