In 2017, FOX revived the breakout hit drama, Prison Break. Going into the marketing campaign, one key competitive advantage was our massive social media following. Our show had accumulated millions of rabid fans from the original series and to re-ignite that fan base, we went on an all-out social media blitz. The goal: build an interactive campaign that resonated with our core fan base, but also captivated a new audience.
Instead of recycling the same creative everywhere, we decided to create different immersive experiences for each platform. Capitalizing on the popularity of real-world escape rooms, we created @OneLastBreak, a digital escape room designed specifically for Instagram.
By taking advantage of the platforms profile grid view, we constructed a multi-room experience that featured 5 separate jail cells. Each cell contained one of Michael Scofield's iconic folded cranes. On each crane was a unique puzzle, and each puzzles answer was found in its respective cell block.
Users who solved all 5 puzzles broke out of the escape room by uncovering a new Instagram handle. As a reward, those who escaped found Scofield emerging from the shadows to offer not only his congratulations, but also an exclusive clip from the upcoming new season.
By leveraging our already massive social following and promoting the new experience across social, we garnered 20.3K followers and an average of 20K views per clue.
Additionally, 20% of visitors were able to figure out the mechanics of the game and escape!
User feedback was extraordinary! Our supporting promotional posts across social accumulated over 264k engagements off of 3.1M impressions.
Fan excitement was through the roof, with comments like "in the world of digital campaigns – this is a first! Nice work @PrisonBreak!" and "That was real fun! Finding Michael made my day. What a great idea to keep us entertained."