Pacific Rim 2 marketing campaign concept
Post on 18-Nov-2014
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DESCRIPTIONThis is a marketing campaign concept for Pacific Rim 2. It revolves around a tentpole science competition aimed to disrupt BCI technology.
- 1. PACIFIC RIM Marketing Case StudyTuesday, December 10, 13
2. Synopsis When legions of monstrous creatures, known as Kaiju, started rising from the sea, a war began that would take millions of lives and consume humanitys resources for years on end. To combat the giant Kaiju, a special type of weapon was devised: massive robots, called Jaegers, which are controlled simultaneously by two pilots whose minds are locked in a neural bridge. But even the Jaegers are proving nearly defenseless in the face of the relentless Kaiju. On the verge of defeat, the forces defending mankind have no choice but to turn to two unlikely heroes - a washed up former pilot (Charlie Hunnam) and an untested trainee (Rinko Kikuchi) - who are teamed to drive a legendary but seemingly obsolete Jaeger from the past. Together, they stand as mankinds last hope against the mounting apocalypse.Tuesday, December 10, 13 3. Pacic Rim 1 - Strengths Outstanding special effects, aesthetics and photography.An extensive and compelling mythology.The reputation of an acclaimed lmmaker and a leading studio.The aura of the Kaiju and Mecha genres.Relatively good press.A consequent marketing budget. Pacic Rim Ofcial PosterTuesday, December 10, 13 4. Pacic Rim 1 - Weaknesses A lm associated with clich robots vs. monsters lms.A marketing campaign criticized by its target audience, perceived as too easy.Technical prowess sometimes seen as an empty shell.A complex story. Only the last few years are shown in the lm.A genre perceived as nerdy and unappealing to a large part of the population; how do you reach out to the rest of the audience? Still of a Kaiju from Pacic RimTuesday, December 10, 13 5. Critical analysis of the marketing campaign for Pacic Rim 1 The lm was marketed as a nerdy robots vs. monsters movie. The campaign failed to differentiate Pacic Rim from other apocalypse and monsters/robots movies. The campaigns realistic style and alarmist tone were redundant of other famous apocalypse campaigns. The campaign was overall redundant of what is shown in the movie. It mostly targeted fanboys and audiences already familiar of the Kaiju and Mecha genres.Tuesday, December 10, 13 6. Join the ght posterViral video showing Kaiju footprintJaeger BlueprintPan Pancic Defense website, crisis MapTuesday, December 10, 13 7. CAMPAIGN CONCEPT for PACIFIC RIM 2 Credits: Odd City Entertainment and James Fosdike Tuesday, December 10, 13 8. Key campaign ideas Leave the monster/robot narrative in the background.Leverage existing narratives of the Pacic Rim universe that do not appear in the lm. Target both fanboys and the general public.Position the lm as an epic and universal tale. Use the campaign to establish Pacic Rims mythology. Focus on the lms differentiator: its scientic premise (the Drift.) Align the campaign with the lms core humanist message that we are stronger when we work together.Use experiential marketing to create a deep attachment to the story.Tuesday, December 10, 13 9. Todays Zeitgeist Science has recentlypenetrated pop culture like never before. Science themed content draws high levels of engagement online. Fans, experts andjournalists alike spend time and energy dissecting the science behind their favorite shows.Tuesday, December 10, 13Emmy Award winner Breaking Bad highly contributed to making science sexy. 10. Popular science shows/content online I Fucking Love Science : 0 to 8.5M FB fans over 18 months.Discoverys TestTube: 25+ science shows.Asap Science: 1.8 M subscribers on YouTubeTuesday, December 10, 13 11. Pacic Rims Scientic Premise The story is based on the premise that in 2020, Brain Computer Interface (BCI) technology will be developed enough to connect 2 human brains together to pilot with machines.The Drift is mankinds last hope to combat adversity; the point where all story arcs intersect; the lms emotional epicenter. The Drift is the process by which two human brains connectTuesday, December 10, 13 12. VisionLeverage the power of entertainment to foster innovation in the real world.Leverage the Pacic Rim universe to educate about scientic challenges and shed light on current research.Tuesday, December 10, 13 13. Pacic Rims Drift idea and scientic premises generated interest and debate.Tuesday, December 10, 13 14. Latest developments in BCI research In April 2013, President Obama allocated 100M to the BRAIN initiative - a collaborative initiative to map the activity of the human brain. One of the outcomes is the improvement of BCIs. In March 2013, researchers at the University of Essex published a study about collaborative BCIs, proving that 2 human brains can collaboratively control a virtual spacecraft more accurately than one single