AIR NEW ZEALAND’S “HOBBIT”-THEMED IN-FLIGHT SAFETY VIDEO TOPS YOUTUBE LIST WITH HELP FROM TMG CONTENT CREATORS
(November 24,2014) — Air New Zealand’s new in-flight safety video was the top-ranked branded video on YouTube during October 2014, thanks to marketing support from Thoughtful Media Group’s (TMG) creator base around the world.
Dubbed “The Most Epic Safety Video Ever Made,” the video was created with help from some of the team behind the “Hobbit” film trilogy and even includes a few appearances from cast members like Elijah Wood, Sylvester McCoy and Dean O’Gorman. The actors all help explain airline safety in just about the most epic way possible—there’s an orc, a giant eagle, a wizard, elves, dwarves, a battle scene and an appearance by Peter Jackson, director of both “The Hobbit” and “Lord of the Rings” trilogies. Much of the video also unfolds over the Middle Earth locations seen in the films.
Air New Zealand tapped TMG’s Los Angeles office to promote the video through the use of nearly 150 popular creators, who helped draw awareness amongst millions of YouTube fans across the US, Canada, Europe and Asia. The campaign was shared and showcased across the myriad of social platforms and fan bases in TMG’s extensive network of high-profile creators and social influencers, far surpassing Air New Zealand’s objectives.
“We knew the Air New Zealand video was a winner from the first press of the play button. Our challenge was to make sure the rest of the world had a chance to sample it and understand the brand and its objectives,” said TMG’s CEO Jak Severson. The ten-day campaign quickly rose to trending topic status across YouTube and Facebook, driving, at points, hundreds of thousands of views per hour.
“Our creators pulled out all the stops to make sure that their millions of fans also saw the value, shared and socialized two unique brand assets together in a way that made people want to go further and associate Air New Zealand with such a popular entertainment influence as ‘The Hobbit’ and its relationship to New Zealand as Middle Earth. We are thrilled with the results,” Mr. Severson added.