4mediarelations were approached by Macmillan Publishing and tasked with running a broacast outreach campaign to publicise the launch of Moone Boy: The Blunder Years. The first novel by Hollywood actor Chris O’Dowd and screenwriter Nick Vincent Murphy and a prequel to their International Emmy Award-winning TV series, Moone Boy, the book was released on the 16th October 2014. 4mediarelations were tasked with maximising its broadcast reach and creating a media buzz around the launch.
4mediarelations and Macmillan Publishing realised early-on that the real strength of the campaign were the book’s authors: Chris and Nick, and the chemistry that they have fostered in the process of writing the series together.
To kick the campaign off, 4mediarelations set up a radio day with both Chris O’Dowd and Nick Vincent Murphy to get the word out across national media, profiling the book, the series and talking growing-up in general. Utilising their extensive national and regional broadcast contacts, the media team drummed-up a huge amount of interest in the story, using Chris’s celebrity status and profile as a hook.
It is estimated that the campaign reached over 28 million people across all broadcast platforms, featuring 26 times across TV and radio. This included national coverage on ITV1’s Good Morning Britain, Sky News Sunrise, Fearne Cotton’s BBC Radio 1 show, and Dan Walker’s BBC Radio 5 Live programme.
4mediarelations’s in-house media sell-in team, News Data Network, secured live on-air interviews with Chris and Nick on both BBC Radio 1 and BBC 5 Live. The 5 Live interview, on Dan Walker’s hugely-popular afternoon show, lasted almost half an hour and provided a huge amount of national coverage, while the Radio 1 interview helped secure Nick and Chris’s place in a comedy video hosted on the NewsBeat website.
NDN also secured live interview time on both Good Morning Britain, ITV1’s flagship morning news programme, and Sky News Sunrise, one of the most-watched breakfast shows in the UK.