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  1. 1. Universal Pictures UK The Invention of Lying Released: 2 October 2009 Digital Publicity Proposal
  2. 2. Positioning Position The Invention of Lying as an intelligent broad comedy that is not primarily a Rom Com. The film has an original concept similar to that of Groundhog Day, Back to the Future and Liar Liar . Target Audience Primary: 15 - 34 regular cinema goers, equal male/female skew Secondary: Fans of Ricky Gervais Key Competitive Landscape: Fame (25 Sept ember) Case 39 (25 September) The Soloist (25 September) Toy Story 3D (2 October) Sorority Row (2 October) Shutter Island (9 October) Jennifer’s Body (28 October) UP (16 October) Couple’s Retreat (16 October)
  4. 4. Contents <ul><li>Way To Blue hearts Ricky </li></ul><ul><li>Repent and ‘un-invent lying’ </li></ul><ul><li>The Power of Three </li></ul><ul><li>Ricky Gervais </li></ul><ul><li>Lying </li></ul><ul><li>Comedy </li></ul><ul><li>Content </li></ul><ul><li>Timeline </li></ul><ul><li>Materials </li></ul><ul><li>Target lists </li></ul>
  5. 5. Way To Blue hearts Ricky With over ten years under our belts we’ve worked with some great actors and Ricky is no exception to this rule, in fact we’ve worked with him over xx times. <ul><li>Whilst working on these titles our work included: </li></ul><ul><li>Exclusive asset placements </li></ul><ul><li>Junket nominations </li></ul><ul><li>Creative features </li></ul><ul><li>Promotions </li></ul><ul><li>Screenings </li></ul><ul><li>Media Partnerships </li></ul>
  6. 6. Repent and ‘un-invent lying’ Utilising the fantastic themes and talent we have two ideas that will work well as editorial and also engage the social media Online Confession Booth Ricky creates up-to ten pre-recorded video clips that are reactions to lies Upon entering the site, users are invited to confess to a lie that they have recently told , in order to be given penance by Ricky himself, the users lies are also on the entry to the site, displayed to read, obviously without names Ricky reacts to their ‘despicable’ lie and offers an amusing penance for their behaviour, they get a piece of code which lets them put the video on their blogs or social networks The site is also functional through Facebook connect and Twitter connect, meaning people can say that they have been to confessional with Ricky on their Facebook and Twitter profiles quickly and easily People can also submit their friends to the site, putting in their email address, they receive an email with a link to a video of Ricky saying someone thinks they should confess to a few things! This can be taken to the physical world of the UK premiere where we will be present with an actual lying booth Little White Lies Bloggers are vocal people, they blog because they like attention and being part of a community, inevitably that requires the odd little white lie We engage with a high profile blogger that utilises Twitter a lot, as well as produces video and text based content We ask them to speak only the truth for two weeks via their online channels, if they make it, they get invited to the premier The stipulation is that they have to ask their followers if they think they’ve not told a lie, a poll is held at the end of the two weeks, if their readers vote appropriately, they get to come to the premier Social experiment element that’s fun and interactive Twitter will be extremely useful for this activity due to it’s quick and continual stream of content
  7. 7. Repent and ‘un-invent lying’ cont. Utilising the fantastic themes and talent we have two ideas that will work well as editorial and also engage the social media iLie Create an iPhone application that acts as a polygraph test. Potentially create it for other mobile phone platforms as well, such as Nokia’s Symbian and Google’s Android The user speaks into their phone for 10 seconds, after which it is indicated whether or not they are lying A fun and social use of new technology to raise brand awareness by word of mouth between friends Make the application free and branded for the franchise Seed the application with iPhone & other phone application blogs and sites Push application on portals as a legitimate way of finding out if your friends are telling fibs on the spot <ul><ul><li>Lie to me </li></ul></ul><ul><li>A micro-site that utilises the professional Kyte live and interactive video functionality, to produce hilarious content that can be edited together and distributed </li></ul><ul><li>Users are invited to come to the site, view a video