Which actions did Disney take to viral market Tron: Legacy?

• A. Releasing a series of TV spots aimed at broad audiences.
• B. Launching a website and organizing events to engage fans.
• C. Partnering with influencers to create memes.
• D. Releasing a mobile game tied to the film.

Answer: (B)

Viral marketing hinges on creating engaging, shareable experiences that fans want to talk about and pass along. Disney did this for Tron: Legacy by building a centralized online hub and staging real-world events that invited active participation. The dedicated website provided interactive content, clues, and immersive material that fans could explore together, sparking conversations and word-of-mouth spread beyond paid ads. Organizing fan-focused events extended the experience into the real world, giving communities something tangible to discuss, share, and invite others to join.

While releasing TV spots is a traditional advertising approach and can raise awareness, it doesn’t inherently encourage fans to actively participate or spread the content themselves. A mobile game tie-in offers a product experience but isn’t the same as a participatory campaign driven by fans. Partnering with influencers to create memes can contribute to viral spread, but the most direct viral strategy shown here is the online hub plus fan events that foster ongoing engagement and organic sharing.