See the Star Trek Promo of the Starfleet Logo Hovering over London

March 25, 2013
Source: Mashable

Star Trek Logo London

Look - up in the sky! It's a bird, it's a plane, no it's - the Starfleet Logo? What the heck? To be honest, I'm actually a fan of these kind of exciting local promo events, though this one isn't the greatest. Paramount Pictures UK decided to pull a little publicity stunt during "Earth Hour" this past weekend in London. For the hour that the lights were off, including the Tower Bridge, they created a gigantic 300' tall hovering Starfleet logo from Star Trek Into Darkness, to promote the movie. A video has been released online of the event, showing how it all went down, and it's cool to see recorded. If only I could've been there to see it in person.

Here's the video of the "Star Trek Into Darkness Earth Hour Promo" event in London, found via Mashable:

Here's a full-size photo courtesy of showing the Starfleet logo hovering in the air in London:

London Star Trek Logo

The big floating logo was created using 30 LED quadrocopter drones. The operation was organized by Ars Electronica Futurelab & Ascending Technologies. The logo formation hovered about 118ft above the ground at the lowest point. The total height of the logo was 308ft. In keeping with Earth Hour's initiative, the quadrocopters utilized batteries charged in Austria using green energy made specifically for this event.

I like the idea and look overall, but it seems one of the issues were LEDs that were just too small and dim. It looks this could barely be seen in London when it should've been the big, bright object that made headlines the world over. Next time? London is a key city in the sequel, targeted by villain Benedict Cumberbatch, featured heavily in the latest trailer. I hope we see more promos like this leading up to the May 17 release.

Find more posts: Cool Stuff, Feat, Sci-Fi, Viral Marketing



Alex, I think I am going to finally let U off the hook over that Lincoln poster comment U took such a hit on cuz U are %100 on this one...

Tester on Mar 25, 2013



Brian Sleider on Mar 25, 2013


A few of those 'copters appear to be a tad drunk haha. Very cool overall. I wonder if any environmental groups are getting pissy that Hollywood totally stole Earthhour's limelight.

Wafffles on Mar 26, 2013


I'm pissy. It's dumb to hijack environmental awareness to plug your movie. I appreciate that the lights seem to be more or less sustainable, but that was kind of a requirement if you're going to totally use Earth hour for your own money-making ends. They could have done it any other time, but I guess that would fly in the face of the hipster, I-care-about-people-and-the-environment-but-not-really vibe that seems to be in vogue nowadays. Thanks, Starbucks.

Boiler Bro Joe on Mar 26, 2013


That's why I mentioned it, I have no particular interest in Earthhour or overt environmentalism per se, but it seemed disrespectful to me. They go out of their way to get involvement from the city, the residents, etc. for everyone to turn out their lights, only to get a bunch of quadrocopters lighting up the sky. It's creative, sure, and I like it aesthetically, but I could see how it could offend some people by essentially saying an advertisement is more important than an hour's reverence for the environment. I doubt these drones are particularly harmful to the environment or anything, but they certainly damaged this particular activism event.

Wafffles on Mar 26, 2013



redskulllives on Mar 28, 2013

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