We were tasked with launching a brand new YouTube channel, AWEme. Our work includes ongoing promotion of the channel’s anchor show Man at Arms, which follows expert Hollywood blacksmith Tony Swatton as he builds real-life versions of iconic pop culture weapons.
Strategy:
Metro Public Relations designed a strategic PR plan positioning the channel as a source of TV-quality content for the web. Beyond earned media placements from mainstream press, our ongoing efforts include securing buy-in from the passionate fan bases associated with each weapon build (e.g. Game of Thrones, League of Legends, Minecraft, HALO, Dark Knight).
Our comprehensive media campaign includes curating specialized media and blogger outreach lists to pitch directly to the fans for each episode. We spend the time to ensure we are connecting with the right audience for each video, blending top-tier and niche outreach. We’ve developed strong contacts and trust with reporters and bloggers through this targeted approach. We also coordinate set visits and secure profile pieces for host Tony Swatton and the show’s producers.
Results:
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The AWEme Channel received over 360,000 views in its first week
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One of YouTube’s fastest growing channels in 2013: in one year, the channel reached 1.9 million + subscribers & over 78 million views
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Secured profile pieces for Man at Arms host, Tony Swatton, with Variety, TIME, Fast Company, and Hollywood Reporter, among others
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Press coverage includes USA Today, CBS News, LA Weekly, MTV, Gizmodo, BuzzFeed, CNET, i09, IGN, Kotaku, Trend Hunter, Tubefilter, Devour, and more
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Episode wins: The League of Legends episode earned over 1 million views and increased channel subscriptions by 80,000 in the first 24 hours