April 10, 2013
Executing a Successful Entertainment Public Relations Plan
Executing a successful entertainment Public Relations plan is something 5W Public Relations does best. When releasing a remake or reimagining of a previous brand, entertainment PR companies must walk a fine line, attracting new fans without alienating the nostalgic old guard. The circa 1980s cartoon, GI Joe, came about at a time when America was uniformly mighty, militant and gung ho for the red, white and blue. But would those themes translate well on the big screen in an age where the country is war weary and politically divided?
Here are 4 points of the successful battle plan devised by MGM’s digital PR agency:
Nostalgia – Return to Classic Characters and Vehicles
Like Transformers before it, the GI Joe franchise is depending on a huge showing from adults who remember the show from childhood. The challenge was finding the sweet spot between nostalgia and modern relevance. There are hundreds of potential GI Joe characters that could be used in the movies. Choosing whom the audiences would want to see on screen while keeping the casts small enough for a Hollywood feature was a challenge. Producers elected to go with a mix of classic characters and flashy favorites. Then they expanded it with proven star power. The combination of Channing Tatum and Dwayne Johnson captured a new generation of fans without alienating nostalgic 30-somethings.
Variety – Multiple media files & endless ways to share them
GI Joe doubled down on shareable digital content. Everyone interested in a movie checks out the website to view the trailer. GI Joe’s PR assault called for not only one main trailer, but multiple shorter, easily shareable clips.How many times have you told someone, “You won’t believe this scene!”? With this approach to shareable media, now you don’t have to wait through the entire preview to show them. Just grab the part you want and post it everywhere.
Reviews – Exponential second-party affirmation
GI Joe posted the standard array of critic review quotes. But, by offering a buffet of shareable content, the PR firm makes it easy for fans to create organic buzz. Buzz that, when shared across every possible social media and mobile device, will create exponential second-party affirmation and promotion.
Urgency – Turning excitement into action
All of this prolific digital PR brings users back to one place. When they get to the movie homepage, viewers can enter their zip code and quickly browse theaters, movie times and ticket prices. Suddenly, “check this out!” becomes, “let’s go right now!”