The Hobbit: The Desolation of the Smaug - Tracking of Marketing - Before official tracking

Example 1:

This is an article from the BBC. It details the specifics of a New Zealand city, Wellington, being officially renamed as "Middle Earth". This is the city where The Hobbit premiere will take place.

The new name will be reflected on postmarks on letters and the main local newspaper as the city "has been integral in bringing the fantasy world of JRR Tolkien to life on the big screen".

This will cause wide media attention which will result in reporting for the film. It would especially attract attention in New Zealand as it is more relevant to the area.