THE MAZE RUNNER at SPARTAN RACE
Client: 20th Century Fox Home Entertainment
Location: Los Angeles
Type: 360 Social Media campaign / live twitter event / sponsorship activation
To promote the home entertainment release of The Maze Runner, a team of “Glader” racers gathered to take on the Reebok Spartan Race Malibu Sprint. A live Twitter event got fans tweeting their support for the racers as Team Gladers dominated obstacles such as the 8’ wall and finished the race with a leap over the Maze Runner Fire Jump. At the conclusion of the race, an exciting professionally filmed highlight reel of Team Gladers was shared over YouTube.
Over the course of the weekend, race finishers celebrated by posing for victory photos at the Maze Runner Photo Booth – where over 1400 photos were taken. Fox donated $1 to the Challenged Athletes Foundation for each photo shared over social media. Later, each race participant received a personalized Maze Runner-branded video of their Fire Jump to share out to their networks.
Results included 21.6 Million Media Impressions, 12,100 Onsite Impressions, 2,800 Interactions, $1,000 donated to CAF and over 10,000 YouTube Views.