Prometheus Twitter Campaign

Prometheus ad campaign reaches 15m Twitter users, but was it worth it?

20th Century Fox tried to tap into the viral power of Twitter on Sunday night to promote the impending release of Ridley Scott’s sci-fi movie Prometheus.
In what was heralded as a world first, a new three-minute trailer for the film was screened simultaneously online, on Channel 4 and on social TV app Zeebox.

Viewers were then encouraged to tweet about the film using the hashtag #areyouseeingthis.

During the next ad break, Channel 4 screened a 40 second spot which included viewer’s tweets.

Channel 4 said it fitted with its strategy to pioneer innovative and impactful marketing solutions, but it did it actually meet either of these criteria?

Word-of-mouth agency 1000 Heads monitored activity on Twitter around the hashtag during the past week.

The results show that there was a spike in activity on Sunday night, peaking at more than 4,000 tweets, and the hashtag was trending for a brief period.
The tweets shown on screen were all positive, but this wasn't the case on Twitter.