MAZE RUNNER: SURVIVE THE NIGHT
Surviving the Night
In 20th Century FOX's apocalyptic dystopian box office hit, The Maze Runner, a group of boys find themselves trapped in the middle of a giant maze with no memory of the outside world. Each morning at sunrise, the maze doors open for them to explore. However, they must return to the middle (or find a way out) by sundown. OR. ELSE.
We were tasked with supporting the DVD release of the film to their target teenage fans. Though we were unclear if teens knew what DVDs were, we knew one thing they were aware of - Snapchat. We partnered with two social influencers, Amy Marie Gaertner, and Kenny Holland, to go head-to-head in a series of challenges on Snapchat and ultimately #SurviveTheNight.
The fine folks at The Shorty Awards even crowned us with the Best Snapchat Campaign of 2014.
Getting Fans Hyped
We partnered with influencers for a reason. Leading up to the event, we leveraged their massive social followings to drive fans to The Maze Runner Snapchat account. We also drove awareness cross-platform on The Maze Runner's channels.
The Night of
In the movie, the maze doors close at sundown and open again at sunrise. Naturally, #SurviveTheNight did the same. Yes, we stayed up the entire night (as did a whole lot of fans).
The Challenges
Our two influencers were put through a series of challenges presented to them by WCKD, the evil ambiguous company from the movie, on the hour, every hour, for the entirety of the night.
The challenges mirrored events in the film and featured Snapchat-native tactics (draw a spear with the draw feature, use the speed filter to prove your running speed, direct snap answers to trivia).
The winner (Amymarie) got to go on set for the filming of The Maze Runner sequel, The Scorch Trials.
Art Director: Tom McKeever