Star Trek Into Darkness Gets Super Bowl Spot + App Delivers Bonus Content During Game (& Beyond) [UPDATED] January 7, 2013by 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):
- An audio scan function that can be turned on to automatically recognize and reward users for watching “STAR TREK INTO DARKNESS” content on TV and other media;
- An image scan function that enables users to interact with images printed or viewable in the real world;
- A geofencing function for location-based experiences;
- New “STAR TREK INTO DARKNESS” content, such as videos, images and wallpapers delivered directly to users’ mobile devices;
- Exclusive opportunities and special offers only available to app users;
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.