There’s a new social-media campaign that you might want to take a look at if you’re a fan of movies such as Gone in 60 Seconds, Ghost Rider and Fast and Furious – the film, Drive Angry 3D, stars Nicolas Cage and is due to be launched in the UK on 17 February.
There are two things you’ve probably already guessed by now; firstly it’s a driving movie and secondly it’s filmed in 3D, something that’s terribly in vogue at the moment, despite the growing sense that its a technology trend rather than something driven by customer demand.
The film itself is about a hardened felon (Nicolas Cage) who has broken out of hell for one last chance at redemption – intent on stopping a vicious cult who murdered his daughter. He’s joined by Piper (Amber Heard) – a young, sexy waitress who liberates her ex-boyfriend’s cherry-red muscle car in order to help him. It’s one of these relentless high-speed pursuit movies, full of high-octane clichés and driving culture the American way.
Perhaps I’ve become too much of a cynic, but I suspect the driving will be nothing to write home about, the story will be simple enough to anticipate and the budget will have been thrown at all those 3D effects…
To build awareness of the film within its target audience (18 – 35 year old men), film maker Lionsgate have retained the services of WPP agency MEC Interaction to run a competition entitled, The Good the Bad and the Beautiful.
Starting from later today (7th January), the competition will encourage people to check-in to one of 3 allocated places located within major cities in the UK. Each place has been tagged as Good, Bad or Beautiful to reflect certain characters in the film (beautiful is clearly the film’s co-star Amber Heard (aka Piper), pictured above).
Users join the particular character’s ‘army’ depending on where they check in (so I guess that means 99% of participants will travel to wherever Piper’s army will be based!) and members of the largest army will earn the chance to enter a special prize draw.
So what’s this really got to do with driving? Well, all entrants will receive a two-for-one voucher to redeem against some karting and users who belong to the winning army will enter a prize draw to win an all-expenses-paid trip to Las Vegas for an as yet unnamed motor racing event.
Details are, erm.. a little sketchy at the moment so to avoid missing out, head on over to the Drive Angry 3D Facebook Page for more updates.