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 enrich their experiences online."
"This campaign was born of the vision to start a strategic integration between platform applications and platform advertising," said Hill Salomon, The Branding Farm. "We believe the future of marketing movies involves extending the storyline of a film into real life in a way that is relevant, exciting and interactive for the audience."
"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," said Ifeelgoods Chief Executive Officer Michael Amar. "Fans earn Facebook Credits as they participate in this exciting online game and share their experience with friends."