the blaze strategy

Excerpt: A mysterious space-vessel crash appeared in Austin, TX, during SXSW. Curious (and brave) passersby who stumbled upon FX’s The Wreckage activation had a chance to step inside and uncover details from the upcoming “Alien: Earth” series, a prequel to the 1979 film “Alien” that started the franchise.

Before receiving credentials and instructions to enter, participants were scanned for alien parasites by yellow hazmat-suited representatives from Prodigy Corp. Once cleared, the attendees embarked on an exploratory mission through the ship wreckage, encountering alien specimens and dealing with a containment breach.

“The Wreckage highlights a pivotal moment from the pilot, where an incident occurs that brings a threat to the planet, so it’s the first opportunity for fans of the franchise to see how that threat impacts the Earth and the first opportunity for this story to be told in a series,” says Kenya Hardaway, svp-integrated promotions, multi-platform marketing at FX. “So much of it we don’t want to spoil for fans, so we needed to identify an element of it that we could use to build an experience without ruining the story for them.”