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The Maze Runner // 20th Century Fox

20th Century Fox came to us to help reinvigorate the Maze Runner fan base for the movie's digital DVD/Blu-ray release.

Survive the Night

Following the movie's premise that "no one has ever survived a night in the maze," we created a head-to-head Snapchat battle between two influencers to see who could do the impossible, Survive the Night. The results were better than we could have ever imagined:

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  • 5.5MM Snapchat Impressions

  • 6.9MM Total Social Impressions

  • 95K Snapchat screenshots

  • 41K+ Snapchat followers gained

  • 33K+ views of exclusive content

...all in just 12 hours.

 

To top it off, this activation went on to win GOLD for Snapchat in the 7th Annual Shorty Awards

Our activation summary video used for our submission to the Shory awards

Promoting the Event

In the weeks leading up to the activation, we created micro-content to build excitement and to drive followers to the newly created Maze Runner Snapchat account.

The Night Of

From sundown to sunrise we ambushed fans with a number of different challenges issued from WCKD Headquarters (the mysterious command center in the film). Fans rallied on all social platforms to help their favorite influencers Survive the Night. After every challenge, 
participants were rewarded with bit.ly links to never-before-seen, and behind-the-scenes clips from the movie. 

Since we were driving fans from The Maze Runner social channels who may not be familiar with the influencers, we created snaps introducing them at the beginning of the activation.

At the end of each hour, the winning influencer of the challenge was announced and top secret Maze Runner content was exclusively released on Snapchat via bit.ly link.

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The battle was close but in the very last challenge Amy-Marie Gaertner took the lead to win just as the sun came up.

Sr. CW // Greg Schneider

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