Best Movie Social Media Campaign, Best Of Show Social Media Campaign

For Source Code, Summit Entertainment paired up with digital agency The Visionaire Group to create a multi-platform transmedia campaign mobile-tagging social media game called The Source Code Mission, which transported consumers into the movie narrative using social media game play where players helped Captain Colter Stevens (played by Jake Gyllenhaal) with his life-or-death assignment.

Unique in its use of online, offline and mobile channels to extend the depth and breadth of the film’s marketing efforts, The Source Code Mission allowed users to "enter the source code" where their mission was to help Captain Stevens (Gyllenhaal) investigate a mystery by gathering clues and completing tasks like checking in and reporting for duty via Facebook Connect, observing their surroundings and posting an observation on their Facebook profile wall, and recruiting a friend's assistance by tagging them on Facebook. Once a user completed all tasks, their Facebook profile image became part of the SOURCE CODE movie poster on the film's website.

Users were required to complete the tasks that mimicked the film’s action-packed storyline after entering the experience either through an online site or via their smartphones. Players could recruit friends to join in their mission by prompting them to scan personalized Microsoft Tags that populated Facebook newsfeeds or Source Code-branded Tags found on the movie poster, in theaters and online.

After completing the five tasks and earning all the requisite badges, users entered a sweepstakes to win a trip to the 2012 SXSW Film and Interactive Festival, among other top prizes.

Contributors:

EVP, Marketing:	Jack Pan
Executive Director, Interactive Marketing:	Tim Sovay
Creative Director:	Kendra Campbell-Milburn

THE VISIONAIRE GROUP

Location: USA