Universal Partnerships & Licensing has teamed up with Cie Games, creators of the Facebook game “Car Town,” to promote its upcoming film Fast & Furious 6, which hits theatres May 24.
The partnership combines virtual and real-world promotions, including in-game film integration with missions inspired by the movie, a Regal Entertainment Group ticket purchasing program and a home entertainment retail component.
Cie Games recently introduced the Fast & Furious Experience Hub in “Car Town,” combining content based on the first five movies in the Fast & Furious franchise with popular racing locations from the movies. Cie Games will also unveil three Fast & Furious 6 adventures in the game later this month when the film debuts. The adventures will allow players to join iconic characters from the movie on missions.
“Car Town” players can also now purchase advance tickets to Fast & Furious 6 after viewing the trailer at the Regal Cinemas in-game drive-in theatre environment. Purchasing tickets also unlocks an exclusive in-game item–a virtual 2013 Dodge Charger SRT8.
Finally, Cie Games is 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 “Car Town.”