Book Club: The Next Chapter— Home Entertainment Release

MKM supported Universal Home Entertainment with the publicity and influencer marketing campaigns for the home entertainment (Premium VOD, Digital and Blu-ray/DVD) release of the romantic comedy Book Club: The Next Chapter. The PR campaign consisted of the following:

• Announced the Premium VOD release date

• Syndicated announcement of the release dates to US and Canada press

• Pitched ‘out now’ columns and listings 

• Pitched Digital code promotions

• Organized Blu-ray review mailing for press and influencers 

• Placed two exclusive clips from the bonus content on Glamour and ComingSoon

• Partnered with THE RED HAT SOCIETY, an international social organization that was founded in 1998 in the United States for women aged 50 and beyond, but now open to women of all ages.

• Created the strategy and concept for a press and influencer mailer across the lifestyle, pro-age and entertainment/pop culture realms where they enjoyed an at-home Italian dinner and a movie night gift set filled with pasta, breadsticks, seasoning, apron, cocktail kit, wine and a blanket from Minky Couture — 61 social content pieces are live with a potential reach through follower count of 1M.

The campaign resulted in 195+ editorial and social stories, reviews and mentions with a combined potential reach totaling an estimated 604M with impressions estimating 120M.

The influencer campaign with digital marketing consisted of content with a variety of influencers in the pro-age, wedding and charcuterie board space, including one piece of content that from Berry and the Boards that hit over 1 million views — she picked a specific cheese for each Book Club character and showed building the pretty charcuterie board in the video.

CLIENT: UNIVERSAL HOME ENTERTAINMENT