Crime Film Promoted With Real-Time Mystery Game

Crime Film Promoted With Real-Time Mystery Game

Proximity BBDO Sweden created a real-time experience for 'Snabba Cash II', which created an intricate world across the internet.

Emma Hutchings
  • 24 september 2012

Proximity BBDO Sweden created a story-based competition in the lead up to the premiere of the film Snabba Cash II, which invited participants to help solve a mystery involving a robbery. Cash&Burn was a real-time experience set in the crime underworld and an intricate virtual environment was created across the internet, with shady characters, crooked businesses, tricky clues, and challenges that needed solving. During the realistic digital activity, participants received phone calls and messages that guided them to various online locations, where they hacked and deciphered their way through the story.

The competition (which offered a cash prize and a role as an extra in Snabba Cash III) was a success, with the number of Facebook fans increasing by 20% and activity on the Facebook page growing by over 400%. Snabba Cash II claimed the box office top spot with 97,000 visitors in its opening weekend, 38% more than the set goal of 70,000 visitors. You can check out the case study video below:



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