Universal Pictures launched a Facebook scavenger hunt on Oct. 12 in support of its film Tower Heist. The movie studio is working with interactive agency The Branding Farm and technology company Ifeelgoods on the campaign.
To participate in the “Heist It Back” campaign, consumers must click on “Heist” buttons found on Facebook pages and Facebook Ads related to the film. For every button clicked, participants receive Facebook Credits. Credits can also be earned by sharing the campaign with Facebook friends.
“We wanted to extend the narrative of the story [about characters seeking to retrieve their stolen money] into the social media sphere,” said Doug Neil, SVP of digital marketing at Universal Pictures.
To register for the contest, consumers must agree to allow Universal Pictures access to their basic profile information. The studio will use information gleaned from the campaign to better understand the demographic and geographic makeup of particular consumer groups.
By segmenting the fans that “liked” the Facebook page since the contest launched, Universal will be able to determine the groups with which the campaign resonated by accessing aggregated and anonymized consumer demographic and geolocation information, Neil said.
Universal Pictures is promoting the campaign on Facebook and with cards handed out at screenings of the film. Film trailers and TV ads will also be used to promote the contest.