How do you transform the narrative of an iconic franchise from a blockbuster film to an entertainment brand?
Jurassic World: Fallen Kingdom stood as one of the most highly anticipated and highest-grossing movies of 2018. The franchise thrived on nostalgia but also wanted to reach new audiences and find ways to engage fans beyond a single movie moment.
Elevating the larger franchise story called for an explosive PR campaign that showcased a bigger-than-ever licensing model with global consumer touchpoints from retail and gaming partners. Each stage of the storytelling process required meticulous planning, strategy and precise messaging for monumental results.
Bringing creatures back to life.
Our pitching initiatives ran consistently throughout the months leading up to Jurassic World’s release. We kicked off with an announcement to celebrate the 25th anniversary of the original Jurassic Park followed by a wave of news featuring global partnerships with retail and gaming partners.
FleishmanHillard hosted media at a private event during the New York Toy Fair for a cross-category showcase and meet-and-greet with film star Bryce Dallas Howard. An augmented reality mobile game, Jurassic World Alive, came to life in an exclusive with Mashable. And, finally, a simulation game called Jurassic World Evolution made headlines alongside news that Jeff Goldblum would make frequent in-game appearances. At every stage, we evaluated exclusives, conducted outreach and secured coverage from top-tier outlets, producing hundreds of articles in the span of a few short months.
Dinosaur-sized success for the franchise.
We received considerable attention from media outlets and audiences alike — from the initial announcement and beyond the movie’s release. But, taken as a whole, the results are truly larger than life. Overall, our earned media support of promotions, partnerships and events accrued more than 1.9 billion impressions — including 121 million across social media.
After 11 live announcements, nearly 400 unique articles and five exclusive stories with leading news outlets such as Entertainment Weekly and Mashable, we helped bring Jurassic World to the forefront of pop culture awareness, drawing in new fans, engaging loyalists and sustaining media momentum beyond the film’s release.