News
'Heist' Promo Offers 1m Facebook credits
UPDATE Dec 15-Metrics from promotion at bottom of text...
Oct. 12, 2011-Universal Pictures unveiled a promotion that offers 1 million Facebook credits for the winner of an online scavenger hunt connected with thriller Tower Heist.
Facebook credits are virtual currency that Facebook pegs as worth 10 cents, so the prize has a face value of $100,000 in social website’s virtual currency. Tower Heist, which stars Ben Stiller and Eddie Murphy, is scheduled to premiere Nov 4.
The Heist hunt calls for Facebook users to find movie buttons hidden on Facebook pages and within Facebook advertising. “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,” says a press release.
"Creating engaging experiences that bring a film's story to life online is our mission,” Doug Neil, Senior Vice President, Digital Marketing at Universal Pictures, says in the press release. “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.” Also quoted are Hill Salomon of The Branding Farm and Ifeelgoods CEO Michael Amar, who helped craft the promotion.
The scavenger hunt offers a substantial prize to draw in users, works the movie elements into the mechanics of the hunt and Facebook gets to promote its credits currency. Tower Heist was in the news when Universal Picture said it would test video-on-demand availability of the move in a few test cities three weeks for $60 after theatrical premiere, but withdrew that premium VOD window when movie theaters said they would penalize the theatrical run.
LATE ADD: Universal abandoned $60 premium VOD window Oct 12, in response to theater protests.
Dec 15 add:
Results from the promotion include:
· 52,000+ active game players
· 384,391 digital “heists” performed
· 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
· 1 million Facebook Credits redeemed
For full text, click links below: this website’s text is searchable via searchbox at center left of homepage:
media.prnewswire.com/en/jsp/latest.jsp
www.marketingmovies.net/news/social-web-users-are-primo-film-targets/
www.marketingmovies.net/chapters/chapter-4-tieins-prod-placement/
