(2012 Silver award for Best Integration or Brand Storytelling - Fiction at Australasian Branded Entertainment Awards 2012)
Facebook App - Personalized Trailer
The campaign kicked off with a personalized trailer recruited fans into the “Program”. Using Facebook Connect, fans and their friends starred in their very own version of the trailer.
The Bourne Timeline
Fans were also able to track the story of the first three films Bourne in a unique series of posts on Facebook’s Timeline. Key events from each film, dating back to October 2002, were posted on the official Facebook feed, inviting fans to embrace the discussion around their favorite moments and speculate about how they would intersect with the latest chapter, The Bourne Legacy.
Real World Missions
A series of six real-world missions took fans around the country as they searched for “stolen” computer equipment with classified files that reached deep into the mythology surrounding Jason Bourne and “The Program”. Thousands of fans decrypted mysterious codes hidden in exclusive Bourne Legacy artwork seeded on Facebook photos and raced to be the first to intercept the stolen computers (as well as win exclusive Bourne merchandise).
Postcards were handed out at Comic Con that contained a hidden message about the mysterious Operation Intel. On the back of the card was a phone number and twitter account for fans to find out more information.
Clues were released across many social platforms, such as the Operation Intel Twitter page,
the Tumblr page http://operationintel.tumblr.com/ ,
and Facebook. https://www.facebook.com/TheBourneSeries
Roll-out
First a distance shot of each location was seeded across networks. In the code was hidden a location, time, date and codeword.
The second clue for each location was an image of the landmark where the fan needed race to to win the prize.
Fans worked together to solve the clues. Once solved, the decrypted message went out on the social networks.
Fans raced to be the first to intercept the stolen computers.
The Chicago winner who was the first to the location with the codeword received a Toshiba tablet.
Fans who couldn’t get to the real world locations could watch all the action in special “Missions Videos” that were posted on Facebook. The real-world missions took place in San Diego, Phoenix, Chicago, Atlanta, New York and culminated in Los Angeles, the day before the premiere of The Bourne Legacy.
Mobile Game
Operation Intel also went “on the run” with an innovative mobile game that put fans all around the world on the street in search of classified files. Using GPS and mobile mapping technology, fans turned their neighborhood into one of ten missions to unlock an exclusive audio recording featuring characters, both new and old, from The Bourne Legacy. But to complete the missions, fans had to run to avoid virtual assassins who were trying to kill them - and we mean run! If they survived, the classified audio recordings were an exclusive sneak peek into the new film and the secrets surrounding “The Program.”
Intergrated Social Media
All the daily action was updated and tracked across Facebook, Twitter, Tumblr as well as opt-in Text messages (for the hard core fan who didn’t want to miss a second).
The action all lead up to the premiere screening of The Bourne Legacy on August 10, 2012.
