About: Disney aggressively promoted the film Tron: Legacy, which grossed over $400 million during its worldwide theatrical run ultimately becoming a blockbuster success.
Challenge: Get people in the seats by creating an interactive experience worthy of the highly anticipated Tron reboot.
: Story matters. Tron is about a computer programmer that is transported inside the software world. We decided to create a web experience that did the same with viewers. Bring them in to the grid.
To transport users to this computer world we allowed them to create characters that represented their personality including their likeness through photo uploads. The site was empowered with gamification to further engage users in their own personalized narrative. They were challenged to navigate highly stylized 3D rendered experiences and travel using the legendary Light Cycle. The Light Cycle was part of a Unity3D video game worthy of XBox and PlayStation. To amplify the experience and grow viewership Social Media was integrated throughout the site.
To covert all this value into ticket sales and merchandizing news flashes, a countdown, and notifications of the upcoming premiere dates were heavily touted. We also drove online sales through E-Commerce integration.
Results: Amongst the many bragging rights for this site the one that says it all is its Webby Award Nomination.