3.  Trailer/asset syndication
 Strategically place exclusive content
 Publicity driven features
 Talent interviews (if available)
 Social media profiling
 Competitions/promotions
 Facilitate positive online chatter amongst both journalists and target audience

4.  Develop a focused blast of online PR to announce the release of Act Of Valor
in cinemas, raise awareness online and stimulate positive word of mouth in
order to drive audiences to the cinema
 Position Act of Valor as an intense, totally unique, hands-on adrenalin-fuelled
movie that will appeal primarily to a male gamer audience
 Create an involving campaign that allows audiences to viscerally experience
the film through trailer and clip placement and combat imagery
 Utilise all available AV material to emphasise the most visual and authentic
strengths of the film. For example, seed out any US-created virals ahead of the
UK release to build online chatter and momentum

5.  Communicate that the big-screen is the ideal way to experience the realistic
action set pieces of Act of Valor
 Develop standout promotions and competitions, engaging features and
publicity materials that allow the target audience online to become initiated
and entertained by this action-packed military movie
 Ensure synergy with DDA’s offline team throughout the campaign

6. Act of Valor will appeal to a wide audience online. We have broken down
our target groups into the three categories below and will employ varying
techniques in order to engage this audience
Primary Audience General 16-24-year-old males
Gamers
Secondary Audience Male 25-34-year-olds
Tertiary Audience Female 18-34 year olds
Regular cinema-goers
Men 16-34 General Audiences
Blockbuster action Introduce the talent from the film
Interactive features Online games
Behind the scenes training Interview features with the cast
Social media – status updates
quizzes, polls

7. DDA Digital will perform the following duties to support Act of Valor:
Press Release
 Press release distributed to our extensive targeted online database detailing
release date, UK poster art, Facebook page URL and trailer link/embed
Promotions & Competitions
 Any available merchandise stock to be placed with key target sites such as
Entertainment Focus, What Culture, Hey U Guys and Flickfeast
 Larger prize fund (such as Call of Duty MW3 and Battlefield console games)
will be placed on targeted sites with higher footfall such as Nuts (970k UU per
month) or FHM (1m UU)
 In addition to high value prizes, such as the console games, we will look to
partner with the BMF (British Military Fitness) to offer training sessions either for
free or at a discounted cost
 Screening Event - DDA would look to invite gamer bloggers (Game Radar, PC
Games, Game Informer etc) to a special screening (see below for further
details) and offer tickets to websites as part of a competition giveaway

8. Clips
 Clips will be distributed to key target media to emphasise the fast pace and
relentless action
 Exclusive clips are vital to help secure standout coverage on the highest
profile target sites such as Nuts, Shortlist and Zoo
 World exclusive clips are more desirable than UK specific clips offering
greater scope for impactful homepage presence and third party seeding
 Look to run a clip online featuring the first three minutes of the film with a male
or entertainment site. We would look to negotiate homepage coverage and a
pre-release teaser campaign enticing viewers to see the full film following the
build-up to the high-adrenalin opening sequence. We suggest a launch with
key male site such as FHM or entertainment portal Digital Spy
Images
 Strong imagery will be key to reinforce the themes of the film, and placing
emphasis upon the military action set pieces and the authenticity of using
Navy SEALs as the stars of the movie

9. Talent
 We will work alongside DDA PR and look to secure available talent time where
possible, be it filmed, editorial or phoners
 DDA Digital will explore all opportunities with available talent for placement
on highly targeted sites that reach out to the core demographic. For example
Empire Online, Digital Spy, The Sun online, Hey U Guys, Nuts, Loaded and
Upbeat for syndication to their partner sites (MSN/Yahoo)
Reviews
 DDA to provide target invitation list of all appropriate online journalists and
bloggers
 Following screenings, DDA Digital will collate reactions/quotes for use in
advertising
 In the lead-up to release, we will send through daily links to online reviews
with a round-up of URLs included in the weekly report

