Case studies - mediaplacement entertainmentmediaplacement entertainment

JOHNNIE WALKER - ENTOURAGE

Objective:

To secure a licensing partnership between Johnnie Walker and The Entourage Movie. By bringing the filmmaker, talent, and brand together, we will highlight the brand's messaging organically in the campaign.

Strategy:

Work with production and filmmakers to create a campaign that highlights the Johnnie Walker brand DNA while paralleling the film's messaging. We were successfully able to create co-branded POS, OOH Billboards, experiential activations and digital assets. Additionally, we worked with the director and top talent to create a digital short that was a social success.

Results:

The Johnnie Walker / Entourage partnership resulted in over 420 million impressions across social and print mediums. The custom made Johnny Drama bottles were received by over 600 influencers during the 4 week promotional window. Johnnie Walker hosted private screenings for press and talent in their top markets allowing the brand to stand apart from their competitors in this space. The partnership culminated at the World Premiere, with Johnnie Walker private tastings and specialty cocktails.

Impressions: 420 MM
Value: $5.2 MM

GUINNESS – KINGSMAN: THE SECRET SERVICE

Objective:

To strategically align Guinness Beer with a film that targets their core demographic. By bringing the parties together, we will achieve brand awareness and consumer engagement for both partners.

Strategy:

Work with production during filming to ensure verbal and visual placement in the film. Additionally, work with the studio’s creative team to create co-branded POS items that aligned with both companies’ messaging.

Results:

The Guinness placement in the film also made it in the trailer which was picked up on entertainment sites like JustJared and Deadline. Additionally, Guinness worked with their retail accounts to display co-branded table tents, posters, and coasters in over 2500 on premise accounts. The theater chains liked the creative so much they opted to display it in over 250 chains like AMC and Arclight. Guinness set up a special screening program in over 50 top markets where they offered specials for theater goers.

Impressions: 140 MM
Value: $1.7 MM

CELEBRITY PARTNERSHIPS – CAKE AT TIFF

PANDORA Jewelry Presents Cake Cocktail Reception With Jennifer Aniston

Objective:

Align PANDORA Jewelry with a top tier celebrity at the Toronto International Film Festival in order to celebrate the talent’s film and garner press for PANDORA Jewelry.

Strategy:

Work with Jennifer Aniston and her team to incorporate PANDORA Jewelry branding at the cocktail reception of Jennifer Aniston’s film “Cake”.

Results:

PANDORA Jewelry logo was featured on the step ‘n repeat for the cocktail reception. Additionally, PANDORA Jewelry product and signage was tastefully placed throughout the event. Press coverage in People Magazine, on Entertainment Tonight and multiple online outlets including but not limited to Daily Mail, E!Online, JustJared, and USA Today. Increased consumer awareness and drove sales.

Impressions: 210 MM
Value: $3.1 MM

CELEBRITY PARTNERSHIPS – JENNY MCCARTHY

PANDORA Jewelry Presents A Pre- Mother's Day Dinner With Jenny McCarthy And Friends

Objective:

Align PANDORA Jewelry with a top celebrity mother to promote PANDORA Jewelry’s new product line during the Mother’s Day holiday.

Strategy:

Mediaplacement produced an event that brought together Jenny McCarthy and the brand in a fun and organic way. The goal for the client was to target the East Coast. One of New York’s top restaurants, Beauty and Essex, was selected as the location for the exclusive press meet and greet and dinner party.

Results:

The story and photos were picked up on broadcast, print and online media. Some placements include Extra TV, people.com, US Weekly magazine, Life & Style Magazine, popsugar.com, The NY Examiner. Additionally Jenny posted to her Twitter and Facebook sharing her love for the brand in an authentic way.

Impressions: 675.8 MM
Value: $6.32 MM

LIFESTYLE MARKETING – CLAIRE DANES

Claire Danes - Mother & Baby.co.uk - 6-10-14

claire danes- celebrity sampling photo 2

Objective:

To align Hollywood’s most recognizable moms and dads with UPPAbaby’s current product line of children’s stroller & car seat fashions. By providing talent with UPPAbaby’s latest product, we will organically increase familiarity to the brand by placing the product within the ever –so-coveted, celebrity lifestyle.

Strategy:

Provided UPPAbaby’s latest product to Claire Danes in order to garner press and media exposure for the brand. By doing so, we were able to both increase consumer sales and create a celebrity fan of the brand.

Results:

UPPAbaby received numerous placements in both print and online media outlets, garnering over $750k in ad value to date, and counting. With the investment of one stroller to one of Hollywood’s most notable actresses, we were able to reach more than 110M new UPPAbaby consumers and fans!

Impressions: 110 MM
Value: $750K

PANDORA JEWELRY – THINK LIKE A MAN TOO

Objective:

To strategically align the film’s fan base with PANDORA’s new line of charms the “Essence Collection”. By bringing the parties together, we will achieve brand awareness and consumer sales for both partners.

Strategy:

Develop a digital promotional campaign tied to the release of “Think Like A Man Too”.

Results:

PANDORA Jewelry received over 10,000 entries to their sweepstakes for character inspired bracelets. Additionally, PANDORA Jewelry was given an exclusive interview with the three top female leads to use in their campaign. Media banners announcing the sweepstakes were displayed on such sites as Fandango, Us Weekly, IMDB,and many more.