brain. In September 2013, DARPA announced its collaboration with the open source community to crowdsource DIY BCIs.In August 2013, a researcher at the University of Washington was able to control his colleagues arm with a brain to brain interface.Tuesday, December 10, 13 15. Pacic Rims scientist characters are popular and inspired procient fan art.Hermannn Gottlieb and Newton Geiszler fan artTuesday, December 10, 13 16. The science vs. sci- debate: an actual trend.Gravity generated lively debates over its choice to sometimes prefer story over scientic accuracy. Tuesday, December 10, 13 17. Science hackathons, a new way to foster innovation.Google Science FairY Combinator and Upverter Hardware Hackathon Tuesday, December 10, 13Sano US Data Design Diabetes challengeNASA International Space Apps Challenge 18. Campaign overviewVISION The power of a story to foster innovation in the real worldHERITAGE Sci- cultureTuesday, December 10, 13MAIN TARGET Science geeksDYNAMISM What if sci- could become real science? 19. Appropriate the debate about science.Embrace the lms universe and its bold scientic premise.Communicate about the lms scientic accuracies and inaccuracies.Generate media buzz by engaging debate.Invite fans to participate in the conversation.Tuesday, December 10, 13Poster Concept 20. Begin the conversation where the audience left it.Poster conceptTuesday, December 10, 13 21. Root the lms mythology and characters in reality.BY DR CAITLIN LIGHTCAP 09.25.2012 9:30AMConcept for Caitlin Lightcaps Wired publicationsTuesday, December 10, 13Credits: sophonisba Source: Tumblr 22. Turn a universal tale into a global scientic challenge.Challenge the world to push back the limits of Brain Computer Interfaces.Create an experience that serves as prequel to Pacic Rim 2.Break the silos between science & entertainment.Celebrate science and sci- together.Tuesday, December 10, 13Poster Concept 23. Tentpole: a live experience. An internationalcompetition to create disruptive products using BCI technology. An event that promotescollaboration - the lms core humanist message. Experiential marketing forattendees and spectators. Poster ConceptTuesday, December 10, 13 24. Promote team work.Poster conceptTuesday, December 10, 13 25. Leverage ction to spread knowledge. Tuesday, December 10, 13Create a MOOC series on neuroscience. Target students.Give visibility to real world BCI projects.Target tech-savvy populations. 26. 3 levels of engagement [FICTION] Pacic Rim sci- universe and scientic premise. Establish Pacic Rims mythology. Engage through imagination and emotion. [EDUCATION] The science behind the movie. Educate about real world BCI research. Engage through critical thinking and curiosity. [INNOVATION] A scientic challenge correlating the lm. Generate startup creation around BCI technology. Engage through action and problem-solving.Tuesday, December 10, 13 27. A lean approach Act as a platform. Warner and Legendary act as enablers. Pacic Rim is a platform to engage a conversation about BCI technology. Make this story useful for others to communicate, build and share. How can Warner and Legendary be useful for others?Multiply partnerships. Do not reinvent the wheel. Tap into existing external resources as much as possible to bring quality, legitimate content. Partner with top scientists, experts, universities and startup community leaders who bring their communities and expertise.Syndicate content. Use the campaign as a prequel to the lm and a means to keep the audience engaged between Pacic Rim 1 and 2. The Pacic Rim universe enhances the science challenge experience: use existing Pacic Rim narratives and material to feed the event marketing (Caitlin Lightcap, Tales form year zero...).Tuesday, December 10, 13 28. Campaign calendar Meet Caitlin Lightcap - provide background. Feb 2014Unroll Pacic Rims scientic narrative (the science behind the movie.)2 Brains Better - promote. Nov 2014 Introduce Caitlin Lightcap, her theories, etc.Engage with fans. Generate media buzz.Populate the ofcial website with resource about BCI and neuroscience for participants and the curious.Udacity special Neuroscience MOOC course series.The Drift Theory - generate conversation. May 2014BCI and neurology experts test Caitlin Lightcaps theory, explain if it could work, why, when, how. We have ction. Build the science. - challenge. Sept 2014 Announce the challenge. Participant outreach.Tuesday, December 10, 13Link back to the lms core message: humans are stronger when they work in teams. BCI resource - feed quality content, engage with community. Dec 2014Fiction? Says who? - spark interest. April 2014 Open registrations for the Pan Pacic BCO challenge.- PAN PACIFIC BCI CHALLENGE - foster creation. May 2015 Special Pacic Rim 2 preview. DARPA Keynote. Winners announced.- RELEASE OF PACIFIC RIM 2 - delight. Summer 2015 29. Thanks for reading! Read more at http://thedailybud.wordpress.com @alice_gilletTuesday, December 10, 13