For the release of the Prison Break Season 4 DVD box set, 20th Century Fox sought a creative solution to generate exposure for the launch within its target audience. Using only a small budget we came up with an idea which made the target audience itself responsible for a part of the exposure of the widget.
For the launch of the new DVD box set we decided to create a viral game concept: Escape and Win! The game was played on the profiles of social networks. Fans was asked to invite their friends to be able to break out of prison. When a friend accepts this invitation, the widget is placed on his or her profile as well, whilst helping the original person getting one step closer to freedom (and to winning great prizes). The friend of this person starts his or her own escape.
During the campaign, Fortress bought advertising and did Social PR. This resulted in the widget being placed on 20.000 profiles (Netherlands and Belgium) and generating a total number of 1,7 million views in the relevant target audience. Moreover, the campaign was forwarded by the users a total of 50.000 times thereby maximizing the exposure.
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