Legends of Oz: Dorothy’s Return
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.
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 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.