Walt Disney Promo END OF LINE CLUB AT COMIC CON by 42 Entertainment

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Industry Culture, Leisure & Sport, Records & Cinema Production
Media Promo & PR
Market United States
Agency 42 Entertainment
Art Director Johnny Rodriguez
Editor Chris May
Released July 2010

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: DISNEY
Product/Service: MOVIE
Date of First Appearance: Jul 22 2010
Entrant Company: 42 ENTERTAINMENT, Pasadena, USA
Entry URL: http://www.alternaterealitybranding.com/flynnlives_SDCC10
Producer/Project Director: Susan Bonds (42 Entertainment)
Creative Director/Lead Designer: Alex Lieu (42 Entertainment)
Interactive Design Director: Michael Borys (42 Entertainment)
Art Director: Johnny Rodriguez (42 Entertainment)
Technology: Todd Mohney (42 Entertainment)
Technology Architecture: George Cook (42 Entertainment)
Talent/Costume Production: Robert Fagan (42 Entertainment)
Game Designer: Mike Stein (42 Entertainment)
Experience Designer: Arin Delaney (42 Entertainment)
Writer: Kevin Perry (42 Entertainment)
Editor: Chris May (42 Entertainment)
Programmer: Sara Raasch (42 Entertainment)
Visual Designer: Jason Reyna (42 Entertainment)
Digital Screen: Marty Wickman (Chaos)
Construction Manager: David Bonds (42 Entertainment)
Finance/Project Management: Dave Thompson (42 Entertainment)
Concept Architecture: Mark Engberg (42 Entertainment)
Concept Architecture: Colin Stacey (42 Entertainment)
Lighting Design: Brian Gale (42 Entertainment)
Lighting Design: Trevor Burk (42 Entertainment)
Media placement: Live Event - San Diego Comic Con - 22/07/2010

Describe the objective of the promotion.
In 2010, TRON: Legacy returned to San Diego’s world famous Comic Con with simple goal - to be the most buzzed about film at the world’s largest comic book and pop-culture convention by allowing the attendees to actually be in the world created by the new movie.

Describe how the promotion developed from concept to implementation.
The concept of promotion was to allow Tron fans to walk in the footsteps of the film's hero, Sam Flynn, and experience "life on the grid".

Using viral sites, social media, and a real world scavenger hunt in San Diego, thousands of Tron fans were led through 3 real world re-creations from the film: Flynn's Arcade, Flynn's secret lab, and the END OF LINE CLUB - a fully immersive set from the Tron: Legacy film that took over two weeks to create.

Fans were able to mingle with fictional characters and be fully integrated into the Tron Legacy world.

Explain why the method of promotion was most relevant to the product or service.
The END OF LINE CLUB event was strategically staged during Comic Con, the world's largest comic book and pop culture convention held in San Diego and attended by 300,000 fans and entertainment press.

The END OF THE LINE CLUB was reproduced in exact scale as the scene in the new film, featuring digital windows that allowed Tron fans to experience the world of TRON: Legacy first hand, as if they themselves were a character in the movie.

The END OF LINE CLUB was also used as an exclusive party for Comic Con VIPs and press.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Over 3 days, 7,000 people in San Diego experienced the END OF LINE CLUB.
9,000 online, print and broadcast press stories captured the event, generating 700 million impressions.
Over 5 million people following the Tron: Legacy campaign for over a year and a half in over 50 countries.