Lionsgate wanted to drive awareness and intent to the film Saw V by advertising on Facebook. The solution Facebook provided was to build a fan page, create an event for the opening weekend of the film, and allowed users to become a ‘fan’ of the film. Finally they created a virtual ‘Jigsaw’ gift that lived on the recipient's wall and spread through news feeds. The results were clear, with 43,000 Facebook users becoming ‘fans’ of the film and the phrase “Saw V” on Facebook walls increased over 18 times during the campaign
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