The film follows a rather grumpy old man, Carl Fredricksen, and an overeager "Wilderness Explorer" named Russell as they attempt to fly to South America in a floating house, suspended from helium balloons. We know it sounds like something someone came up with then they were drunk, but it's so far flying high (excuse the pun) on the notoriously harsh Rotten Tomatoes website with 97% giving it the thumbs up.
Based on this, people playing the viral game have to find their house on Google Maps and then recruit friends and family to attach a digital balloon to it using the likes of Facebook and Twitter.
Even better, the person who gets the most balloons will win a family trip to Disneyland Paris, with two runners-up will win either a private screening of any film or two Cineworld Unlimited passes. Hurrah!