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PACIFIC RIM
Marketing Case Study

Tuesday, December 10, 13
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.”

Tuesday, December 10, 13
Pacific Rim 1 - Strengths
‣

Outstanding special effects,
aesthetics and photography.

‣

An extensive and compelling
mythology.

‣

The reputation of an acclaimed
filmmaker and a leading studio.

‣

The aura of the Kaiju and Mecha
genres.

‣

Relatively good press.

‣

A consequent marketing budget.
Pacific Rim Official Poster

Tuesday, December 10, 13
Pacific Rim 1 - Weaknesses
‣

A film associated with cliché robots
vs. monsters films.

‣

A marketing campaign criticized by its
target audience, perceived as “too
easy.”

‣

Technical prowess sometimes seen
as an empty shell.

‣

A complex story. Only the last few
years are shown in the film.

‣

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

Tuesday, December 10, 13
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.

Tuesday, December 10, 13
Join the fight poster

Viral video showing Kaiju footprint

Jaeger Blueprint

Pan Pancific Defense website, crisis Map

Tuesday, December 10, 13
CAMPAIGN
CONCEPT
for
PACIFIC RIM 2
Credits: Odd City Entertainment
and James Fosdike
Tuesday, December 10, 13
Key campaign ideas
‣
‣
‣
‣
‣

Leave the monster/robot narrative in the background.

‣

Leverage existing narratives of the Pacific Rim universe that do not
appear in the film.

‣
‣

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.

Tuesday, December 10, 13
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.

Tuesday, December 10, 13

Emmy Award winner Breaking Bad highly
contributed to making science “sexy.”
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

Tuesday, December 10, 13
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.

‣

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

Tuesday, December 10, 13
Vision

‣

Leverage the power of entertainment to foster
innovation in the real world.

‣

Leverage the Pacific Rim universe to educate about
scientific challenges and shed light on current research.

Tuesday, December 10, 13
Pacific Rim’s Drift
idea and scientific
premises
generated interest
and debate.

Tuesday, December 10, 13
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.

Tuesday, December 10, 13
Pacific Rim’s
scientist characters
are popular and
inspired proficient
fan art.

Hermannn Gottlieb and Newton
Geiszler fan art

Tuesday, December 10, 13
The science vs. sci-fi debate:
an actual trend.

Gravity generated lively
debates over its choice
to sometimes prefer
story over scientific
accuracy.
Tuesday, December 10, 13
Science hackathons, a new way to
foster innovation.

Google Science Fair

Y Combinator and Upverter Hardware Hackathon
Tuesday, December 10, 13

Sanofi US Data Design Diabetes challenge

NASA International Space Apps Challenge
Campaign overview

VISION
The power of a story to foster
innovation in the real world

HERITAGE
Sci-fi culture

Tuesday, December 10, 13

MAIN TARGET
Science geeks

DYNAMISM
What if sci-fi could become real
science?
Appropriate the debate about science.

‣

Embrace the film’s universe
and its bold scientific
premise.

‣

Communicate about the
film’s scientific accuracies
and inaccuracies.

‣

Generate media buzz by
engaging debate.

‣

Invite fans to participate in
the conversation.

Tuesday, December 10, 13

Poster Concept
Begin the conversation where the
audience left it.

Poster concept

Tuesday, December 10, 13
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

Tuesday, December 10, 13

Credits: sophonisba
Source: Tumblr
Turn a universal tale into a global
scientific challenge.

‣

Challenge the world to push
back the limits of Brain
Computer Interfaces.

‣

Create an experience that
serves as prequel to Pacific
Rim 2.

‣

Break the silos between
science & entertainment.

‣

Celebrate science and sci-fi
together.

Tuesday, December 10, 13

Poster Concept
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

Tuesday, December 10, 13
Promote team work.

Poster concept

Tuesday, December 10, 13
Leverage fiction to spread knowledge.

‣
‣
Tuesday, December 10, 13

Create a MOOC series on
neuroscience.
Target students.

‣

Give visibility to real world BCI projects.

‣

Target tech-savvy populations.
3 levels of engagement
[FICTION] Pacific Rim sci-fi universe and scientific premise.

‣
‣

Establish Pacific Rim’s mythology.
Engage through imagination and emotion.
[EDUCATION] The science behind the movie.

‣
‣

Educate about real world BCI research.
Engage through critical thinking and curiosity.
[INNOVATION] A scientific challenge correlating the film.

‣
‣

Generate startup creation around BCI technology.
Engage through action and problem-solving.

Tuesday, December 10, 13
A lean approach
‣

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?

‣

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.

‣

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...).

Tuesday, December 10, 13
Campaign calendar
“Meet Caitlin Lightcap” - provide background. Feb 2014

‣

Unroll Pacific Rim’s scientific narrative (the science
behind the movie.)

‣

“2 Brains Better” - promote. Nov 2014

‣
‣

Introduce Caitlin Lightcap, her theories, etc.

Engage with fans.
Generate media buzz.

‣

Populate the official website with resource about BCI and
neuroscience for participants and the curious.

‣

Udacity special Neuroscience MOOC course series.

“The Drift Theory” - generate conversation. May 2014

‣

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

‣
‣

Announce the challenge.
Participant outreach.

Tuesday, December 10, 13

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

‣
‣

Open registrations for the Pan Pacific BCO challenge.

- PAN PACIFIC BCI CHALLENGE - foster creation. May 2015

‣
‣
‣

Special Pacific Rim 2 preview.
DARPA Keynote.
Winners announced.

