CASE STUDY: Legends of Oz-Dorothy’s Return

Legends of Oz: Dorothy’s Return

The Challenge:

Fox Broadcasting Network wanted to create buzz around the digital and DVD release of “Legends of Oz: Dorothy’s Return,” an animated sequel to The Wizard of Oz starring Lea Michele, Jim Belushi and Dan Aykroyd.

The Solution:

Greenroom Communications developed both a digital and live event occurring the weekend before the Blu-Ray and DVD release to gain share of voice. The online event on Friday night partnered with a prominent influencer to co-host a Legends of Oz “Tweet-A-Long” Twitter Party achieving awareness for the release as well as Digital HD downloads. Then on Saturday, a highly visible double-decker Sing-A-Long bus tour in NYC live event kept organic buzz and also assisted awareness for the movie. The Holderness Family led the Sing-A-Long event attracting bloggers and over 100 participants.

The Results:

The overall effort generated 9.7 million total impressions both online and offline for the film with very low negative sentiment. The Twitter party also helped to increase mentions over 1580% for the @LegendsofOz Twitter handle. Influencers attending the live event featured posts about the Sing-A-Long ride on their blogs. Partnering with Fox Home Entertainment’s public relations team, we were able to gain mentions of the live event in a number of NYC event publications.