Universal Pictures launched a first-of-its-kind experience integrated within the Facebook platform in support of the studio’s upcoming action-comedy Tower Heist, starring Ben Stiller and Eddie Murphy. “Heist It Back” invites users to get their own piece of fortune worth one million credits by hunting for “Heist” buttons hidden on Facebook pages and within advertising on Facebook.
The promotional campaign for one million credits mirrors the story of the film’s characters who seek revenge on the Wall Street swindler who stiffed them. The “Heist It Back” application rewards fans with Facebook Credits every time they click a “Heist” button, get their friends to join the heist, or share a story of how they got their own brand of payback.
Facebook Credits may be used to acquire virtual goods, such as movies, game play or other items, in applications across Facebook. Interactive agency The Branding Farm and digital goods incentive technology company Ifeelgoods worked closely with Universal to conceive and execute the promotion, which is supported by online, on-air and in-theater messaging tied to the Tower Heist trailer and television spots.
“Creating engaging experiences that bring a film’s story to life online is our mission,” said Doug Neil, Senior Vice President, Digital Marketing, Universal Pictures. “We view ‘Heist It Back’ as an innovative way to allow fans to interact with Tower Heist’s characters and storyline, have fun by participating in their own heist on Facebook and earn valuable credits that enriches their experiences online.”
The Branding Farm believes the future of marketing movies involves extending the storyline of a film into real life in a way that is relevant, interactive and exciting. Ifeelgoods Chief Executive Officer Amar agrees, “Universal, along with Ifeelgoods and The Branding Farm, is pioneering a brand new way to extend the excitement of a movie to its fans’ lives via the appeal of digital goods and social interactions on Facebook.”
Tower Heist arrives in theaters on November 4, 2011.