CASE STUDY: WHITNEY HOUSTON: I WANNA DANCE WITH SOMEBODY

Celebrating the home entertainment release of Whitney Houston: I Wanna Dance With Somebody from February 2023, we worked on a multi-strand PR campaign to cover PVOD/PEST, EST and Physical/VOD releases and hit key dates such as International Women’s Day and Mother’s Day.

 

Over Valentine’s week, we worked with influencers Hollie Plus and In My Sunday Best to create some fun date night/big movie night in content to celebrate the Home Premiere (PVOD/PEST) release of the film and Valentine’s/Galentine’s Day.

 

For EST release, we used influencer platform TRIBE to collaborate with a series of micro-influencers who also created some fun movie night content, featuring snacks, pjs, and lots of singing and dancing! Meanwhile, for International Women’s Day, The Long Mum created a Whitney-inspired look on her Instagram page, and Cosmopolitan ran an online competition for a lucky winner and a friend to win a tech bundle.

 

In partnership with broadcast specialists Cameo Productions, 15 regional radio stations ran Blu-ray competitions in celebration of Mother’s Day and the films Physical release, and Sony Pictures Home Entertainment ran a competition for a £500 spa break which was featured in the Stylist Loves newsletter, reaching over 75,000 readers weekly.

 

Simultaneously we ran a comprehensive press office to secure reviews, competitions and general coverage. We also sent out a handful of mailers to celebs such as Sara Davies and Samira Mighty, featuring the Whitney Houston Greatest Hits vinyl, Sony portable speakers, Ear Buds, and a copy of the film.