PUBLISHING PACK FOR MUSEUM USE ON SOCIAL ...

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Walking with Dinosaurs: Prehistoric Planet 3D PUBLISHING PACK FOR MUSEUM USE ON SOCIAL PLATFORMS


Using this packThis pack outlines content examples for posts which fall under 7 content “pillars” (Continuing the Story, Box Office Promotion, Leveraging Other Assets, Branded Infographics, Branded Fact Files, Conversation Tools, and Behind-the-Scenes Videos). The copy provided with each post is recommended but not compulsory. Museums may want to add

promotional messaging, although we’d advise not over-saturating content with these messages.

Understanding the assets

ImageProposed copy to be used in

conjunction with adjacent image

The platform(s) the copy is designed for (Facebook, Instagram,

Twitter)

Image no.

Each complete piece of content has been packaged individually to allow the publishing process to be as simple and efficient as possible.


Understanding the assets cont.

Beneath each example post in this PDF will be a figure number which corresponds to an asset found in the “Publishing Assets” folder also supplied in this pack.

In the “Publishing Assets” folder this figure number will be followed by a set of letters which outline the platforms the content is optimised for; FB = Facebook TW = Twitter INSTA = Instagram


To extract the optimum performance out of this Publishing Pack, theAudience advises the following best publishing practises. Following these principles will maximise the content’s potential in engaging an audience on social.

Keep copy as short as possible theAudience has proposed copy to accompany each individual image in this pack. This copy can be used as an example with sales messages attached (or can be changed completely) although we would advise not directly marketing the film in more than 60% of the content as sales messages can lose traction when used at a high frequency on social. !

Vary the content pillars when publishing theAudience recommends varying the content pillars when publishing to ensure the audience is receiving varied messaging, retaining interest in the product for a long period of time. !

Publish 3-5 pieces of content per week In order to ensure fans are not overly served with Walking with Dinosaurs: Prehistoric Planet 3D content theAudience recommends publishing 3-5 pieces of dedicated posts per week. This allows the six content pillars to be utilised in a varied fashion. !

Use the correct image size for the platform you are publishing on A guide to understanding how the content in the “Publishing Assets” folder is used can be found on the previous page. !

Follow the Publishing Plan A plan outlining when and what to post can be found in this pack entitled “Walking with Dinosaurs: Prehistoric Planet 3D Publishing Plan” !

Publishing best practices


Walking with Dinosaurs: Prehistoric Planet 3D CONTENT OVERVIEW


Take to the skies with Alexornis and the rest of the Walking with Dinosaurs: Prehistoric Planet 3D cast at [Museum] now: [link]

Continuing the StoryUtilising official assets to help further the story on social, creating content which lives on specific platforms as well as promoting the

feature.

Strength in numbers: A herd of Pachyrhinosaurus in their communal nesting ground looking for a place to lay their eggs

A group of young Pachyrhinosaurus tuck in to some vegetation brought to them by their mother. One youngster can’t muscle in. Follow his adventure in Walking with Dinosaurs: Prehistoric Planet 3D, now showing at [Museum]

Crabs have been around for over 300 million years. Even longer than dinosaurs!

Feeding time. Open wide!

The curiosity of a young Pachyrhinosaurus. Will his adventurous nature lead to trouble? Find out in Walking with Dinosaurs: Prehistoric Planet 3D, now showing at [Museum]

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Take to the skies with Alexornis and the rest of the #WWD: Prehistoric Planet 3D cast at [Museum] now

A herd of Pachyrhinosaurus in their communal nesting ground looking for a place to lay their eggs #StrengthInNumbers

A group of young Pachyrhinosaurus tuck in to some vegetation. #WWD: Prehistoric Planet 3D now showing at [Museum]

A curious young Pachyrhinosaurus. Follow his journey in #WWD: Prehistoric Planet 3D, now showing at [Museum]



feature.

A wily Troodon snatches a Pachyrhinosaurus hatchling and makes a run for it

Leaving its mark: Troodon releases Pachyrhinosaurus to reveal a hole in the youngster’s frill

An appetising lunch for our young Pachyrhinosaurus

This quick footed Troodon has been caught snatching a Pachyrhinosaurus hatchling by a larger adult. Find out what happens next in Walking with Dinosaurs: Prehistoric Planet 3D, now showing at [Museum]

This Pachyrhinosaurus has found itself alone in the Cretaceous forest. Follows its journey in Walking with Dinosaurs: Prehistoric Planet 3D coming to [Museum] this [day/date].