10.  DDA would look to bring directors Mike McCoy and Scott Waugh over to the
UK for press and have them host a gamers and bloggers screening, where
they would introduce the movie and host a brief Q&A
 DDA would look to work alongside either the Act of Valor game publisher/or
the publisher of a pre-existing game, such as Battlefield or Call of Duty, to host
this military-themed screening. The screening would take place at an army
barracks or an appropriately themed venue (In & Out Club, The Victory
Services Club etc) to which we would look to invite our extensive list of online
gamer, newspaper, lads mag and blogger press
 Gaming pods featuring demos of the game will be available for press to test
post-screening
 DDA will look to ensure the private screening will be decked out with military
gear, and if possible, feature weapons/props from the movie. We would also
look to have stunt co-ordinators who worked on the movie take part in
informal Q&As and demonstrations in the reception area
 In addition, DDA Digital will look to run online competitions to win tickets to the
screening the week beforehand to build buzz. If there is no embargo, winners
attending the screening would be encouraged to Tweet/Facebook about their
experience

11.  DDA would pursue securing time with any available talent from the movie,
ideally the Navy SEALs, who we would look to tour round the head offices of
outlets such as Empire, Nuts, Telegraph online, Zoo and Digital Spy. The SEALs
could lead mini-office work-outs for journalists, where they would be
encouraged to take photos and tweet about the experience
 Invite a selection of key journalists and bloggers out to the BMF (a British
Military Fitness camp) ahead of the release of the movie. Journalists would be
put to the test by a dedicated military instructor who would show them exactly
what kind of training they take part in ahead of a mission
 We would also look to secure time with any available stunt co-ordinators in
order to lead a bespoke boot camp session and demonstrate how certain
effects and shots in the movie were achieved. We would look to invite key
bloggers who write for Ultra Culture, Yahoo, On the Box, Film Juice and Hey U
Guys

12.  The 10 Greatest Combat Movies of all Time
A look at the most intense and action packed combat movies
over the years, from Apocalypse Now to Platoon
 Military in the Movies
A look at some of the most technically effective military movies to
have hit the silver screen, from The Hurt Locker to Black Hawk
Down to Full Metal Jacket
 Iconic Soldiers of the Silver Screen
A feature which will look at some of the most famous soldiers from
the movies, such as Rambo, Maverick and Captain Willard

13. Pending further discussions with Momentum, DDA would look to create a UK
Facebook page to support the theatrical release of Act of Valor
Frequency of communication will increase nearer to the release date,
culminating with at least one post to fans every day in the week leading up to
release
The page will:
 Feature the UK poster artwork as the main image on the page
 Run with continual and strategic updates starting with the announcement of
the release of the movie in UK cinemas
 Maintain regular online communication with fans throughout the weeks
approaching release
 Feature video clips after exclusivity periods have expired with target partner
sites
 Host URL re-directs to breaking features and clips in the news feed of the
Facebook page

14.  Polls and quick questions will be posted in the news feed of the Facebook
page, for example favourite combat movie. These are well received by fans
and often encourage comments
 Character profiles will be revealed each day leading up to the release of the
movie to introduce the Navy SEALs to fans ahead of seeing the movie
 A live Q&A with either the directors or the Navy SEALs featured in the movie.
Q&A could take place with a third party site such as Empire and be pushed
via their Facebook and Twitter pages
 DDA will encourage sites to post exclusives and information on their
Facebook channels and post links back to the Act of Valor Facebook page
to boost fans
 Offer Call of Duty MW3 and Battlefield games as prize fund via the Facebook
page to incentivise new fans to ‘like’ the page. Push competition out via
competition forums to seed out entrants. Also promote via the film blogs
 DDA will ensure that the official Facebook page will link to any relevant
marketing activity throughout the campaign
 Link to cinema chain websites to increase and incentive pre booking

15. January 2012
 Act of Valor included in features on upcoming 2012 movies
 Trailer exclusive to run with target site and then pushed out wide
 Images placement
February 2012
 Screenings for key online press and blogs
 Junket nominations for key online press and blogs put forward
March 2012
 Junket (TBC)
 Exclusive clips
 Special military-themed gamers and bloggers screening

16. Week of release
 Military Boot Camp and Navy SEALs activity
 Reviews
 Creative features
 Three minute exclusive clip

18.  £3,000 for the entire campaign
 Plus 12% for all expenses

19. London
Marc Foley-Comer
DDA Public Relations
192-198 Vauxhall Bridge Road
London, SW1V 1DX
T: +44 (0)20 7932 9800
E: marc.foley-comer@ddapr.com
W: www.ddapr.com