Universal Pictures will give away as many as 1 million Facebook credits as part of a promotion for the film "Tower Heist." The giveaway will reward users with as many as 10 credits for clicking on "Heist" buttons embedded in characters' Facebook pages and elsewhere. "We wanted to create something live within the Facebook ecosystem, driving the story and driving the promotion to integrate around the brand and encourage social sharing," Universal digital-marketing executive Doug Neil says.

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