20th Century Fox Case study PROMETHEUS INTEGRATED CAMPAIGN by Ignition Interactive/Santa Monica

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PROMETHEUS INTEGRATED CAMPAIGN

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Industry Business equipment & services, Corporate Image
Media Case study
Market United States
Agency Ignition Interactive/Santa Monica
Creative Director Ridley Scott
Art Director Nick Boes
Copywriter Damon Lindelof
Released May 2013

Awards

Cannes Lions 2013
Branded content & entertaiment lions Branded Entertainment; Best integrated content campaign Gold

Credits & Description

Type of entry: Branded Entertainment
Category: Best integrated content campaign
Advertiser: TWENTIETH CENTURY FOX
Product/Service: PROMETHEUS FILM
Agency: IGNITION INTERACTIVE Santa Monica, USA

ECD/Creative Director: Evan Dehaven/Chris Eyerman (Ignition Interactive)
Producers: Maiko Sakurai/Parker Sapp/Jamie Somphanthabansouk/Sheila Iverson (Ignition Interactive)
Social Media: James Cobo/Amber Eyerman/Lindsey Shaw (Ignition Interactive)
Developers: Matt Johnston/Matthew Goshman/Matt Matijevich/Thomas Mulloy (Ignition Interactive)
Art Director: Nick Boes (Ignition Interactive)
Designers: Andy Burdin/Nick Jones/Wilson Saloj (Ignition Interactive)
Copywriters: Ashley Crandall/Nina Kauffman And Meredith Rose (Ignition Interactive)
Chief Operations Officer: Anton Molleda (Plain Concepts)
Creative Director: Ridley Scott (RSA)
Copywriter: Damon Lindelof (RSA)
Executive Producer: Caspar Delaney (RSA)
Directors: Johnny Hardstaff/Luke Scott (RSA)
Cinematographer: Mark Patten (RSA)
Post Production Facility: (RSA/Absolute/Hoxton Redsox)
Editors: Ed Cheeseman/Ben Harrex/Owynne Dawkins (RSA)
Post Production Facility: (Absolute/Hoxton Redsox)

Describe the campaign/entry
With little branded content restriction in the United States, we were able to utilize both traditional and non-traditional platforms to release campaign-related content, extending our reach across the web through a variety of editorial and brand partnerships. While most video content traditionally produced for film marketing consist of trailers, we helped create several unique, high-value video pieces and distributed and socially supported them across a variety of platforms. Partners included TEDTalks, Mashable, Verizon FIOS and Microsoft, giving the campaign greater exposure and a unique point of view that aligned with the film's narrative. Guerilla tactics like our LinkedIn recruitment of influencers for the Project Prometheus Training Center extended the campaign further into the real world.


Results
Our campaign introduced fans and new audiences to the rich story world around Prometheus through a potent mix of social, traditional and transmedia storytelling. The effort was meticulously constructed to maximize conversation and speculation about the film through a drip-feed of content and experiences that played out over several months.

We kicked off the Prometheus campaign with a 2023 TEDTalk by Sir Peter Weyland, played by Guy Pearce. The video premiered at the 2012 TED conference—as if it were a real-life TED Talk—and highlighted a future society's challenges around rapidly advancing technology. The unique video captured the Internet's attention, and led users to the campaign's hub site WeylandIndustries.com, and a rabbit hole of additional Prometheus content.


We debuted the 8th Generation David android with an online announcement that rivaled any major technology product release. We unveiled the David 8 product advertisement video on Mashable and Verizon FiOS, and drove additional users to the video through an ad in the Wall Street Journal, an investor announcement and a comprehensive product page on the Weyland Industry site. The cumulative effect of the David 8 event resulted in more social traffic than any other single date during the campaign, including the trailer's release.

In the weeks leading up to the film's release, we introduced Noomi Rapace's character, Dr. Shaw, through a video that highlighted her plea to Sir Peter Weyland to fund the Prometheus mission. The interest generated by the video led to Project Genesis, where fans assisted Dr. Shaw in her globe-trotting search for the ancient artifacts that would lead to the discovery of the Engineers' planet. Scattered bits of narrative were seeded across the web—through social properties and editorial outlets—generating conversation as fans had to crack the code to unveil additional content.


We crafted a months-long campaign for Prometheus that marked the first time extensive original video content has been created to market a film. We launched Peter Weyland's TEDTalk from 2023 at TED2012, partnered with Mashable and Verizon FIOS to debut a David 8 product commercial and joined forces with Microsoft to unlock an exclusive clip from the film on stage during their E3 X-Box Smartglass announcement event. For those motivated to engage further, we created a deeper well of narrative activities and content, and seeded materials to press, editorial outlets, and influencers.


As a result of our sprawling transmedia campaign, we garnered over 3bn total media impressions, including over 2bn social media impressions and almost 1bn editorial impressions, along with tens of millions of video views and hundreds of thousands "investor" signups. Fans hungrily followed along, as they were given an active role to play in the narrative and their own place in the story world—which translated to ticket purchases. The effort resulted in one of the top box office grosses of 2012, one of the biggest R-rated openings ever and one of the most-talked about films of all time.