The 2012 science fiction blockbuster of the year from director Ridley Scott marked the first prequel to the Alien franchise. Starring Noomi Rapace, Michael Fassbender, Guy Pearce, Idris Elba, and Charlize Theron, the film follows the crew of the Prometheus as they embark on a quest to find the beginnings of civilization on Earth.
Prometheus’ box office success was predated by an internationally acclaimed viral marketing campaign targeted at bringing viewers into the world of the film. Alongside the creative team at Ignited, we utilized innovative guerrilla marketing strategies that resulted in three billion media impressions worldwide. Our groundbreaking campaign won three Cannes Lions, two D&AD Pencils, and both Gold and Silver BTAA Arrows with Luke Scott taking home silver for his Prometheus TED Conference, and Johnny Hardstaff striking gold with his viral David.
Peter Weyland’s TED Talk
Directed by Luke Scott
Our viral marketing strategy launched in February at TED’s global conference in Long Beach. Peter Weyland (played by Guy Pearce) vowed to change the world at a TEDtalk from the future in 2023 directed by RSA’s own Luke Scott. Posted on the homepage of TED’s website, Weyland is described as “a magnet for controversy since he announced his intent to build the first convincingly humanoid robotic system by the end of the decade.” If we can, we must.
In March, Prometheus popped up at WonderCon, an annual comic book, science fiction, and entertainment convention. Attendees were given a futuristic Weyland Industries business card that contained a phone number for the company. Those that called that number were texted a video of the unboxing of this aforementioned “humanoid robotic system.”
Happy Birthday David
Directed by Johnny Hardstaff
Shortly after WonderCon, Mashable and Verizon Fios TV debuted a highly stylized product video for the David 8, directed by RSA’s own Johnny Hardstaff and starring Michael Fassbender. The video garnered 10 million views on YouTube and tens of millions more elsewhere on the web. Introducing viewers for the first time to the incredibly humanlike robot of David, who plays a critical role in the film.
The Project Prometheus Training Center launched online and allowed viewers to test their physical and mental abilities to discover their fitness to join the space crew. Simultaneously, we launched a guerrilla marketing campaign on LinkedIn, using their native InMail to reach out to influencers with prospective jobs at Project Prometheus.
Directed by Johnny Hardstaff
As the public became attuned to the cast of characters of Prometheus, it was time to introduce the world to Noomi Rapace’s Elizabeth Shaw through an interactive effort that would allow participants to play Project Genesis on the Weyland site. The video, directed by Johnny Hardstaff, led viewers to the game in which they could assist in finding artifacts of ancient Earth cultures throughout outer space.
Always Wait Until the End
The film launched with one of the top box office grosses of 2012, and one of the biggest R-rated openings of all time. Those patrons who waited until the very end of the credits were treated to another easter egg: a website that played cryptic videos with more unanswered questions. To be discovered in Prometheus 2?