With little branded content restriction in the United States, we were able to utilize both traditional and non-traditional platforms to release campaign-related content, extending our reach across the web through a variety of editorial and brand partnerships. While most video content traditionally produced for film marketing consist of trailers, we helped create several unique, high-value video pieces and distributed and socially supported them across a variety of platforms. Partners included TEDTalks, Mashable, Verizon FIOS and Microsoft, giving the campaign greater exposure and a unique point of view that aligned with the film’s narrative. Guerilla tactics like our LinkedIn recruitment of influencers for the Project Prometheus Training Center extended the campaign further into the real world.

In order to introduce the in-world campaign, we reached out to editorial partners eager to play along. We debuted Peter Weyland’s 2023 TEDTalk at TED2012, introduced the David 8 product commercial to Mashable and Verizon FIOS and even reached out to influencers via LinkedIn, inviting them to apply for a position on the Prometheus crew. Outside of the media we released in-world, we garnered extensive press about the success of our campaign from outlets like Forbes, Mashable, Fast Company, Ad Age and more.

As a result of our sprawling transmedia campaign, we garnered over 3bn total media impressions, including over 2bn social media impressions and almost 1bn editorial impressions, along with tens of millions of video views and hundreds of thousands “investor” signups. Fans hungrily followed along, as they were given an active role to play in the narrative and their own place in the story world—which translated to ticket purchases. The effort resulted in one of the top box office grosses of 2012, one of the biggest R-rated openings ever and one of the most-talked about films of all time.