Lionsgate joins forces with Foursquare and local businesses to advertise Sylvestor Stallone’s new film The Expendables.
One of the first movie studios to take advantage of Foursquare’s growing presence in the location-based social media environment, Lionsgate hope to the push the film with followers by offering them tips and promotions from local business that all link into the “bad ass” attitude of the picture.
Currently implemented across 11 different cities in the US, the cross promotion ties businesses with the movie by sending users a tip which they can use to gain discounts or special offers. E.g. “Say Sly sent me and get $2 off your beer” followed by “Bought to you by THE EXPENDABLES opening August 13”
Lionsgate’s promotional agency Allied Integrated Marketing, approached over 280 locations that they felt suited the “bad ass” theme starting with bars, paintball venues, strip clubs, tattoo parlors, and even record stores.
The unique Foursquare campaign launched the beginning of July and Lionsgate are hoping it will drive user interactivity and increase awareness of the film’s release date.