Elemental Lord of the Rings case study

Aug 6, 20111 like917 views

Elemental Communications

Elemental case Lord of the Rings case study on how community management and online PR can steer a brand

Lord of the Rings case study Online PR and search strategy

New Line Cinema Robert Shaye and Michael Lynne founded New Line Cinema 1967. It became an independent film studio, then a subsidiary of Time Warner in 1996, then merging with larger sister studio Warner Bros. in 2008

Anticipation The Lord of the Rings trilogy was billed to be the most successful of all time Years of planning, writing and production was setting it up for a great launch However, traffic to the official site could have been better

LOTR global release New Line Cinema’s objective was to understand the traffic to the official Lord of the Rings site and discover means how to boost relevant visitors ahead of the anticipated global theatrical (film) release

Getting links We reviewed and analysed the links to and from the Lord of Rings official site Analysing link equity, discovering its popularity within search engines and other relevant resources that had an impact upon the site

Delving deeper Our understanding of communities assisted us in appreciating the value of fan bases across various mediums including vibrant environments such as blogs, chat rooms, forums and newsgroups

Understanding fans Through online PR, search and strategic linking research it was clear that A die-hard fan base present across several other online environments were Key to tapping into the growing buzz around the film

Confidence in direction The strategy outlined recommendations to adopt an integrated approach to build and sustain visibility ahead of the launch working; with fan bases for the film release and then for subsequent DVD launch

Learn more with us The digital landscape has changed immensely since 2001. LOTR wanted to reach out online before social networks and connect with fans online Learn how our 10 years digital expertise can benefit you

Email [email_address] Telephone +44 (0) 843 208 4592 Learn more with us http://elementalcomms.co.uk/blog http://elementalcomms.co.uk/creds http://elementalcomms.co.uk/showreel Twitter goodness http://twitter.com/elementalcomms http://twitter.com/smponline Contact us

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Channel 4 partnered with Metro to promote its new factual entertainment series Eden. The campaign aimed to get people interested in Eden by prompting them to think about modern life and the desire to start over. It did this through a highly contextual partnership with Metro that allowed daily bespoke ads responding to Metro's headlines and news. This drove over 2 million viewers and sparked conversations among readers.

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Warner Bros. Entertainment Inc. is a major American film studio and subsidiary of Time Warner that produces, distributes, and licenses film, television, and music entertainment. Headquartered in Burbank, California and New York City, Warner Bros. has been extremely successful in distributing highly popular films like the Harry Potter and Hangover franchises worldwide through their YouTube channel, social media pages, and own website. Metro-Goldwyn-Mayer Studios Inc. (MGM) is an American media company involved primarily in film and television production and distribution. Founded in 1924, MGM has distributed over 4,267 films, including comedies like 21 Jump Street, and has an instantly recognizable logo known

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Kids4Horses is a non-profit organization that runs an online store and affiliate program to help other non-profits generate funding. They are launching a new program where manufacturers and retailers can purchase ad space in books about horses and dogs to both advertise their business and support horse rescue organizations, with 25% of ad sales going to the non-profits. The ad space provides exposure on Kids4Horses' website and social media pages for a year.

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The German test campaign by GE Fabbri to promote the box set release of the iconic TV show "Our Little Farm" was successful. They communicated solely in German across social media channels and through SEO and online PR. This generated buzz and increased online visibility. Competitions and interactive content on platforms like Facebook, YouTube, and their blog engaged audiences and encouraged sharing. As a result, the campaign reached over 400,000 people in less than two months and increased paid subscriptions by 41%. The campaign demonstrated how social media could support advertising to reach different audiences.

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This document provides information about Elemental Communications Limited, a digital marketing and communications consultancy founded in 2001. It has expertise in social media, digital media, content marketing, and media relations, and has worked with many brands globally. The document discusses Elemental's experience since 2001, services, approach to consultancy, team, and case studies working with fashion and retail clients. It emphasizes Elemental's long-standing expertise in integrated digital and traditional communications strategies.

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Russell Athletic, an American sportswear brand founded in 1902, launched in the UK market. Elemental Communications was hired to boost this re-launch through their online PR, SEO, and social media work. Elemental analyzed Russell Athletic's 80s-themed microsite and created an integrated digital marketing strategy focused on search and social media. Their efforts included optimizing the site, creating social media assets, encouraging viral videos, and achieving media coverage, resulting in over 100,000 site visits.

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Cognifide is a digital agency based in London and Poznan that works with marketing technology platforms. Elemental, a communications consultancy, created a comms strategy for Cognifide to adopt company-wide and build media experience. Elemental defined relevant media, shared knowledge of events, and built relationships to position Cognifide as an expert ahead of trends, generating over 25 print mentions and a 443% ROI.

