The Secret Cinema Prometheus Project campaign used an immersive narrative and social media strategy to promote an upcoming Secret Cinema event without revealing the film. Key elements included: 1) Creating an online world "Brave New Ventures" for fans to engage with through social media. This generated content and excitement. 2) Identifying and recruiting Prometheus super fans to spread word and generate speculation. Over 250 fans were engaged through challenges. 3) The campaign achieved over 3 million Twitter impressions and widespread online and radio coverage, greatly increasing ticket sales without revealing the film. The event ultimately outsold the IMAX screening.

1. Secret Cinema: Prometheus Project

2. Over the past eighteen months we’ve been
award winners and finalists 16x
Our work has consistently been judged by 3rd parties to a) get
results, b) be creatively different

3. Over the past twelve months, we’ve worked with:

4. Case Study: Secret Cinema

6. http://bit.ly/OYISYG

7. Our Mission
• Increase online mentions and enhance their existing ‘word of mouth’ model, no paid for promotion
• One month to build excitement and six weeks to sustain word of mouth
• Enrich the existing Secret Cinema fan experience
• Target the existing Prometheus fan base who are unfamiliar with the Secret Cinema experience
• Increase traffic to ticket site and increase ticket sales
• Working with the Secret Cinema narrative
• Tell no-one.

8. The Narrative
http://bit.ly/OKHyo7
• Secret Cinema’s character: Brave New Ventures
• The actors: Brave New Ventures’ crew
• The audience: Brave New Ventures new recruits, given 8 job roles, and 8 possible event missions

9. Listening to our audience
We could identify and monitor two audiences for this campaign
Existing Secret Cinema fans were identified and analysed from existing social
communities and previous campaigns:
• Self policing
• Enjoyed the challenge of guessing
• Willing to submit UGC
• Tell anyone that it is a secret.. and they will tell everyone!
Existing Prometheus fans were identified and analysed from an extensive (and
expensive) social campaign run by Fox Studios:
• Sci-fi fans
• Enjoyed challenges
• Engage with fictional characters ‘David 8’ on Twitter
• Super fans engaging in Prometheus forums

10. Campaign Strategy
1. Create an online world for Secret Cinema
fans to play in!

11. - As Brave New Ventures launched its recruitment drive we launched BNV social profiles, with regular content
published on Twitter, Facebook, Foursquare, Tumblr and Instagram
- The existing fans were encouraged to submit ‘mission reports’ - UGC content as they prepared for their
missions ahead, ‘Mission Reports were live streamed to the Brave New Ventures home site

12. - Responsive fans were then invited to ‘pre- narrative’ events as a reward from BNV

13. - All actors Twitter trained and 75 profiles live and content coordinated two weeks prior and during,
targeting responsive fans and UGC tracked on #BraveNewVentures hashtag

14. - Social challenges and games on existing social profiles throughout duration

16. Offline social prompts:
- Media Guardian partnership
- Social messaging on site (and on the exterior of the site!) - Lauren Lavern
- Coded prompts to check-in on Foursquare locations

17. Channel Analysis: Twitter
• Our Twitter strategy included the seeding of engaging
content to influencer groups, fanboys cross posting
content from other social networks and responding in
real-time to the community throughout the production.
This was effective and led to:
• 2,900 tweets tagged #bravenewventures
• 3,000,000 Twitter impressions
• 1,252 Twitter followers
Notable engaged followers:
• IGN UK (UK’s biggest gaming blog)
• Tim Bradshaw (Digital Medi aCorrespondent for Financial Times)
• Poppy Dinsey (Founder: What I Wore Today)
• Live For Films (Recruited CIO and Film Blogger)
• Miss Cakehead (Blogger)
• Karen Strunks (Blogger)
• Lauren Laverne (BBC Radio 6 DJ)
• Tiernan Douieb (Huffington Post Contibutor, Stand-Up Comedian and
recruited CIO)
• Kat Hannoford (Editor Gizmodo UK)
• Karen Barnes (Editor Delicious Magazine)
• Guardian Culture Professionals (Guardian Culture Professionals
Newtork)

