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A sophisticated, multi-phased campaign that introduced fans and new audiences to the rich story world around Prometheus through a potent mix of s… Read More
A sophisticated, multi-phased campaign that introduced fans and new audiences to the rich story world around Prometheus through a potent mix of social, traditional, and transmedia storytelling. Read Less
Published:
 
 
PROJECT DETAILS
Client     Fox, Microsoft (Internet Explorer)
Studio    Ignition Interactive
Date       May, 2012
 
Ignition, RSA Films, and 20th Century Fox worked together to build a multi-phased effort that introduced fans and new audiences to the rich story world around Prometheus through a potent mix of social, traditional and transmedia storytelling.

We launched Peter Weyland’s TEDTalk from 2023 at TED2012, partnered with both 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 Microsoft’s E3 X-Box Smartglass announcement event.

The campaign hub was designed and executed as a fully-realized company website, which spiraled out additional content, interactive experiences, and original videos. Each event was supplemented through puzzles, social media cross-pollination, and other tactics that ensured maximum visibility and engagement over the course of the campaign.

The campaign for Prometheus has been held up as a benchmark for digital marketing by Forbes, Mashable, and Fast Company, among others. 

View campaign highlights below.
 
Upon its release on 2/28, this video raised eyebrows for its introduction of Guy Pearce's Peter Weyland character and its unconventional use of the TED conference as a marketing platform. The endplate of the video drove audiences to a new website: WeylandIndustries.com
The Weyland Industries site served as the central narrative hub of the campaign, where users could access company financials, product intel, David 8 specs and a detailed Weyland timeline.
 
Wondercon was the perfect place to distribute Weyland business cards to eager fans. After calling the number on the card, fans received an exclusive look at Weyland's newest android, David 8.
To support the debut of the android's product commercial, a comprehensive David 8 page was released on the Weyland site after fans and influencers unlocked it via socially-released codes.
 
We created a groundbreaking HTML5 experience where fans participated in a series of physical and congnitive tests to determine if they were capable of joining the Project Prometheus Mission.
 
We created a groundbreaking HTML5 experience where fans participated in a series of physical and congnitive tests to determine if they were capable of joining the Project Prometheus Mission.
 
To broaden our reach, we used LinkedIn to target influencers with highly personalized InMails, inviting them to apply for a position with Project Prometheus in a press-worthy way.
 
A third video introduced fans to Dr. Shaw and her search for Engineers. Fans were driven to Project Genesis, a site where they could track the research that led to Project Prometheus.
 
As the film's release drew near, we unveiled Discover New Worlds where users could explore over 60 Weyland colonies and hundreds of star systems, unlocking exclusive concept art along the way.
 
After visiting the Training Center, fans could access a Facebook app to see their employee profile and create and I.D. card displaying their status as and applicant to Project Prometheus.
 
The film's end credits linked fans back to a final clue, uncovering the secret site Whatis2012.com, which included a cryptic new video and a set of questions that remain to be answered.
 
 
CREDITS

Creative Direction: Chris Eyerman, Evan DeHaven
Art Direction: Nick Boes
Production: Maiko Sakurai, Sheila Iverson, Parker Sapp, Jamie Somphanthabansouk
Copywriting & Strategy: Ashley Crandall, James Cobo, Nina Kauffman, Meredith Rose, Charlie Short
Design: Nick Boes, Andy Burdin, Lucas Camargo, Nick Jones, Anyez Cheung
Production Design: Andy Burdin, Jacob Jansson, Wilson Saloj
Motion Design: Nick Boes, Jacob Jansson, Wilson Saloj
Development: Thomas Mulloy, Matt Johnston, Matt Matijevich, Matt Goshman, David Benjamin, Andres Cruz,                 Ryan Hovland, Codin Pangell
3D Game Development: Plain Concepts
3D Modeling & Animation: Shaded Box, Octavio Minozzo, Vit Liskutin, Kevin Cahill
VFX: The Molecule, Luis de Leon
Motion Compositing: Eric DeHaven, Nick Boes
Live Action Shoot: Robert Uncles, Stuart Cropley, Morgan Locke
Social Media Coordinators: Lindsey Shaw, Amber Eyerman
Sound Design: Bob Partridge
 
 
RECOGNITION
CANNES LION
2013, Branded Content & Entertainment Lion - Best Integrated Campaign, Gold 
2013, Cyber Lion - Best Digitally Led Integrated Campaign, Bronze 
2013, Promo & Activation Lion - Best Online Advertising in a Promotional Campaign, Shortlist 


WEBBY AWARDS
Project Prometheus Training Center - 2013, Finalist
Weyland Industries - 2013, Finalist
Project Prometheus Training Center - 2013, Honoree (2 categories)
Weyland Industries - 2013, Honoree


SCREEN MARKETING & DISTRIBUTION AWARDS
2012, Online Campaign of the Year 

KEY ART AWARDS
2012, Integrated Campaign, Gold
Weyland Industries - 2012, Gold

FWA
Project Prometheus Training Center - 07.02.2012 Site Of The Day
Weyland Industries - 07.12.2012 Site Of The Day

AWWWARDS
Project Prometheus Training Center - 07.01.2012 Site Of The Day
Weyland Industries - 06.18.2012 Site Of The Day
 
ONE SHOW
Weyland Industries - 2013, Bronze Pencil
 
COMMUNICATION ARTS
Weyland Industries - 06.06.2012 Web Pick of the Weak

CREATIVITY
Weyland Industries - 06.06.2012 Web Pick of the Day