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1) Elemental provided media relations, online PR, and public relations services for the release of the film The Grinch, including supporting an online advertising campaign across children's and parenting websites. 2) Their efforts included working with consumer, trade, and vertical media outlets to promote the film around its seasonal themes both before and after its release. 3) By creating engaging content and games around the film, they were able to generate interest from journalists beyond just reviews of the DVD or film.

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The document discusses building authentic relationships in the new media era through old-fashioned techniques. It provides examples of how Lord of the Rings producers authentically engaged with fans on message boards to generate buzz for the films. Customer engagement is defined as moving customers through awareness, acquisition, satisfaction, and retention. Experiential marketing creates memorable experiences through the senses to drive brands, and authenticity involves vulnerability and balancing marketing with true interactions. Bringing brands to life emotionally is key to effective experiential marketing.

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The document discusses film distribution and which media institutions might be suitable for distributing a supernatural thriller short film. It notes that film distribution involves making a film available for audiences, often initially in movie theaters, and may include promotion. Several major film studios like Warner Bros, Paramount Pictures, and Disney are provided as examples. The document suggests Paramount Pictures may be interested since they have distributed similar genre films like The Ring and Paranormal Activity. It also notes the supernatural thriller genre has wide appeal internationally. Possible marketing strategies through online trailers on YouTube and television placements are proposed to attract teenage audiences.

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The document discusses strategies for engaging an audience and distributing an independent film. It identifies the target audience as males aged 15 and up who enjoy thought-provoking mystery films. To identify the target audience, questionnaires were used. Distribution strategies discussed include using social media platforms like Instagram, Twitter and Facebook to regularly provide behind-the-scenes content and updates. A website was also created to further engage the audience and provide professional information on the film.

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New Line Cinema would be an ideal distributor for the filmmaker's thriller film "Derailed" for several reasons: 1) New Line Cinema specializes in critically acclaimed niche films like thrillers and horror, matching the filmmaker's target audience. 2) The company has a proven track record of successful thriller and horror films like A Nightmare on Elm Street and The Conjuring. 3) As part of the Warner Bros. conglomerate, New Line Cinema has extensive resources for distributing and marketing films to maximize their success.

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Elemental Lord of the Rings case study

1. Lord of the Rings case study Online PR and search strategy

2. About

3. New Line Cinema Robert Shaye and Michael Lynne founded New Line Cinema 1967. It became an independent film studio, then a subsidiary of Time Warner in 1996, then merging with larger sister studio Warner Bros. in 2008

4. Brief

5. Anticipation The Lord of the Rings trilogy was billed to be the most successful of all time Years of planning, writing and production was setting it up for a great launch However, traffic to the official site could have been better

6. LOTR global release New Line Cinema’s objective was to understand the traffic to the official Lord of the Rings site and discover means how to boost relevant visitors ahead of the anticipated global theatrical (film) release

7. Approach

8. Getting links We reviewed and analysed the links to and from the Lord of Rings official site Analysing link equity, discovering its popularity within search engines and other relevant resources that had an impact upon the site

9. Delving deeper Our understanding of communities assisted us in appreciating the value of fan bases across various mediums including vibrant environments such as blogs, chat rooms, forums and newsgroups

10. Understanding fans Through online PR, search and strategic linking research it was clear that A die-hard fan base present across several other online environments were Key to tapping into the growing buzz around the film

11. Impact

12. Confidence in direction The strategy outlined recommendations to adopt an integrated approach to build and sustain visibility ahead of the launch working; with fan bases for the film release and then for subsequent DVD launch

13. Learn more with us The digital landscape has changed immensely since 2001. LOTR wanted to reach out online before social networks and connect with fans online Learn how our 10 years digital expertise can benefit you

14. Elemental profile

15. Background: Founded in London, England in 2001, Elemental is an independently owned communications consultancy Brand adidas, Bahamas Tourist Board, InfoSpace, Intel, NESTA, New Line Cinema, MGM MIRAGE, experience: Reebok , Russell Athletic, Topman, Ubisoft, Universal and more Core services: Content strategy , digital marketing, media relations, PR, online reputation management and social media Client sectors: Charity, entertainment, fashion, FMCG, media, music, niche businesses, retail, start-ups and technology (across B2B and B2C audiences) Mission : To create positive seamless relationships between brands and consumers through ethical integrated comms. Continually share our experiences through thought leadership articles, our blog and/or media outlets. To be transparent in what we do and the production work that we deliver challenging the industry and the environments we work within Markets: Europe: Estonia, France, Germany, Italy, Netherlands, Northern Ireland, Poland, Spain and United Kingdom Worldwide: Australia, Canada and United States of America (USA) Published media: Magazines: Including .net, Admap, brandrepublic, B2B Marketing, BBC, Computer Arts, Catalogue & e-business, CorpComms, Digital Arts, Direct Commerce, Internet Works, Mad.co.uk, Making Money, Marketing Week, Media Week, Music Ally, New Media Age (NMA), PR Week, Sports Insight, The Venturer, TechRadar, Third Sector and Web Designer Books: Quoted in Brilliant Online Marketing, Online Marketing for Business and The Bloggers Handbook Radio: BBC Radio Three minute profile elemental

