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

COMPANY CONFIDENTIAL Using this pack This 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 Each complete piece of content has been packaged individually to allow the publishing process to be as simple and efficient as possible.

The platform(s) the copy is designed for (Facebook, Instagram, Proposed copy to be used in Image Twitter) conjunction with adjacent image

Image no.

COMPANY CONFIDENTIAL 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

COMPANY CONFIDENTIAL Publishing best practices 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” !

COMPANY CONFIDENTIAL Walking with Dinosaurs: Prehistoric Planet 3D CONTENT OVERVIEW

COMPANY CONFIDENTIAL Continuing the Story Utilising official assets to help further the story on social, creating content which lives on specific platforms as well as promoting the feature.

Take to the skies with Alexornis and the rest of the Walking with Dinosaurs: Prehistoric Planet 3D cast at [Museum] now: [link] Crabs have been around for over 300 million years. Even longer than dinosaurs!

Take to the skies with Alexornis and the rest of the #WWD: Prehistoric Planet 3D cast at [Museum] now fig. 1 fig. 2

Strength in numbers: A herd of Pachyrhinosaurus in their communal nesting ground looking for a place to lay their eggs Feeding time. Open wide!

A herd of Pachyrhinosaurus in their communal nesting ground looking for a place to lay their eggs #StrengthInNumbers fig. 3 fig. 4

A group of young Pachyrhinosaurus tuck in to some The curiosity of a young Pachyrhinosaurus. Will his vegetation brought to them by their mother. One adventurous nature lead to trouble? Find out in youngster can’t muscle in. Follow his adventure in Walking with Dinosaurs: Prehistoric Planet 3D, now Walking with Dinosaurs: Prehistoric Planet 3D, now showing at [Museum] showing at [Museum]

A group of young Pachyrhinosaurus tuck in to some A curious young Pachyrhinosaurus. Follow his vegetation. #WWD: Prehistoric Planet 3D now journey in #WWD: Prehistoric Planet 3D, now showing at [Museum] showing at [Museum] fig. 5 fig. 6

COMPANY CONFIDENTIAL Continuing the Story Utilising official assets to help further the story on social, creating content which lives on specific platforms as well as promoting the feature.

An appetising lunch for our young He’s behind you!! Pachyrhinosaurus

fig.7 fig. 8

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

Caught! Will Troodon escape? Find out in #WWD: Prehistoric Planet 3D, now showing at [Museum] fig. 9 fig. 10

This Pachyrhinosaurus has found itself alone in the Cretaceous forest. Follows its journey in Walking with Dinosaurs: Prehistoric Planet 3D coming to Leaving its mark: Troodon releases [Museum] this [day/date]. Pachyrhinosaurus to reveal a hole in the youngster’s frill Follow this Pachyrhinosaurus hatchling's journey in WWD: Prehistoric Planet 3D. Coming to [Museum] this [DAY/DATE] fig. 11 fig. 12

COMPANY CONFIDENTIAL Continuing the Story Utilising official assets to help further the story on social, creating content which lives on specific platforms as well as promoting the feature.

Who is a friend and who is foe? Who is friend and who is foe?

fig. 13 fig. 14

The first few days, for a baby Pachyrhinosaurus, are An epic landscape, and within it a complete the riskiest of all. Luckily, this Edmontonia is a ecosystem, with creatures that seem out of this herbivore World

fig. 15 fig. 16

After quite an adventure, this Pachyrhinosaurus is returned to its siblings and the safety of the nest. Discover the adventure in Walking with Dinosaurs: Three Hesperonychus look on as their prey escapes. Prehistoric Planet 3D, now showing at [Museum] The tiny meat-eaters were just over a foot tall!

After quite an adventure, this Pachyrhinosaurus is returned to its siblings and the safety of the nest fig. 17 fig. 18

COMPANY CONFIDENTIAL Continuing the Story Utilising official assets to help further the story on social, creating content which lives on specific platforms as well as promoting the feature.

Nanuqsaurus reaches out to pluck Quetzalcoatlus from the air. An incredible sight and even better in 3D! Walking with Dinosaurs: Prehistoric Planet 3D is Behold Quetzalcoatlus, the largest creature to ever now showing at [Museum] have flown and almost as big as a light aircraft

Nanuqsaurus, a top predator and capable of plucking Quetzalcoatlus out of the air fig. 19 fig. 20

Parksosaurus watches on at a herd of migrating A storm is coming. Walking with Dinosaurs: Pachyrhinosaurus in search of warmer climates Prehistoric Planet 3D now showing at [Museum]

fig. 21 fig. 22

A call for help as a highly flammable forest burns Catch Walking with Dinosaurs: Prehistoric Planet 3D around Pachyrhinosaurus. But the call doesn’t only before it finds you. Now showing at [Museum] alert friends…

fig. 23 fig. 24

COMPANY CONFIDENTIAL Continuing the Story Utilising official assets to help further the story on social, creating content which lives on specific platforms as well as promoting the feature.

