Roadshow Films creates online game to promote The Expendables 2

To promote the new US action film The Expendables 2, Australian distributor Roadshow Films has created an online war game.

The Expendables 2: Deploy & Destroy was created by Soap Creative. Prizes within the game allows users to win a Play Station 3, tickets to the film and game downloads to be won.

A TVC to promote the game and film has begun running on Foxtel.

The Deploy and Destroy online game began with a campaign on Roadshow’s 280,000-strong Facebook page with the question “Are You Expendable”. The winner, Bradley Ainsworth was entered into the game as a pixelated soldier along side Arnold Schwarzenegger Sylvester Stallone and Bruce Willis.

Roadshow Film’s Adam Dren said: “We wanted to create something that allows fans of the Expendables to engage with the characters on a deeper level. Soap Creative have had many years experience in developing games and excellent content making them the perfect choice for this project. And, after playing it, we couldn’t be happier with the result – it is lots of fun, super-addictive and perfect for our target market.”

Lee Richards, executive producer at Soap Creative said: “Projects like this don’t come along that often and our design and development team have really put their heart and soul into it. Social is a big part of all our launch strategies and this allowed us to activate Roadshows’ Facebook fans in a relevant way with a unique incentive.”


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