Appssavvy/Ignited
Universal Studios Home Entertainment, "Public Enemies In Mafia Wars"
SOCIAL:
CAMPAIGN
In this spot-on contextual placement, Appsavvy and Ignited partnered to create a social media campaign using Zynga's Mafia Wars to promote the high-profile Blu-ray and DVD release
of Public Enemies, starring Johnny Depp as John Dillinger. During "Public Enemies Week" on Mafia Wars, players completed various "jobs" in order to unlock
Public Enemies "loot" (branded virtual goods) - items such as John Dillinger's wooden gun, prison stripes, and Public Enemy #1 Newspaper. After completing jobs, players were
able to view clips from the movie. Public Enemies loot garnered nearly 55 million interactions during the week-long campaign, and nearly 19 million unique game players completed more than
44.5 million Public Enemies jobs and watched more than 1.5 million Public Enemies movie trailers to completion.
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