The Tron Legacy ARG is a 360 degree experience packed with mysterious websites, casual games, world-wide scavenger hunts, location based entertainment, exclusive giveaways, direct mail, custom produced audio and video content, mobile, social networking tie-ins, daredevil stunts, embedded clues in traditional advertising, and live epic underground events... all adding up to make Tron Legacy the most anticipated film of 2010.
Flynn Lives Secret Forum
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The TRON Legacy 360 Experience is about active engagement. As the audience falls through one rabbit hole after another, they discover things to do around every corner.
Active participants of the TRON Legacy 360 Experience were surprised and rewarded for their efforts with limited-edition custom produced collectibles sent directly to their homes.
The TRON Legacy 360 Experience generated intrigue and discussion early in the campaign, by reaching out to influential film, game, and comic book bloggers.
At key moments in the campaign, the Tron universe seeped into the real world through special in-fiction live events and global scavenger hunts allowing fans to 'step into the movie'.
A countdown on FlynnLives.com pointed to a meet-up location, and ticked away until 9:30PM on the most attended day of the world's biggest comic book convention. 600 fans showed up and went on a blacklight scavenger hunt through the city leading to embedded coordinates within posters, needed to construct a lightcycle path to the event's secret location.
Secret codes hidden in 'Space Paranoids' levels, combined with a black light clue found on a t-shirt given away at the arcade, allowed the global audience online to unlock hi-def test footage for the
Once there, players were transported to the 80's as the fully functional arcade broke down the barriers between reality and fiction. Fifteen minutes in, the neon flickered and a hidden door behind the Tron machine opened up to allow players to get "on the grid" to see a full-scale lightcycle from the new film.
That weekend alone: Thousands of fans visited the secret arcade each night, there were 4,000,000+ downloads of the new Tron Legacy test footage, and 500,000+ members joined the Flynn Lives organization online.
Bringing the fiction of Tron Legacy to life, a press conference was staged in San Francisco during Wondercon 2010 with a live performance featuring two of the original stars of the film: Bruce Boxleitner (Alan Bradley) and Cindy Morgan (Yori). The press conference featured a no-expense spared announcement of a new videogame by the fictional software company, ENCOM using high definition programmable LED screens and show lights.
800 live participants
Alternate Reality Games are social by nature. They require the collaboration and resources of the ‘hive mind’ to uncover new rabbit holes, sift through clues, solve puzzles, and piece together the narrative. The Tron Legacy 360 Experience is a prime example of this. Fans across the world have banded together on discussion boards, wikis, movie blogs, Facebook, Twitter, Flickr, YouTube, and more to organically share their experiences and spread the word.
Digital achievement badges earned through active participation in the experience have become status symbols within the TRON Legacy communities.
By actively engaging the community to bring the fiction to life, the Tron Legacy 360 Experience has gained a user base of millions of movie goers, and has created a constant churn
of tens of millions of overwhelmingly positive media impressions through online press, blogs and postings.