of Ricky explaining the premise, and use their web-cams or any other form of video to tell a convincing lie </li></ul><ul><li>They have a choice of 10 topics, and can say anything for up to 60 seconds as long as it is on that topic </li></ul><ul><li>Users are invited to vote on convincingness, creativity and funniness, the top 10 then get voted on by Ricky who is filmed for reactions </li></ul><ul><li>The top ten can be distributed with Ricky’s reactions </li></ul><ul><li>This utilises Facebook and Twitter connect, people are invited to nominate their friends also </li></ul><ul><li>Bloggers are engaged with to produce early awareness and encourage their readers to take part in the game </li></ul>
  8. 8. <ul><li>The Power of Three </li></ul><ul><li>This title has three incredibly strong strings to its bow: </li></ul><ul><ul><li>One of the UK’s most loved actors/writers in Ricky Gervais </li></ul></ul><ul><ul><li>Lying! A fantastic theme that we’re all guilty of, no word of a lie </li></ul></ul><ul><ul><li>Genuine Comedy; this film is part of the Gervais and Merchant camp meaning consumers know this will be a title worth watching </li></ul></ul><ul><li>We have developed a strategy that encompasses all three of these themes, embraces several platforms, the social media and will engage all of the target audience groups </li></ul>
  9. 9. <ul><li>The Power of Three </li></ul><ul><li>1) Ricky Gervais </li></ul><ul><li>With such a creative and willing actor on board there are heaps of fun ideas that will appeal to the various audiences, work well on the sites as editorial and still encompass the titles key messages. Utilising a modern ‘national treasure’, we have created several strong, flexible features that work both online and offline, interactive ideas and viral opportunities that don’t just rely on Ricky’s involvement. </li></ul><ul><li>Call my bluff </li></ul><ul><li>An engaging and entertaining video filmed exclusively for online, Ricky and the cast play a call my bluff style game using newsworthy topics to establish who from the cast is the best liar. Using the voices of the cast, this feature can also be used for Radio competition phone ins. After hearing several statements by cast members, listeners call in and guess which cast member is actually lying/statement is untrue for the chance to win tickets to the premiere </li></ul><ul><li>Public call my bluff using a new, swift service called Kyte. Online fans are invited to upload videos of them telling a lie in 30 seconds. Media partners are selected to support the activity, offering their readers the chance to be included under varying suitable themes. The public is also invited to voted for their favourite liars establishing a natural top ten shortlist. Ricky Gervais then decides who makes the best liar and they win tickets to the UK premiere </li></ul><ul><li>Truth or Ricky </li></ul><ul><li>In a video shot in the style of viral content. two contestants take to the streets and try their best to impress Ricky by telling little white lies to members of the public. They are presented with a list of challenges and the contestant who clocks up the most points wins a money can’t buy prize of tickets to the UK premiere </li></ul>
  10. 10. <ul><li>The Power of Three </li></ul><ul><li>Ricky Gervais cont. </li></ul><ul><li>Pure Ricky </li></ul><ul><li>Filmed talking into the camera, Ricky wears a mock lie detector as he reviews the competitive titles out at the same time as The Invention of Lying </li></ul><ul><li>As he completely lies to the audience, Ricky talks to camera about the world of celebrity, for example, Ricky explains how being a celebrity changes people yet they pretend to be grounded, as he name drops a few a-list actors he’s now hanging out with. Of course he hasn’t changed a bit as sits wearing a fur coat and shades. This would be a great way to target the celebrity obsessed showbiz pages on the papers and entertainment sites </li></ul><ul><li>Cutting footage of Ricky into famous scandalous moments in showbiz, we prove that it was actually Ricky at the helm of these headline grabbing events, e.g. Jonathan Ross wasn’t responsible for ‘ Sachsgate’ an edited video shows Ricky made the prank call </li></ul>
