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Universal Pictures encouraging users to conduct their own "heists" in new Facebook marketing campaign

By Jack Adams

Circle of people around the words 'social network'

To promote the release of an upcoming movie, Tower Heist, Universal Pictures have unveiled a new Facebook marketing campaign, in the form of a scavenger hunt, according to an article published by All Facebook.

Entitled “Heist It Back,” it will give users the chance to win Facebook credits by finding a number of hidden “heist” buttons located in adverts and pages spread across the social networking site.

Subsequently these credits can the be spent on the site – in exchange for Facebook applications, virtual goods and gameplay tokens.

Universal Pictures’ senior vice president of digital marketing, Doug Neil, commented on the campaign.

He said: “Creating engaging experiences that bring a film’s story to life online is our main mission.”

“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.”

Starring Eddie Murphy and Ben Stiller, the movie opens in the US at the beginning of next month (November 4).

News on Facebook marketing brought to you by ContentVOX, the news feed specialist.

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