The Tron Legacy ARG is a 360o 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. The brief was to ignite diehard fans of the original and attract a younger, broader movie-going audience. The solution was to give players a key role, through a grassroots organisation called “Flynn Lives,” where millions of players around the world have been recruited into an alternate reality experience that explores the extended story between the release of the original 1982 film, and the sequel to be released in December 2010. Flynn Lives has united the global community to collaborate together on the digital breadcrumb trail left behind in all things Tron.

It started with mysterious pieces of code dispersed across the blogosphere that required tech-savvy programmers to translate. This led to a grassroots website, Flynn Lives, where fans could join the search for the missing videogame guru and read newspaper articles seamlessly weaving Kevin Flynn into the early pioneer days of the web. Players also registered/connected through Facebook to log achievement badges. Next, a blacklight scavenger hunt through the streets of San Diego revealed an exact recreation of Flynn’s Arcade. “Bits” from the original movie were printed in 3D and mailed out to signal a worldwide scavenger hunt in 25 cities that used mobile phones that unlocked new images from the film, IMAX screenings of a new trailer and online casual games and websites that got audiences involved in deciphering story. A live press conference was interrupted by a skydiving stunt, featuring old and new stars of the film. And more...

At the half-way point, Flynn Lives has attracted over 3M active players worldwide, and tens of millions of earned media impressions, forum posts, tweets, blog postings and film asset downloads. The big success has been uniting the older generation of Tron fans (who marveled at the possibilities of CGI in 1982) with a younger generation of movie-goers (who have seen it all with respect to CGI environments) in their passion and excitement about the new world being presented in Tron Legacy. By expanding the backstory, emotional connections have been made, especially with the young star, Garrett Hedlund, who plays Sam Flynn. The ARG reflectes well an especially strong characteristic of the film franchise by blending videogames with visually iconic scenery within the computer. By establishing a relationship with the audience for over one and a half before the film's release, Disney is building brand loyalty for the entire Tron franchise.