Star Trek Into Darkness Gets Super Bowl Spot + App Delivers Bonus Content During Game (& Beyond) [UPDATED] | TrekMovie.com
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Star Trek Into Darkness Gets Super Bowl Spot + App Delivers Bonus Content During Game (& Beyond) [UPDATED] January 7, 2013

by Anthony Pascale , Filed under: Electronics/Gadgets,Marketing/Promotion,Star Trek Into Darkness , trackback

Tonight Paramount announced they will be releasing a new augmented reality app tied to the upcoming Star Trek Into Darkness movie. The new mobile application will use ‘context awareness’ to deliver bonus movie content with the first opportunity coming during the (also just announced) Super Bowl commercial for Into Darkness. In addition there is also a new sweepstakes with a chance to win a trip to the US premiere of Into Darkness. Find out more about the app and contest below. [UPDATE: Announcement video]

 

UPDATE: Video with Alice Eve announcing app at CES

Paramount has provided us with video from the CES announcement.

Star Trek Into Darkness App To Unlock ‘Surprises’ Starting With Super Bowl XLVII

Tonight Paramount Pictures and Qualcomm Labs announced a partnership for a new augmented reality mobile application tied to the new movie Star Trek Into Darkness.  The app was announced by Qualcomm Chairman and CEO Dr. Paul E. Jacobs during his keynote address at the Consumer Electronics Show in Las Vegas. Jacobs was joined on stage by Star Trek Into Darkness actress Alice Eve. 


Alice Eve and Paul Jacobs announce new Star Trek app at CES – January 7, 2013

According to a Paramount press release, the new smartphone app will allow users to "automatically engage with a wealth of movie related materials by utilizing their real-life surroundings to auto-complete integrated missions by employing audio scan, geo-location recognition, and image recognition functionality powered by Qualcomm." During the CES announcement Eve described the app saying that fans "become part of the crew" and use the app to "go out on missions." On these missions fans can collect points. She cited examples such as watching trailers, visiting the theater, and looking at a billboard or poster for the movie. As you perform more missions you get more points and rise up in the ranks. While it wasn’t mentioned, it is possible the app will factor into the "Are You The 1701" viral campaign.

The new app which launches at the end of January uses Qualcom’s Gimbal technology, which works on both iOS and Android devices. The first opportunity to use the app will come on February 3rd during the second quarter of Super Bowl XLVII. According to Paramount, users will be able to "unlock the first of many surprises" during the airing of a new Star Trek Into Darkness TV commercial.

Here are some of the highlights of the “STAR TREK INTO DARKNESS” app (via press release):

You can register for the app now at www.StarTrekMovie.com/CES. Everyone who registers is automatically entered into a sweepstakes for the chance to win a VIP trip to the U.S. premiere.


Star Trek Into Darkness app

Star Trek back in the big game!

While mentioned as a side note as part of Paramount’s announcement related to the new application, it is pretty big news that Star Trek will be promoted during Super Bowl XLVII. According to Ad Age, commercials for this year’s game run around $3.8 Million per spot. Super Bowl commercials are a major part of the event and often garner as much interest as the games themselves.

The Super Bowl is as old as the Star Trek franchise, but this is only the second time that a Trek film will be promoted during the game. The first was for the 2009 Star Trek film. That commercial (which you can watch below) featured  new footage that wasn’t seen in the trailer released the previous November. It also won high praise from critics and from movie fans who ranked it the second most memorable movie ad (out of 10 total films with Super Bowl commercials in 2009).

Super Bowl XLVII airs on Sunday February 3rd CBS.

Comments

1. WriterJWA - January 7, 2013

Nice!

2. WriterJWA - January 7, 2013

…. and 1st!

Marketing apps always make me a little nervous. Sometimes they’re more flash than substance… here’s to hoping!

3. Kirk Nelson - January 7, 2013

Cool! I don’t usually watch football, but I have an iPad. I’m down. Football parties have free food,anyway, right?

4. Gustavo - January 7, 2013

Muy bien

5. Aix - January 7, 2013

YAY!!!

6. Flaming Nacelles Forever - January 7, 2013

“Marketing apps always make me a little nervous. Sometimes they’re more flash than substance… here’s to hoping!”

This app has been in the design stages for more than 2 years. Qualcomm has been looking for the right property (IP) to utilize it to its fullest potential.

They’ve invested substantially in this. Its a good sign about the quality of the content to come.

7. Aix - January 7, 2013

They should hire the people responsible for the 09 trailers again… or maybe they are the same people for the STiD ones? The new teasers are great but the editing on the old ones are just spot-on. Ugh, what the hell, just get rid of the horns.

8. Basement Blogger - January 7, 2013

I hope this means they’re not going to kill off Carol Marcus aka Alice Eve. She is very lovely. And well, they’ve already destroyed Vulcan. Anyway now that my Bengals have bungled out of the playoffs again, there’s something to look forward to, while watching the Super Bowl.

9. Marvin the Martian - January 7, 2013

I hear the app will add a “Lens Flares” photo filter to your Instagram.

10. Tony - January 7, 2013

Which begs the question, who will be playing in the Superbowl? ;)

11. Jerry Modene - January 7, 2013

Well, while Star Trek – especially DS9 – has several references to baseball, I don’t recall a single episode that mentions football. ;)

12. Ma00145 - January 7, 2013

Dang it no 3G where I’m at guess I will have to wait for you guys to put all the goodies on the web

13. Thorny - January 7, 2013

11… Trip Tucker in the Enterprise episode “Fusion”. The visiting emotional Vulcans though both teams were trying to kill each other.

