HBO True Blood - Case study
-
Upload
shreyosi-sen -
Category
Documents
-
view
16 -
download
1
Transcript of HBO True Blood - Case study
Objective
• To create buzz around the launch of the HBO Original Series -TRUEBLOOD
• To generate editorial visibility regarding the news series on HBO
PR Approach
• To engage with the key entertainment media in an informal way and subsequently ensure editorial visibility regarding the new series TRUEBLOOD on HBO
Activity 1: Exploring opportunities in various lifestyle magazines (May 2009)
• IPAN team mapped out opportunities in various lifestyle magazines where TRUEBLOOD could be featured
• In order to generate widespread visibility in the magazines, IPAN team connected-up with the magazines a month before the event was scheduled to garner coverage in the forthcoming issue
• The target magazine media list was shared with the HBO team• IPAN team personally went to meet the concerned journalists to explore the
possibility of featuring TRUEBLOOD and shared the press kits with them• IPAN team personally went to meet the editor of India Today to explore the
possibility of featuring TRUEBLOOD in the magazine• IPAN team also suggested of handing over the episodic DVDs to the journalists
so that they could get a glimpse of the series• IPAN team rigorously followed up with the journalists every two weeks so as to
ensure maximum coverage• Since some magazines were based out of Mumbai, IPAN team sent some press
kits to Mumbai and regularly followed up with the Mumbai journalists as well• Magazine follow up status was regularly shared with the HBO team
Activities undertaken
Target magazine media list:• Cosmopolitan• Elle• Femina• FHM• People• Time Out• M• Swagat• Maxim• First City• Harper’s Bazaar• India Today• Outlook• The Week• FNL• Grazia• The Man• Men’s Health• GQ• Mans World
Activities undertaken
Activity 2: IPAN team suggested an informal media get together tolaunch TRUEBLOOD ( June 2009 )
Pre Event:• IPAN team conducted a feasibility check with the media before conceptualizing the
event and also shared the feedback with HBO.• IPAN team carried out a venue identification check to suggest a suitable venue option
for the event, and also conducted a venue recce of the final venue• IPAN team worked on the comprehensive media list for the event.• To ensure maximum media presence and gauge interest levels of the media, IPAN
representatives met up with key editors and personally handed over the invite to the media.
• IPAN team put together the Q & A and press kit document which was subsequently finalized by the HBO team
• IPAN team met up with the Deputy National Features Editor of Mint to explore the possibility of the review of TRUEBLOOD
Activities undertaken
Event:• 3 IPAN representatives were present to co-ordinate the event.• Press attendance included print and online media.• IPAN briefed the HBO spokesperson on the talk points for the media interactions post
the event.• IPAN coordinated with the media to facilitate interactions with Shruti Bajpai and
distributed press kits along with media giveaways• Media Attendees:
Activities undertaken
• PTI• UNI• HT City• The Pioneer• Mail Today• The Asian Age• Sunday HT• The Financial Express on Sunday• The Hindu• Impact• 4Ps• The Brand Reporter• Pitch• Live World• Exchange4media.com• Agencyfaqs.com• Indiantelevision.com
Post Event:• Nationwide dissemination of press release• IPAN sent out the press kits to the media who could not attend • IPAN followed up with the media regularly to keep track of the coverage• IPAN team followed with the Mint journalist on a weekly basis to ensure coverage on
the new series• IPAN team initiated telephonic interactions with Shruti Bajpai with The Financial
Express and Midday to ensure maximum coverage on the new series
Activities undertaken
Pan India coverage generated:
• Mint - New Delhi, Mumbai, Kolkata• Hindustan Times (HT City) - New Delhi • The Hindu – New Delhi, Mumbai, Bangalore, Kochi, Chennai• The Indian Express - New Delhi, Pune, Mumbai• The Pioneer - New Delhi• The Asian Age - New Delhi, Mumbai• Mid- Day – New Delhi• The Telegraph - Kolkata• The Statesman – New Delhi, Kolkata, Bhubaneshwar, Siliguri• The New Indian Express – Chennai• Impact - National• Screen - Mumbai
Activities undertaken
Activities undertaken - IMPACT
Mint The Hindu
Screen
The Indian Express
The Asian Age
HT City
The TelegraphMidday
The Pioneer
The Statesman