Food company Maggi Fusian Noodles has launched an interactive campaign that invites Facebook fans to write the subtitles of a Kung Fu movie.

The campaign, created by Mercer Bell, splits the film into episodes and crowdsources the subtitles, letting users vote for their favorite to drive the storyline of Fists of Fusian.

Fists of Fusian

MercerBell licensed a 1970s Kung Fu movie for the campaign and will release a series of scenes in the original Mandarin on Facebook for consumers to subtitle.

With the custom Facebook application MercerBell has built, entrants can submit their own dialogue for a selection of scenes from the film. The entries will be voted on and judged, with the winning entries being edited together to create a whole new crowd-sourced movie.

YouTube and online ads will support the Facebook campaign, accompanied by monthly prizes and two trips to Vietnam up for grabs. The campaign will run until next June.

Gen Y

The stated target audience for the campaign is Gen Y, which instant noodles are a major food group for.

David Bell, MercerBell executive creative director said the campaign will also tap into Geny Y’s tendency to customise content.

“We designed the Fists of Fusion campaign to encourage consumers to interact with the Maggi Fusian brand, to create their own story and experience the taste of adventure the brand conveys. Our target audience has a tendency to mash-up, auto-tune, re-caption and otherwise change whatever content they like. We are tapping into that instinct.”

Growth

Fists of Fusian is still in its first month, but results so far have been impressive. The reach of Maggi Fusian's Facebook page increased 35.7 times in the first three weeks, and 3,000 people added the Facebook app in the first two weeks. Some of the most viral wall post memes reached more than 43,000 people, and the “Fists of Fusian Trailer” had 50,000 views just in the first week.

Luke Gibson, brand manager at Nestlé says: “This is a very exciting use of social media for Maggi Fusian and the perfect channel to engage our core consumers. MercerBell has combined creative and technical expertise for this campaign which is the first significant support for Maggi Fusian in the social media space since it launched a year ago.”

Watch the Fists of Fusian trailer here.