Snabba Cash II: Cash & Burn

Cash&Burn is a dark multi-platform mystery where the participants delve deep into the raw criminal world. They hack and decipher their way through an unconventional story with no traditional game interface. Here, everything is set in the real world. But whom can you really trust?When Snabba Cash premiered in 2010, it was a huge success for Proximity BBDO Stockholm clients, distributor Nordisk Film and production company Tre Vänner. Time for the follow up: Snabba Cash II.
To keep people in the right mind-set up to the premiere, we were asked to engage Snabba Cash’s Facebook fans. The budget was small. No paid media. Also, the audience were die-hard gangster fans. We knew the fans enjoyed the realistic feeling of the first movie and that they were active on Facebook. So, we decided to create a story-based competition set in the criminal underworld. We called the activity Cash&Burn.A convincing experience was crucial. We accomplished that by forsaking any traditional game interface in favor of setting the action in the real world. This was raw. Unpredictable. Scary. The story centered around a missing journalist, Rex Jenzen. Participants were to help him solve a mystery involving a robbery. We created an intricate world across the internet, with shady characters, crooked businesses, tricky clues and challenges that had to be solved.
The interaction was extremely realistic. Some even contacted the police in fear.
It started with a shaky MMS sent from Rex. From here, participants received phone calls, messages and mms’ that guided them to various online locations where they hacked and deciphered their way through a story that left them wondering if they could trust anyone.The momentum of the film had been transferred successfully into the social media space and beyond, and the integrity of the brand had been vastly strengthened.
The number of Facebook fans increased by 20%. Activity on the Facebook page grew by over 400%. Snabba Cash II claimed the box office top spot with 97,000 visitors in its opening weekend - 38% more than the set goal of 70,000 visitors.