Tag Archives: special effects

Guardians of the Galaxy rewind time by breathing new life into cassettes

26 Oct

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Don’t be fooled. Actors don’t make good movies great. Nor do directors, producers or special effects teams. It’s all in the music. Don’t believe me? This interesting BBC4 documentary series proves it.

And, one film that’s made the most of its soundtrack is this year’s Marvel sensation: Guardians of the Galaxy.

Featuring 10cc’s I’m Not in Love, Blue Swede’s Hooked on a Feeling and Jackson 5’s I Want You Back, these songs enhance viewers’ overall experience just as much as the star-studded cast. So, it’s not surprising that Disney‘s keen to give a nod to the score by releasing it on cassette.

Yes, you heard me. Head into the attic and dust off your Walkman. Dumped yours years ago? (No one would blame you. After all, they’re 37 years old.) Instead you can look one up on eBay from as little as Β£10.

Disney’s PR and marketing stunt pays homage to the film’s storyline, where lead superhero Peter Quill (aka Star-Lord) enjoys listening to a classic mixtape created by his mother.

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Set to be released next month, this is the mega brand’s first compilation tape since 2003. To create a buzz, Disney’s announced that the cassette will be a limited edition, sold exclusively through independent music retailers and will be sold with a free digital download. So, in my (PRime Time) eyes, it’s done everything right… apart from one thing.

It’s risked compromising its success by waiting until after the mixtape’s vinyl, CD and digital releases. Despite the pre-launch announcement securing write-ups in Shortlist, The Guardian and Billboard, the scope for dominating publicity has been missed.

From planting a giant cassette near an iconic landmark and organising pop-up Walkman audio booths in public areas to trailing competition clues across social media sites to raise awareness and creating an app that gives smartphone and tablet users the look, feel and sound of a cassette, the ideas list is endless. But, I can’t help thinking at that this stage – post soundtrack launch and pre DVD release – it carries the whiff of ‘afterthought’ – a fragrance that no brand wants to smell like.

Anyway that’s just my opinion. What do you think? Do I need to rewind?

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DVD release has people running for their mums

14 Jun

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Hotel chains are definitely upping their game when it comes to PR stunts and marketing campaigns.

It was only last week that I blogged about Ibis’ bunny room and now Holiday Inn has caught my eye.

Holiday Inn Camden partnered with Universal Pictures’new thriller Mama and transformed one of its rooms into terrifying horror experience –
to celebrate its DVD release.

Open for one week only – free to selected guests that booked in advance – the #SurviveMAMA experience promises to ‘shake the public’s nerve and resilience’, throwing guests into key moments and elements of the film.

I salute Fever PR and AtmosFEAR! for putting this together. Now I’m only guessing, but coming up with innovative campaigns to promote DVDs – where the twist or special effects from the film have already been seen – must be tricky with a capital ‘T’. Not only is this experience-led activity attention grabbing, but it also generates unique content.

Clever content is a PR’s best friend when engaging with journalists, giving them another reason and angle to write about the film. The stunt also looks like it was very well executed with authentic props, costumes and scare actors. The video resembles an after hours trip to London Dungeons and I’m pretty sure if I’d gone along I’d have had an accident. But, I’ve never been a fan of scaring myself for fun!

The campaign has generated lots of blog coverage in phase one – inviting consumers to apply for free tickets – but post-event write ups are more difficult to find. I’ve spotted an article on the Daily Express – which might be an exclusive. Besides chasing national coverage, if I was Fever I’d have partnered with the likes of Shortlist and Total Film for additional in-depth features.

But, social media is a different story. Twitter is buzzing with different mentions of the campaign, so with a tight digital evaluation process Fever will deliver an incredible reach for its client – while impressing Holiday Inn (a brand currently missing from its portfolio).

Wise move. Brilliant idea. Great campaign.

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