City Of Thamesis
Fleming Media
The Brief
Drive Word Of Mouth & Awareness for Digital Graphic Novel
After winning an 8 way pitch, Hyperlaunch were briefed with generating a Buzz Marketing campaign that grew awareness within grass roots and tastemaker audiences for the release of successive episodes of the series, encouraging engagement with the story and interaction between the producers and their audience to guide decisions on further development of the brand.
We were also tasked with growing awareness beyond these core communities to provide leverage to our client for future potential brand investments.
Deliverables
Develop a Social Network presence for one of the story’s central characters on MySpace to provide a hub for the activity and provide the campaign with a ‘voice’ with which to engage with the target audience.
Target key ‘influencers’ within the Sci-Fi and Digi-Comic communities at grass roots tastemaker level via webraiding and blog servicing.
Create awareness and community through Youtube
Following grass roots marketing activities, develop and build awareness within more mainstream online media channels to deliver key features
Harness the relationship with the communities to gauge reaction and provide direction for the future evolution of the brand
Results
Utilising our experience in this space we developed communities generating in excess of 1600 highly targeted friends for the MySpace profile, whose profiles we then used to market the launch phases of the Thamesis site and over 10,000 plays on Youtube to date, with an impending UK Homepage profile for the Thamesis channel.
Key features were achieved within tastemaker communities and a critical subsidiary distribution network for the series was delivered through the leading global portal for Flash and Animated content, NewGrounds. Editorial engagement at NewGrounds has delivered successive episode homepage features and over 250,000 plays to date.
Initial mainstream media features have been achieved with sites including the BBC’s highly respected digital arts magazine BBC Collective.
Back to case Studies