MICHAEL JACKSON’S THIS IS IT by SLINGSHOT MEDIA VENTURES for Sony Pictures

Adsarchive » Promo , Case study » Sony Pictures » MICHAEL JACKSON’S THIS IS IT

MICHAEL JACKSON’S THIS IS IT

Pin to Collection
Add a note
Industry Records & Cinema Production, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Australia
Agency SLINGSHOT MEDIA VENTURES
Released January 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: SONY PICTURES HOME ENTERTAINMENT
Product/Service: DVD RELEASE
Agency: SLINGSHOT MEDIA VENTURES
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: SLINGSHOT MEDIA VENTURES, Sydney, AUSTRALIA
Chief Executive Officer: Simon Rutherford (Slingshot Media Ventures)
Communications Director: Rebecca Hamilton (Slingshot Media Ventures)
Content Strategist: Nicole Salisbury (Slingshot Media Ventures)
Media placement: Television - Post Michael Jackson Tribute - 01/02/2010

Results and Effectiveness
The campaign re-ignited retailer and consumer demand for their piece of history. “It was an extraordinary film that did extraordinary things at retail” David Flanagan, SPHE. Average conversion from cinema sales to DVD sales is 5%. This film would normally be supported by approximately 90,000 to 100,000 retail units. The communications strategy gave retailers confidence to purchase four times (401,000 units) the stock and the awareness and WOW factor to deliver a conversion four times greater at 20%. “This Is It” is the 3rd highest selling DVD in Sony history. Total PR and media value: $6.2 million, 850% ROI

Creative Execution
Our solution broke category tradition by spending almost the entire budget on an exclusive VIP tribute concert in Sydney prior to the DVD release. • Interviews with Kenny Ortega (Director) • Exclusive performances by Travis Payne (Michael’s choreographer) & the MJ dancers from the This Is It concert, • Delta Goodrem and Guy Sebastian performed Earth Song (approved exclusively by the Michael Jackson Estate). • Raw emotion spilled as special guest Jackie Jackson (eldest brother) accepted an award for the highest grossing music film in Australia’s history. Slingshot generated unique localised content from event coverage (pre and post), all made available to Australian media in exchange for the ‘DVD on sale’ message on multiple entertainment and news channels. DVD achieved mass coverage National TV, Press, Radio, Yahoo!7 , ninemsn, and Australia’s largest music network Take40 Australia. The TV special aired prime time on a major network 2 days following release.

Insights, Strategy & the Idea
The Australian cinema release of “Michael Jackson’s This Is It” was named the highest ever grossing music film in Australia’s history. The risk for Home Entertainment (DVD) following cinema, was that interest had diminished amongst the broader public. Our task was clear. Re-engage the Australian market with an icon of popular music by generating renewed momentum and interest towards the King of Pop. In order to achieve the unprecedented business targets set by the US, Sony Pictures Home Entertainment (SPHE) had to invest their modest budget in a campaign strategy that was both “popular” and “fresh”. Our insight to provide Australia the opportunity to remember the time of Michael Jackson’s amazing career. The DVD represented many people’s only chance to experience “This Is It” and own their piece of history, so in delivering the launch news we wanted to create a fitting tribute to create massive hype and media exposure.