Case study - The Da Vinci Code

The Book…

•The World’s fastest selling book of all time!

•43 million copies sold and still going…

•94% awareness of the book in the UK

The Film…

• Opening weekend worldwide box office gross was $224 Million USD

• International box office alone was $147 Million USD

• 8th biggest 3 day figure in the UK ever!

Quantum of Solace…007

The 22ND Bond FilmNew Bond, New Britain

Exclusive global sweepstakescompetition prize – 35 countries

Bond lifestyle supplement

On-line and off-line media exposure via new channels

Global Britain brand exposure

• Marketing coverage of the prize worth £7 million

• Media partners included Yahoo, Fox, VH1 and the Wheel of Fortune

Examples:

Taiwan – Yahoo spy game USA – Boston Globe promo

Greece – Smirnoff on pack promo

Key Success Factors

• Marketing Coverage - £7 million

• PR coverage - £11.7 million

• Web visits – 231,375

• Exposure in new markets e.g. Taiwan

• Opportunities to work with new partners eg Coke

• Increase in hotel bookings at Grosvenor House hotel

• Marketing activity delivered high ROI (Spain 74:1)

• Opportunity to hold a ‘premiere’ for key VIPS

Sherlock Holmes

About the movie

• Directed by Guy Ritchie• Released in December 2009• Stars Robert Downey Jr / Jude Law • Filmed on location in London,Liverpool and Manchester

Discover Sherlock Holmes’ Britain

The Promotion

• Win a trip to London, Liverpool and Manchester (locations used in the movie)

• Promotional campaign across 30 countries

• Website

• Branded Oyster Cards

• E-CRM

• Industry screening

• Viral game

PR

And now ………..ROBIN HOOD

The movie

• Released May 2010, blockbusterSummer movie

• Directed by Ridley Scott • Stars Russell Crowe / Cate Blanchett

The Promotion

• Prize to include banquet with theSheriff of Nottingham, archery atSherwood Forest• Exhibitions featuring film props at Nottingham Castle