The Crash of the Elysium (stage play)/Promotion

For the promotion of The Crash of the Elysium, the BBC and Punchdrunk used viral marketing and in-print advertising, which included tie-in websites, promotional videos, and advertisments in publications such as Doctor Who Adventures.

History
The Crash of the Elysium was announced on 17 March 2011 as part of the Manchester International Festival, but with the DWU elements left secret. This pretence was kept secret until later BBC announcements on 7 June; even its advertisement in Doctor Who Adventures showed no indication of its relevance to Doctor Who. Even after the official announcement of the DWU elements, the beginning of the immersive experience was still styled to look like a genuine historical exhibit about the fictional ship.

On 27 April 2011, two mock blogs were launched, and were linked to on the immersive experience's website. These were one of the only ways to consume details of the plot without actually attending the experience.

On 13 May 2011, the BBC released a short teaser mini-episode, Analysis Lessons. This video was accessible on the Doctor Who website through a series of clues left in the "Fourth Dimension" articles. However, this video's link to the immersive experience was kept deliberately vague, with it only being apparent when it was linked to on the official website for the experience.