Universal Pictures used a mobile campaign to promote the new film REPO MEN. The studio used an outdoor/ mobile push involving barcodes and an elaborate role-playing game. On February 1st, Universal Pictures placed barcodes in 30,000 outdoor movie posters in 15 cities including New York and Los Angeles. When the barcodes were scanned by iPhone users, customers were given the ability to see exclusive teasers for the film. The promotion also included a nationwide contest in which participants are challenged to find four “Runners.” Contestants who caught a runner won $7500.