Case Study: Universal’s Tower Heist Facebook Activation
Campaign Objective: Brand Engagement
Rewards Used: Facebook Credits
Agency: The Branding Farm
NBC Universal wanted to generate excitement and fan activation for a new movie release, Tower Heist, starring Ben Stiller and Eddie Murphy. They selected The Branding Farm to develop a promotional social media campaign.
The Branding Farm created a scavenger hunt game for Facebook, enabling fans to take part in the story. One million Facebook Credits were made available to players to “heist back” by completing various kinds of actions. The campaign was designed to promote multiple, lightweight fan interactions over time with strong viral sharing as winners were rewarded with Credits. Campaign traffic was supported by Facebook Ads, and the scavenger hunt was mentioned in theaters at the end of trailers promoting the upcoming film.
The Ifeelgoods technology provided the means to seamlessly deliver the earned Facebook Credits, preventing fraud while direct depositing credits into winning users’ Facebook accounts. Our Facebook Share feature was used to power the viral spread of the campaign.
Over 52,000 game players participated, with 60% of credits being distributed virally as users shared the campaign and invited friends. Players spent an average of 11 minutes on the campaign pages. Ultimately the campaign generated 4.2 million earned impressions and 157 million owned impressions, far exceeding brand expectations.
The campaign was a finalist for the Mashable 2011 Award for “Most Innovative Use of Social Media in Marketing” and profiled in AdAge, Inside Facebook, and many more. Bravo, and congratulations to our friends at The Branding Farm.