Wolverine stunt school is a great PR idea

Hildebrand is WolverineI have no idea who the PR agency behind last week’s Wolverine stunt was , but they certainly deserve a great deal of credit for the coverage they generated for the film coming out on DVD.   

(Update: see our comment stream: it was an inhouse team, supported by Mark Communications)

The idea was a simple one: to mark the release of the X Men Wolverine film on DVD, invite some journos – and bloggers – to a Wolverine Stunt School at Fox Studios in Sydney. They were then put through various stunts – giving them plenty to talk about – and providing some great video material too.

The coverage I saw included a big piece in the Daily Telegraph by Joe Hildebrand (backed with video too), a piece from a morning TV reporter whining that he hurt his hand on the rope and uber YouTube blogger Blunty:

In every case I saw, the journos were generous in mentioning the DVD.

Anyone know the agency that came up with the idea?

 

Tim Burrowes

October 18th, 2009 at 5:06 pm

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Comments


  1. Amelia Brenac
    19 Oct 09
    11:06 am

    2. Hi Tim,

    I agree, great concept. I believe the idea was developed and delivered by the in-house PR team 20th Century Fox. Harley-Davidson is our client and we were able to support with the H-D motorcycle experience, and achieve brand exposure at the same time.

  2. Sean O'Byrne
    19 Oct 09
    11:55 am

    3. Hi Tim

    The idea was of the stunt school was developed in house by Fox and as their online Pr agency they asked Mark communications to help leverage it through social media channels and target online influencers.

    We engaged Blunty to attend the stunt school and create his video. We have also launched a promotion to win a pair of the real claw props from the movie which Blunty also launched through his channel.

    All in all it is a great example of an integrated campaign to ensure quality coverage through traditional and social mediums.

  3. inspiredworlds
    20 Oct 09
    2:48 pm

    4. that sounds pretty cool. would have loved to have done that!

    I went along to the Blue Ray DVD preview screening and did a review for Neerav Bhatt’s blog. check it out here:

    http://www.bhatt.id.au/blog/x-.....ay-review/

  4. Geoffrey Emerson
    20 Oct 09
    4:50 pm

    5. Good to see that people are giving Blunty the attention he deserves, he’s an awesome guy and a great YouTuber.

    Sean, seems you only have 2 entries to your competition hope it picks up for you – that’s like .02% hit rate.

    I’m currently running a campaign in conjunction with McCorkell and associates for Wacom, they have recently launched a Pen tablet that has touch built in. It’s pretty cool piece of kit, especially if you don’t have a touch pad.

    Been getting a lot of entries and some amazing artwork from the YouTube community, really shows what talent is out there if you engage with users with an interesting concept. Please have a look at the campaign and tell me what you think, there also a Flickr feed with the winners and honorable mentions:

    http://www.wacom.com.au/bamboo_au/inkwritewin/

    I think YouTube directors like Blunty and Natalie (Community Channel) won’t be overlooked for much longer.

  5. Rog
    20 Oct 09
    5:36 pm

    6. Correct me if I’m wrong but wouldn’t the comment above be classified as spam?

  6. OtherAndrew
    22 Oct 09
    3:27 pm

    7. @Rog, yes. But are you surprised?

    http://mumbrella.com.au/agency.....-spam-9038

  7. Geoffrey Emerson
    22 Oct 09
    3:59 pm

    8. Ow dear, ow dear (shakes head) …..

    Just talking about a similar campaign, just like the post above from inspiredworlds, nothing untoward here.

    Don’t forget my rebuttal addressed everyone’s issues and laid the matter to rest in my mind:

    http://mumbrella.com.au/my-rul.....ients-9240

    Cheers,

    Geoffrey