18. Channel Analysis:
Instagram
Instagram brought a visual element to our content
production and seeding on all social profiles. We
identified London based Instagram influencers to
capture & promote pre-narrative missions to their
followers on Instagram & Twitter, so far this strategy
lead to:
• 478 images tagged #bravenewventures
• Over 4,000 likes of photos tagged #bravenewventures
• 137,974 total reach on Instagram
Most engaged Instagram influencers:
• @iphonehipsta - (igerslondon member - 1,307 followers)
• @igerslondon - 4,740 followers
• @seansy
• @gruffyd_sion
• @princess_meleia (igerslondon member- 712 followers)
• @mralilowry
• @lucymdo
• @miss_jess
• @andrewdearling

19. Instagramers London
Midway through the production run, we invited a number
of influential members of Instagramers London - a
community of London based mobile photographers who
all share a passion for for the photo-sharing social
platform, Instagram.
Between those invited, over 120 tagged images were
uploaded, with a combined reach of 80,000 - providing
both invaluable coverage, and rich visual content for
other Social Platforms
Instagramers London members that attended and
submitted content from the Brave New Ventures Event
included:
• Chris Prakoso - @mahadewa
• Leyla Bile - @leyla_kai
• Nuisia Winczewski - @gazingmaven
• Marina Akwa - @iphonehipster
• Melanie Gow - @princess_meleia
• Ashley Day - @leonardday
• Jess Macdonald - @miss_jess and @igerslondon
• Katrina Mayhew Taibe - @ladymisskat

20. 2 - Head Hunt of Prometheus Super Fans..

21. Targeting Prometheus Fan Boys
Following the hugely successful social media campaign for Prometheus, it was possible to identify a large super
fan network for the film.
Of course, as Secret Cinema our communications to these fans had to be done via third party.
Therefore our aim was to identify this group, Head Hunt them for a role at BNV and challenge them to
spread our key campaign messaging to other P fans online. Leading to mass speculation amongst the P fan
group of the identity of the film.
The four stages of this campaign were as follows:
• Identifying 250 target fan boys on Twitter, Facebook, Forums and blogosphere
• 1. Head Hunt: All approached on Twitter, Facebook and email to gauge initial interest
• 2. Aptitude Test: All interested sent initial email from Victoria Hale, introducing them to the role of Chief Information
• 3. Following Orders: All engaged in the challenge continue to receive emails also sent follow on orders which included, the
targeting of specific Facebook pages and forums, hijacking of Twitter hashtags and starting the debate on the identity of the
film
• 4A. Select Recruits Initiated: The top 23 most engaged and active fan boys recruited were rewarded for their efforts with
bespoke video content, BNV uniform packages and tickets to opening weekend
• 4B. Most Recruits Rejected: All those who registered interest but were not amongst the highest performing were issued with
rejection letters from Victoria Hale

22. 1. The Head Hunt: Mechanic

23. 1. The Head Hunt: Results

24. 2. Aptitude Testing: 48 hours
personnel@bravenewventures.org

25. 3. Further Orders: Are You Seeing This?
personnel@bravenewventures.org

26. 4. BNV Initiation
http://socialcam.com/v/ZVRz3Qau?type=email/

27. Example Fanboy: One
(there were 250 in total)
Who: Tiernan Douieb
A recruited fanboy who is a stand-up comedian and
contributor to The Huffington Post
Highlights: Tiernan reported back that he had posted on
the Facebook Fan pages of Prometheus, Alien, Aliens,
Star Trek and Doctor Who
Tweets Sent: 45 + Retweeting of BNV content