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Follow this Pachyrhinosaurus hatchling's journey in WWD: Prehistoric Planet 3D. Coming to [Museum] this [DAY/DATE]

He’s behind you!!

Caught! Will Troodon escape? Find out in #WWD: Prehistoric Planet 3D, now showing at [Museum]


Who is a friend and who is foe?


feature.

The first few days, for a baby Pachyrhinosaurus, are the riskiest of all. Luckily, this Edmontonia is a herbivore

Three Hesperonychus look on as their prey escapes. The tiny meat-eaters were just over a foot tall!

Who is friend and who is foe?

An epic landscape, and within it a complete ecosystem, with creatures that seem out of this World

After quite an adventure, this Pachyrhinosaurus is returned to its siblings and the safety of the nest

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After quite an adventure, this Pachyrhinosaurus is returned to its siblings and the safety of the nest. Discover the adventure in Walking with Dinosaurs: Prehistoric Planet 3D, now showing at [Museum]


Behold Quetzalcoatlus, the largest creature to ever have flown and almost as big as a light aircraft


feature.

Parksosaurus watches on at a herd of migrating Pachyrhinosaurus in search of warmer climates

A call for help as a highly flammable forest burns around Pachyrhinosaurus. But the call doesn’t only alert friends…

Nanuqsaurus reaches out to pluck Quetzalcoatlus from the air. An incredible sight and even better in 3D! Walking with Dinosaurs: Prehistoric Planet 3D is now showing at [Museum]

A storm is coming. Walking with Dinosaurs: Prehistoric Planet 3D now showing at [Museum]

Catch Walking with Dinosaurs: Prehistoric Planet 3D before it finds you. Now showing at [Museum]

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Nanuqsaurus, a top predator and capable of plucking Quetzalcoatlus out of the air


The majestic Quetzalcoatlus takes flight, it reached speeds of over 50 miles an hour


feature.

Nanuqsaurus may well have displayed similar behaviour to lions when it comes to hunting. Teamwork was key

Nanuqsaurus isolate the weaker Pachyrhinosaurus to maximise the chance of catching their prey. Discover who wins the race for survival in Walking with Dinosaurs: Prehistoric Planet 3D, now showing at [museum]

Nanuqsaurus sense of smell and vision are super sharp. It is also wired to kill

The look of fear. A Nanuqsaurus herd has spotted the Pachyrhinosaurus in a hunter’s paradise

A herd of imposing giants: Edmontosaurus emerges from the mist

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Nanuqsaurus isolate the weaker Pachyrhinosaurus to maximise the chance of catching their prey


Chirostenotes was similar to what a 100kg chicken might look like, only stranger…


feature.

Much like today’s animals, herds of Pachyrhinosaurus had leaders. Becoming a leader often meant fighting, which could result in injury and, in extreme cases, death

The beauty of the Aurora Borealis. Forever a natural wonder

Pachyrhinosaurus adults weighed between two and four tons. One wrong move and this ice will give way…

Two adult Pachyrhinosaurus vs a Nanuqsaurus. Who will come out on top? Find out in Walking with Dinosaurs: Prehistoric Planet 3D. Now showing at [Museum]

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Two adult Pachyrhinosaurus vs a Nanuqsaurus. Who will come out on top? Find out in #WWD: Prehistoric Planet 3D

A Pachyrhinosaurus herd unwittingly walking out onto a frozen lake. Watch how the story unwinds at [MUSEUM]. Walking with Dinosaurs: Prehistoric Planet 3D coming this [DAY/DATE].

A Pachyrhinosaurus herd unwittingly walk out onto a frozen lake. WWD: Prehistoric Planet 3D coming this [DAY/DATE].

Becoming a Pachyrhinosaurus herd leader often meant fighting, which could result in injury &, in extreme cases, death


Nanuqsaurus gives out an almighty roar as it is injured during a fight


feature.

