K-01-28. ‘Escape Plan’ campaign in social media

Agency	Red Keds
Creative head	Vasiliy Lebedev
Author of idea	Red Keds
Product	Escape Plan movie
Description	Task: Raise awareness of the Escape Plan movie release. Increase the box office results by attracting the 12-25 y.o. viewers to the theater. Concept: Engage potential viewers with an interactive prison break game Implementation: Using social network websites and gamification elements, we created an interactive story of one Ray Greene who escapes from prison with Internet users' help. In Moscow movie theaters, a glass-wall prison cell with an "inmate" stands on display. The camera inside streams real-time video to the official website of the movie. On a dedicated VKontakte page, updates on Greene's fate and how to help him are posted daily: hints, quests, polls etc. Users assist Ray in completing his quest on the road to freedom, using Twitter, Instagram and VKontakte. escapeplan.ru/ www.facebook.com/abnuo vk.com/reigreen twitter.com/planpobega Results: More than 1 million contacts in social media Vkontakte and Facebook. Hashtag #планпобега took first place in the Twitter top list. The film was among the three highest-grossing films in the Russian box office with 3 million tickets sold.
Advertiser	Central Partnership
Team members	Producer: Dmitry Kotov, Mitya Mescheryakov Creative Director: Eugene Stroynov Designer: Maxim Lakutin Art Director: Rodion Arsenyev Copywriter: Eugene Belousov Screenwriter: Mikhail Khan Manager: Julia Biletskaya Account Director: Alexey Bodrov SMM-specialist: Elizaveta Proskurina

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