To coincide with the release of The Scroch Trials, 20th Century Fox approached us to create a campaign that would not only drives sales, but also release some never before seen footage for the die hard fans. That got us thinking...what would happen if we “kidnapped” a social influencer, hid her in an abandoned warehouse and made her use her huge social following to escape, all while live broadcasting it on Snapchat? Well, what happened was #EscapeTheScorch.
Using a series of cryptic Tweets sent from the official Maze Runner account we demanded the lead character turn himself over to WCKD, or one of his fellow runners would pay the ultimate price
When the main character refused to turn himself in, our social influencer, Amy Marie Gaertner was “kidnapped." Her only chance to escape would be with the help of her fans. Using Soundcloud, Twitter and Snapchat, we created an interactive social experience that drove fan engagement and set the stage for a truly unique night.
To add another layer to our escape, we utilized a series of hidden messages that lived on Soundcloud. At various points during her time in captivity, Amy Marie would stumble upon a bit.ly that would direct link followers to our SoundCloud account. Once there, they would be given another clue (which they would tweet to Amy Marie) to help her proceed to the next challenge.
If you'd like to see the whole escape, you can watch it below.