Earlier today, we announced the “blockbuster social media campaign of 2009.” The campaign involving Universal Studios Home Entertainment and Zynga’s wildly popular Facebook game, Mafia Wars, promoted the Blu-ray™ and DVD release of the gangster saga Public Enemies.
During “Public Enemies Week” on Mafia Wars, players completed various jobs in order to unlock Public Enemies “Loot” – items such as John Dillinger’s wooden gun, prison stripes, and Public Enemy #1 Newspaper, among others.
Additionally, special Public Enemies-featured jobs were offered for a limited time. After completing jobs (playing the game), players were able to view clips from the movie and read John Dillinger factoids.
To demonstrate the success of the campaign, Public Enemies Loot garnered nearly 55 million interactions during the week-long campaign. Not only did the game reach millions of players, but it also over delivered by a multiple of 13, which ultimately supported the film’s Blu-ray and DVD break-out during the busy holiday season.
Outside of Loot interacted with and Jobs completed, as one would expect, the integration was a viral success. Loot and Job interactions were posted to players’ Facebook Newsfeed more than 7.6 million times delivering nearly a billion viral impressions. Meanwhile the campaign generated nearly 25,000 ‘Likes’ and more than 26,000 comments on the Mafia Wars Facebook fan page.
To learn more about the campaign, including a video and screenshots of the integration, visit: www.appssavvy.com/publicenemies.
Chris Cunningham
Co-founder and CEO
