For Magic Mike XXL, I developed a partnership with CLEO that became CLEO Bachelor XXL. The audience fit was clear. The work was making sure the Blu-ray and DVD release stayed visible throughout a campaign with thirty eligible bachelors competing for attention.
An audience fit with time to build interest
CLEO’s Bachelor programme shared the film’s playful tone and reached the women we wanted to engage. Its timing also gave us room to build interest before release and sustain it through the first weeks on sale.
Keeping the film visible among the finalists
A popular partner campaign can become the main attraction. I worked with CLEO’s creative team to give the film a clear role, from the XXL branding to photography inspired by Mike and the boys.
We planned three phases around pre-orders, release and sell-through. Each needed a clear message about the film and where to buy it.
Three issues, three stages of the release
Across three magazine issues, the partnership combined editor’s letters, film-inspired finalist photography, advertising and a Channing Tatum interview. Online and social activity carried the campaign beyond print.
Retailer mentions and Sanity’s exclusive gold DVD edition showed readers where to buy the film. A Vietnam trip prize also created a data-collection opportunity for Roadshow through the voting promotion.
Three months of reach and release promotion
The campaign report put reach across CLEO’s owned channels at 4.6 million over three months. Roadshow secured sustained visibility around the release; CLEO had a film-led theme, creative and content for its Bachelor programme.
The message needs to move with the release
Timing did a lot of the work here. The message changed from pre-order to out now as the release moved through the campaign. I wanted readers to enjoy the Bachelor content and still know when, where and in which format they could buy the film.
