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.

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.

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.

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.