Ford Escape Routes broke new ground. Our collective goal was to launch the new Escape in a way that would give folks something they had never experienced before in branded entertainment. So, in an industry first, we took the small screen to the second screen, combining TV (NBC/Hulu) with social media & mini-gameplay to create the first primetime Social TV show: Escape Routes. Six teams took on daredevil stunts (Words With Friends in mid-air, anyone?), but also had to enlist online fans as Virtual Teammates (VTMs) whose real-time support at home determined who crossed the finish line each week.

Launch the campaign
Published
January 2013
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The Story

Ford Escape Routes broke new ground. Our collective goal was to launch the new Escape in a way that would give folks something they had never experienced before in branded entertainment. So, in an industry first, we took the small screen to the second screen, combining TV (NBC/Hulu) with social media & mini-gameplay to create the first primetime Social TV show: Escape Routes. Six teams took on daredevil stunts (Words With Friends in mid-air, anyone?), but also had to enlist online fans as Virtual Teammates (VTMs) whose real-time support at home determined who crossed the finish line each week.

We put our developers on the pace of a TV production crew, designing, writing & coding on 24-hour cycle. Each week on escaperoutes.com, there were social-media-centric interactive challenges that teams could only complete with help from their at-home VTMs. And the gaming mechanics & badge rubric fostered friendly rivalry among VTMs in their "always-on" participation & prizes. Capping the week was “GameStream," the first livestream video gameshow, hosted by iJustine. Marrying video & real-time community management was a huge breakthrough, & added a layer of interactivity that was unprecedented.

The Technology

  •  

    Geo APIs

    WebGL

  •  

    Mobile

    SMS

    QR Code

  •  

    Social

    Facebook

    Instagram

    Twitter

  •  

    Video

    YouTube

    Livestream video

    Ustream

  •  

    Web/Apps

    HTML5

    jQuery

    Github

    Google Analytics

    CSS3

    SASS

The Results

Ford took a risk in bringing pre-launch to primetime, but it paid off. Syncing real-time video content, social engagement, gaming, & still doing multi-platform 24/7 tech support for months seemed like mission impossible. But, it was pulled off by a talented, collaborative team; no one was siloed, & everyone was a jack-of-all-trades, dedicated to further blurring the lines of digital & IRL interaction. The result? The social media buzz around Escape Routes was rabid, exceeding all our expectations & benchmarks. And, true to its purpose, Escape Routes sent Ford after Ford driving off the lot.

1

month of all-nighters pulled

21

rounds of creative iterations

50%

increase in Facebook 'Likes'

Launch Date March 8, 2012