  11. 11. The Power of Three 2) Liar Liar We know that securing time with the lead cast can be tricky, here we have a selection of ideas that in the main don’t rely on their contributions. Liar Master Class The current king of deception, Derren Brown, unlocks the secrets of convincing lying and teaches you not only how to spot a liar but how to become a good liar yourself. iPhoney An iPhone application would be great fun for this title, to encourage word of mouth and banter amongst friends. The application will establish when some one is lying with a selection of responses ‘A convincing liar, be warned.’ Lie Machine An online fib generator for various daily white lies such as phoning in sick to work, members can add the type of lie they need and have it to emailed to them or pop up on the screen, a great way to cross this into the social media is to create a version for facebook status updates too: ‘ Sorry I can’t come to work today, I don’t have any legs’
  12. 12. <ul><li>The Power of Three </li></ul><ul><li>2) Liar Liar cont. </li></ul><ul><li>Lie detector </li></ul><ul><li>A sophisticated and fascinating piece of kit, a lie detecting machine could contribute to several entertaining video featurettes </li></ul><ul><li>As part of their junket interviews Ricky and Stephen Merchant take part wearing a lie detector, as do the journalists, creating an exciting two way feature </li></ul><ul><li>Famed for their natural comedy style, Stephen and Ricky film a sketch as they are both hooked up to lie detector machines </li></ul><ul><li>Ricky interviews the rest of the cast whilst they’re being monitored by lie detector machines with a specialist on hand to establish who is the best liar in the group </li></ul><ul><li>In this off the wall video, Ricky calls Jonah Hill using a lie detector phone system and quizzes him on various subjects as a lie detect-o-meter moves in the corner of the screen, perfect for the ‘Fonejacker’ generation </li></ul><ul><li>Sexiest fibber </li></ul><ul><li>Targeting the younger male audience, Zoo or Nuts ask their favourite page 3 models what their biggest lie or most common lie has been </li></ul><ul><li>Yes Men </li></ul><ul><li>Based on the Yes Men imposters, we could partner with a key newspaper and create a paper wrap honest version of the days news. In this refreshing version, politicians admit they fixed their expense claims, Rio Ferdinand comes clean about his drug taking and Posh confesses she most definitely has had a boob job, or two. This can be followed online by a homepage equivalent </li></ul>
  13. 13. <ul><li>The Power of Three </li></ul><ul><li>2) Liar Liar cont. </li></ul><ul><li>Most common lie </li></ul><ul><li>For the more discerning (female) audience, this poll would look at most common lie women tell their partners, an ideal feature for the women's and family titles. </li></ul><ul><li>News to me… </li></ul><ul><li>We would like to commission an official survey to establish who we lie to the most, this can be offered to one site/publication as an exclusive and then distributed wide which is a great way of securing both on and offline coverage </li></ul><ul><li>Most famous fibbers </li></ul><ul><li>There are several lie based features that can work on both the celebrity and high brow sites: </li></ul><ul><li>A list of the most famous liars from Milli Vanilli to President Nixon </li></ul><ul><li>Lies that changed the world, what is the first lie on record? </li></ul><ul><li>His name is now used to describe a psychological syndrome, Baron Munchhausen claimed to have travelled to the moon during the 18 th century, using this as an example we look at the most ridiculous lies known to man </li></ul><ul><li>Famous Lie Detector scenes </li></ul><ul><li>Tying the topic back into film we detail the most famous lie detector scenes on the silver screen From Meet the Parents to The Day The Earth Stood Still. </li></ul>
  14. 14. The Power of Three 2) Liar Liar cont. Time Lie-ne A flash based interactive timeline, this will display the greatest lies known to man whilst also using, where possible, YouTube video embeds to illustrate the events Psychology The psychology of lying is fascinating to most, this is an educational look at the human need to lie, when was it invented and why it is now part of our everyday lives. Liarpedia As part of our education of lying features, this will be a fake Wikipedia page all about lying and most likely referencing quite a few past US Presidents. Biggest fibber Partnering with a key entertainment site, we create poll on the greatest fibbers of all time, readers vote to establish the best lie in history. Screenings After the screening we would like to interview attendees, with a lie detector, and give them their reading to show friends. Ideally digital versions would also be available online for bloggers to use in their blog.
