Verizon FiOS and 20th Century Fox partnered to co-promote FiOS' Home Monitoring and Control (HMC) product alongside the 2012 feature film Prometheus from director Ridley Scott. Our job at Create Digital was to create the conceptual link between the two brands, a context to introduce the product, and to coordinate efforts from 20th Century Fox and Verizon's other digital agencies R/GA and Erwin Penland to successfully launch the campaign and position Verizon as a premium content provider.
Ask: Build a transmedia experience that would get sci-fi fans excited for the film while educating them on Verizon's HMC product.
Deliverables: Print ads, Facebook hub for exclusive content, Interactive game that allowed users to explore the ship Prometheus using Verizon's HMC product, Digital ad buy, Live social media coverage of red carpet event, PR outreach, Tracking and monitoring.
Outcome: Exponential growth in positive sentiment and reach on social media channels, increased conversation around HMC product and click-throughs to VZ website, Millions in unpaid media coverage.
Awards: Horizon Interactive Gold in the Integrated Campaign category.
Case Study: Create Digital, Verizon FiOS, and Prometheus
In addition to working on the campaign, I wrote and cut the case study video.
David 8, Powered by Verizon
Among our many challenges for the campaign, the first was to create a context in which to introduce the two brands together. We did this by writing the brand into the the Aliens/Prometheus storyline. This full page ad introduces the character David 8, a futuristic Android played by Michael Fassbender, as "Manufactured by Weyland, powered by Verizon."
The ad ran in the NY Times and other major publications nationwide.
Exclusive Content Hub
As a key promotional partner and in order to shore up Verizon's position as a premium content provider, we built a hub on facebook for the release of exclusive content shot by Ridley Scott that introduced the characters and backstory to the film Prometheus.
This also served as our base for several live events, like red carpet coverage and an interview with writer Damon Lindelof.
Sweepstakes: London Premiere
To support the launch of our interactive game which allowed users to explore the ship Prometheus by using Verizon's HMC product, we offered a free trip to the film premiere in London for users that completed the game.
In order to introduce fans to the film as well as Verizon's Home Monitoring and Control product, we built an interactive game that allowed users to control aspects of the ship Prometheus and solve problems for characters using the very same features that the HMC product allows customers to control in their own home.
We couched the experience of the game in the idea that "It's not Science Fiction. It's Verizon."
Mission Connect: Game Play
In this example, participants in the Mission Control interactive game controlled features of the ship Prometheus like lighting, temperature, and remote cameras exactly like the real HMC product from Verizon allows users to control within their own home.
Renderings of the ship were made from real 3D CAD drawings of the ship itself courtesy of 20th Century Fox.
Campaign Results Infographic
Press: Digital Trends
A driving force during the whole campaign was the outpouring of unpaid media coverage from film, marketing, and sci-fi industry press.