Twentieth Century Fox has teamed with Moxie Interactive to create a new application that allows the world to decide who/what will be saved when the earth "stands still".
It's part of a global participation campaign for the upcoming Vancouver-lensed remake "The Day The Earth Stood Still"..
The digital capaign for "DTEST", starring actors Keanu Reeves and Jennifer Connelly will utilize seven of the world's top social networks, including MySpace, Facebook, Bebo and Netlog.
"...In the film, a renowned scientist (Jennifer Connelly) finds herself face to face with an alien called 'Klaatu' (Keanu Reeves), who has traveled across the universe to warn of an impending global crisis. She quickly discovers the deadly ramifications of Klaatu's claim that he is 'a friend to the Earth'. Now she must find a way to convince the entity who was sent to destroy us that mankind is worth saving - but it may be too late..." 'Earth's Vital List', launching today, poses the question: if the earth was under attack what would you save? Consumers are asked to build a 'Vital List' of 12 items (people, places or things) they would save on "the day the earth stands still"..."
A countdown to the film's North American release (12/12/08) will coincide with a special reveal of the world's 1,212 most prized possessions @MySpace.
"The campaign was designed to gain network participation and build, through word-of-mouth, awareness for the 'The Day The Earth Stood Still'," said Kris Zagoria of Moxie Interactive.
"This program will connect consumers with the movie by employing a creative application that naturally fosters conversations...This is the first time that a digital campaign has ever leveraged an array of social networks, creating a truly interactive application of global proportions."
"The Earth's Vital list succeeds in offering the consumer an activity that is both fun and engaging," said Hilary Hattenbach, 20th Century Fox.
"There are no limits to what types of items can be saved from extinction, so imagination and sharing is encouraged..."
"We knew we had to build a ground-breaking campaign that would give movie fans around the Earth a way to connect with the film's themes," said Bettina Sherick, 20th Century Fox.
"We're leveraging the most popular social networks around the world, with a question that resonates with all. I personally am interested in seeing what fans will decide is the Earth's Most Vital List...."
