Blue Barracuda creates online game for film launch

Blue Barracuda has created a campaign including a digital game for Momentum Pictures to promote the launch of 'The Girl Who Played With Fire', a film based on the book by Stieg Larsson.

The digital marketing campaign will promote the film using a Facebook-connected game and a takeover on the Findanyfilm website to create awareness, buzz and engagement around the thriller before its release.

Blue Barracuda created the campaign including the 'Play With Fire' game, which is designed to take people into the world of character Lisbeth Salander through an adaption of the Facebook developer platform.

The personal investigator game tests how much people really know about their Facebook friends, with the results posted to their Facebook walls and the chance to win several quick-win prizes.

The game will be housed on the UK Film Council's search site for films - Findanyfilm - and will be supported by takeovers on the site and e-mails to its database as well as viral marketing aimed at gamers, social networkers - especially women, fans of 'The Girl With the Dragon Tattoo' film, the books and film fans.

Blue Barracuda used a dark colour palette to emphasise the drama of the story and illuminated fire and smoke imagery with a look and feel that reflects the film's artwork.

Susie Bayes, marketing manager at Momentum Pictures, said: 'We asked Blue Barracuda to create a game, which could engage, maintain and increase the online fans of 'The Girl Who Played With Fire' by providing an immersive film experience.

'The result is a fast and addictive game, which can excite existing fans regularly while broadening the message by communicating with players' Facebook friends,' she added.

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