28. Example Fanboy: Two
Who: Chris Goodman
Chris is one of our leading fanboys who has continued to
carry out his orders, even after having completed his
mission!
Highlights: Posting on the Prometheus UK Facebook page
and linking back to Brave New Ventures page and photo
gallery on Secret Cinema. Responding to tweets
enquiring about BNV, uniforms and documenting his
mission experience through multiple social channels
Tweets Sent: 65 + 25 Retweets of BNV content

29. Example Fanboy: Three
Who: Chris McGovern
Chris has continued to spread the news about Brave New
Ventures since completing his mission
Highlights: Produced four pieces of content for
YouTube and coordinating with the other Fanboys to
meet up prior to mission departure and documenting his
own experience on Twitter
Tweets Sent: 50 + Retweets of BNV content

30. Example Fan Boy: Five
Who: Phil Edwards - Liveforfilms.com
Phil Edwards was one of our first recruited fanboys, and a
prolific blogger for the film blog, Live For Films
Highlights: Throughout the campaign, Phil created Four
site posts on Live For Films, with the second post leading
to comments and speculation that the film Prometheus
would be shown. He also posted out links to the final
video
Tweets Sent: 15 hashtagged tweets, 5 Retweets of BNV
content
But it didn’t stop there...

33. • 3,000,000+ Twitter impressions
• 123,000 Average Weekly Facebook Reach
• 137,974 total Instagram reach
• 100+ pieces of online coverage - Variety
• Entire radio shows dedicated on Hoxton FM, Capital
FM
• HIjacking of #AreYouSeeingThis
• Regular coverage in all Prometheus Facebook fans
pages and forums including: Total Film, Prometheus
Forum, Empire, Digital Spy and Piston Heads
Without revealing the identity of the film..
WE OUT SOLD THE IMAX.

34. Someone’s Mum thought they had joined a BNV cult.
'So...I hope you don't mind me being the nosey (but caring/loving/concerned!) mom I am, and I checked out BNV after seeing your profile pix change. Are you doing that?
The "physical" exercise warm-ups are almost identical to what we do on cross-country and what I personally do. The video with the chemicals or whatever that was looked
interesting. But the thing that grabbed the most is on their page, when the CEO, I think it was, was asking for recruits, he said, "God willing." So of course, because the only
time I've ever heard that phrase is with religious zealots, I couldn't help but wonder what their real mission is...especially with all the "secret" secret things. As a reporter, I
believe in full disclosure. All the time.
As someone else posted on their FB page, corporations are rarely humanitarian or care about your individual rights/needs. If you are doing it, I know you'll use your best
judgement. Keep me posted. I do really care about you, you know! Believe me, I get the wanting to make a difference in the world and do fun, unique and meaningful
things. I'm still trying to do that. My mom always used to pessimistically say, "You can't change world dear." I didn't like to hear that, and didn't believe it for a minute. Just
seemed to be genetically programmed to keep trying.
I've seen religions of all kinds use their doctrines to hide behind bad behavior. The Catholic church has been as guilty as any recently, but my experience is that the most
religious/uber-observant people use their religion as a defense or reason for sorry actions. Most wars are the result of adherence to religious dogma. The world is so
polarized. The broadening experience of traveling seems to suggest that we as humans, are way more the same than different. But tolerance of different beliefs/lifestyles
seems to be sliding as the world gets more connected. It's one reason that Clarence and I proudly say, if anyone should ask, that we are devout heathens. I believe some
religions teach important values, but so can good parents, friends and life experiences. The disinfranchisement from society is something we can struggle with all of our
lives. To find meaning and value, especially as we age and sense that time is running out, is the challenge. As someone once said to me in college, when you can clearly
identify what your values are, all decisions easily fall in line. Easier said than done, of course. That's all I can rant about for now. Hope you won't unfriend me for stalking
BNV a little. Part of my reporters' curiosity. I guess I just want to say...be careful with your life and body...you only get one. I sure wish I'd taken better care of mine
decades ago...but we didn't know much then. '

35. Any questions?
brideyrae@therabbitagency.com
@brideyrae
0208 123 9541