  15. 15. The Power of Three 3) Comedy To promote the comedy pedigree we will create several features that promote the talent behind this unique title The Invention of… Sarcasm, Slap Stick, we pick out the greatest moments in film that define each of comedy areas using the films key imagery Bored in the Office? A feature that offers lying themed games for staff bored in the office to make their day move along quicker. With students starting back at University a lecture survival version would be adapted for Students on how to endure their lectures. Unconventional comedy We detail the greatest in unconventional comedies including Groundhog day, Liar Liar, Ghost Town and of course The Invention of Lying to bring the story back to this title. Top Ten Ricky Using key video footage from YouTube, this is a look at Ricky’s top moments in comedy, including that dance scene in The Office .
  16. 16. Content Since he’s become comedy Royalty, UK audiences drink up material on Ricky Gervais. We have a few ideas on creating additional content on top of exclusive clips and trailers Dear Diary Whilst on tour with Science , Ricky could keep a small video diary discussing the little lies he told that day, perhaps like our blogger he could also avoid lying for a set period. This would be placed with one key media partner to gain maximum coverage, preferably the partnership would be with a newspaper so we can also push for support in their hard copy equivalent. Trailer Cashing in on Ricky’s dead pan delivery, we could re-cut the trailer in the style of a blockbuster film including an American voice over; ‘ The Biggest Star in Hollywood’ … With Ricky cutting in at the perfect moment ‘Actually I’m not that big, as in famous, I am a bit, fat’.
  18. 18. Phase 1 Phase 2 Phase 3 Timeline of Key Activity We recommend a three phase campaign beginning with a second period of early awareness should another trailer or key assets be available. We then suggest a six week build up until release, with the last three weeks being an intense awareness period. Early awareness (2) Intense awareness NB. Activity suggested is a sample based on experience but this depends on material availability. This can be reviewed as more is known. W/c (tbc) W/c (tbc) Trailer distribution Press assets distributed Editors targeted Image galleries live User comments/ feedback noted Continue pushing trailer Negotiation of additional exclusive's Exclusive’s live W/c 24 Aug W/c 31 Aug W/c 7 Sept New trailer syndicated again Press materials delivered Bloggers profiled Review talent opps Asses early video opportunities including Science the tour Talk to editors re: creative features Arrange clip exclusives Competition features/ assets negotiated & confirmed Blogger profiles approved and conversation begins Clip exclusives go live (1) Invite editors to screenings Editing of additional video features Competitions begin to go live Junket nominations sent for approval W/c 14 Sept W/c 21 Sept W/c 28 Sept Clip exclusives go live (2) Creative features live including blogger activity Invite journalists to UK junket/ Press conference Smaller competitions live Clips and other assets on general release Negotiate release week coverage UK junket Film UK Premiere Release week push Final features live Reviews live Film released
  20. 20. <ul><li>Material Wishlist </li></ul><ul><ul><li>Trailer(s) </li></ul></ul><ul><ul><li>Images </li></ul></ul><ul><ul><li>Poster artwork </li></ul></ul><ul><ul><li>Synopsis & Production notes </li></ul></ul><ul><ul><li>Q & A’s </li></ul></ul><ul><ul><li>Film clips x 4 </li></ul></ul><ul><ul><li>Any exclusive materials (post US release) such as clips, posters and scripts for competitions </li></ul></ul><ul><ul><li>B-roll / making of footage / ‘Making of’ materials </li></ul></ul><ul><ul><li>Cast sound bytes (EPK) </li></ul></ul><ul><ul><li>Junket access / talent opportunities </li></ul></ul><ul><ul><li>Any unique / original video content </li></ul></ul><ul><ul><li>Merchandise and premiere tickets </li></ul></ul>
