Tron’s Remake – A Marketing Legacy

Disney has done it again, ladies and gentleman! (Did you ever doubt them though, really??) With the release of the “Tron: Legacy” on December 17, 2010, fans will finally get their reward after three-and-a-half years of waiting. Disney has been working hard to get the word out, and their efforts have certainly paid off!

Photo Flickr CC popculturegeek.com

When I first saw the trailer for this remake of the original “Tron” (1982), I didn’t really have a clue what was going on. But with all of the intelligent marketing, I am absolutely convinced that this film might be one of the most epic and exciting films for young audiences of all time.

The story of Tron is essentially a story about game designers getting stuck in their own game. Just because this story line may not immediately align with your interests, I say give it a shot! I demand that all of you (skeptics and enthusiasts alike) watch the following trailer that Disney released at ComicCon last year. It is not only one of the most enticing previews I have ever seen, but also one of the most brilliant buzz marketing tactics out to watch today.

According to AdFreak.com, promotions started over a year ago with a site called FlynnLives.com, a website/blog started to “find Kevin Flynn”, the main protagonist of the original Tron. For those of you who are unfamiliar with the story, I won’t spoil anything, but this site is full of nerd-a-licious goodies and secrets that give you an insight into Kevin Flynn’s world.

Screen Shot from FlynnLives.com

Screen Shot from FlynnLives.com

In the very beginning of the campaign, FlynnLives would send out 3-D models of elements of K. Flynn’s animated life. Meanwhile, members were anxiously watching a countdown, which would eventually tell fans to go to select arcades to find a Flynn representative, who would exchange a secret code with a password that only site members would have. These codes would activate cities, thus creating a virtual map of fans and unlocking images of Tron.

Screen Shot from FlynnLives.com

To capture the non-gaming audience, Disney also incorporated the movies into their parks by fashioning the monorail ride with a brand new exterior to match the design of “Tron: Legacy”. They have also released iPod accessories, clothing, sneakers, and figurines featuring Tron characters. I say, brilliant. Disney: Capturing the short attention spans of children and their eager parents one piece of merchandise at a time.

The technology used to create “Tron: Legacy” is similar to that of Avatar, and the marketing is definitely comparable in size, cost, and effectiveness. According to InventorSpot.com, the campaign boosted fan-generated content and interest by 729%, and this week alone, IMDB.com claims that the “Tron: Legacy” has gone up 52%!! My question is, after three and a half years of promotions, how is it still growing at such a rapid rate?!

Regardless, I am excited to see what Disney is going to pull out of its magical hat. What do you think about the marketing tactics for “Tron: Legacy”? Are you impressed, or do you feel underwhelmed?

If you want to see more, watch this guy’s video about his trek to finding the secret FlynnLives codes in Austin, TX!

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About amandajcorreia

I am a Marketing Communications student who ready to share and explore the world of social media! I am very passionate about blogging and "staying connected", and would like to meet other like-minded eAficionados.
This entry was posted in advertising, disney, marketing, movies, online content, outbound marketing. Bookmark the permalink.

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