(Movie poster, Photo source: IMP Awards)
Over two decades later, the new take on the 1966 Philip K. Dick short story about a future where Rekall Corporation can implant artificial memories to make fantasies come true stars Colin Farrell, Kate Beckinsale and Jessica Biel.
Other than a set visit featured on Collider, exclusive motion poster unveiled on JoBlo, and the premiere of the trailer, Total Recall’s main engagement consisted of two viral, alternate-reality websites featured heavily on a series of posters: WelcomeToRekall.com and NoRekall.org.
Though the sites play into the movie’s Rekall Corporation, neither allows the user to be an active participant besides entering contests for real-life “dream experiences.” With a month before its release date, the campaign may want to change its lackluster approach and make this a movie worth remembering to go see; Total Recall’s wish fulfillment premise is ripe for engagement.
Welcome To Rekall:
Learn more about Rekall (Screencap from WelcomeToRekall.com)
WelcomeToRekall.com is a website for the movie’s fictional Rekall Corporation and offers information on their history, staff, and experiences one can buy and alter their memory to become an actress, athlete, DJ or astronaut, to name a few. Each experience option leads to a contest entry page to enter to win a similar real-life opportunity.
Rather than use the generic one-sheet with Farrell, posters featuring Rekall fantasies and the accompanying website's URL have been released and posted around town.
On Target: The initial trailer underwhelmed with stale action sequences that didn’t give viewers a compelling reason to revisit Total Recall since the first one was well received; changing course and focusing on the ability to buy a fantasy life was a savvy move to emotionally connect with audiences. After all, it is human nature to never be satisfied.
Which Rekall experience would you like? (Screencap from WelcomeToRekall.com)
Welcome To Rekall is well designed, offers more explanation about the company and technology, and gives fans a chance to live out their dreams through once-in-a-lifetime contests.
Find out more about Rekall services (Screencap from WelcomeToRekall.com)
There is a hidden video under the “Astronaut” tab, which shows Doug Quaid (Farrell) warning the viewer that all their memories are fake; it adds to the movie’s story and makes the person watching feel like they are part of the alternate universe.
Quaid warns viewer in hidden video on site (Screencap from WelcomeToRekall.com)
Missed Opportunity?: Strip away the flashy design and the bulk of the website are links to enter contests. Seeing is believing, and for each experience/contest entry page, there are no images or videos to bring the fantasy to life.
Each Rekall experience is a link to enter a real-life contest (Screencap from WelcomeToRekall.com)
There should be more interactive elements for a website claiming to sell Rekall services; for example, Prometheus allowed fans to create their own Weyland ID Card and The Bourne Legacy immersed users in the trailer as the protagonist.
Immersing fan in trailer that made sense to story (Screencap from The Bourne Legacy Operation Outcome app)
It could be fun to allow fans to put their photo in the fantasy poster, video, or trailer so they can share with friends; they would be fabricated Rekall vacation pictures if you may.
Pinterest is also a community where people fill boards with wish fulfillment pictures so it would be a good tool to use. Snow White and the Huntsman had a Pinterest contest where fans were challenged to create costume inspiration boards for the characters.
A Snow White and the Huntsman costume Pinterest board (Screencap from Snow White and the Huntsman Inspiration)
Total Recall can take a similar approach and ask fans to create their dream or fantasy life Rekall Pinterest boards for a chance to win some luxurious prizes.
No Rekall:
On the opposing end, advertisements and the website NoRekall.org advocate for an anti-corporation movement against Rekall's "criminal behavior and untruthful marketing campaigns" and warns visitors with three examples of how it destroyed the lives of hardworking people.
On Target: The anti-corporation movement sets up intrigue for the sci-fi movie's mystery for those who are unfamiliar; if the Rekall experiences sound too good to be true, it probably is. Missed Opportunity?: NoRekall.org is publicized on banners and posters, but there is barely any content on the site.
The three case examples are a good start, and hopefully, there will be more content on the site because right now, there are only static photos and boxes of text. More photos, history of each person, video footage and interactive ways for users to join the resistance would give the site more rich content and allow fans to become part of the alternate universe.
Facebook:
Total Recall's Facebook page began active engagement in March, and so far the bulk of posts have been about the trailer and asking fans to enter the WelcomeToRekall.com contests.
On Target: A three-day countdown for a new trailer drummed up excitement.
Despite a typo, the April 3 post selling the services of Rekall with an appealing picture of a relaxing beach was an excellent way of making the movie's alternate reality universe seem real.
Missed Opportunity?: However, that was the only post of its kind; most posts asked fans to enter contests. Instead, Total Recall's Facebook can engage with its fans through polls, "would you rather..." open-ended questions about fantasy life versus reality, and Before and After pictures from successful Rekall testimonials.
To get fans actively involved in the No Rekall and Welcome To Rekall movement, badges or Facebook covers for each side can allow people to proudly display their affiliation. It would be even more effective if fans can include their own pictures in Total Recall-themed Facebook covers they created.
Twitter:
Total Recall's Twitter, which started March 28, tweets news, links to the WelcomeToRekall.com contests and retweets of positive fan comments.
On Target: Retweeting positive fan reaction fuels excitement among readers.
Missed Opportunity?: The Twitter account seems to regurgitate Facebook news and has an unremarkable voice.
Using the #Rekall hashtag, which is based off the Rekall Corporation services, can be confusing when the movie title is spelled Total Recall with a "c." Unless they are a fan and have seen the posters and marketing material, most people won't use or know the specific #Rekall hashtag and would likely assume the hashtag is the movie title.
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