Pacific Rim 2 marketing campaign concept.


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This is a marketing campaign concept for Pacific Rim 2. It revolves around a tentpole science competition aimed to disrupt BCI technology.

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Pacific Rim 2 marketing campaign concept.

  1. 1. PACIFIC RIM Marketing Case Study Tuesday, December 10, 13
  2. 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 humanity’s 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 mankind’s last hope against the mounting apocalypse.” Tuesday, December 10, 13
  3. 3. Pacific Rim 1 - Strengths ‣ Outstanding special effects, aesthetics and photography. ‣ An extensive and compelling mythology. ‣ The reputation of an acclaimed filmmaker and a leading studio. ‣ The aura of the Kaiju and Mecha genres. ‣ Relatively good press. ‣ A consequent marketing budget. Pacific Rim Official Poster Tuesday, December 10, 13
  4. 4. Pacific Rim 1 - Weaknesses ‣ A film associated with cliché robots vs. monsters films. ‣ 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 film. ‣ 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 Pacific Rim Tuesday, December 10, 13
  5. 5. Critical analysis of the marketing campaign for Pacific Rim 1 ‣ The film was marketed as a nerdy robots vs. monsters movie. ‣ The campaign failed to differentiate Pacific Rim from other apocalypse and monsters/robots movies. ‣ The campaign’s 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. 6. Join the fight poster Viral video showing Kaiju footprint Jaeger Blueprint Pan Pancific Defense website, crisis Map Tuesday, December 10, 13
  7. 7. CAMPAIGN CONCEPT for PACIFIC RIM 2 Credits: Odd City Entertainment and James Fosdike Tuesday, December 10, 13
  8. 8. Key campaign ideas ‣ ‣ ‣ ‣ ‣ Leave the monster/robot narrative in the background. ‣ Leverage existing narratives of the Pacific Rim universe that do not appear in the film. ‣ ‣ Target both fanboys and the general public. Position the film as an epic and universal tale. Use the campaign to establish Pacific Rim’s mythology. Focus on the film’s differentiator: its scientific premise (the Drift.) Align the campaign with the film’s 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. 9. Today’s Zeitgeist ‣ Science has recently penetrated pop culture like never before. ‣ Science themed content draws high levels of engagement online. ‣ Fans, experts and journalists alike spend time and energy dissecting the science behind their favorite shows. Tuesday, December 10, 13 Emmy Award winner Breaking Bad highly contributed to making science “sexy.”
  10. 10. Popular science shows/content online I Fucking Love Science : 0 to 8.5M FB fans over 18 months. Discovery’s TestTube: 25+ science shows. Asap Science: 1.8 M subscribers on YouTube Tuesday, December 10, 13
  11. 11. Pacific Rim’s Scientific 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 mankind’s last hope to combat adversity; the point where all story arcs intersect; the film’s emotional epicenter. The Drift is the process by which two human brains connect Tuesday, December 10, 13
  12. 12. Vision ‣ Leverage the power of entertainment to foster innovation in the real world. ‣ Leverage the Pacific Rim universe to educate about scientific challenges and shed light on current research. Tuesday, December 10, 13
  13. 13. Pacific Rim’s Drift idea and scientific premises generated interest and debate. Tuesday, December 10, 13
  14. 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 colleague’s arm with a brain to brain interface. Tuesday, December 10, 13
  15. 15. Pacific Rim’s scientist characters are popular and inspired proficient fan art. Hermannn Gottlieb and Newton Geiszler fan art Tuesday, December 10, 13
  16. 16. The science vs. sci-fi debate: an actual trend. Gravity generated lively debates over its choice to sometimes prefer story over scientific accuracy. Tuesday, December 10, 13
  17. 17. Science hackathons, a new way to foster innovation. Google Science Fair Y Combinator and Upverter Hardware Hackathon Tuesday, December 10, 13 Sanofi US Data Design Diabetes challenge NASA International Space Apps Challenge
  18. 18. Campaign overview VISION The power of a story to foster innovation in the real world HERITAGE Sci-fi culture Tuesday, December 10, 13 MAIN TARGET Science geeks DYNAMISM What if sci-fi could become real science?
  19. 19. Appropriate the debate about science. ‣ Embrace the film’s universe and its bold scientific premise. ‣ Communicate about the film’s scientific accuracies and inaccuracies. ‣ Generate media buzz by engaging debate. ‣ Invite fans to participate in the conversation. Tuesday, December 10, 13 Poster Concept
  20. 20. Begin the conversation where the audience left it. Poster concept Tuesday, December 10, 13
  21. 21. Root the film’s mythology and characters in reality. BY DR CAITLIN LIGHTCAP 09.25.2012 9:30AM Concept for Caitlin Lightcap’s Wired publications Tuesday, December 10, 13 Credits: sophonisba Source: Tumblr
  22. 22. Turn a universal tale into a global scientific challenge. ‣ Challenge the world to push back the limits of Brain Computer Interfaces. ‣ Create an experience that serves as prequel to Pacific Rim 2. ‣ Break the silos between science & entertainment. ‣ Celebrate science and sci-fi together. Tuesday, December 10, 13 Poster Concept
  23. 23. Tentpole: a live experience. ‣ An international competition to create disruptive products using BCI technology. ‣ An event that promotes collaboration - the film’s core humanist message. ‣ Experiential marketing for attendees and spectators. Poster Concept Tuesday, December 10, 13
  24. 24. Promote team work. Poster concept Tuesday, December 10, 13
  25. 25. Leverage fiction to spread knowledge. ‣ ‣ Tuesday, December 10, 13 Create a MOOC series on neuroscience. Target students. ‣ Give visibility to real world BCI projects. ‣ Target tech-savvy populations.
  26. 26. 3 levels of engagement [FICTION] Pacific Rim sci-fi universe and scientific premise. ‣ ‣ Establish Pacific Rim’s 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 scientific challenge correlating the film. ‣ ‣ Generate startup creation around BCI technology. Engage through action and problem-solving. Tuesday, December 10, 13
  27. 27. A lean approach ‣ Act as a platform. Warner and Legendary act as enablers. Pacific 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 film and a means to keep the audience engaged between Pacific Rim 1 and 2. The Pacific Rim universe enhances the science challenge experience: use existing Pacific Rim narratives and material to feed the event marketing (Caitlin Lightcap, Tales form year zero...). Tuesday, December 10, 13
  28. 28. Campaign calendar “Meet Caitlin Lightcap” - provide background. Feb 2014 ‣ Unroll Pacific Rim’s scientific 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 official website with resource about BCI and neuroscience for participants and the curious. ‣ Udacity special Neuroscience MOOC course series. “The Drift Theory” - generate conversation. May 2014 ‣ BCI and neurology experts test Caitlin Lightcap’s theory, explain if it could work, why, when, how. “We have fiction. Build the science.” - challenge. Sept 2014 ‣ ‣ Announce the challenge. Participant outreach. Tuesday, December 10, 13 Link back to the film’s core message: humans are stronger when they work in teams. BCI resource - feed quality content, engage with community. Dec 2014 “Fiction? Says who?” - spark interest. April 2014 ‣ ‣ Open registrations for the Pan Pacific BCO challenge. - PAN PACIFIC BCI CHALLENGE - foster creation. May 2015 ‣ ‣ ‣ Special Pacific Rim 2 preview. DARPA Keynote. Winners announced. - RELEASE OF PACIFIC RIM 2 - delight. Summer 2015
  29. 29. Thanks for reading! Read more at @alice_gillet Tuesday, December 10, 13