Virtual Scavenger Hunt Supporting New Action-Comedy Starring Ben Stiller and Eddie Murphy Allows Fans to "Heist It Back"

Oct 12, 2011, 14:14 ET from Universal Pictures

UNIVERSAL CITY, Calif., Oct. 12, 2011 /PRNewswire/ -- Universal Pictures today announced the launch of a first-of-its-kind experience integrated within the Facebook® platform in support of the studio's upcoming action-comedy Tower Heist, starring Ben Stiller and Eddie Murphy.  Mirroring the story of the film's characters who seek revenge on the Wall Street swindler who stiffed them, "Heist It Back" invites users to get their own piece of a fortune worth one million credits by hunting for "Heist" buttons hidden on Facebook pages and within advertising on Facebook.  Tower Heist arrives in theaters on November 4, 2011.  


The "Heist It Back" application rewards fans with Facebook Credits every time they click a "Heist" button, get their friends to join the heist, or share a story of how they got their own brand of payback.  Facebook Credits may be used to acquire virtual goods, such as movies, game play or other items, in applications across Facebook.  Interactive agency The Branding Farm and digital goods incentive technology company Ifeelgoods worked closely with Universal to conceive and execute the promotion, which is supported by online, on-air and in-theater messaging tied to the Tower Heist trailer and television spots.

"Creating engaging experiences that bring a film's story to life online is our mission," said Doug Neil, Senior Vice President, Digital Marketing, Universal Pictures.  "We view 'Heist It Back' as an innovative way to allow fans to interact with Tower Heist's characters and storyline, have fun by participating in their own heist on Facebook and earn valuable credits that enrich their experiences online."

"This campaign was born of the vision to start a strategic integration between platform applications and platform advertising," said Hill Salomon, The Branding Farm.  "We believe the future of marketing movies involves extending the storyline of a film into real life in a way that is relevant, exciting and interactive for the audience."

"Universal, along with Ifeelgoods and The Branding Farm, is pioneering a brand new way to extend the excitement of a movie to its fans' lives via the appeal of digital goods and social interactions on Facebook," said Ifeelgoods Chief Executive Officer Michael Amar.  "Fans earn Facebook Credits as they participate in this exciting online game and share their experience with friends."

For more information, visit

About Universal Pictures

Universal Pictures is a division of Universal Studios (  Universal Studios is part of NBCUniversal.  NBCUniversal is one of the world's leading media and entertainment companies in the development, production and marketing of entertainment, news and information to a global audience.  NBCUniversal owns and operates a valuable portfolio of news and entertainment networks, a premier motion picture company, significant television production operations, a leading television stations group and world-renowned theme parks. Comcast Corporation owns a controlling 51% interest in NBCUniversal, with GE holding a 49% stake.

About The Branding Farm

The Branding Farm is a digital agency with a knack for making marketing technology meaningful. The Farm maintains that modern tools applied to fertile ideas can produce dramatic results.  Clients including Universal, Paramount Pictures, Warner Brothers, Pioneer Electronics, Skechers and CAA have come to the Farm for handmade, thoughtful digital brand experiences that cultivate deeper relationships with their customers.

About Ifeelgoods

Winner of the 2011 Web 2.0 Startup Showcase, Ifeelgoods enables brands and retailers to offer relevant digital goods, such as Facebook Credits, in marketing campaigns. Its more than 30 clients include Gap,, Meijer, Redcats USA, Otto Group, La Redoute and Debenhams.  Ifeelgoods is a hosted solution that manages digital goods promotion offers, redemption, social sharing and customer service. It is headquartered in Menlo Park, California, and has locations in New York, London and Paris. For more information, visit

Facebook® is a registered trademark of Facebook Inc.

SOURCE Universal Pictures