Case study

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Ed Sheeran – Jumpers for Goalposts World Premiere

The Brief

To achieve stand out mass media coverage for the World Premiere of Ed Sheeran’s concert film Jumpers for Goalposts, the story of Ed’s triumphant road to Wembley where he wowed 80,000 fans in July 2015.

The Solution

From London’s Odeon Leicester Square, this special global cinema event which included red carpet highlights, a magical live performance from Ed plus the film itself, was beamed via satellite to thousands of cinema screens all around the world.

Key outlets from the world’s media and photographers took their spots on the ‘green’ carpet and were treated to interviews and photos with Ed alongside a whole host of other famous faces including Olly Murs, Game of Thrones Maisie Williams, Rizzle Kicks, the new Spider-Man Tom Holland and much to the crowd’s delight Justin Bieber.

Influential YouTubers including Jake Boys, Emily Canham, Chai Cameron and Dodie Clark also attended. By encouraging them to post to social media, we generated invaluable online coverage hitting the perfect target audience on the night.

The Results

A multitude of online, print and broadcast coverage, including The Mail Online, Yahoo, MSN, The Mirror, and BBC.

Broad reach with tweets and videos from YouTubers, which were shared and engaged with by their followers.

#EdCarpet trending in the UK.