A. FILM
B. PRINT
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. DIGITAL & MOBILE
H. CREATIVE USE OF MEDIA
I. PR
J. MARKETING SERVICES
K. ADVERTISING CAMPAIGNS

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

AgencyRed Keds
Creative headVasiliy Lebedev
Author of ideaRed Keds
ProductEscape Plan movie
DescriptionTask: 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.
AdvertiserCentral Partnership
Team membersProducer: 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