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!
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.
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.
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!