Prometheus

This article has been updated in August 2019.

Definition: Transmedia is a multiplatform storytelling technique which enhances audience‘s interaction as well as participation by presenting different parts of the plot through several types of media. It developed the new participatory culture because any audience could entry certain points of the plot and fans’ interaction became visible (Jenkins, 2008). Moreover, information started to be not only consumed but also engaged with facing fans’ evolvement from ‘viewers’ to ‘viewsers’ (Sasaki, 2012). However, Carlton (2012) states that transmedia campaigns are being pushy and intrusive especially because of the urged consumers’ participation.

The franchise in question – “Prometheus” – greatly accompanies the definition of transmedia storytelling because it heavily involved the audience and developed the story through several platforms such as short videos, film, online game, commercial advertisements, websites and social media.

‘Prometheus’ campaign started by a viral video called ‘TED talk 2023’ where the owner of Weyland’s corporation presents the concept of androids at the TED (Technology, Entertainment and Design) conference. Here is a full video: www.youtube.com/watch?v=nMp8DN8UwiQ. ‘TED talk 2023’ also leads to www.weylandindustries.com website that offers an opportunity to become one of the company’s investors. This led to a following move that involved more of a hands-on approach. The staff of Weyland Industries attended an actual comic book, science fiction, and motion picture convention WonderCon where they  interacted with the visitors and handed out their business cards. Soon after dialing a phone number, listed on a card, fans received texts with a second viral video revealing more information on the newest company’s android called David 8. To make things more real this video was also aired on TV for Verizon FiOS customers and uploaded online on www.mashable.com as this platform usually lists all the latest news on digital innovations.

When fans eventually unlocked all the information on David 8 and additional digital products of Weyland Industries, the company finally launched its mission called ‘Prometheus’. The mission actively urged audiences to get involved and even offered false vacancies for which applicants could be assessed by successfully completing an online game. Some information on this job opportunity was announced on www.linkedIn.com, making it seem even more realistic.

Soon after that, the company announced the third viral video. It presents Dr. Shaw’s ‘Project Genesis’ and asks for help with its research. Fans eagerly got involved and looked for certain artefacts that would unlock hints and potentially lead to discovery of the Engineer’s planet. A person who figures out clues is then publicly listed on the website. Once the film appeared on cinema screens it explained way more about this story, however, it seems not enough. The website www.whatis101112.com raises additional questions about the ‘Prometheus’ project and so it suggests that this story is not approaching its end just yet.

This transmedia project provided an intense interaction with the audience that searched for the clues, joined the Weyland Industries company, its ‘Project Genesis’, and ‘Prometheus’ not to mention using platforms such as Twitter, Facebook, LinkedIn, text messaging, reading ‘Mashable’, and watching David 8 commercials on TV. None of the storytelling actions were particularly complex or challenging to the audiences although product ads or LinkedIn vacancy ads strongly blurs the line between the reality and imagination. The futuristic design of the website, film, game, videos, and pictures greatly relates to ‘Prometheus’ content. Modern and digitised style of transparent business cards, cold and calm colour palette, Sans-Serif fonts, HTML 5, and even military clothing is expected to be used for such a story of inventions and transformations of this day and age. Therefore, ‘Prometheus’ created a well-developed story that looked convincingly “real” for the audience.

Campaign’s innovative use of transmedia storytelling and audience’s engagement could be the reason why ‘Prometheus’ was recognised as UK Online Campaign of the Year. Moreover, such transmedia storytelling approach and creative use of digital tools resulted in especially wide target audience. It consisted of not only the niche group of science fiction fans but also any 15-45 year old males and females (Substance, 2012).

Prometheus transmedia campaign:
http://vimeo.com/52252122

Prometheus official film trailer:
http://www.youtube.com/watch?v=sftuxbvGwiU

References:

Carlton M (2012) ‘Insight: Media Storytelling – Transmedia tales build consumer relations’. Campaign Asia-Pacific. May p. 24 [Online] Available from: http://encore.city.ac.uk:50080/ebsco-web/ehost/detail?sid=ab090a52-4d99-4461-8929-785965cd02e0%40sessionmgr112&vid=1&hid=108&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&AN=76163495 [Accessed: 29 November 2012]

Jenkins, H (2008) Convergence Culture: Where Old and New Media Collide. New York University Press: New York

Sasaki, D M (2012) Transmedia Storytelling and ‘Lost’ Path to Success. University of Jyväskylä: Jyväskylä

Substance (2012) ‘Prometheus – UK Theatrical Campaign’. Substance.com. [Online] Available from: http://www.substance001.com/prometheus-uk-theatrical-campaign [Accessed: 20 November 2012]