  21. 21. TARGET MEDIA
  22. 22. Target List (example list not definitive) Portals / Mainstream Yahoo, MSN, Virgin Media, AOL, Tiscali, Orange Newspapers/News The Guardian, The Telegraph, The Times Online, The Daily Mail, Timeout, Metro, The London Paper, The Sun, This is London, BBC News, CNN, The Daily Express, The First Post, In the News, ITN, Daily Mirror General Entertainment/ Gossip Real Networks, Excite, Contact Music, Digital Spy, Music OMH, Entertainment Wise, Entertainment Focus, Heatworld, Capital Radio, The Fan Carpet, Living, Heart FM, Holy Moly, Pop Bitch, Sky Showbiz Film Empire, Rotten Tomatoes, Total Film, Love Film, Film Four, Obsessed With Film, Moviebeat, My Movies, MTV at the Movies, Real , Screenrush, Brit Film, Eye For Film, Love Film, Odeon, Sky Movies, Close-Up Film,, Cinemas Online, My Films, Pearl and Dean, MTV at the Movies, Blockbuster, Phase 9, Smell of Nepalm, 6 Degrees Film, Brit Films, Get Closer, monsters and Critics, CPC Movies, IGN, Radio One Movie Blog Film Blogs F*ck Off Film, 4 Out of 10, Been to the Movies, Film Shaft, Slash Film Regional This is Network (30 regional sites), My Village (84 regional sites) Indie London, STV, Kent TV, London Net, Maidenhead Advertiser, This Is Local London
  23. 23. Target List cont. (example list not definitive) Male lifestyle Arena, Lad Stash, Nuts, Zoo, GQ, Bizarre, Channelbee, FHM, Maxim, Asylum, Esquire, Loaded, Megastar, Monkey, Male First, Fan the Fire, Monkeyslum, Den of Geek Female lifestyle, Glamour, Heatworld, Get Lippy, Grazia, Marie Claire, Get Lippy, iVillage, More Magazine,  Female First, OK Magazine, Now Magazine, Closer, My Kinda Place, Eve, Pop Sugar, Sugar Scape, Bliss Mag, Instyle Student / Teen BBC Switch, Refresh, Student 123, Funky, The Student Zone, Studento, The Detour, Teen First, Ultra Culture Fan Sites Ricky Gervais, Gervais World, All Gervais, Karl-Pilkington Community sites Facebook, Bebo, Myspace Video/UCG Blink Box, Blip TV, iLoaded, Crackle, Daily Motion, Google Video, Metacafe, Revver, Viddler, Yahoo Video Misc The Biography Channel
  24. 24. COSTS
  25. 25. <ul><li>Digital Publicity Campaign (6-8 weeks): </li></ul><ul><li>Package One £17,000 </li></ul><ul><li>Early Awareness campaign </li></ul><ul><li>Asset syndication </li></ul><ul><li>Editorial features </li></ul><ul><li>Social Media Strategy </li></ul><ul><li>Online Promotions </li></ul><ul><li>Creative partnerships </li></ul><ul><li>Dedicated press team </li></ul><ul><li>Package Two £16,000 </li></ul><ul><li>Asset syndication </li></ul><ul><li>Editorial features </li></ul><ul><li>Social Media Strategy </li></ul><ul><li>Premiere filming, including confession booth, editing and encoding, </li></ul><ul><li>Online Promotions </li></ul><ul><li>Creative partnerships </li></ul><ul><li>Dedicated press team </li></ul><ul><li>Package Three £14,000 </li></ul><ul><li>Asset syndication </li></ul><ul><li>Editorial features </li></ul><ul><li>Social Media Strategy </li></ul><ul><li>Online Promotions </li></ul><ul><li>Creative partnerships </li></ul><ul><li>Dedicated press team </li></ul>
  26. 26. Contact @ Way To Blue Anthony Britten Account Director email: [email_address] tel: +44 (0) 207 749 8444 For more information please contact: Alice Lumley Account Manager email: [email_address] tel: +44 (0) 207 749 8444
  27. 27. CONFIDENTIALITY     This document, its contents and ideas are confidential and are the sole property of Way To Blue Ltd. It may not be altered, distributed or reproduced in any way, shape or form without the express written permission of Way To Blue Ltd.  Way To Blue Ltd is registered as a limited company within the UK (company number 3872642). The registered address is 2D Zetland House, 5-25 Scrutton Street, London, EC2A 4HJ