Walt Disney DM TRON BITS by 42 Entertainment

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Industry Cinemas, Theatres & Concert Halls, Records & Cinema Production
Media Direct marketing
Market United States
Agency 42 Entertainment
Art Director Johnny Rodriguez
Released April 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: DISNEY
Product/Service: FILM PROMOTION
Date of First Appearance: Apr 10 2010
Entrant Company: 42 ENTERTAINMENT, Pasadena, USA
Producer / Project Director: Susan Bonds (42 Entertainment)
Creative Director / Lead Designer: Alex Lieu (42 Enterrtainment)
Art Director: Johnny Rodriguez (42 Entertainment)
Media placement: 3D Printing - Direct Mail - 10/04/2010

Describe the brief/objective of the direct campaign.
The BIT direct mail campaign was the kick off to an immersive, multi-platform experience for the film TRON: Legacy.

The goal of the direct mail campaign was to build positive buzz for the film, excite the core Tron fans, and lead them online where they would discover a whole new chapter of Tron fiction that spanned the gap between the original 1982 TRON film and the new movie.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To kick start the campaign for the NEW Tron Legacy film, hundreds of iconic bits were created using an innovative 3D printing process that replicated one of the first digital characters used in the groundbreaking 1982 TRON. A Bit represented dimensionally "yes" "no" and "neutral state" in programming language.

One of the most iconic characters from the original film, these bits became instant classic collectibles and inspired hundreds of press articles, online posts and tweets from fans who quickly spread the news that the world of TRON was alive and that they could unlock parts of the new story.

Explain why the creative execution was relevant to the product or service.
A BIT is a CGI character from the original TRON film. It has 3 states: YES, NO and AT REST. When Kevin Flynn (Jeff Bridges), rouge videogame programmer, got rezzed into the computer, these bits helped him navigate the grid. Over the years, clips of these bits were celebrated on YouTube.

These bits were individually mailed to influential press and bloggers which led them to a digital ecosystem of websites, and set the online community on a worldwide search for Kevin Flynn, the main character from the first film and a central figure in the new one.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The BIT direct mailer generated over 500 online articles and 100,000 online impressions, and kick started a 2 year immersive campaign that culminated in over 5 million TRON fan searching for Kevin Flynn for over a year and a half. The bits represented a promise to fans that they would get to participate in the world of TRON, and also receive manifestations of that world through participation.

The response from getting something so iconic and valuable from the world of Tron through direct mail was overwhelming.