Expendables 2: Deploy & Destroy

Posted by IAB Australia On September 12, 2012 Research & Resources


August – September 2012 second runner up: Expendables 2: Deploy & Destroy
Client: Roadshow Films
Creative Agency: SOAP Creative
Industry: Entertainment

Campaign Information
SOAP Creative developed the Expendables 2: Deploy & Destroy campaign, an interactive game that brought the Expendables 2 movie to life, allowing users to choose their squad from the biggest cast of action heroes just like in the movie.

The campaign involved the development of a game, a social media competition which enabled the winner become a pixel Expendable, wallpapers as rewards for players that unlocked the achievements in game and trailers that ran in TV and Cinema.

Explosive Stats:

  • 6.9M plays from 3.2M visitors in a month
  • Embedded on 1000s of game sites worldwide
  • Average visit time of 13:40
  • 144,000 buy tickets links & 83,000 more games links
  • 89,000 Roadshow Facebook links



IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.