For the upcoming 10th anniversary of Fight Club, Fox has launched a Facebook Connect integration similar to a number of implementations that we’ve previously written about. One coincidental trivia item first noted on Techcrunch is that the director behind Fight Club, David Fincher, is also the director of the upcoming movie about Facebook, “The Social Network“.

So what’s special about this promotion? Nothing much aside from the fact that it’s a promotion for an extremely popular movie. It also leverages Facebook Connect to integrate a user’s photo directly into the promotion in ways similar to the Saw 6 campaign, Shark Week promotion, Prototype game trailer, and the Doritos advertisement which we previously covered. At this point I can say that integrated photo movie promotional trailers have become the standard for Connect-enabled video marketing campaigns.

We’ve seen many of them however we’ve yet to see many other creative forms of identity integration. Instead, basic identity integration in itself is still a novel feature. Pull in some photos of the user who clicks logs in and place them in the video and suddenly they are surprised! This novelty will eventually wear off however in the future I’d imagine that we will see similar integrations take place directly within actual television commercials and not just website promotions.

Regardless of whether or not the novelty has worn off for user identity integrated promotions, advertisers are still pushing this model heavily and it will probably continue for some time since I’d assume engagement levels are extremely high across these new promotions. Do you think the novelty has worn off or are these new identity-integrated campaigns still effective? If you’re wondering how the Fight Club promotion works, I’ve embedded it below.