Bringing TRON to life

The challenge

Create maximum exposure for the movie release of TRON:Legacy.

The Idea

Create deep involvement among fans by giving them a starring role in the action

How we did it

A fashion designer was commissioned to create three illuminated TRON suits. We took three models, each wearing one, to the premiere of TRON:Legacy, to parties and to other high-profile events. People attending could have their picture taken with the models and by posting them on the TRON Facebook page were entered into a competition to win a range of prizes. The models also appeared on television and across the media to generate hype and to ensure that people were looking out for them.


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Awards

18000000
campaign impressions
93000
visits to the TRON:Legacy microsite
4000
additional fans on the Disney Singapore Facebook page