ENCOM AT WONDERCON by 42 Entertainment for Walt Disney

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ENCOM AT WONDERCON

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Industry Culture, Leisure & Sport, Records & Cinema Production
Media Promo & PR
Market United States
Agency 42 Entertainment
Creative Director Alex Lieu
Producer Susan Bonds
Released April 2010

Credits & Description

Category: Entertainment & Leisure
Advertiser: DISNEY
Product/Service: ENTERTAINMENT
Agency: 42 ENTERTAINMENT
Date of First Appearance: Apr 2 2010
Entrant Company: 42 ENTERTAINMENT, Pasadena, USA
Entry URL: http://www.alternaterealitybranding.com/flynnlives_wondercon
Producer/Project Director: Susan Bonds (42 Entertainment)
Creative Director/Lead Designer: Alex Lieu (42 Entertainment)
Media placement: Live Event - San Francisco Wondercon - 02/04/2010
Describe the objective of the promotion.
The objective for the ENCOM at Wondercon event was to invest core Tron fans in the fiction of the movie and generate publicity for Disney's new TRON: Legacy theatrical release.
Tron fans were given an opportunity to "live the movie" by participating in a live filmed event that introduced the film's new hero, Sam Flynn (Garrett Hedlund) and allowed audiences in the millions to make an emotional connection to the character.
Given that the franchise was rebooting after 28 years, this was an ambitious challenge to capture both original fans and new fans that required a big idea and execution.
Describe how the promotion developed from concept to implementation.
In the movie TRON: Legacy, ENCOM CEO Alan Bradley makes a reference to Sam Flynn's "annual prank" during company events. This moment from the script was the inspiration for staging a live Encom press conference in San Francisco that would be interrupted by the film's hero, Sam Flynn.
Weeks before Wondercon, Encom announced on IGN.com they would be holding an event in San Francisco. Tron fans organised through viral websites, Facebook and Twitter to disrupt the event. Sam Flynn trumped them all in a spectacular way by skydiving into the embarcadero and pulling off his annual ENCOM "prank."
Explain why the method of promotion was most relevant to the product or service.
The ENCOM event was strategically staged during Wondercon, a comic book and pop culture convention held in downtown San Francisco and attended by 35,000 fans and entertainment press.
Tron fans were able to participate in the Encom press conference, work together though Twitter, Facebook and online forums to organise to interrupt the press conference, but get "beat to the punch" literally when the new hero flew over in an Encom helicopter and skydived into the event. Through this spectacular display, they were introduced to the film's hero, and the press were there to capture it all.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Over 1,500 people on the ground witnessed Sam Flynn’s skydive.
Over 1,000 online articles document the event, earning 100 million online impressions.
5 million people joined the search for Kevin Flynn over a year and a half, and millions followed the journey of his son, Sam, after being dramatically introduced to him through this event, and subsequently uncovering video that allowed them to understand the affect his father's disappearance had on him.