Drones Create Glowing Star Trek Logo Over London

Drones Create Glowing Star Trek Logo Over London

It's no Starship Enterprise, but Paramount found a fittingly futuristic marketing tactic for the next Star Trek movie.

Unmanned drones are at the forefront of modern technology, and we keep finding new ways to put them to use. From military surveillance to taco delivery, these little guys are nothing if not versatile. As it turns out, they also work well for marketing. Paramount Pictures sent 30 LED-equipped quadrotor drones into the skies of London, where they formed a massive rotating Starfleet insignia to promote Paramount's upcoming Star Trek Into Darkness.

The drone formation took place next to London's Tower Bridge, giving it plenty of visibility to vantage points around the city. The logo stretched 308 feet between the top and bottommost drone. The quadrotors themselves were property of Ars Electronica Futurelab & Ascending Technologies, who have actually done this kind of thing before in Linz, Austria.

The advertising event overlapped with the World Wide Fund for Nature (WWF)'s Earth Hour, in which many landmarks like Big Ben and the Tower Bridge dim their lights to promote conservation. The drones (which were charged with green energy from the Austrian renewable energy grid) were launched just before Earth Hour began, and blinked into darkness (very clever, Paramount) alongside the city's iconic buildings. "We are very pleased to go 'into darkness' with the rest of the world in support of Earth Hour," says John Fletcher, director of marketing for Paramount. "It seems fitting to be associated with such a global cause."

It's interesting to see one of the biggest sci-fi franchises in history being promoted with our modern technology as we close the gap between science fiction and science fact. Obviously there's a long, long way to go before we'll be hopping between planets in the final frontier, but it's important to remember that we can't create a Starfleet of our own if we burn up the planet before we have the chance to develop that technology.

Star Trek Into Darkness will hit theaters on May 17.

Source: Paramount, via CNET

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Nice marketing indeed. Much better than stashing bloody body parts all over the city like some other companies.
I initially thought there was going to be something more complex though. Like movement or something.

Cool, yet deeply scary use of drone tech. I am not sure I am completely comfortable with marketing people operating swarms of micro drones in the public space.

Not a star trek fan but that was pretty awesome.

Some how I think its appropriate that they launched from in front of the building know colloquially as the bollock. Thank god that the lights are normally to bright to see this kind of thing.

This is the greatest thing I've ever seen in my life!!!

faefrost:
Cool, yet deeply scary use of drone tech. I am not sure I am completely comfortable with marketing people operating swarms of micro drones in the public space.

well, it can't be much worse than bill gates breeding and then releasing mosquitoes just because he can

Big deal. Batman's been doing it for years.

cjbos81:
This is the greatest thing I've ever seen in my life!!!

I read that, and all I can think is...

image

The needs of the many outweigh the needs of the....SPOILERS!

There's this guy....

albino boo:
Some how I think its appropriate that they launched from in front of the building know colloquially as the bollock. Thank god that the lights are normally to bright to see this kind of thing.

Are you mad? That just means you'll never know when they're coming for you!

I totally signed up for the tacobot delivery service.

I really need tacos delivered to me by a robot, and I'm sure my pitch will cause the team at whatever company that was will agree.

Cute, but perhaps too few of them...? Or not bright enough...? I dunno, it lacked... impact.

I love the use of drones here, but a bit stronger of lights would be better. I was squinting several times to try to find the things.

hasty52:
my classmate's aunt makes $65/hour on the computer. She has been out of work for eight months but last month her paycheck was $20928 just working on the computer for a few hours. Read more on this web site FAB33.COM

Uhm....someone do somethiing about this?

OT: live long and prospect

Looking forward to this movie, last one wasn't what I wanted from a Trek film, but I got over it quickly and had fun. The franchise needed new life put into it, and this movie does look better then the first.

As much as I like the concept, abusing the Earth Hour to make your advertisement more visible is just straight up dick move territory.
I wait for the day when they get the technology to put (laser-based projection or something) ad banners on the moon, for all to see at night.

50$ says some idiot called the cops because he thought that the "sky was falling down because the stars stared moving".

Zachary Amaranth:

albino boo:
Some how I think its appropriate that they launched from in front of the building know colloquially as the bollock. Thank god that the lights are normally to bright to see this kind of thing.

Are you mad? That just means you'll never know when they're coming for you!

HA they will never find me in my Pigeon hat, from above I will look a pigeon flying around minding its own business. As to being mad, I was once now they have tested me and say I'm sane again. I'm SANE I TELL YOU

It's all fun and games until one morphs into a hatchery.

Oh, right. Not that sort of drones.
Until one zaps you for 40 damage, then.

This is undoubtedly a clever marketing move. I approve.

Rainforce:
As much as I like the concept, abusing the Earth Hour to make your advertisement more visible is just straight up dick move territory.

Yeah, tacking your marketing scheme onto someone else's thing is a bit tacky at the best of times.

...

Whatever happened to when the Germans could project a image of a lady on clouds to scare French people?

crimson sickle2:
I love the use of drones here, but a bit stronger of lights would be better. I was squinting several times to try to find the things.

A tenner says the lights looked a bit weak because of a combination of Most digital cameras are poor in these conditions, a fuckton of ambient light even at that point (meaning that changing the cameras settings to make the target look more impressive would have most likely brightened the background,and ruined the scenes contrast making the lights harder to see)and youtube compresses everything to buggery and back.

Merely getting the power sources for something much more powerful than these would have upped the lift capacity required by an impressive amount.

next movie marketing strategy:
image

We will alter your biological and technological distinctiveness to our taste. Your culture will adapt to service us.
you will enjoy this movie. resistance is futile.

alternatively added to the movie tied game marketing:
buy more DLC! thats what cool kids in the collective do...

With the amount of lens flare in the latter section of that video, I can't see Star Trek going 'Into Darkness' any time soon.

Cool use of quadcopters though.

launchpadmcqwak:

hasty52:
snip

Uhm....someone do somethiing about this?

OT: live long and prospect

The original post has been removed. For the sake of tidiness, you should probably edit your post, so you're not advertising it instead. ;)

Pretty awesome... but isn't this a bit of a dick move during Earth Hour, I mean aren't we supposed to be using less electricity... not sending a hoard of Quadrotors to the sky.

meh.

 

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