Expendables 2: Deploy & Destroy

Objective

Promote The Expendables 2 film to male audiences aged 15–30 during its summer 2012 release. The blockbuster action movie was competing in a crowded theatrical market, so Soap Creative needed to drive trailer views, encourage peer sharing, and ultimately convert viewers into ticket buyers.

Solution

A tower defense game served as the core engagement mechanic, embedding the film's trailer directly within gameplay. The game was distributed across movie ticketing websites, supported by a Facebook competition offering pixel-art character rewards, and amplified through traditional TV and cinema advertising. Players selected squad combinations and built defenses against enemy waves, with visual and thematic ties to the film's ensemble cast.

Results

Expendables 2: Deploy & Destroy achieved over 10 million visits in the first two months with average sessions lasting more than 13 minutes, generating 100,000 combined social shares and 220,000 ticket purchases. The campaign won the 2013 IAB Awards in Rich Media and Digital Video, with judges recognizing its effective gaming-first strategy and strong return on investment.