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.
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