The document provides a synopsis and marketing case study analysis for the 2013 film Pacific Rim. It summarizes the film as being about giant robots called Jaegers that are piloted by two people defending Earth from monstrous creatures rising from the sea. It then analyzes the strengths and weaknesses of the original marketing campaign for focusing too much on the robots vs monsters genre and failing to differentiate the film. It concludes the campaign was redundant and mostly targeted existing fans rather than a wider audience.
2. Synopsis
“When legions of monstrous creatures, known as Kaiju, started rising
from the sea, a war began that would take millions of lives and consume
humanity’s resources for years on end. To combat the giant Kaiju, a
special type of weapon was devised: massive robots, called Jaegers,
which are controlled simultaneously by two pilots whose minds are
locked in a neural bridge. But even the Jaegers are proving nearly
defenseless in the face of the relentless Kaiju. On the verge of defeat, the
forces defending mankind have no choice but to turn to two unlikely
heroes - a washed up former pilot (Charlie Hunnam) and an untested
trainee (Rinko Kikuchi) - who are teamed to drive a legendary but
seemingly obsolete Jaeger from the past. Together, they stand as
mankind’s last hope against the mounting apocalypse.”
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3. Pacific Rim 1 - Strengths
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Outstanding special effects,
aesthetics and photography.
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An extensive and compelling
mythology.
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The reputation of an acclaimed
filmmaker and a leading studio.
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The aura of the Kaiju and Mecha
genres.
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Relatively good press.
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A consequent marketing budget.
Pacific Rim Official Poster
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4. Pacific Rim 1 - Weaknesses
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A film associated with cliché robots
vs. monsters films.
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A marketing campaign criticized by its
target audience, perceived as “too
easy.”
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Technical prowess sometimes seen
as an empty shell.
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A complex story. Only the last few
years are shown in the film.
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A genre perceived as ‘nerdy’ and
unappealing to a large part of the
population; how do you reach out to
the rest of the audience?
Still of a Kaiju from Pacific Rim
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5. Critical analysis of the marketing
campaign for Pacific Rim 1
‣ The film was marketed as a nerdy robots vs. monsters
movie.
‣ The campaign failed to differentiate Pacific Rim from other
apocalypse and monsters/robots movies.
‣ The campaign’s realistic style and alarmist tone were
redundant of other famous apocalypse campaigns.
‣ The campaign was overall redundant of what is shown in
the movie.
‣ It mostly targeted fanboys and audiences already familiar of
the Kaiju and Mecha genres.
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6. Join the fight poster
Viral video showing Kaiju footprint
Jaeger Blueprint
Pan Pancific Defense website, crisis Map
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8. Key campaign ideas
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Leave the monster/robot narrative in the background.
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Leverage existing narratives of the Pacific Rim universe that do not
appear in the film.
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Target both fanboys and the general public.
Position the film as an epic and universal tale.
Use the campaign to establish Pacific Rim’s mythology.
Focus on the film’s differentiator: its scientific premise (the Drift.)
Align the campaign with the film’s core humanist message that we
are stronger when we work together.
Use experiential marketing to create a deep attachment to the story.
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9. Today’s Zeitgeist
‣ Science has recently
penetrated pop culture like
never before.
‣ Science themed content
draws high levels of
engagement online.
‣ Fans, experts and
journalists alike spend time
and energy dissecting the
science behind their
favorite shows.
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Emmy Award winner Breaking Bad highly
contributed to making science “sexy.”
10. Popular science shows/content online
I Fucking Love
Science :
0 to 8.5M FB fans
over 18 months.
Discovery’s TestTube:
25+ science shows.
Asap Science:
1.8 M subscribers on
YouTube
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11. Pacific Rim’s Scientific Premise
‣
The story is based on the
premise that in 2020, Brain
Computer Interface (BCI)
technology will be developed
enough to connect 2 human
brains together to pilot with
machines.
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The “Drift” is mankind’s last
hope to combat adversity;
the point where all story arcs
intersect; the film’s emotional
epicenter.
The Drift is the process by which two
human brains connect
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12. Vision
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Leverage the power of entertainment to foster
innovation in the real world.
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Leverage the Pacific Rim universe to educate about
scientific challenges and shed light on current research.
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13. Pacific Rim’s Drift
idea and scientific
premises
generated interest
and debate.
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14. Latest developments in BCI research
In April 2013, President Obama
allocated 100M to the BRAIN initiative
- a collaborative initiative to map the
activity of the human brain. One of
the outcomes is the improvement of
BCIs.
In March 2013, researchers at the
University of Essex published a study
about collaborative BCIs, proving that
2 human brains can collaboratively
control a virtual spacecraft more
accurately than one single brain.
