July 2007

Network PR use of Online PR helps Transformers smash Australian box office records

Network PR supported the launch of the Transformers movie in Australia with a multi-phase Online PR approach aimed at creating awareness of, and building on the expectations for, the movie among online audiences.

The combined impact of Online PR, with Paramount’s own marketing, publicity and promotional efforts, was that Transformers smashed Australian box office records, netting over $30 million in Australia for Paramount Pictures.

“In the lead up before the launch of the movie Network PR identified the leading vertical online markets that fitted the core and secondary demographics of the movie’s intended audience.

We then identified the online influencers who were most relevant and worked closely with them and a number of key online media,” said Lesley White, Network PR Account Director.

As the Transformers Australian release had a special advance screening and was released one-week before the rest of the world there was an intense appetite for new information in the countdown to its release and Network PR was able to instantly feed this to online media and fans through various social media channels.

Our campaign

•                Helped generate early awareness of the film 

•                Built up expectation through the release of the Transformers web game

•                Increased anticipation of the film as a blockbuster

•                Helped to further build Paramount Picture’s involvement with online media in a transparent and credible way

Reference to the movie’s 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 on the Transformers website.

Online engagement activities undertaken by Network PR essentially sought to meet and satisfy the insatiable demand that today’s movie fans have for news, information and insights about upcoming movies.

“However, communicating to, and building relationships with, online audiences requires full transparency. and both Network PR and Paramount Pictures were careful throughout the lead up to the release of Transformers - as we are with any movie - to ensure that high standards of transparency were maintained,” said White.

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