The majestic Quetzalcoatlus takes flight, it reached Nanuqsaurus sense of smell and vision are super speeds of over 50 miles an hour sharp. It is also wired to kill

fig. 25 fig. 26

Nanuqsaurus may well have displayed similar The look of fear. A Nanuqsaurus herd has spotted behaviour to lions when it comes to hunting. the Pachyrhinosaurus in a hunter’s paradise Teamwork was key

fig. 27 fig. 28

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] A herd of imposing giants: Edmontosaurus emerges from the mist

Nanuqsaurus isolate the weaker Pachyrhinosaurus to maximise the chance of catching their prey fig. 29 fig. 30

COMPANY CONFIDENTIAL Continuing the Story Utilising official assets to help further the story on social, creating content which lives on specific platforms as well as promoting the feature.

Chirostenotes was similar to what a 100kg chicken The beauty of the Aurora Borealis. Forever a natural might look like, only stranger… wonder

fig.31 fig. 32

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]. Pachyrhinosaurus adults weighed between two and four tons. One wrong move and this ice will give way… A Pachyrhinosaurus herd unwittingly walk out onto a frozen lake. WWD: Prehistoric Planet 3D coming this [DAY/DATE]. fig. 33 fig. 34

Much like today’s animals, herds of Two adult Pachyrhinosaurus vs a Nanuqsaurus. Who Pachyrhinosaurus had leaders. Becoming a leader will come out on top? Find out in Walking with often meant fighting, which could result in injury Dinosaurs: Prehistoric Planet 3D. Now showing at and, in extreme cases, death [Museum]

Becoming a Pachyrhinosaurus herd leader often Two adult Pachyrhinosaurus vs a Nanuqsaurus. Who meant fighting, which could result in injury &, in will come out on top? Find out in #WWD: Prehistoric extreme cases, death Planet 3D fig. 35 fig. 36

COMPANY CONFIDENTIAL Continuing the Story Utilising official assets to help further the story on social, creating content which lives on specific platforms as well as promoting the feature.

Nanuqsaurus gives out an almighty roar as it is There’s no rest in nature’s ever-changing story injured during a fight

fig. 37 fig. 38

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

fig. 39

COMPANY CONFIDENTIAL Box Office Promotion

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

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

A Prehistoric ticket for a Prehistoric masterpiece. A snack fit for a herbivore. Are you ready? WWD: #WWD: Prehistoric Planet 3D is now showing at Prehistoric Planet 3D is now showing at [Museum] [Museum] fig. 40 fig. 41

Your seat for Walking with Dinosaurs: Prehistoric 3D glasses at the ready. Walking with Dinosaurs: Planet 3D is ready. Come and explore a time when Prehistoric Planet 3D is now showing at [Museum] dinosaurs ruled the earth

Your seat for #WWD: Prehistoric Planet 3D is ready. 3D glasses at the ready. #WWD: Prehistoric Planet Come & explore a time when dinosaurs ruled the 3D is now showing at [Museum] earth fig. 42 fig. 43

COMPANY CONFIDENTIAL Box Office Promotion

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

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

Watch prehistoric Alaska come to life in #WWD: Prehistoric Planet 3D, now showing at [Museum] fig. 44 fig. 45

The calm before the storm. Watch Walking with Dinosaurs: Prehistoric Planet 3D at [Museum] now The sun may set but this prehistoric planet never sleeps

The calm before the storm. Watch #WWD: Prehistoric Planet 3D at [Museum] now fig. 46 fig. 47

COMPANY CONFIDENTIAL Leveraging Other Assets

Promoting the applications that accompany Walking with Dinosaurs content with interesting and engaging creative.

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 movie, start your very own journey now: http://po.st/WWDpatchi

An interactive encyclopaedia narrated by the one- and-only Stephen Fry. Need we say more? http:// po.st/WWDitw fig. 48 fig. 49

If you loved the movie, why don't you create some If you loved the action in the movie, download incredible and funny photos with the Walking with Walking with Dinosaurs: Dino Run! for free now. Dinosaurs: Photo Adventure app: http://po.st/ Caution: highly addictive! http://po.st/WWDdinorun WWDphoto

Love the movie? Download #WWD: Dino Run! for Love the movie? Create some incredible and funny free now. Caution: highly addictive! http://po.st/ photos with the #WWD: Photo Adventure app: WWDdinorun http://po.st/WWDphoto fig. 50 fig. 51

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

Download the #WWD: The 3D Movie OST by Paul Leonard-Morgan here: http://po.st/WWDost fig. 52

COMPANY CONFIDENTIAL Branded Infographics

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

Pachyrhinosaurus finds this out firsthand in Walking with Dinosaurs: Prehistoric Planet 3D That’s one smelly air balloon!

