#EscapeTheScorch Influencer Activation

To build excitement for the home release of Maze Runner: The Scorch Trials, we created an interactive man-hunt for a ‘kidnapped’ influencer, Amymarie Gaertner – building off of the storyline of the Maze Runner series and extending themes from the film. The scavenger hunt style activation spanned Twitter, Soundcloud, Instagram and Snapchat, and garnered 26k Snapchat views. Not bad for a small budget and 6 people running around a warehouse in LA.

The program was activated in two parts - first, a lead up on Twitter and Instagram teasing the mysterious kidnapping and encouraging fan participation, then the live escape that played out on Snapchat with links to Soundcloud.

The Lead Up
For five days we released content sending a warning from WKCD that they will take a prisoner if Thomas was not returned to them. Content was retweeted and reposted by our partners at Amazon Prime as well as our influencer talent, rallying their audiences to tune in and help.

The Escape
During the live event, fans helped Amymarie escape by decoding secret messages on Soundcloud and helping her solve multiple puzzles in the environment. They’d tweet the clue to Amymarie and she’d thank them live in the Snapstory. We’d then reward fans for their help with a secret links to exclusive movie content.