Drive Angry 3D Facebook Places Campaign

Our latest campaign to promote Drive Angry 3D is now live. We worked with MEC Interactive where we built a Facebook Places campaign consisting of a competition: The Good the Bad and the Beautiful, targeting 18- to 35-year-old males. Participants are asked to pledge their allegiance to an army led by the key characters in the film: The Good, The Bad and The Beautiful. They are then invited to solve a clue to identify the location of where they can sign up to the army.

We built on our previous experiences of building Facebook Places campaigns for the likes of Cherly Cole and N*E*R*D (Polydor) and EA Games to implement the game mechanics. The game is built using Facebook's newly introduced (and very limited in functionality) Facebook Places API.

Campaign is significant as the application activates target audience (fan boys) into brand advocates where they automatically publish updates regarding their chosen army and where they checked into the army. We introduced social features where users are rewarded with a 2 for 1 Go Karting vouchers for inviting their friends on Facebook to join an army.

The competition, which runs from today (7 January) until the film's UK launch on 17 February, encourages users in the major cities across the UK to check in to one of three allocated places.

Each check-in place is has been selected as good, bad or beautiful, to reflect characters from the film.