Pachyrhinosaurus finds this out firsthand in #WWD: Prehistoric Planet 3D fig. 53 fig. 54

The largest creature that has ever flown and one of the stars of Walking with Dinosaurs: Prehistoric Planet 3D A bone-crushingly good fact

The largest creature that has ever flown and one of the stars of #WWD: Prehistoric Planet 3D fig. 55 fig. 56

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

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

Found the world over and in #WWD: Prehistoric Planet 3D fig. 57 fig. 58

COMPANY CONFIDENTIAL Branded Infographics

Creating 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 Get your teeth into this fact vulnerable to tumours

fig. 59 fig. 60

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! Quetzalcoatlus and its ‘big mouth’

Safe to say that is a rather small brain!

fig. 61 fig. 62

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 fig. 63

COMPANY CONFIDENTIAL Branded Fact Files Creating branded fact files to present quick, easily digestible information accompanied by a striking visual to entice the audience into wanting more.

Watch Alexornis come face-to-face with Pachyrhinosaurus in Walking with Dinosaurs: Prehistoric Planet 3D We think of dinosaurs as being giant beasts but Hesperonychus was rather small

Watch Alexornis come face-to-face with Pachyrhinosaurus in #WWD: Prehistoric Planet 3D fig. 64 fig. 65

Imagine what it feels like to have 2,000 teeth! Edmontonia’s reactive armour. Incredible

fig. 66 fig. 67

Not a dinosaur, but a mammal like us. Meet Chirostenotes made the most of its elongated Alphadon second finger

fig. 68 fig. 69

COMPANY CONFIDENTIAL Branded Fact Files Creating branded fact files to present quick, easily digestible information accompanied by a striking visual to entice the audience into wanting more.

One hell of a bite Pachyrhinosaurus’ incredible tooth conveyor belt

fig. 70 fig. 71

Named after an Aztec God and sporting a giant Parksosaurus shared some attributes with humans mouth. Meet Quetzalcoatlus

fig. 72 fig. 73

One rather intelligent dino. Meet Troodon

fig. 74

COMPANY CONFIDENTIAL Conversational Tools A pillar which is aimed at a younger demographic to encourage conversation and sharing by using tools which they are familiar with interacting with.

Meat, veg, or a bit of both? You can only be one, what would you be?

fig. 75 fig. 76

Herds of dinosaurs have leaders. They have to fight We want to hear your dinosaur museum stories. Let to become one. Would you be one? us know your favourite memories below

fig. 77 fig. 78

Have you ever seen a fossil that took your breath Probably the hardest question of all! away?

fig. 79 fig. 80

COMPANY CONFIDENTIAL Conversational Tools A pillar which is aimed at a younger demographic to encourage conversation and sharing by using tools which they are familiar with interacting with.

Our young Pachyrhinosaurus witness the Northern Lights in Walking with Dinosaurs: Prehistoric Planet 3D but have you ever seen them? What were they like? We’re going for T. rex!

They feature in #WWD: Prehistoric Planet 3D but have you ever seen them? fig. 81 fig. 82

Nanuqsaurus has both, but you’re only allowed one. If time travel was possible who would you take? What will it be?

fig. 83 fig. 84

Just a bit of fun! Let us know Quiz time!

fig. 85 fig. 86

COMPANY CONFIDENTIAL Behind-the-Scenes Videos Adding 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.

Neil Nightingale, director of Walking with Dinosaurs: How challenging was it to capture the landscapes Prehistoric Planet 3D explains how the incredibly used in Walking with Dinosaurs: Prehistoric Planet realistic dinosaurs were created in this film: http:// 3D? Director Neil Nightingale explains: http://po.st/ po.st/WWDbts1 WWDbts2

Ever wondered how the dinosaurs in #WWD: How challenging was it to capture the landscapes Prehistoric Planet 3D are so realistic? http://po.st/ used in #WWD: Prehistoric Planet 3D? http://po.st/ WWDbts1 WWDbts2 fig. 87 fig. 88

Find out more about the great meat eaters that can be seen in Walking with Dinosaurs: Prehistoric Planet 3D from palaeontologist Dr. Steve Brusatte: Why did herds of dinosaurs migrate each year? http://po.st/WWDbts4 http://po.st/WWDbts3

Find out more about the predators that can be seen in #WWD: Prehistoric Planet 3D: http://po.st/ WWDbts4 fig. 89 fig. 90

How do we know some dinosaurs had feathers? Introducing Nanuqsaurus, one of T. rex’s closest Palaeontologist Dr. Steve Brusatte explains: http:// cousins: http://po.st/WWDbts6 po.st/WWDbts5

fig. 91 fig. 92

COMPANY CONFIDENTIAL Thank you Joe Battimelli Tom Smyth [email protected] [email protected] +44 (0) 7413 714608 +44 (0) 7747 031037

COMPANY CONFIDENTIAL