Drive Angry 3D Facebook Places Campaign

We worked with Lionsgate's media agency MEC to produce a campaign incorporating location based service Facebook Places.

The campaign consists of a competition, The Good, The Bad and The Beautiful, targeting 18 to 35-year-old fans. 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 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, N*E*R*D (Polydor) and EA Games to implement the game mechanics. The game is built as a Facebook Application using Facebook's newly introduced Facebook Places API.

The campaign is significant as the Facebook Application activates our target audience (fans) into brand advocates where they automatically publish updates regarding their chosen army. We introduced social features where users are rewarded with 2 for 1 Go Karting vouchers for inviting their friends on Facebook to join an army.