One of the most expansive film campaigns in Foursquare history delivered by 30 Minutes or Less

We were approached to create a social media campaign to promote 30 Minutes or Less, a film about two bumbling criminals that force a pizza delivery boy to rob a bank with the clock ticking. Our strategy utilized the movie's humor and action-packed plot to drive awareness and engage the target audience of males, ages 18-34. Since the style of our approach needed to be relevant to this active and on-the-go demo, we selected Foursquare, the trending platform of the time, to establish a connection between the film and our audience's daily life experiences.

30 Minutes or Less

Campaign Phase 1

Research from sites like Foursquare, Facebook, Ticketmaster, Yelp and Citysearch was gathered to compile a list of hundreds of venues that experience heavy foot traffic from the movie's target audience. The 30 Minutes or Less Foursquare page went live on July 1, 2011 and fans were encouraged to follow in order to access tips with a tongue-in-cheek, 30 Minutes or Less perspective on these popular venues. Users who followed the brand page and checked-in to locations related to the plot of the film, such as pizza parlors and banks, unlocked the exclusive 30 Minutes or Less Foursquare badge and were entered into the 30 Minutes or Less Sweepstakes for the chance to win $3,000 cash.

The account used the hashtag #DontBlowIt in each Foursquare tip and in check-ins to events and shout outs. In the early stages of this campaign, #DontBlowIt became the brand's signature, unifying its Foursquare, Twitter, Facebook, and Tumblr accounts to achieve consistency and familiarity across platforms.

Campaign Phase 2

The second phase of the campaign focused on Comic-Con 2011 in San Diego. The 30 Minutes or Less Foursquare account urged followers to check-in to the Sony Booth, San Diego Convention Center, or San Diego Comic-Con International 2011 in order to unlock the badge and gain entry into the Sweepstakes. As a bonus, the first 20 followers to show up at the Gaslamp Reading Theater and flash their badge were sent to the front of the line for a free screening of 30 Minutes or Less. Finally, the brand itself checked-in to these locations at Comic-Con and issued shouts to engage followers who were not at the convention in San Diego.


30 Minutes or Less

Campaign Phase 3

To keep the 30 Minutes or Less brand top-of-mind amongst its followers in the week before the film's release, we launched a third phase of the campaign. 30 Minutes or Less hit home the theme of the movie to consumers by deploying brand-wrapped food trucks to give out free slices of pizza on the streets of Los Angeles, San Francisco, Chicago, Philadelphia and New York on Friday, August 5, 2011 and Saturday, August 6, 2011. Foursquare brand followers who checked-in to these food truck locations received the 30 Minutes or Less badge, which also entered them into the Sweepstakes. To complement this operation, the 30 Minutes or Less Twitter account tweeted the food truck locations and challenged followers to get to the nearest truck in 30 Minutes or Less to receive a free slice of pizza. The Foursquare account grew by 4% during the two-day span of this promotion. By August 15, 2011, at the conclusion of the film's opening weekend, the brand's Foursquare account grew another 35%.

30 Minutes or Less

Our 3-phase strategy for 30 Minutes or Less established a new benchmark in social media, creating one of the most successful film brand pages on Foursquare.


Sony Pictures Interactive
9050 Washington Blvd.
Culver City, CA 90232