20th Century Fox. Die Hard 4.0 - The Hall of Fame

Web special for the movie Die Hard 4.0. Get the target group hyped and psyched for the movie event of the year.

To go with the trailer page, Neue Digitale launches the “Hall of Heroes” online community 55 days ahead of the film release. Users can create a hero profile, prove their manliness and flex their muscles in competition with other users. Banter and stamina get hi-scores in the quest to beat film hero John McClane (Bruce Willis). Germany’s main tabloid press website BILD.de gets in on the the action, and users voted as “Hero of the Week” are showered with fame and honour. Women who find a hero in the community can arrange to meet at the nearest cinema.

The campaign vastly increases awareness levels for the film. The number of registrations exceeds all expectations. BILD.de proves to be a media-effective partner. The additional incentive makes the whole campaign all the more explosive.