This Sunday at 9PM, The History Channel will premiere the American version of the popular BBC series “Top Gear.” Mammoth jumped into the driver’s seat and set the tone for many of the key aspects of the show’s large-scale promotion including a trailer wrap, the branding of a fleet of exotic cars, the design of the event items for the SEMA convention in Las Vegas as well as the online banner campaign and the iPad app.
If you were wandering around midtown Manhattan this week, you may have spotted several particularly enviable cars that we gussied up to look like NYC taxis. Featured were a Maserati, a Ferrari and a Bentley to name a few. While lining up for a ride in one of the spectacular cars, the passengers were presented with iPads featuring the app we created. The app gave passengers a preview of the “gearhead” hosts and showed them some sneak peeks of the show.
The experience has not only caused a scene on the street, it’s making a splash in the media, including The New York Times and The Today Show.
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Make sure to tune in for the premiere this Sunday!
Mammoth’s Favorite Projects of ’10 (Part 1)
2010 was a great year for Mammoth. We’re so fortunate to have had the opportunity to work on so many great films, TV shows and books! Looking back, we can honestly say we’re very proud of the work we did across every one of our verticals, including print, web creative, banners, digital PR and social media.
From now until the new year, we will share some of our favorite campaigns with you along with some highlights of what made them so successful. Drum roll please…
Project: THE HUMAN CENTIPEDE
Client: IFC Films
Verticals: Digital PR and Social Media
Highlights: In order to make the film feel fresh and subversive while courting mainstream acceptance, we created a Horror Site Screening Tour. Mammoth worked with 7 prominent horror and fanboy sites to coordinate linked regional sponsored screenings in 14 cities on the day of release. The tour was a tremendous success, garnering packed houses and positive buzz. We heightened awareness for the film by creating an engaging Facebook page with a striking custom poster for the screening tour, along with information about show times and on demand schedules. Human Centipede has been IFC’s most successful Video On Demand to date, and is one of the studio’s biggest hits of all time.
Project: LET ME IN
Client: Overture Films
Verticals: Digital PR and Social Media
Highlights: To shift the conversation from backlash against an “unnecessary” remake and transform it to anticipation and optimism, we built out the official Facebook destination with captivating conversation starters. Our management and organic outreach helped gain over 140,000 likes, and together with our PR, completely altered the dialogue. To create a more in-depth experience, we built several custom Facebook tabs, including one that displayed a visually stunning countdown clock.
Project: THE MAGNIFICENT 12
Client: HarperCollins
Verticals: Website and Digital PR
Highlights: To allow tweens to fully immerse themselves in the world of the book, we built a site featuring an avatar creator that allows users to customize every aspect of their appearance. The avatars are then used to play games related to the book’s characters and locations. A visually stunning 3D leader board displays the avatars with the most points and allows users to view each others’ profiles. To create awareness for the book and site, our digital PR team placed exclusives with Yahoo! Kids and Kids World. We also worked to secure reviews and giveaways on over 40 sites.