We decided that for Prometheus to have the greatest impact and deepest engagement, we would structure the campaign in-world, lending credence to a narratively-driven experience.We reached out to several editorial partners to debut content in-world: Sir Peter Weyland’s 2023 TEDTalk launched at TED2012, David 8’s product commercial launched on Mashable and Verizon FIOS and the Project Prometheus Training Center recruited influencers from LinkedIn. We garnered massive media coverage about our nontraditional approach to advertising, and we engaged millions of fans with exclusive content, interactive experiences and socially-driven rewards not found anywhere else.

As a result of our sprawling transmedia campaign, we garnered over 3 billion total media impressions, including over 2 billion social media impressions and almost 1 billion editorial impressions, along with tens of millions of video views and hundreds of thousands “investor” signups. We also fostered relationships with editorial and brand partners, utilizing nontraditional platforms like TEDTalks and LinkedIn to reach new audiences in a new way. Overall, Prometheus had one of the top box office grosses of 2012, was one of the biggest R-rated openings ever and became one of the most-talked about films of all time.