‘The Girl who Played with Fire’ gets Facebook game promo
- Added:
- Jul 30, 2010
Momentum Pictures is launching a digital game to promote new film, ‘The Girl Who Played With Fire’. The campaign will promote the film using a Facebook-connected game and a takeover on FindAnyFilm.com to create awareness, buzz and engagement around the thriller, five weeks before its release.
Independent digital agency Blue Barracuda has created the campaign including the ‘Play With Fire’ game, designed to take people into the world of Lisbeth Salander through an innovative adaption of the Facebook developer platform.
This fast-paced personal investigator game tests how much people really know about their Facebook friends, with the results posted to their Facebook walls and the chance to win several quick-win prizes including a meal with Larsson’s biographer, private screenings of the film, and a trip to Sweden.
The game will be housed on the UK Film Council’s search site for films, www.FindAnyFilm.com, and will be supported by takeovers on the site and emails to their database as well as viral marketing targeted at gamers, social networkers especially women, fans of The Girl with the Dragon Tattoo film, the books and film fans. Blue Barracuda used a dark colour palette to emphasise the drama of the story and illuminated fire and smoke imagery with a look and feel that reflects the film’s artwork.
The game has been created with the help of the UK Film Council’s Digital Innovation Award and is the first film content partnership for FindAnyFilm. The Innovation Award also included the first exclusive mobile trailer launch on Orange.co.uk.
Susie Bayes, Marketing Manager at Momentum Pictures explains, “We asked Blue Barracuda to create a game which could engage, maintain and increase the online fans of ‘The Girl Who Played with Fire’ by providing an immersive film experience. The result is a fast and addictive game which can excite existing fans regularly whilst broadening the message by communicating with players’ Facebook friends. Blue Barracuda’s work will help build excitement virally whilst the partnership with FindAnyFilm further broadens our reach and provides an immediate link to ticket sales. It’s the perfect evolution of our digital campaign for The Girl trilogy, for which Facebook activity is the absolute core.”
Martin Talks, CEO of Blue Barracuda, adds, “We have produced a game featuring dramatic, sexy animations mirroring the film collateral and its hero. The Facebook open graph API means players are tested on how well they would know their Facebook friends. It’s the integration of social networking with the messages of the film, and take a more innovative approach than traditional film promotion.”
Pete Buckingham, the UK Film Council’s Head of Distribution and Exhibition, said: “The UK Film Council's Digital Innovation in Distribution strand was developed to encourage new ways of thinking, to help distributors find unique ways to grab the attention of film lovers, and the plans for ‘The Girl Who Played With Fire’ are a great example of how this is being achieved. It’s clear from the many innovative projects we’ve awarded Lottery funding to, that rights holders are keen to find new ways of connecting with filmgoers using the internet, tapping into the appetite for cinema in the UK and helping audiences discover films they otherwise might not have seen.”
Katy Cox, General Manager of FindAnyFilm.com adds, ‘Blue Barracuda has created an addictive game that reflects the style of the film and adds to the visitor experience on our site. The Facebook activity, email and viral marketing will ensure players keep returning to the site to try beat their friends and win the exclusive prizes.’
Directed by Daniel Alfredson, ‘The Girl Who Played with Fire’, starring Noomi Rapace as Lisbeth Salander and Michael Nykvist is released in the UK on 27th August, 2010. Based on the second book in Stieg Larsson’s Trilogy, Lisbeth Salander returns to Sweden where she is framed for murder, causing her to go on the run while journalist Mikael Blomkvist works to clear her name.
Momentum Pictures, an Alliance Films company received a digital innovation grant from the UK Film Council to fund this project. Other marketing activity for the film includes TV, print, online and outdoor advertising, an iphone app and PR activity.
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