Impressions: 631 MM
Value: $5.8MM

PRODUCT PLACEMENT – PARKS & RECREATION

Objective:

To align a recognizable character on a hit TV show, with one of Diageo’s single malts, Lagavulin. The goal was to have the product become a staple in the show allowing fans to feel a connection with the brand and their favorite character Ron Swanson.

Strategy:

Mediaplacement educated the writers and directors on the powerful and smoky quality of the spirit. We worked alongside production to creatively incorporate the brand in an organic way without losing the brand’s messaging. Last, a strategic delivery method was applied in order to keep the brand top-of-mind.

Results:

In the two years of working with the show Lagavulin received over 20 visual placements and multiple verbal mentions. Additionally, in the season premiere the Lagavulin distillery became a story line where Ron actually took a trip to visit it in Scotland. Camera crews were on-hand to capture behind the scenes footage which was turned into an Emmy nominated webisode! The relationship we created with production also led to Lagavulin supporting their 100th episode cast and crew party.

Impressions: 77.8 MM
Value: $822K

MOËT – THE GREAT GATSBY

Objective:

To strategically align the world’s most beloved champagne with the ultimate 1920’s glamorous film. By bringing the parties together, we will achieve greater momentum, brand awareness, and consumer sales for both partners.

Strategy:

Develop a multi-level global promotional campaign tied to the release of “The Great Gatsby”.

Results:

Moët’s “The Great Gatsby” campaign resulted in millions of brand impressions from on and off premise activations in restaurants, lounges and retail locations across the World as well as, hosted VIP advance screenings. Media hits included coverage in the following outlets: LA Times, Forbes, Maxim, The Wall Street Journal. Additionally, by working closely with the studio and the filmmakers, Moët received multiple on-screen brand placements.

Impressions: 190.5 MM
Value: $3,416,099

SPOTIFY – BEGIN AGAIN

Objective:

To strategically align Spotify with a film that has top talent and centers around music. By tapping into the film’s fan base we will raise awareness for Spotify’s services.

Strategy:

Work with the studio and talent to create customized playlists based on the characters from the film. Additionally, grant Spotify a one-on-one interview with lead talent that can be shared on Spotify’s home page and digital platforms.

Results:

Talent created personalized playlists that lived exclusively on Spotify’s website. Additionally, they interviewed Adam Levine, Keira Knightley, and Mark Ruffalo. The interview was shared with all 50 million Spotify users including a link to the personalized playlists. This gave the playlists the authenticity they needed. The studio also incorporated the Spotify widgets on the official movie website directing all fans to Spotify. Last, both Spotify and the film generated social media posts based on the partnership which further aligned the two core fan bases.

JOHNNIE WALKER - ENTOURAGE

JOHNNIE WALKER - ENTOURAGE

Objective:

Strategy:

Results:

Impressions: 420 MM Value: $5.2 MM

GUINNESS – KINGSMAN: THE SECRET SERVICE

GUINNESS – KINGSMAN: THE SECRET SERVICE

Objective:

Strategy:

Results:

Impressions: 140 MM Value: $1.7 MM

CELEBRITY PARTNERSHIPS – CAKE AT TIFF

CELEBRITY PARTNERSHIPS – CAKE AT TIFF

Objective:

Strategy:

Results:

Impressions: 210 MM Value: $3.1 MM

CELEBRITY PARTNERSHIPS – JENNY MCCARTHY

CELEBRITY PARTNERSHIPS – JENNY MCCARTHY

Objective:

Strategy:

Results:

Impressions: 675.8 MM Value: $6.32 MM

LIFESTYLE MARKETING – CLAIRE DANES

LIFESTYLE MARKETING – CLAIRE DANES

Objective:

Strategy:

Results:

Impressions: 110 MM Value: $750K

PANDORA JEWELRY – THINK LIKE A MAN TOO

PANDORA JEWELRY – THINK LIKE A MAN TOO

Objective:

Strategy:

Results:

Impressions: 631 MM Value: $5.8MM

PRODUCT PLACEMENT – PARKS & RECREATION

PRODUCT PLACEMENT – PARKS & RECREATION

Objective:

Strategy:

Results:

Impressions: 77.8 MM Value: $822K

MOËT – THE GREAT GATSBY

MOËT – THE GREAT GATSBY

Objective:

Strategy:

Results:

Impressions: 190.5 MM Value: $3,416,099

SPOTIFY – BEGIN AGAIN

SPOTIFY – BEGIN AGAIN

Objective:

Strategy:

Results:

Impressions: 96 MM Value: $1.2 MM

Impressions: 420 MM
Value: $5.2 MM

Impressions: 140 MM
Value: $1.7 MM

Impressions: 210 MM
Value: $3.1 MM

Impressions: 675.8 MM
Value: $6.32 MM

Impressions: 110 MM
Value: $750K

Impressions: 631 MM
Value: $5.8MM

Impressions: 77.8 MM
Value: $822K

Impressions: 190.5 MM
Value: $3,416,099

Impressions: 96 MM
Value: $1.2 MM