HBO True Blood - Case study

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Launch of HBO Original Series TRUEBLOOD - A review of activities undertaken -

Transcript of HBO True Blood - Case study

Launch of HBO Original Series TRUEBLOOD

- A review of activities undertaken -

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

Activities undertaken - IMPACT

PeopleFirst City

ElleFemina

Maxim

Grazia

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

Wow Clips - Mint.

.Wow Clips – The Indian Express

.Wow Clips – The Hindu

.Wow Clips – Midday

.

Wow Clips – HT City

Wow Clips – The Pioneer

THANKYOU