Pacific Rim: Uprising

•

Pacific Rim: Uprising - Theatrical Campaign

Client: Universal Pictures, Legendary

Studio: Addison Interactive

This was a 360 campaign that fully engaged and excited existing fans of the franchise, while showing casual viewers there is more to the Pacific Rim Universe.

We kicked off the campaign by focusing on the passionate preexisting fan community, making sure they became ambassadors for this sequel by offering them in-world experiences they’d rave to their friends about, and rewarding their loyalty with some very cool content and prizes. We live-streamed the first trailer from NYCC, then rolled out a series of hugely engaging contests, games and challenges on a custom “Jaeger Academy” site that made fans feel like they were one of the brave souls training to pilot a giant mech and defend the world.

It has been almost 10 years without a Kaiju breech in the Pacific Rim universe. Using the Pacific Rim "War Clock" from the film, we built anticipation as the clock began to countdown to alert fans of the films trailer release.

Social Content

Weapon Upgrades Awareness Video

Fans of the Pacific Rim universe loved the Jaegers from the first film so much that we followed up on giving them a glimpse of the new technology and weapon upgrades on these new Jaegers. Here you can see Gipsy Avenger displaying her upgrades as she faces Obsidian Fury in Siberia.

Countdown Pieces

These countdown pieces were released a month, weeks, and days before the release of the movie.

Talent Activation

Our social campaign then broadened to make sure a mainstream audience knew just how cool Pacific Rim Uprising was. A new, diverse, and talented generation of Jaeger Pilots finding their voices with conflicted heroes.

Website

We created a place where fans can become part of the film. The "Jaeger Academy" was a place where they got daily trivia, a chance to create their own Jaegers, compete against other "cadets" across the world, and much more. Cadets would then have the chance to have their names engraved in the "Hall of Heroes" room in the film.

Precision and Judgement Web Game

To become top cadet and eventually becoming a ranger, fans had to play in a Jaeger simulator and rack up point by destroying Kaiju and protecting the city. This game rated fans from all over the world in a leaderboard system where they could see how they stacked up against other top recruits. The leading cadets won name recognition in the actual film as fallen hopefuls in the "Hall of Heroes" room and bragging rights to everyone competing in the Jaeger Academy.

Compatibility Game

When piloting a Jaeger, being in top shape is not the only thing required for a cadet, they must also be "Drift Compatible" and have a solid connection with their co-pilot. Our personality assessment gave cadets the ability to connect with their friends via facebook and see who has the best "Drift" connection.

"THE STRONGER THE CONNECTION

THE STRONGER WE FIGHT"

Jaeger Creator

Jaeger parts are very hard to come by, they are very valuable if you come across them. In the movie, nobody knows this more than Amara. She builds her own Jaeger from scraps and names her "Scrapper". We gave cadets and fans the ability to customize, name, and create their own Jaeger.