PROMETHEUS as an example of what kind of marketing is possible for entertainment.
By Hunter Bird (Director)
Love it or hate it, you can't deny the buzz that Ridley Scott's PROMETHEUS generated for itself.
CoCreate did an in-depth article about the targeting marketing plan that the movie implemented to attract audiences.
To summarize the trajectory of the marketing plan:
- The above "TED" Talk went viral. It's placed on Youtube and on the official TED website.
- The hub for the online content, Weyland Industries site, went online, with limited digital content as well as hidden content for users who explored in-depth enough (enough to decipher the hidden Morse code message blinking from a star on one of the pages.)
- Based on signups, "Investors" (the name given to users who registered with the online campaign) were emailed with exclusive content, as well as a preview for additional content.
- Coinciding with Wondercon, a slew of new digital content became available on the website, including a secret video which was sent to fans' phones.
- The campaign then put out job searches on LinkedIn for Weyland Corporation in order to take part in the "Training Center experience"
- Partnering with Microsoft, the website launched a puzzle game that allowed users additional content (and cross platformed to facebook, which yielded additional puzzle clues)
- An additional website, Discover New Worlds, was released. The website featured new content, as well as a multi-website search which yielded new content.
- Finally, at the end of the movie, a logo of the "company" was displayed, as well as the tagline "Building Better Worlds Since 10.11.12" and a url listing to this site.
According to the Creative Director of Ignition Interactive (the company responsible for this campaign), Chris Eyerman stated, "The key is to never pre-package the answers. Insert gaps in the right places and create an environment where people are compelled to talk to each other to get the whole story."
I think about what this could mean for theaters, or the way marketing for shows could occur outside of the theater. The closest example I could think of is Pundrunks' Sleep No More. The website is of the world of the show, and not necessarily of our consumer world. Therefore, the digital content becomes an extension of the world of the show, rather than simple digital content advertising the show as a product. So, users have the chance to continue to interact with the show outside of the theatrical experience.
I'm not advocating this for every theatrical experience at ALL. (Lord knows I don't need to explore Phantombook or a Leap of Faith twitter account.)
But, continuing to expand theatrical worlds through digital content seems like an exciting new marketing strategy to continue user-interface with the experiences of a show outside of the theater.