Star Trek Into Darkness App Kicks Off The Viral Campaign
It’s not enough, in the year 2013, for blockbusters to exist in 3D and IMAX. They also must be interactive.
J.J. Abrams’ Star Trek Into Darkness already holds the title of “Most Anticipated” film for 2013 (in my book, at least). Now it’s vying for the mantle of “Most Innovative.” The upcoming sequel is introducing a fresh app that can be downloaded for free for iOS and Android via Apple’s App Store or Google’s Play Store. The program allows Star Trek fans to enroll in the Starfleet Academy, participating in missions that will unlock bonus content associated with the movie. According to the L.A. Times, there will be as many as 40 different tasks for fans to complete, from scavenger hunts at local movie theaters to audio tasks that will require you to be watching Star Trek on television at any given moment.
The missions begin on Super Bowl Sunday, when Into Darkness is expected to tease new footage in a TV spot during the second quarter … so be sure to download the app and be ready to leap into the game almost immediately.
Star Trek Into Darkness continues Abrams’ masterful reboot of the long-running franchise with a younger cast and new villains. Chris Pine and Zachary Quinto lead the Trek ensemble, though the hook of the sequel – so far – has been the presence of Benedict Cumberbatch, and the mysterious role of his unidentified villain. Maybe the app eventually will confirm or deny that the Sherlock star is playing Khan?
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