January 2008

Network PR contributes to ‘mystery movie’ making Australian marketing history.

Network PR’s role in an unusual internet marketing campaign that helped make the movie ‘Cloverfield’ one of the early Australian box office successes of 2008 was acknowledged in an article in Melbourne’s ‘The Sun-Herald’ on January 13.

The article by the paper’s entertainment reporter focused on the tactics used by Paramount Pictures in Australia to promote and create buzz among people in their late teens and early 20’s for a movie that had no name and was promoted by a poster with an image of a headless Statute of Liberty and no words.

As the paper reported for months the movie had no title and a shroud of secrecy surrounded its cast and plotline, with only a few carefully leaked clues.

A strong element of the campaign, and ‘The Sun-Herald’ article, was use of the internet by Network PR, Paramount Picture’s specialist online PR agency in Australia.

“This is a great example of marketing for the future”, said Cate Smith, marketing director for Paramount Pictures in Australia.

‘The Sun-Herald’ reported on the work done by Network PR, which was deliberately targeted at an internet savvy target audience which resulted in Australian users logging onto 3000 different website forums about the movie and Australian YouTube being inundated with visitors when the trailer was posted onto the site. At the time of the article the Australian YouTube posting had been viewed by more than 500,000 Australians.

Network PR Account Director Lesley White was quoted in the article as saying:

“I certainly think that it having no name really started the conversations (among people). It started them realising that this was a film like no other, or indeed a marketing campaign not like any other”, she said.  

Click here to read more (The Sun-Herald article)

Network PR optimises brand appeal by matching messages to individual markets and mapping a communication ‘Network of Influence’ to ensure messages are delivered with clarity & credibility