One day, this Pachyrhinosaurus hatchling will weigh up to four tons. Incredible given its initial size

There’s no rest in nature’s ever-changing story

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fig. 39


A Prehistoric ticket for a Prehistoric masterpiece. Walking with Dinosaurs: Prehistoric Planet 3D is now showing at [Museum]

Box Office PromotionCreating branded imagery to promote the release of the feature, allowing sales messages to be paired with engaging visuals.

Your seat for Walking with Dinosaurs: Prehistoric Planet 3D is ready. Come and explore a time when dinosaurs ruled the earth

A snack fit for a herbivore. Are you ready? Walking with Dinosaurs: Prehistoric Planet 3D is now showing at [Museum]

3D glasses at the ready. Walking with Dinosaurs: Prehistoric Planet 3D is now showing at [Museum]

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A Prehistoric ticket for a Prehistoric masterpiece. #WWD: Prehistoric Planet 3D is now showing at [Museum]

A snack fit for a herbivore. Are you ready? WWD: Prehistoric Planet 3D is now showing at [Museum]

Your seat for #WWD: Prehistoric Planet 3D is ready. Come & explore a time when dinosaurs ruled the earth

3D glasses at the ready. #WWD: Prehistoric Planet 3D is now showing at [Museum]


Incredible landscapes to house incredible creatures

Box Office PromotionBranding the world of Walking with Dinosaurs: Prehistoric Planet 3D to push sales messages.

The calm before the storm. Watch Walking with Dinosaurs: Prehistoric Planet 3D at [Museum] now

Watch prehistoric Alaska come to life in Walking with Dinosaurs: Prehistoric Planet 3D, now showing at [Museum]

The sun may set but this prehistoric planet never sleeps

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Watch prehistoric Alaska come to life in #WWD: Prehistoric Planet 3D, now showing at [Museum]

The calm before the storm. Watch #WWD: Prehistoric Planet 3D at [Museum] now


An interactive encyclopaedia narrated by the one-and-only Stephen Fry. Need we say more? http://po.st/WWDitw

Leveraging Other AssetsPromoting the applications that accompany Walking with Dinosaurs content with interesting and engaging creative.

If you loved the action in the movie, download Walking with Dinosaurs: Dino Run! for free now. Caution: highly addictive! http://po.st/WWDdinorun

If you loved the movie, start your very own journey now: http://po.st/WWDpatchi

If you loved the movie, why don't you create some incredible and funny photos with the Walking with Dinosaurs: Photo Adventure app: http://po.st/WWDphoto

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Love the movie? Download #WWD: Dino Run! for free now. Caution: highly addictive! http://po.st/WWDdinorun

Love the movie? Create some incredible and funny photos with the #WWD: Photo Adventure app: http://po.st/WWDphoto

If you loved learning about dinosaurs in the movie, check out our interactive encyclopaedia narrated by the one-and-only Stephen Fry: http://po.st/WWDitw

If you loved the music by Paul Leonard-Morgan in the film, download his soundtrack to Walking with Dinosaurs: The 3D Movie: http://po.st/WWDost

fig. 52

Download the #WWD: The 3D Movie OST by Paul Leonard-Morgan here: http://po.st/WWDost

http://po.st/WWDitw

http://po.st/WWDdinorun

http://po.st/WWDpatchi

http://po.st/WWDphoto

http://po.st/WWDdinorun

http://po.st/WWDphoto

http://po.st/WWDitw

http://po.st/WWDost

http://po.st/WWDost


That’s one smelly air balloon!

Branded InfographicsCreating branded infographics from Walking with Dinosaurs: Prehistoric Planet 3D facts to further interest the audience in the feature.

The largest creature that has ever flown and one of the stars of Walking with Dinosaurs: Prehistoric Planet 3D

It’s safe to say that Edmontonia liked a bit of veg!

Pachyrhinosaurus finds this out firsthand in Walking with Dinosaurs: Prehistoric Planet 3D

Found the world over and in Walking with Dinosaurs: Prehistoric Planet 3D

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fig. 55

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Pachyrhinosaurus finds this out firsthand in #WWD: Prehistoric Planet 3D

Found the world over and in #WWD: Prehistoric Planet 3D

The largest creature that has ever flown and one of the stars of #WWD: Prehistoric Planet 3D

fig. 56

A bone-crushingly good fact


Get your teeth into this fact

Branded InfographicsCreating branded infographics from Walking with Dinosaurs: Prehistoric Planet 3D facts to further interest the audience in the feature.

