Song Sung Blue – Publicity & Influencer Marketing

Celebrating the Digital and Blu-ray release of Song Sung Blue, Universal Pictures Home Entertainment engaged MKM to support a multi-faceted publicity and influencer campaign designed to generate earned media, amplify talent participation and extend the film's reach across entertainment, lifestyle and pop culture audiences throughout the U.S. and Canada.

The campaign combined traditional publicity with strategic influencer marketing to build sustained awareness around the release. Editorial outreach resulted in widespread entertainment coverage, while exclusive bonus content was distributed to leading media outlets to create fresh conversation and drive continued interest. 

MKM also worked alongside the awards team to coordinate select interview opportunities with writer, director and producer Craig Brewer, helping secure meaningful coverage surrounding the film.

To complement the publicity efforts, MKM developed a premium influencer gifting campaign inspired by the joy, music and nostalgia at the heart of Song Sung Blue. Thirty lifestyle, entertainment and pop culture creators, along with select media, talent and partners, received custom mailers featuring a branded record player, Song Sung Blue soundtrack vinyl, replica sequin vest, branded guitar picks, behind-the-scenes retro photo prints, beanie and a Digital code to watch the film at home. The collector-focused experience encouraged authentic unboxings while celebrating the film's music-driven story.

Talent participation further expanded the campaign's reach, with cast members, filmmakers and partners sharing content across their own social channels to amplify the release and connect with fans.

MKM managed publicity strategy, media outreach, influencer gifting, talent coordination, exclusive content placements and campaign reporting.

CLIENT: UNIVERSAL PICTURES HOME ENTERTAINMENT