20th Century Fox Promotes ‘Taken 3’ With A Particular Set of Digital Initiatives

He may find you. He may review you. He may endorse you on LinkedIn.

Lisa Lacy By Lisa Lacy. Join the discussion » 0 comments

The movie brand is get­ting a lot of mileage out of a well-known Liam Nee­son line in a series of dig­i­tal ini­tia­tives to pro­mote the upcom­ing film.

Film stu­dio 20th Cen­tu­ry Fox is riff­ing off of a well-known line in the first movie in its “Tak­en” tril­o­gy to push the third and final install­ment, which will be in U.S. the­aters on Jan­u­ary 9.

The line, in which Nee­son, as ex-gov­ern­ment oper­a­tive Bryan Mills, con­cerns a par­tic­u­lar set of skills he has and will use against those who have kid­napped his daugh­ter.

As such, the movie brand is actu­al­ly run­ning a pro­mo­tion on LinkedIn in which Nee­son as Mills will record a video endors­ing one lucky LinkedIn user for their own par­tic­u­lar set of skills.

Or, as the brand says on its Face­book page, “He may find you. He may review you. He may endorse you.”

The brand made the announce­ment in a video in which Nee­son as Mills says his own skills include con­tract nego­ti­a­tion, inter­na­tion­al rela­tions, trans­porta­tion logis­tics, mul­ti-par­ty con­flict res­o­lu­tion and recov­ery of valu­able assets.

Nee­son encour­ages LinkedIn users to fol­low the “Tak­en 3” page on the net­work to enter.

Per the “Tak­en 3″ web­site, Nee­son is return­ing as Mills, whose “life is shat­tered when he’s false­ly accused of a mur­der that hits close to home,” so he “employs his ‘par­tic­u­lar set of skills’ to track the real killer and exact his unique brand of jus­tice.”

The brand also cre­at­ed a “12 Skills of Christ­mas” video.

And the site encour­ages fans to sign up to “receive a very par­tic­u­lar set of updates.”

The fran­chise has a siz­able audi­ence: “Tak­en” has 5 mil­lion Face­book fans and the trail­er for the upcom­ing install­ment has 9 mil­lion views.

Addi­tion­al dig­i­tal con­tent includes Bryan Mills Kicked My Ass, which asks con­sumers to upload pho­tos of them­selves and add bruis­es and oth­er injuries. The result­ing image can be shared with the hash­tag #Bryan­Mill­s­Kicked­MyAss and the text “mess with Bryan Mills and you will look like this!”

The brand has also rolled out exclu­sive “Tak­en 3” GIFs for GIF Key­board, the iOS app that allows users to send GIFs and video respons­es from their key­boards.

The first two movies in the fran­chise have grossed near­ly $300 mil­lion, per IMDB.

What do you think of the brand’s efforts to push the movie?

Lisa Lacy

Written by Lisa Lacy

Lisa is a senior features writer for Inked. She also previously covered digital marketing for Incisive Media. Her background includes editorial positions at Dow Jones, the Financial Times, the Huffington Post, AOL, Amazon, Hearst, Martha Stewart Living and the Dian Fossey Gorilla Fund.

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