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Domino
Buzz marketing for New Line Cinema |
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| CLIENT: |
New Line Cinema |
| PRODUCT: |
Domino |
CHALLENGE:
To generate a buzz about New Line Cinema's movie premiere of 'Domino' among Young Adults 18-34 in
New York and Los Angeles
 SOLUTION:
An integrated marketing program was utilized to promote the release of Domino in New York and Los
Angeles. The radio stations used, HOT 97 and Power 106, were demographically targeted towards the
client's Adult 18-34 demographic. The integrated program utilized a combination of on-air promotional
mentions, online elements and onsite appearances at local clubs by each station. The onsite appearances
provided an opportunity for signage, premium giveaways and appearances by the 'Domino' girls. HOT 97
also did a movie screening the week of the premiere.
RESULT:
Local clubs in each market were inundated by Adults 18-34 curious to determine what movie was being
promoted. The street teams and 'Domino' girls ran out of movie premiums and the movie screening in
New York was at capacity.
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