One Million Facebook Credits Redeemed in Universal Pictures’ Tower Heist Interactive Promotion

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Ifeelgoods, the leading marketing and technology solution for digital goods incentives, and interactive agency The Branding Farm today announced that 1 million Facebook Credits were rewarded from 380,000 “heists” to Facebook users that participated in the Heist it Back promotion. The digital scavenger hunt was created in partnership with Universal Pictures to promote the studio’s Tower Heist movie, which hit theaters on November 4. In just three weeks, more than 157 million impressions were created including 4.1 million impressions from Facebook shared and discovered stories.

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Brands can influence consumer behavior and engage with their customers with for as little as 10 cents. Seventy percent of consumers who engage in these types of promotions share their rewards on Facebook, leading to additional conversions.

Ifeelgoods, the leading marketing and technology solution for digital goods incentives, and interactive agency The Branding Farm today announced that 1 million Facebook Credits were rewarded from 380,000 “heists” to Facebook users that participated in the Heist it Back promotion. The digital scavenger hunt was created in partnership with Universal Pictures to promote the studio’s Tower Heist movie, which hit theaters on November 4. In just three weeks, more than 157 million impressions were created including 4.1 million impressions from Facebook shared and discovered stories.

Heist it Back challenged fans to find Ponzi schemer Arthur Shaw’s (Alan Alda) stolen fortune – in the form of Facebook Credits – hidden within Facebook. Users who found Shaw’s fortune and invited their friends to “heist it back” were rewarded with Facebook Credits that can be used to play games and purchase entertainment, including movies and music on Facebook.

“We are providing entertainment companies and brands with the most cost-effective way to engage fans for a fraction of the cost of traditional marketing initiatives,” said Michael Amar, co-founder and CEO, Ifeelgoods. “Brands can influence consumer behavior and engage with their customers with for as little as 10 cents. Seventy percent of consumers who engage in these types of Facebook Credits promotions share their rewards on Facebook, leading to additional conversions, clicks and impressions without additional costs to brands.”

Results from the Heist it Back Facebook campaign 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

“Facebook was the perfect vehicle to give users a chance to feel like they’re part of the story,” said Hill Salomon, The Branding Farm. “We saw some players Liking every page and some were even banding together to create their own groups to help each other locate Heist buttons. It was amazing to see players truly immerse themselves in the experience.”

About Ifeelgoods
Winner of the 2011 Web 2.0 Startup Showcase, Ifeelgoods enables brands and retailers to offer relevant digital goods, such as Facebook Credits, in marketing campaigns. Its more than 30 clients include Gap, 1-800-Flowers.com, Meijer, Redcats USA, Otto Group, La Redoute and Debenhams. Ifeelgoods is a hosted solution that manages digital goods promotion offers, redemption, social sharing and customer service. The company is headquartered in Menlo Park, California, and has locations in New York, London and Paris. For more information, visit http://corp.ifeelgoods.com.

About The Branding Farm
The Branding Farm is a digital agency with a knack for making marketing technology meaningful. The Farm maintains that modern tools applied to fertile ideas can produce dramatic results. Clients including Universal, Paramount Pictures, Warner Brothers, Pioneer Electronics, Skechers and CAA have come to the Farm for handmade, thoughtful digital brand experiences that cultivate deeper relationships with their customers.

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Sylvie Tongco
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