In September 2013, DARPA
announced its collaboration with the
open source community to
crowdsource DIY BCIs.
In August 2013, a researcher at the
University of Washington was able to
control his colleague’s arm with a brain
to brain interface.
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15. Pacific Rim’s
scientist characters
are popular and
inspired proficient
fan art.
Hermannn Gottlieb and Newton
Geiszler fan art
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16. The science vs. sci-fi debate:
an actual trend.
Gravity generated lively
debates over its choice
to sometimes prefer
story over scientific
accuracy.
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17. Science hackathons, a new way to
foster innovation.
Google Science Fair
Y Combinator and Upverter Hardware Hackathon
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Sanofi US Data Design Diabetes challenge
NASA International Space Apps Challenge
18. Campaign overview
VISION
The power of a story to foster
innovation in the real world
HERITAGE
Sci-fi culture
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MAIN TARGET
Science geeks
DYNAMISM
What if sci-fi could become real
science?
19. Appropriate the debate about science.
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Embrace the film’s universe
and its bold scientific
premise.
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Communicate about the
film’s scientific accuracies
and inaccuracies.
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Generate media buzz by
engaging debate.
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Invite fans to participate in
the conversation.
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Poster Concept
20. Begin the conversation where the
audience left it.
Poster concept
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21. Root the film’s mythology and
characters in reality.
BY DR CAITLIN LIGHTCAP 09.25.2012
9:30AM
Concept for Caitlin Lightcap’s
Wired publications
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Credits: sophonisba
Source: Tumblr
22. Turn a universal tale into a global
scientific challenge.
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Challenge the world to push
back the limits of Brain
Computer Interfaces.
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Create an experience that
serves as prequel to Pacific
Rim 2.
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Break the silos between
science & entertainment.
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Celebrate science and sci-fi
together.
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Poster Concept
23. Tentpole: a live experience.
‣ An international
competition to create
disruptive products using
BCI technology.
‣ An event that promotes
collaboration - the film’s
core humanist message.
‣ Experiential marketing for
attendees and spectators.
Poster Concept
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25. Leverage fiction to spread knowledge.
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Create a MOOC series on
neuroscience.
Target students.
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Give visibility to real world BCI projects.
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Target tech-savvy populations.
26. 3 levels of engagement
[FICTION] Pacific Rim sci-fi universe and scientific premise.
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Establish Pacific Rim’s mythology.
Engage through imagination and emotion.
[EDUCATION] The science behind the movie.
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Educate about real world BCI research.
Engage through critical thinking and curiosity.
[INNOVATION] A scientific challenge correlating the film.
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Generate startup creation around BCI technology.
Engage through action and problem-solving.
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27. A lean approach
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Act as a platform.
Warner and Legendary act as enablers. Pacific Rim is a platform to engage a
conversation about BCI technology. Make this story useful for others to communicate,
build and share. How can Warner and Legendary be useful for others?
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Multiply partnerships.
Do not reinvent the wheel. Tap into existing external resources as much as possible to
bring quality, legitimate content. Partner with top scientists, experts, universities and
startup community leaders who bring their communities and expertise.
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Syndicate content.
Use the campaign as a prequel to the film and a means to keep the audience engaged
between Pacific Rim 1 and 2. The Pacific Rim universe enhances the science challenge
experience: use existing Pacific Rim narratives and material to feed the event marketing
(Caitlin Lightcap, Tales form year zero...).
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28. Campaign calendar
“Meet Caitlin Lightcap” - provide background. Feb 2014
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Unroll Pacific Rim’s scientific narrative (the science
behind the movie.)
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“2 Brains Better” - promote. Nov 2014
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Introduce Caitlin Lightcap, her theories, etc.
Engage with fans.
Generate media buzz.
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Populate the official website with resource about BCI and
neuroscience for participants and the curious.
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Udacity special Neuroscience MOOC course series.
“The Drift Theory” - generate conversation. May 2014
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BCI and neurology experts test Caitlin Lightcap’s theory,
explain if it could work, why, when, how.
“We have fiction. Build the science.” - challenge. Sept 2014
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Announce the challenge.
Participant outreach.
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Link back to the film’s core message: humans are stronger
when they work in teams.
BCI resource - feed quality content, engage with community. Dec
2014
“Fiction? Says who?” - spark interest. April 2014
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Open registrations for the Pan Pacific BCO challenge.
- PAN PACIFIC BCI CHALLENGE - foster creation. May 2015
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Special Pacific Rim 2 preview.
DARPA Keynote.
Winners announced.
- RELEASE OF PACIFIC RIM 2 - delight.
Summer 2015
29. Thanks for reading!
Read more at
http://thedailybud.wordpress.com
@alice_gillet
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