16. Interested?

17. Getting in touch

18. Email [email_address] Telephone +44 (0) 843 208 4592 Learn more with us http://elementalcomms.co.uk/blog http://elementalcomms.co.uk/creds http://elementalcomms.co.uk/showreel Twitter goodness http://twitter.com/elementalcomms http://twitter.com/smponline Contact us

Editor's Notes

#2: Elemental Communications for case study Lord of the Rings case study Online PR and search strategy
#3: About
#4: New Line Cinema Robert Shaye and Michael Lynne founded New Line Cinema 1967. It became An independent film studio, then a subsidiary of Time Warner in 1996, then Merging with larger sister studio Warner Bros. in 2008
#5: Brief
#6: Anticipation The Lord of the Rings trilogy was billed to be the most successful of all time Years of planning, writing and production was setting it up for a great launch However, its official site traffic could have been better
#7: LOTR global release New Line Cinema’s objective was to understand the traffic to the official Lord of the Rings site and discover means how to boost relevant visitors Ahead of the anticipated global theatrical (film) release
#8: Approach
#9: Getting links We reviewed and analysed the links to and from the Lord of Rings official site Analysing link equity, discovering its popularity within search engines and Other relevant resources that had an impact upon the site
#10: Delving deeper Our understanding of communities assisted us appreciate the value of Fan bases across various mediums including vibrant environments Such as chat rooms, forums and newsgroups
#11: Understanding fans Through online PR, search and strategic linking research it was clear that A die-hard fan base present across several other online environments were Key to tapping into the growing buzz around the film
#12: Impact
#13: Confidence in direction The strategy outlined recommendations for adopted an integrated approach To build and sustain visibility ahead of the launch working with fan bases For the film launch and then for subsequent DVD
#14: Learn more with us The digital landscape has changed immensely since 2001 Before social networks, brands still wanted to connect with fans online Learn you can benefit from 10 years of digital expertise
#15: Elemental profile Check out our three minute profile, a brief summary about us and what we do. We think you’ll like it a lot!
#16: Background: Founded in London, England in 2001, Elemental is an independently owned communications consultancy Brand experience: adidas, Bahamas Tourist Board, InfoSpace, Intel, NESTA, New Line Cinema, MGM MIRAGE, Reebok , Russell Athletic, Topman, Ubisoft, Universal and more Core services: Content strategy , digital marketing, media relations, PR, online reputation management and social media Client sectors: Charity, entertainment, fashion, FMCG, media, music, niche businesses, retail, start-ups and technology (across B2B and B2C audiences) Mission : To create positive seamless relationships between brands and consumers through ethical integrated comms. Continually share our experiences through thought leadership articles, our blog and/or media outlets. To be transparent in what we do and the production work that we deliver challenging the industry and the environments we work within Markets: Europe: Estonia, France, Germany, Italy, Netherlands, Northern Ireland, Poland, Spain and United Kingdom Worldwide: Australia, Canada and United States of America (USA) Published media: Magazines: Including .net, Admap, brandrepublic, B2B Marketing, BBC, Computer Arts, Catalogue & e-business, CorpComms, Digital Arts, Direct Commerce, Internet Works, Mad.co.uk, Making Money, Marketing Week, Media Week, Music Ally, New Media Age (NMA), PR Week, Sports Insight, The Venturer, TechRadar, Third Sector and Web Designer Books: Quoted in Brilliant Online Marketing, Online Marketing for Business and The Bloggers Handbook Radio: BBC Radio
#17: Interested? Now you’re read about us and what we do, are you interested in getting in touch?
#18: Getting in touch
#19: Email [email_address] Telephone +44 (0) 843 208 4592 Learn more with us http://elementalcomms.co.uk/blog http://elementalcomms.co.uk/creds http://elementalcomms.co.uk/showreel Twitter goodness http://twitter.com/elementalcomms http://twitter.com/smponline

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Elemental Lord of the Rings case study

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Editor's Notes