Puss in Boots PR Campaign

Diana Abu-Zuaiter Stephanie Birch Lisa Hammerton

Cara-Leigh Heasman Amy Lee

‘Where client’s needs are achieved

digitally and created in a way that gets

noticed’

Who is Puss in Boots?

Objectives

• Create buzz and awareness

• Get ‘bums on seats’

• Drive sales

• Increase traffic

Target Audiences

Family Profile

Dad: Steve (37) Mum: Laura (36) Son: Daniel (9) Daughter: Amy (6)

Student Profile

Nick (20)

Blogger Profile

John (18)

Animation/Shrek fan profile

Sam (24)

Strategy

Families

Students/ Teenagers

Bloggers

Animation Fanatics/Shrek

Fans

KEY MESSAGES

Puss in Boots is “Good family entertainment”.

Famous actors voice over in the movie (Antonio Banderas & Zach Galifianakis)

Puss in Boots is a new film which people are going to discuss (Hot Topic)

Outstanding CGI (Computer Generated Imagery) and Special FX.

SOCIAL MEDIA

PARTNERSHIPS

PROMOTIONS BLOGGERS

ONLINE MEDIA

Timeline

• 6 week campaign

• Divided on a trimester basis

Week 1 & 2

Week 3 & 4

Week 5 & 6

LAUNCH

Based on:

• Videos

• Imagery

• Photography

• Trailers

• Spoilers

• Etc.

Digital Tactics

Online and Social Media

• Websites

• Online Magazines

• Forums

• Blogs

• Organised photo albums

• Strategically placed trailers

• Date of release • Connect • Make friends • Update statuses • Comment • Like • Be everywhere

• Interact • Raise awareness • Gain followers • Follow • Be everywhere

Competitions/Promotions

Competition Channel Target

Audience Prize Partners

Design Your Own Boots Facebook Children Clarks Boots Clarks

Cutest Cat Flickr Families Games Console Paramount

Draw the best Puss in Boots Facebook Children Tickets Cinemas

9 lives All Students 9 days to Mexico BA and Hilton Hotel

Dress up as your favourite character Facebook Children 9 free cinema entries for any

movie

Cinemas

Dress up as your favourite character Facebook Students 9 free cinema entries for any

movie

Cinemas

Puss in boots Adventure Youtube Animators Trip to Dreamworks Studios Dreamworks and BA

What Character are you? Twitter All Tickets Cinemas

Let’s go VIRAL

College Screenings

Measurement and Evaluation

• Facebook Statistics

• Google Analytics

• Twitter Trends

• Media Coverage

Thank You!