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In Summer 2011, Something Massive partnered Yahoo! Movies with Regal Cinemas for a groundbreaking mobile coupon promotion that leveraged the Facebook Places API. The three-month promotion rewarded users in two ways: through a proprietary mobile microsite that checked users in through Facebook at any Regal Cinemas location, or through a fangated Facebook tab experience. The end result for both entry points into the promotion was an instant mobile coupon that could be scanned at any Regal Cinemas location across the country for a free small popcorn. In theaters, customers navigated to a unique URL from their smartphone, connected with Facebook, checked in to their Regal Cinemas location, and “liked” Yahoo! Movies on Facebook - unlocking a mobile coupon barcode for immediate redemption at the concession counter. On Facebook, customers that “Liked” Yahoo! Movies or Regal Cinemas’ Facebook page could enter their mobile phone number right into a Facebook tab that instantly generated a text message with a link to a mobile coupon barcode for use in any Regal Cinemas location.
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