The Brief: Conceptualise,
plan and execute a preview screen of The Hobbit: An Unexpected Journey.
It is to be ‘The Movie Event of 2012”, and promote the film as the
ultimate fantasy adventure film. Invite key influencers and networks of
fans that will use their influence to reach the target demographic.
In addition, run a major publicity campaign, to include interviews with talent from the film.
The Execution: The
preview screening event took place at Event Cinemas with socials media
present. It included a photo booth, extensive theming, food and
beverages, and a guest list of media and core target market influencers,
including The Brisbane Tolkien Society who came in character.
All
relevant media outlets throughout QLD and NT were contacted and given
access to syndicated information available for access.