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In today's ever-evolving world of content promotion, time is but a luxury. More often than not, publicists are tasked to build buzz with only weeks before a series premiere. The quest for ratings and renewals is magnified by increased competition across platforms, and pressure is at an all-time high. So what happens when you get a project that has already launched with negligible marketing beyond its network promos?
In the case of Disney XD's Mr. Young, Priority PR combined quick thinking and creativity to pack one powerful PR punch infused with new media and traditional opportunities.
We began working on Mr. Young in October 2011, three weeks after the teen-targeted series debuted on Disney XD. As an acquisition, US recognition was minimal, and the show had a rudimentary social media presence at best. Priority PR's challenge was to develop a buzz and interactivity for Mr. Young among the series' target American audience base. And, equally important, we needed this audience to perceive Mr. Young as indistinguishable from Disney XD's own produced series.
After evaluating the series against the interests of its target market, who spend an enormous portion of their time online, we knew our plan required a complete social media revamp and simultaneous pitching for opportunities with positive national exposure.
Read more about Mr. Young's Hollywood Weekend >
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