Heist It Back
When Universal Pictures came to us looking for concepts to promote the theatrical release of Tower Heist, we sought to stay true to the movie’s story - one that was unfortunately all too relevant in 2011. When Arthur Shaw, a Bernie Madoff-like villain defrauds the staff of his luxury apartment building, the manager of the building (Ben Stiller) takes it in his own hands to “heist” the fat cat's secret cash stash. The movie makes for a cathartic viewing experience in the midst of a recession, but we thought Facebook would make a perfect vehicle to really give users a chance to feel like they’re part of the story.
For one month leading up to the film's release, Heist It Back gave users the opportunity to earn a piece of one million Facebook Credits. Heist buttons were scattered around Facebook. Every time a user found a new one, they would instantly be awarded Credits.
To keep the campaign fresh throughout its duration, we created Facebook pages for every major character in the film. These character pages would interact with one another as well as the gamers. Effective players Liked every page and immersed themselves in the rich digital narrative to make sure they never missed a new Heist button.
To our surprise, some players even banded together to create their own Facebook groups to lend each other a hand in locating Heist buttons. Game players experienced Heist It Back not just through the narrative we created for them, but by recreating it themselves; by becoming the Heisters from the movie.