- RELEASE OF PACIFIC RIM 2 - delight.
Summer 2015
Thanks for reading!
Read more at
http://thedailybud.wordpress.com
@alice_gillet

Tuesday, December 10, 13

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Pacific Rim 2 marketing campaign concept.

  • 1. PACIFIC RIM Marketing Case Study Tuesday, December 10, 13
  • 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.” Tuesday, December 10, 13
  • 3. Pacific Rim 1 - Strengths ‣ Outstanding special effects, aesthetics and photography. ‣ An extensive and compelling mythology. ‣ The reputation of an acclaimed filmmaker and a leading studio. ‣ The aura of the Kaiju and Mecha genres. ‣ Relatively good press. ‣ A consequent marketing budget. Pacific Rim Official Poster Tuesday, December 10, 13
  • 4. Pacific Rim 1 - Weaknesses ‣ A film associated with cliché robots vs. monsters films. ‣ A marketing campaign criticized by its target audience, perceived as “too easy.” ‣ Technical prowess sometimes seen as an empty shell. ‣ A complex story. Only the last few years are shown in the film. ‣ 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 Tuesday, December 10, 13
  • 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. Tuesday, December 10, 13
  • 6. Join the fight poster Viral video showing Kaiju footprint Jaeger Blueprint Pan Pancific Defense website, crisis Map Tuesday, December 10, 13
  • 7. CAMPAIGN CONCEPT for PACIFIC RIM 2 Credits: Odd City Entertainment and James Fosdike Tuesday, December 10, 13
  • 8. Key campaign ideas ‣ ‣ ‣ ‣ ‣ Leave the monster/robot narrative in the background. ‣ Leverage existing narratives of the Pacific Rim universe that do not appear in the film. ‣ ‣ 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. Tuesday, December 10, 13
  • 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. Tuesday, December 10, 13 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 Tuesday, December 10, 13
  • 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. ‣ 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 Tuesday, December 10, 13
  • 12. Vision ‣ Leverage the power of entertainment to foster innovation in the real world. ‣ Leverage the Pacific Rim universe to educate about scientific challenges and shed light on current research. Tuesday, December 10, 13
  • 13. Pacific Rim’s Drift idea and scientific premises generated interest and debate. Tuesday, December 10, 13
  • 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. Tuesday, December 10, 13
  • 15. Pacific Rim’s scientist characters are popular and inspired proficient fan art. Hermannn Gottlieb and Newton Geiszler fan art Tuesday, December 10, 13
  • 16. The science vs. sci-fi debate: an actual trend. Gravity generated lively debates over its choice to sometimes prefer story over scientific accuracy. Tuesday, December 10, 13
  • 17. Science hackathons, a new way to foster innovation. Google Science Fair Y Combinator and Upverter Hardware Hackathon Tuesday, December 10, 13 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 Tuesday, December 10, 13 MAIN TARGET Science geeks DYNAMISM What if sci-fi could become real science?
  • 19. Appropriate the debate about science. ‣ Embrace the film’s universe and its bold scientific premise. ‣ Communicate about the film’s scientific accuracies and inaccuracies. ‣ Generate media buzz by engaging debate. ‣ Invite fans to participate in the conversation. Tuesday, December 10, 13 Poster Concept
  • 20. Begin the conversation where the audience left it. Poster concept Tuesday, December 10, 13
  • 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 Tuesday, December 10, 13 Credits: sophonisba Source: Tumblr
  • 22. Turn a universal tale into a global scientific challenge. ‣ Challenge the world to push back the limits of Brain Computer Interfaces. ‣ Create an experience that serves as prequel to Pacific Rim 2. ‣ Break the silos between science & entertainment. ‣ Celebrate science and sci-fi together. Tuesday, December 10, 13 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 Tuesday, December 10, 13
  • 24. Promote team work. Poster concept Tuesday, December 10, 13
  • 25. Leverage fiction to spread knowledge. ‣ ‣ Tuesday, December 10, 13 Create a MOOC series on neuroscience. Target students. ‣ Give visibility to real world BCI projects. ‣ Target tech-savvy populations.
  • 26. 3 levels of engagement [FICTION] Pacific Rim sci-fi universe and scientific premise. ‣ ‣ Establish Pacific Rim’s mythology. Engage through imagination and emotion. [EDUCATION] The science behind the movie. ‣ ‣ Educate about real world BCI research. Engage through critical thinking and curiosity. [INNOVATION] A scientific challenge correlating the film. ‣ ‣ Generate startup creation around BCI technology. Engage through action and problem-solving. Tuesday, December 10, 13
  • 27. A lean approach ‣ 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? ‣ 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. ‣ 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...). Tuesday, December 10, 13
  • 28. Campaign calendar “Meet Caitlin Lightcap” - provide background. Feb 2014 ‣ Unroll Pacific Rim’s scientific narrative (the science behind the movie.) ‣ “2 Brains Better” - promote. Nov 2014 ‣ ‣ Introduce Caitlin Lightcap, her theories, etc. Engage with fans. Generate media buzz. ‣ Populate the official website with resource about BCI and neuroscience for participants and the curious. ‣ Udacity special Neuroscience MOOC course series. “The Drift Theory” - generate conversation. May 2014 ‣ 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 ‣ ‣ Announce the challenge. Participant outreach. Tuesday, December 10, 13 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 ‣ ‣ Open registrations for the Pan Pacific BCO challenge. - PAN PACIFIC BCI CHALLENGE - foster creation. May 2015 ‣ ‣ ‣ 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 Tuesday, December 10, 13