"KICK ASS REWARD" FOR UNIVERSAL PICTURES
Challenge:
How do you get people excited about a superhero movie where the characters aren’t actually superheroes?
Solution:
Take movie fans on a journey where they can get involved with a real-life scene from the movie and become a superhero themselves.
Idea:
A treasure hunt where players follow clues to rescue three real-life superheroes who have been taken hostage in order to win a $5,000 cash reward.
Execution:
Clues were posted over 12 days on Facebook, Twitter, the Kick Ass Reward website, via email, SMS, Google maps and phone-in audio clips.
On the final day, live web feeds were broadcast online to help players find the secret locations and rescue the superheroes.
Results:
- Over 1,600 active daily participants
- Over 6,000 unique participants
- Over 2 million exposures to the campaign
- Hundreds of players showed up in person to rescue the superheroes
