'Sandlot' Blu-ray Campaign Wins PR Award12 Nov, 2013 By: John Latchem
The promotional campaign in support of 20th Century Fox Home Entertainment's 20th anniversary Blu-ray of The Sandlot was a big winner at the Nov. 6 PRism Awards honoring excellence in public relations.
Hill+Knowlton Strategies' “20th Century Fox Home Entertainment Hits a Home Run With The Sandlot" won Best Sports PR as well as Best in Show, beating out 140 other campaigns. The Sandlot campaign was the only home entertainment initiative nominated.
The award-winning campaign took The Sandlot on a six-month, 22-city tour for screenings of the film at baseball stadiums across the country, featuring talent appearances, promotional partnerships and fan engagement, plus major broadcast, print and online coverage generating more than 15 million consumer impressions.
“We wanted to create a campaign that would honor the movie and its die-hard fans while appealing to a new, young audience at the same time,” said Amanda White, senior account supervisor with Hill+Knowlton Strategies. “The idea of a dad who loved the movie growing up, and now showing Sandlot to his son for the first time, being able to share that moment … that’s the kind of feeling we wanted to foster with the program, and I think we were successful.”
The awards were presented by the Public Relations Society of America Los Angeles branch. Judging criteria included use of research, planning, execution and results.
White said project manager Stephanie Kahan and her team of Richard Parker, Rebecca Levin, Alex Armour and Ross Lipschultz deserved special mention for the award.
“The ballpark restoration program was far reaching and we were able to reach a lot of fans where they live,” she said. “The PR program was authentic, and I think fans recognized and appreciated that authenticity and thoughtful execution.”