iMedia Connection: In Search of QEIB: Gordon Paddison Interview

Interesting insight into New Line Cinema's online strategy for the launch of the Lord of the Rings trilogy. Gordon re-wrote the book on this - and few have even got close to catching up.

Music, film, gaming, entertainment companies all attempt to create "buzz" - but to often companies execute half-assed PR driven efforts. Unless proper commitment is given to a well thought through strategy, a campaign will not be successful.

New Line did something simple, but very effective - they created a decentralised influencer (site owners) network, and served that audience with total focus. I know site owners who have worked with Gordon, and they tell me that his dedication to cause has been absolutely exceptional.

Also see: In Search of the Great Online Buzz