Campaign: Entertainment - Terminator tells Brawn GP 'I'll be back'

Campaign: Terminator Salvation meets Formula One
Client: Sony Pictures International in Los Angeles
PR team: Sidhu & Simon Communications
Timescale: May-June 2009
Budget: Less than £5,000

In advance of the worldwide release of the Terminator Salvation film, the Brawn GP team joined Sony Pictures Releasing International in a promotion at the 2009 Spanish Grand Prix.

OBJECTIVES

- To communicate through F1 media the worldwide release of Terminator Salvation

- To build anticipation of the movie

- To drive coverage of the F1 partnership in entertainment and lifestyle news and TV.

STRATEGY AND PLAN

The Brawn GP cars were branded with Terminator Salvation imagery and a T-600 robot was sent to the Spanish Grand Prix to pose with the team. Brawn driver Jenson Button secured pole position for the race and images of him with the robot were released.

MEASUREMENT AND EVALUATION

The campaign featured in global print media including News of the World, El Mundo, International Herald Tribune and LA Times. It also featured on TV and radio channels including the BBC, Fox News and Sky News. More than 850 stories appeared online.

RESULTS

The number of visitors to the Terminator Salvation website increased by 38 per cent after the Grand Prix, and the number of viewers watching the You-Tube trailer doubled.

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