Even great predators such as tyrannosaurs were vulnerable to tumours

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Safe to say that is a rather small brain!

A different climate. Discover how dinosaurs made the most of Alaska in Walking with Dinosaurs: Prehistoric Planet 3D, now showing at [Museum]

A different climate. Discover how dinosaurs made the most of Alaska in #WWD: Prehistoric Planet 3D

Quetzalcoatlus and its ‘big mouth’

Ankylosaurs like Edmontonia had among the smallest brains relative to body size of any dinosaur. Their brains were a similar size to that of a kitten's even though their bodies weighed as much as 3200 kittens!


We think of dinosaurs as being giant beasts but Hesperonychus was rather small

Branded Fact FilesCreating branded fact files to present quick, easily digestible information accompanied by a striking visual to entice the audience into

wanting more.

Imagine what it feels like to have 2,000 teeth!

Not a dinosaur, but a mammal like us. Meet Alphadon

Watch Alexornis come face-to-face with Pachyrhinosaurus in Walking with Dinosaurs: Prehistoric Planet 3D

Edmontonia’s reactive armour. Incredible

Chirostenotes made the most of its elongated second finger

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Watch Alexornis come face-to-face with Pachyrhinosaurus in #WWD: Prehistoric Planet 3D


One hell of a bite

Branded Fact FilesCreating branded fact files to present quick, easily digestible information accompanied by a striking visual to entice the audience into

wanting more.

Parksosaurus shared some attributes with humans

One rather intelligent dino. Meet Troodon

Pachyrhinosaurus’ incredible tooth conveyor belt

Named after an Aztec God and sporting a giant mouth. Meet Quetzalcoatlus

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fig. 74


Meat, veg, or a bit of both?

Conversational ToolsA pillar which is aimed at a younger demographic to encourage conversation and sharing by using tools which they are familiar with

interacting with.

Herds of dinosaurs have leaders. They have to fight to become one. Would you be one?

Probably the hardest question of all!

You can only be one, what would you be?

We want to hear your dinosaur museum stories. Let us know your favourite memories below

Have you ever seen a fossil that took your breath away?

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Conversational ToolsA pillar which is aimed at a younger demographic to encourage conversation and sharing by using tools which they are familiar with

interacting with.

Nanuqsaurus has both, but you’re only allowed one. What will it be?

Just a bit of fun! Let us know

Our young Pachyrhinosaurus witness the Northern Lights in Walking with Dinosaurs: Prehistoric Planet 3D but have you ever seen them? What were they like?

If time travel was possible who would you take?

Quiz time!

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We’re going for T. rex!

They feature in #WWD: Prehistoric Planet 3D but have you ever seen them?


Behind-the-Scenes VideosAdding an extra level of context to the making of Walking with Dinosaurs: Prehistoric Planet 3D by linking to behind-the-scenes

videos with engaging visual stills from the content.

Why did herds of dinosaurs migrate each year? http://po.st/WWDbts3

How do we know some dinosaurs had feathers? Palaeontologist Dr. Steve Brusatte explains: http://po.st/WWDbts5

How challenging was it to capture the landscapes used in Walking with Dinosaurs: Prehistoric Planet 3D? Director Neil Nightingale explains: http://po.st/WWDbts2

Introducing Nanuqsaurus, one of T. rex’s closest cousins: http://po.st/WWDbts6

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How challenging was it to capture the landscapes used in #WWD: Prehistoric Planet 3D? http://po.st/WWDbts2

Neil Nightingale, director of Walking with Dinosaurs: Prehistoric Planet 3D explains how the incredibly realistic dinosaurs were created in this film: http://po.st/WWDbts1

Ever wondered how the dinosaurs in #WWD: Prehistoric Planet 3D are so realistic? http://po.st/WWDbts1

Find out more about the great meat eaters that can be seen in Walking with Dinosaurs: Prehistoric Planet 3D from palaeontologist Dr. Steve Brusatte: http://po.st/WWDbts4

Find out more about the predators that can be seen in #WWD: Prehistoric Planet 3D: http://po.st/WWDbts4

http://po.st/WWDbts3










Thank you

[email protected] +44 (0) 7413 714608

Joe [email protected]

+44 (0) 7747 031037

Tom Smyth

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