Earth to Alien followers, there’s one other entry within the franchise, and FX needs to make it essentially the most immersive expertise potential.

Right this moment, FX and Hulu debuted the Alien prequel collection, Alien: Earth, which takes place two years earlier than the unique 1979 movie. Main as much as its premiere, FX created an expansive and immersive advertising and marketing marketing campaign that included a number of activations throughout the USA, in addition to some inventive collaborations with manufacturers throughout the meals and beverage, hospitality, and life-style classes.

Kenya Hardaway Inexperienced, svp, built-in promotions, FX Networks–and a 2018 Brand Genius honoree for ADWEEK—mentioned the worldwide launch for the Alien: Earth advertising and marketing marketing campaign was a yr within the making, with lots of transferring components concerned for the rollout.

The manager, who’s actually no stranger to spearheading two-part immersive campaigns, having executed so earlier this yr for Grotesquerie, informed ADWEEK that experimental activations and model collaborations had been a precedence.

“The experiential idea that we put collectively and wished to carry to followers had a number of beats, and it was constructed that manner deliberately,” Hardaway Inexperienced mentioned.

FX launches a two-part, immersive campaign for Grotesquerie.

Creating out-of-this-world activations

One of many first activations that FX launched was The Wreckage, which lets followers discover a spaceship crash website. The activation first appeared at South by Southwest (SXSW) earlier this yr and in addition landed at last month’s San Diego Comic-Con.

Hardaway Inexperienced mentioned that The Wreckage was impressed by the pilot of the present, which options the crash of the Weyland-Yutani spacecraft, the USCSS Maginot, which brings the alien creatures to the planet. The SDCC iteration additionally included a daytime and nighttime portion (dubbed “The Wreckage: Code Purple”) that allowed extra adventurous friends to participate in a creepy mission.

“We felt like that setup simply actually demanded an immersive engagement,” Hardaway Inexperienced mentioned. “Constructing out that scene and that includes The Wreckage, and permitting followers to step into the world and discover, grew to become the main focus of that have.”

Hardaway Inexperienced added that there have been lots of components earlier within the yr that would not be revealed in March at SXSW, so that they needed to construct slowly because the marketing campaign progressed; nonetheless, the early activation nonetheless utilized key moments and integrated radio frequency identification know-how (RFID), which makes use of radio waves to do issues like monitor objects or set off results.