The Hollywood vehicles get pint-sized in free-to-play video game.
Cie Games, the makers of Car Town, has partnered again with Universal Partnerships & Licensing on a comprehensive promotion, coinciding with the theatrical release of Fast & Furious 6 on May 24, 2013. The partnership between Cie Games and Universal will combine virtual and real-world efforts, including significant in-game film integration with missions inspired by the movie, a Regal Entertainment Group ticket purchasing promotion and a home entertainment retail component. Cie Games is also one of the partners providing prizing for an instant win code on a Fast & Furious 6 co-branded NOS Energy Drink promotion, offering consumers the chance to win a virtual branded NOS Scion tC racecar in the Facebook game Car Town.
Car Town players can purchase advance tickets to Fast & Furious 6 after viewing the trailer at the Regal Cinemas in-game drive-in theater environment. The purchase will unlock another exclusive in-game item: a virtual 2013 Dodge Charger SRT8. The offer, powered by Fandango, runs through Thursday, June 13.
The Regal ticket promotion comes on the heels of another recent Car Town update, which introduced a Fast & Furious Experience Hub. This Hub combines content based on the first five movies in the franchise, including garages where players can build cars, with popular racing locations from memorable scenes in the movies. Coinciding with the launch of Fast & Furious 6 in theaters, Cie Games will unveil three Fast & Furious 6adventures in-game as part of the Experience Hub. These three adventures will allow players to join iconic characters from the movie on fast-paced and exciting missions.
"We're continuing to expand our popular Facebook game Car Town beyond the social media platform and into the real world," said Dennis Suggs, president and CEO, Cie Games. "At the same time we're providing outreach into social media for Universal Pictures and the Fast & Furious franchise. Both aspects of this promotion speak to Cie Games' mission to use great interactive content to reach consumers through cross-media integration to promote brands in a fun and unique way."