14. Dr. Cheis - January 7, 2013

Not expecting much from the commercial, but the app sounds cool.

15. Yasammez - January 7, 2013

Is this app exclusive to US/Canadian inhabitants? :S

16. Commodore Adams - January 8, 2013

A Super Bowl ad is HUGE! Gonna be great publicity for Trek.

17. Trekmandave - January 8, 2013

Why do all these things (apps / competitions / games / video content) etc have to be locked to the US?

18. Ric - January 8, 2013

well it would be nice that when they ask for a postal code (a Canadian Zip Code) that a Postal Code would actually work when entered… but it does not (in various ways every other website allows them) so maybe a heads up to those working on this website… if you want to allow us to enter – fix the bugs first – please

otherwise do not bother to tease us…

19. Aligee - January 8, 2013

No uk typical

20. Jeff O'Connor - January 8, 2013

I wonder if my Samsung Galaxy Player will be sufficient for this app. If not, oh well. I don’t care to upgrade my phone. Sounds cool though.

Not into sports, but I was hoping another Super Bowl ad would come to fruition. That is major stuff. Still, better factor marketing costs for the film as “a great deal of money, plus another $3.8 million.”

While no fan of Abrams’ first spin would want anything less than prime marketing opportunities so we can see this movie succeed, it’s important to keep things relative. The more they spend on these things, the more they want back. :P

21. crazydaystrom - January 8, 2013

“Marketing apps always make me a little nervous.… here’s to hoping!”

I’ve avoided them myself for various reasons but I’m registered for this one and excited. Trekking into new spaces thanks to my(our) beloved franchise!
And what more is there to come that’ll make these 18 short weeks go by that much faster? The wait will soon be over my friends!

Star Trek 2009 was the first film in all my years of movie going that I saw in theater over and over again. I suspect my pattern will be sequel for this sequel. Unless it turns out to be a huge disappointment. Possible, of course, but highly improbable I believe.

Good times. Good times. :-)

22. Yanks - January 8, 2013

Great exposure!!

23. gingerly - January 8, 2013

Haha, the horns mean “serious business!” maybe at the time the trailer was created that sound wasn’t considered cliche yet?

I know, it’s a stretch.

24. olly - January 8, 2013

Silly not to capitalise on the UK interest in the film.

25. Pointing Out The Obvious - January 8, 2013

These AR gimmicks are crap.

26. Daniel Broadway - January 8, 2013

I’d love a virtual walk around of the STID starships like the one Intel did with the Kelvin

27. Mad Man - January 8, 2013

I always watch the Superbowl at a big party and can never hear the commercials. So, this app wouldn’t work for me.

But I look forward to the new trailer. I’ll just watch it online the next day.

28. Emperor Mike of the Empire - January 8, 2013

I can’t wait to see the Superbowl and as a bonus. Star Trek Into Darkness Trailor. I love it.

29. CaptainDonovin - January 8, 2013

Very cool, now I just need to make sure I move all my Angry Birds alps to make room!

30. Jonboc - January 8, 2013

I just hope I don’t have to give the app much attention during the actual spot. I’d much rather give all my full attention to the commercial itself.

31. BeyondtheTech - January 8, 2013

Here’s a funny joke:

Q: How many nerds are going to watch TV football for the first time in their lives?
A: All of them.

32. James Cannon - Runcorn Trekkie UK - January 8, 2013

#24. Agreed.

And “American Football” doesn’t do much for many of us Brits. .. We prefer ‘proper footy’ …..

Everton FC! …. Nil Satis Nisi Optimum ….

33. LizardGirl - January 8, 2013

Eh, seems like more work than I wanna put into it. Besides, I don’t like football…of any kind, so I won’t be tuning in. I’ll catch the Superbowl trailer on youtube.

34. Simon - January 8, 2013

Alice is simply gorgeous and that accent…

She’s truly out of my league! :-)

35. Simon - January 8, 2013

PS: Did everyone notice she did the Vulcan salute CORRECTLY? Not even Bob Orci does it right (thumb away from the palm)!

36. Captain Dunsel - January 9, 2013

“…this is only the second time that a Trek film will be promoted during the game. The first was for the 2009 Star Trek film.”

I believe that may well be because the 2009 film was the first one with a release date that made a Superbowl ad relevant. Advertising films in January or February with a release date the following December is probably not very cost effective.

37. Pegasus - January 9, 2013

Hm. Sounds like JJ and crew want to keep track of fans 24 hours a day, logging our whereabouts and activities. That’s creepy. You guys make movies for entertainment, you really have no reason to know when I’m in my bedroom or not. Yikes!

38. Let Them Eat Plomeek Soup - January 9, 2013

Things like this are the only reason why I sit through the Super Bowl.

39. Jack - January 13, 2013

18. Agreed. It says zip/postal and then postal doesn’t work. In those cases, 90210 comes in handy.

40. cpelc - January 23, 2013

Anyone else notice that it shows Doctor Marcus above the picture in the screenshot of the app?

So we know that she is definitely still a scientist in some respect and a semi-accomplished one.

41. Phil K - January 24, 2013

That CES keynote by Quallcomm was truly horrible. The app sounds cool though.

And go 49ers!

42. D for Me - January 31, 2013

The app is available! on iTUNES its Star Trek Into Darkness :)

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