Entertainment: Film fans sent on troll-hunting mission

Campaign: The release of Troll Hunter
Client: Momentum Pictures
PR team: In-house with Premier PR assisting with online PR
Timescale: June-September 2011
Budget: £42,000

OBJECTIVES

- To encourage cinema-goers to embrace the film and discuss it online

- To attract mainstream film fans and a mainstream teen audience.

STRATEGY AND PLAN

A London screening for press included a press release seeking 'troll hunters' ahead of the film's premiere at Edinburgh International Film Festival in June, with further screenings aiming to engage a crossover audience and opinion leaders. Next, 'survival guides' were handed out, while a 'Trollmobile' used in the film was also toured. A series of fake recruitment ads in the press linked to the film's Facebook page.

MEASUREMENT AND EVALUATION

The campaign received coverage in Total Film and Empire. Interviews with the writer and director were placed in publications including The Guardian Guide, Metro, Empire, Big Issue, Sci-Fi Now and BBC Radio. Male-oriented titles like Shortlist and Nuts also covered the film.

RESULTS

The Troll Hunter Facebook page had 4,425 likes by the week of release. As of 30 September, the total box office takings stood at £492,212.