The latest DreamWorks Animation release, The Croods, is the story about the first prehistoric family on a journey from their sheltered cave life to a nomadic lifestyle in a changing world. The film features the voice talents of Nicolas Cage, Ryan Reynolds and Emma Stone.
In order to gain attention from reviewers, entertainment editors and movie and “mommy” bloggers, the film’s distributor called on their long-time go-to source for buzz generation, Columbia’s own Post No Bills. Post No Bills conceptualized and executed a four-part sequential media mailer, each containing stone coasters called “MileSTONES.” Each MileSTONE commemorates a holiday or event.
The first round of packages were delivered to coincide with Inauguration Day. The MileSTONE reflected a portrait of the first First Family. The second round of MileSTONES were received the week leading up to the Super Bowl and depicted an image of the film’s character Grug in the first Super Bowl.
The third MileSTONE, received during Mercedes-Benz Fashion Week, depicted the character Eep in the first fashion accessories. The final MileSTONE was sent just before Valentine’s Day and depicted the first crush.
“It keeps work interesting when you can bring big picture thinking to local projects and add small town touches to national work,” says Doreen Sullivan, president of Post No Bills, who took her entire staff to the movie on opening weekend. “I hope families across South Carolina go to see The Croods. The film is an original, breathtaking animation that will have you laughing one minute and crying the next.”
The MileSTONES mailer helped The Croods to stand out from the crowd of other film releases. Sending a sequential mailer helped to keep the conversation going and excitement up about the film as the premiere approached.
In addition to supporting local businesses and organizations in the Columbia area, the Post No Bills team is proud to remain one of the top go-to agencies in the entertainment industry.