Universal Pictures’ Heist It Back scavenger hunt to promote feature film Tower Heist ended up totaling 380,000 heists and awarding one million Facebook Credits to users.
Heist buttons were hidden on pages and within ads on the social network, and users who discovered them and clicked on them received Facebook Credits, which can be used during game play, for the purchase of virtual goods, or in other applications.
Universal, Ifeelgoods, and The Branding Farm said the film tallied more than 157 million impressions, including 4.1 million from shared and discovered content on Facebook.
Tower Heist debuted in theaters November 4, and the film stars Eddie Murphy and Ben Stiller.
Here are the final statistics from the Facebook campaign supporting the movie:
- 52,000 active game players;
- 384,391 digital heists;
- 18,617 user stories submitted;
- 94,062 friends invited to participate in the game;
- 208,000 replies to shared stories from friends;
- More than 4.1 million impressions from Facebook shared and discovered stories;
- 157 million impressions from page posts; and
- 1 million Facebook Credits redeemed.
Ifeelgoods Co-Founder and Chief Executive Officer Michael Amar said:
We are providing entertainment companies and brands with the most cost-effective way to engage fans for a fraction of the cost of traditional marketing initiatives. Brands can influence consumer behavior and engage with their customers with for as little as 10 cents. 70 percent of consumers who engage in these types of Facebook Credits promotions share their rewards on Facebook, leading to additional conversions, clicks, and impressions without additional costs to brands.
Readers: Did you participate in Heist It Back, or any other similar campaigns?