Activision scratched a winner when Jon Favreau and Vince Vaughn wrote Guitar Hero 5 into the script for Couples Retreat.   As fans of the game in real life, the famously funny pair wrote a scene into the movie where a Guitar Hero face-off moves the plot forward.

According to Variety, the news had Activision executives in stitches when they heard about the unendorsed placement.  The game publisher quickly joined Universal’s list of product placement licensors for the film ranging from booze brands to apparel.  Activision then launched a nationwide contest supported by radio spots to promote the film and its starring product.

Couples Retreat was the number one movie in the U.S. last weekend, overcoming dismal reviews – 15 percent at Rotten Tomatoes – to pull in $34 million.

Read more at Variety.