Execution

Although there was no talent available for interviews, we were able to make use of a full range of assets, including clips for exclusive placement, competitions, reviews, and also a press trip to New York to visit the animation studios. As a result our campaign was able to reach a broad range of key sites, including Popcorn, Toxic, Tiscali, Telegraph.co.uk, Empire and Yahoo. Reviews were largely positive, and we picked unseen clips from the DVD extras to ensure our campaign was distinct from that run for the theatrical release.

We were keen, however, to come up with an additional piece of bespoke content to celebrate the DVD’s release and generate excitement among young film fans. The resulting idea was to send a select group of media contacts to Thailand, where they would witness a real-life elephant orchestra performing a new piece of music specially commissioned for Horton Hears A Who.

Online media on the trip included the Sun Online and MyMovies, and we also filmed the performance and created a short mini-documentary about the elephant orchestra, interspersed with clips from the film. The resulting clip was then seeded to relevant websites, blogs, and forums, and proved extremely popular among the young audience. Sites running the clip included: The Sun Online, Yahoo, Last Broadcast, E-Parenting, Empire, Female First, and the Real Guide.