The centrepiece of the Earth Hour experiential launch took place in front of one of London’s most globally recognisable landmarks – Tower Bridge. As the sky darkened, Star Trek brought London’s Earth Hour into darkness.

The show-piece was a fleet of programmed luminous quadrocopters (powered by renewable energy – of course) which flew 130m in the darkened sky forming Star Trek’s logo to celebrate the start and end of Earth Hour.

The stunt was filmed and edited to create a spectacular content piece that dovetailed with WWF’s live streaming on YouTube and Twitter – a first for WWF & Paramount.

We focused our social and content activity on a carefully selected group, ensuring that we maximised our impact where ever we were.

Oh and considering the huge influence of celebrities on social media, Paramount used Star Trek’s UK talent Simon Pegg as his very own media channel, from tweeting live during the Earth Hour stunt to seeding the stunt video the day after.

We smashed our awareness score by 120% and weekend opening targets by 40%, as fans flocked to the cinema.

Star Trek Into Darkness became the number one weekend opener, £8.4m, and became the studio’s biggest film of 2013.

In the process, total online coverage reached a phenomenal 200m+, more than three times the UK population, and generated over £3m+ in PR coverage.

And with Star Trek’s UK talent, Simon Pegg and celebrity blogger Perez Hilton documenting our whole event worldwide, we built relationships with new and existing fans as social media went into galactic overdrive.