Users received a few Facebook Credits every time they clicked a Heist button, got their friends to join the heist, or shared a story of they did it. The unique promotion idea was conceived by interactive agency The Branding Farm and digital goods incentive technology company Ifeelgoods. These two companies confirmed the following results from the Heist it Back Facebook three-week campaign:
52,000 active game players
384,391 digital "heists" performed
18,617 user stories submitted
94,062 Friends invited to participate in the game
208,000 replies to shared stories from friends
More than 4.1 million impressions from Facebook shared and discovered stories
157 million impressions from page posts
1 million Facebook Credits redeemed
"We are providing entertainment companies and brands with the most cost-effective way to engage fans for a fraction of the cost of traditional marketing initiatives," Ifeelgoods co-founder and CEO Michael Amar said in a statement. "Brands can influence consumer behavior and engage with their customers with for as little as 10 cents. Seventy percent of consumers who engage in these types of Facebook Credits promotions share their rewards on Facebook, leading to additional conversions, clicks and impressions without additional costs to brands."
"Facebook was the perfect vehicle to give users a chance to feel like they're part of the story," Hill Salomon, The Branding Farm, said in a statement. "We saw some players Liking every page and some were even banding together to create their own groups to help each other locate Heist buttons. It was amazing to see players truly immerse themselves in the experience."
If you're wondering, the movie's plot is simple: a group of hard-working individuals find out they've fallen victim to a wealthy business man's Ponzi scheme, so they conspire to rob his high-rise residence. Tower Heist arrived in theaters on November 4, 2011. It did not do so well in the box office, though it's not clear how this Facebook campaign affected the results.