This is an assessment of the outreach efforts for an on-line targeted outreach campaign for the film Last Chance Harvey. Women & Hollywood was brought in after the NY and LA release to build word of mouth for the national roll-out.
Target audiences
- Sites and organizations for women over 40 including wowowwow (have the contact for the CEO); The Transition network, The Third Age
- Relationship, dating and romance blogs
- Mid-life blog sites
- Baby boomer organizations
- Women’s business networks
- Trendsetters
- Bloggers and media types who fuel buzz
- Women bloggers and female film goers
- NYC bloggers
Activity
Reach out to blogs, sites and organizations to build preview screening and cocktail party for mid-life women.
Work includes
- Research to develop lists of targeted blogs and sites.
- Develop emails to send to outreach lists
- Coordinate with sites and organizations on how to best promote to the film for their particular site and constituency. Options include: listing of release info, articles, reviews, display of key art, link to trailer.
Overview
The screening in NY was full of bloggers, women’s organizational people and influencers. People who attended the screening who were not bloggers were encouraged to send out information to their emails list (samples below). Most blog posts were very positive and many included Emma Thompson’s statement. Even bloggers who were not able to attend any screenings posted the statement.
Numbers
Bloggers who attended screenings throughout the country (and Canada): 30-35 (FYI- There were multiple bloggers from a couple of sites)
Influencers and organizational people who attended – Approx. 40
Blog Posts Written: 25
Comments from Blog Posts: 84
Approx Total of Unique Monthly Page Views from posts: 727,875 (info was given by bloggers; some were unwilling to share)
Conclusions
- It is vital to include bloggers from other cities where film is screening.
- While not included in the statistics in this report – tweeting is growing in influence and heavy duty tweeters should be included in screenings even if they don’t blog.
- The content that Emma Thompson write was a gold mine. It enabled bloggers who couldn’t see the movie write a blog post and encouraged people to see the film in their city when it opened.
Recent Comments