To create engagement and promotion awareness, consumers were given an opportunity to star in their own "Chase M Down" trailer as an entry mechanic to win a FIAT 500L and secondary prizes for digital movie rentals through Cineplex.
Consumers' Facebook profile were used to seed images of themselves, their friends, as well as their neighbourhood via Google Maps Street View to create their personalized custom trailer, which was shot to mimic a trailer for an upcoming action car chase movie. Sharing and referring friends to create their own video granted more entrees to the contest.
In-store POS, online and social ads were created to promote the program.