‘True Grit’ was the highly anticipated Coen Brothers remake of the John Wayne classic.
Paramount asked Rubber Republic to seed two pieces of content to appropriate audiences.
The first was the ‘Coenfographic’, a fan made infographic charting the collaboration of lead actors, the awards nominated and the awards won across the careers of the Coen Brothers.
The second was ‘Mean Business’, a transmedia comic book in both digital and paper formats, expanding on scenes not shown in the movie.
What We Did
The ‘Coenfographic’ was released as a fan-piece made by Tom Muller (as opposed to officially endorsed by Paramount).
Rubber Republic directed all those we seeded to, to Tom’s blog which hosted the embeddable infographic.
Rubber Republic sourced comic sites in the FIGS markets that could host the comic. These included:
France – Manolo Sanctis
Italy – Comicus
Germany – My Comics
Spain – You Kioske
Rubber Republic then seeded links to these sites when taking the comics to relevant target sites and individuals.
The pay off
The response to the ‘True Grit’ seeding campaign was fantastic, resulting in 218 individual blog posts and 4,185 mentions across 5 territories. The high quality of the assets, coupled with the seeding approach and appropriate targeting meant that this was one of the most efficient and effective campaigns Rubber Republic has worked on to date.