Lionsgate Kicks Off Foursquare Promotion for THE EXPENDABLES

A homing pigeon has just delivered this message to our offices overlooking the Greyhound bus terminal in Walla Walla, Washington:

Lionsgate, in association with Initiative’s Innovation team, has partnered with Foursquare to promote the upcoming action-packed movie The Expendables. This promotion marks the first time that a studio has partnered with local businesses through Foursquare to offer themed special offers. The film, in theatres August 13th, is an event marking the return of the classic action movie, packed with heroes appearing on screen together for the first time ever and being reunited after iconic pairings in previous films, including Sylvester Stallone, Jason Statham, and Jet Li, Dolph Lundgren, Eric Roberts, Randy Couture, Steve Austin, David Zayas, with Terry Crews, and Mickey Rourke.

The film’s Foursquare campaign will drive user interactivity through check-ins highlighting the action scene on a local level, with tips and specials on all that is “bad-ass” in 11 cities nationwide. Allied Integrated Marketing, Lionsgate’s promotional agency, reached out to 280 locations ranging from bars, tattoo parlors, paintball venues, strip clubs, and gun shops to record stores.

In addition to Expendables-related tips for users to experience at locations in 11 cities nationwide, Foursquare users will also be treated to specials inspired by the film.

There are 5-10 specials in 11 cities.

Those cities include:

Atlanta
Boston
Chicago
Los Angeles
Miami
New York
Philadelphia
San Diego
San Francisco
Seattle
Washington D.C