The Green Hornet
Objectives:
- Create a buzz surrounding Sony Picture's The Green Hornet at San Diego’s Comic-Con 2010
- Increase awareness and attendance for Britt Reid’s Garage Drive con-goers to Britt Reid’s Garage and Sony’s booth throughout the weekend
- Utilized Social Media tools to interact with Comic-Con attendees and support promotions at Sony’s booth, The Black Beauty Stage, and Britt Reid’s Garage
Execution:
- Conceptualized a stunt marketing campaign and coordinated the design, installation, all subsequent permitting, and staffing to construct the stage area, highlighting the movie’s famous 1965 Chrysler Imperial Black Beauty vehicle and serving as an on-going outlet for the Movie Trailer throughout the convention
- Created custom Twitter handles to drive Twitter users talking about Comic-Con to Britt Reid’s Garage event, and deliver information about the Comic-Con schedule.
- Conducted targeted blog outreach to over 80 major online Comic-Con focused media outlets and solicit placement in comic/action figure enthusiast websites
Results:
- Targeted online outreach resulted in media coverage with a reach of 25 MILLION people
- Messaging reached over 245K Twitter Followers, including retweets by the following influencers: @PapaJonas (Jonas Brothers father) and @SyFy (formerly known as the Sci-Fi Channel
- Hornette’s dominated media coverage and publicity with almost every major outlet (ABC, CBS, MTV, Maxim, G4TV, and NBC) capturing the Hornette’s on camera, interviews, etc
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