Promoting through blogging
Paramount Pictures has launched a worldwide blog campaign to promote the release of ‘Transformers: Return of the Fallen’ featuring video footage of robots “taking over the world”.
The campaign is based around two conspiracy blogs, The Real Effing Deal and Giant Effing Robots, which are run by characters from the new film and track various bizarre robot sightings across the world.
The overall objective of the campaign is to allow fans to get more involved in the film’s back story and find out what has happened since the first installment.
Thousands of internet users have visited the blogs to date, interacting with the blogging characters by posting hundreds of comments and theories.
“Extending the narrative of the film into the real world prior to a film’s release is a great way of building buzz and awareness among fans and viewers, rewarding them for their engagement with the first film.
“Directors are really embracing broadening the platforms of the films narrative to include the web and Michael Bay is no exception.”- Heath Tyldesley, marketing director for Paramount Pictures International
‘Transformers: Return of the Fallen’, is the sequel to ‘Transformers’, which was released in 2007.
Matt Golding, creative director at Rubber Republic, said: “These clips not only take the world of the film into new spaces where fans can engage online, but also provide additional content around the film driving awareness of the release.”
Below the sightings of transforming robots, around the world:
France
Barcelona
Rome
Tokyo
London
USA
Berlin
(source: brandrepublic.com)