#EnterTheGrid
Immerse yourself in the world of Tron: Ares.
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Case Study + Spec Social Media Activation

Case Study
A “failed franchise”
What Went Wrong with Tron?
Critics say: TRON: Legacy (2010), despite its stunning visuals and Daft Punk score, lacked a compelling story and well-developed characters. The film prioritized style over substance, leaving audiences with dazzling effects but little emotional investment. Weak character arcs—including Garrett Hedlund’s bland protagonist, Olivia Wilde’s underdeveloped and problematic "born sexy yesterday" role, and Jeff Bridges’ uneven performance—further undermined its appeal. Additionally, Disney’s hesitation to fully commit to the franchise, combined with the film’s underwhelming box office ($400M on a $170M budget) and mixed reviews, stalled momentum. Without a strong narrative foundation or cultural impact, Tron remained a niche property rather than the blockbuster franchise Disney had hoped for. But with the third installment of the series, Tron: Ares, slated to release this October, how does Disney regain the hype and interest of audiences 15 years later?
The Solution…
Activating Social Media
Introducing
#enterthegrid
‘ENTERTHEGRID’ is an AR face filter game that places fans inside the neon-lit Tron Grid.
Users on TikTok 'upload' themselves into the world of Tron: Ares and challenge friends to do the same using #enterthegrid.
#enterthegrid
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#enterthegrid 〰️
How It Works
1.
enter the grid
2.
choose your lightcycle
3.
play & challenge your friends
“🟦 You’ve been uploaded. #EnterTheGrid — Tap the filter to reveal your Tron identity ⚡🟧”




The Goal
Desired Outcomes
Introduce a New Audience
Give TikTok’s millions of active users a fun and captivating window into the Tron universe– Using the app of choice for Gen Z’s top tastemakers.
Re-engage Fans
Connect with existing and undecided fans of the Tron franchise in a new way– immersing them in the grid just like in the movies.
Spread the Word
Give fans an easy way to spread the news of Tron’s return to their friends at the click of a button– Harnessing the power of virtual virality.