For this movie in which a hooligan works his way up to become a legendary maffia boss, Fortress created an interactive campaign featuring a first person shooter game. Due to the extreme violence displayed in the film, Pathé theaters decided not to screen the title and the title was released straight to DVD. The challenge was to create online awareness for the release of the DVD. Please click on the arrow on the bottom right to see the end result.
The game was distributed by the Fortress Social Branding team and was targeted at soccer fans and gangster movie fans. The application further featured the movie trailer, buying links as well as a competition that served to build a database.
“Shoot the hooligans!”
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