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Elemental Lord of the Rings case study
 

Elemental Lord of the Rings case study

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Elemental case Lord of the Rings case study on how community management and online PR can steer a brand

Elemental case Lord of the Rings case study on how community management and online PR can steer a brand

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  • Elemental Communications for case study Lord of the Rings case study Online PR and search strategy
  • About
  • New Line Cinema Robert Shaye and Michael Lynne founded New Line Cinema 1967. It became An independent film studio, then a subsidiary of Time Warner in 1996, then Merging with larger sister studio Warner Bros. in 2008
  • Brief
  • Anticipation The Lord of the Rings trilogy was billed to be the most successful of all time Years of planning, writing and production was setting it up for a great launch However, its official site traffic could have been better
  • LOTR global release New Line Cinema’s objective was to understand the traffic to the official Lord of the Rings site and discover means how to boost relevant visitors Ahead of the anticipated global theatrical (film) release
  • Approach
  • Getting links We reviewed and analysed the links to and from the Lord of Rings official site Analysing link equity, discovering its popularity within search engines and Other relevant resources that had an impact upon the site
  • Delving deeper Our understanding of communities assisted us appreciate the value of Fan bases across various mediums including vibrant environments Such as chat rooms, forums and newsgroups
  • Understanding fans Through online PR, search and strategic linking research it was clear that A die-hard fan base present across several other online environments were Key to tapping into the growing buzz around the film
  • Impact
  • Confidence in direction The strategy outlined recommendations for adopted an integrated approach To build and sustain visibility ahead of the launch working with fan bases For the film launch and then for subsequent DVD
  • Learn more with us The digital landscape has changed immensely since 2001 Before social networks, brands still wanted to connect with fans online Learn you can benefit from 10 years of digital expertise
  • Elemental profile Check out our three minute profile, a brief summary about us and what we do. We think you’ll like it a lot!
  • Background: Founded in London, England in 2001, Elemental is an independently owned communications consultancy Brand experience: adidas, Bahamas Tourist Board, InfoSpace, Intel, NESTA, New Line Cinema, MGM MIRAGE, Reebok , Russell Athletic, Topman, Ubisoft, Universal and more Core services: Content strategy , digital marketing, media relations, PR, online reputation management and social media Client sectors: Charity, entertainment, fashion, FMCG, media, music, niche businesses, retail, start-ups and technology (across B2B and B2C audiences) Mission : To create positive seamless relationships between brands and consumers through ethical integrated comms. Continually share our experiences through thought leadership articles, our blog and/or media outlets. To be transparent in what we do and the production work that we deliver challenging the industry and the environments we work within Markets: Europe: Estonia, France, Germany, Italy, Netherlands, Northern Ireland, Poland, Spain and United Kingdom Worldwide: Australia, Canada and United States of America (USA) Published media: Magazines: Including .net, Admap, brandrepublic, B2B Marketing, BBC, Computer Arts, Catalogue & e-business, CorpComms, Digital Arts, Direct Commerce, Internet Works, Mad.co.uk, Making Money, Marketing Week, Media Week, Music Ally, New Media Age (NMA), PR Week, Sports Insight, The Venturer, TechRadar, Third Sector and Web Designer Books: Quoted in Brilliant Online Marketing, Online Marketing for Business and The Bloggers Handbook Radio: BBC Radio
  • Interested? Now you’re read about us and what we do, are you interested in getting in touch?
  • Getting in touch
  • Email [email_address] Telephone +44 (0) 843 208 4592 Learn more with us http://elementalcomms.co.uk/blog http://elementalcomms.co.uk/creds http://elementalcomms.co.uk/showreel Twitter goodness http://twitter.com/elementalcomms http://twitter.com/smponline

Elemental Lord of the Rings case study Elemental Lord of the Rings case study Presentation Transcript

  • Lord of the Rings case study Online PR and search strategy
  • About
  • New Line Cinema Robert Shaye and Michael Lynne founded New Line Cinema 1967. It became an independent film studio, then a subsidiary of Time Warner in 1996, then merging with larger sister studio Warner Bros. in 2008
  • Brief
  • Anticipation The Lord of the Rings trilogy was billed to be the most successful of all time Years of planning, writing and production was setting it up for a great launch However, traffic to the official site could have been better
  • LOTR global release New Line Cinema’s objective was to understand the traffic to the official Lord of the Rings site and discover means how to boost relevant visitors ahead of the anticipated global theatrical (film) release
  • Approach
  • Getting links We reviewed and analysed the links to and from the Lord of Rings official site Analysing link equity, discovering its popularity within search engines and other relevant resources that had an impact upon the site
  • Delving deeper Our understanding of communities assisted us in appreciating the value of fan bases across various mediums including vibrant environments such as blogs, chat rooms, forums and newsgroups
  • Understanding fans Through online PR, search and strategic linking research it was clear that A die-hard fan base present across several other online environments were Key to tapping into the growing buzz around the film
  • Impact
  • Confidence in direction The strategy outlined recommendations to adopt an integrated approach to build and sustain visibility ahead of the launch working; with fan bases for the film release and then for subsequent DVD launch
  • Learn more with us The digital landscape has changed immensely since 2001. LOTR wanted to reach out online before social networks and connect with fans online Learn how our 10 years digital expertise can benefit you
  • Elemental profile
  • Background: Founded in London, England in 2001, Elemental is an independently owned communications consultancy Brand adidas, Bahamas Tourist Board, InfoSpace, Intel, NESTA, New Line Cinema, MGM MIRAGE, experience: Reebok , Russell Athletic, Topman, Ubisoft, Universal and more Core services: Content strategy , digital marketing, media relations, PR, online reputation management and social media Client sectors: Charity, entertainment, fashion, FMCG, media, music, niche businesses, retail, start-ups and technology (across B2B and B2C audiences) Mission : To create positive seamless relationships between brands and consumers through ethical integrated comms. Continually share our experiences through thought leadership articles, our blog and/or media outlets. To be transparent in what we do and the production work that we deliver challenging the industry and the environments we work within Markets: Europe: Estonia, France, Germany, Italy, Netherlands, Northern Ireland, Poland, Spain and United Kingdom Worldwide: Australia, Canada and United States of America (USA) Published media: Magazines: Including .net, Admap, brandrepublic, B2B Marketing, BBC, Computer Arts, Catalogue & e-business, CorpComms, Digital Arts, Direct Commerce, Internet Works, Mad.co.uk, Making Money, Marketing Week, Media Week, Music Ally, New Media Age (NMA), PR Week, Sports Insight, The Venturer, TechRadar, Third Sector and Web Designer Books: Quoted in Brilliant Online Marketing, Online Marketing for Business and The Bloggers Handbook Radio: BBC Radio Three minute profile elemental
  • Interested?
  • Getting in touch
    • Email
    • [email_address]
    • Telephone
    • +44 (0) 843 208 4592
    • Learn more with us
    • http://elementalcomms.co.uk/blog
    • http://elementalcomms.co.uk/creds
    • http://elementalcomms.co.uk/showreel
    • Twitter goodness
    • http://twitter.com/elementalcomms
    • http://twitter.com/smponline
    Contact us