Case study - The Da Vinci Code The Book… The Film…

Case study - The Da Vinci Code
The Book…
•The World’s fastest selling book of all time!
•43 million copies sold and still going…
•94% awareness of the book in the UK
The Film…
• Opening weekend worldwide box office gross
was $224 Million USD
• International box office alone was $147
Million USD
• 8th biggest 3 day figure in the UK ever!
Quantum of Solace…007
The 22ND Bond Film
New Bond, New Britain
Exclusive global sweepstakes
competition prize – 35 countries
Bond lifestyle supplement
On-line and off-line media
exposure via new channels
Global Britain brand exposure
• Marketing coverage of the prize worth £7 million
• Media partners included Yahoo, Fox, VH1 and the Wheel of
Fortune
Examples:
Taiwan – Yahoo spy game
USA – Boston Globe
promo
Greece – Smirnoff
on pack promo
Key Success Factors
• Marketing Coverage - £7 million
• PR coverage - £11.7 million
• Web visits – 231,375
• Exposure in new markets e.g. Taiwan
• Opportunities to work with new partners eg Coke
• Increase in hotel bookings at Grosvenor House hotel
• Marketing activity delivered high ROI (Spain 74:1)
• Opportunity to hold a ‘premiere’ for key VIPS
Sherlock Holmes
About the movie
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Directed by Guy Ritchie
Released in December 2009
Stars Robert Downey Jr / Jude Law
Filmed on location in London,
Liverpool and Manchester
Discover Sherlock Holmes’ Britain
The Promotion
• Win a trip to London, Liverpool and Manchester
(locations used in the movie)
• Promotional campaign across 30 countries
• Website
• Branded Oyster Cards
• E-CRM
• Industry screening
• Viral game
PR
And now ………..ROBIN HOOD
The movie
• Released May 2010, blockbuster
Summer movie
• Directed by Ridley Scott
• Stars Russell Crowe / Cate Blanchett
The Promotion
• Prize to include banquet with the
Sheriff of Nottingham, archery at
Sherwood Forest
• Exhibitions featuring film props at
Nottingham Castle