Ford wanted to launch the new Escape in a way that would give folks something they had never experienced before in branded entertainment. So in an industry first, Ford took the small screen to the second screen by combining TV with social media and mini-gameplay to create the first prime time Social TV show: Escape Routes.
Six teams took on daredevil stunts while enlisting online fans as Virtual Teammates (VTMs), who’s real-time support, determined who crossed the finish line each week. The social media buzz around Escape Routes exceeded all expectations and benchmarks. There was a 1,033% increase in @FordEscape Twitter followers and 50% increase in Facebook Likes.