March 2007

Network PR taps Social Media to create rapid buzz for Hot Fuzz movie

Network PR broke new ground in the Australian movie business when Paramount Pictures  used Online pr techniques to build awareness of, and create online buzz about, the impending release of the British comedy movie Hot Fuzz.

The movie, starring Simon Pegg and Nick Frost was directed by Edgar Wright - the trio were also part of the popular tv-series Spaced and the fan-favourite Shaun of the Dead.   

The project was a first by Paramount Pictures to establish whether Online PR techniques could be successfully used to identify and engage with Australian online influencers and media, and create online excitement, in advance of a movie release.

To support the film’s launch, Network PR:

o        Identified the leading vertical online markets that fitted the content and style of Hot Fuzz and the target demographics of the movie’s audience

o        Developed relations and engaged in a comprehensive campaign with a range of online audiences and media

Reference to the movies website and url was included in all online communications and fans were encouraged to visit and find out more about the film, and to engage with Paramount Pictures.

Box office receipts for Hot Fuzz exceeded Parmount Picture’s expectation and audience numbers were especially strong in opening days the movie screened- reflecting built-up interest from fans.

“The results from the campaign proved to Paramount Pictures that not only was there a vibrant and influential online media to be tapped with a specific interest in movies; they were receptive to online engagement using pr techniques - providing it was implemented in a transparent and open manner,” said Network PR account director Lesley White.

The project also demonstrated to both Paramount Pictures and Network PR that Online PR was capable of creating considerable online buzz and as such it should be viewed as a natural extension to traditional movie marketing techniques. As a consequence Paramount Pictures has now retained Network PR as its ongoing Online PR specialists.

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