The main challenges faced when initiating activity for the brand were:
- Ensuring the campaign retained relevance to the local Australian audience
- Use assets provided from the US website and promotion materials in a new and exciting way – not just replicating activations from overseas
- Create a unique point of difference to encourage social conversation and engagement in the lead up to the film release
- Attract a wide audience to the film with the focus on action rather then Sci Fi
Brainstorming a multitude of creative solutions, we came up with an online interactive experience that allowed a user to 'Discover the path to Elysium'. Using Google Maps, Street View and our specialised promotional tool, Grinner, each user would discover four clues, and that would lead them to the final destination and unlock the entry form by spelling out the secret word 'HERO'. Once a user put in their initial street address, the game would generate a series of locations around Australia, with clues and exclusive content in the form of Google Street View pins.
Locations like Chinatown in Sydney and Woomera Rocket test range were chosen as it fit the aesthetic of the film and gave users a localised and exciting experience. Bonus entries were gained through finding the unique code on Sony Australia's Facebook page.