Rokkan, Team Detroit, NBC and Ford launch a real-time social tv show fusing together content, broadcast, social and real-time community participation.
Ford wanted to break new ground with the launch of the all-new 2013 Escape. They looked to ROKKAN, Team Detroit, and Profiles Television to leverage the inherent power of social media in a way that had never been done before.
Collaborating with our partners, we took pre-launch to primetime and created the world’s first social TV show: Escape Routes.
We combined national broadcast television (Escape Routes was broadcast on NBC and Hulu) with real-time social media engagement and at-home interactive gameplay to create a completely new kind of entertainment.
Six teams competed across six cities in their 2013 Escapes, taking on daredevil stunts that required their mental and physical abilities (playing a giant game of Words With Friends while dangling off the roof of a building, anyone?) to win $100,000 and the new SUV. However, in a primetime first, the teams had to enlist online fans via their social media channels to join their cause as Virtual Teammates (VTMs), and could only win and move forward in their challenges each week through the real-time support of their at-home recruits.
After registering on escaperoutes.com, VTMs could win prizes alongside their chosen team, amassing points and badges by chatting, watching the 24/7 live video feeds from the six cars or the teams’ loft, and playing online mini-games. Through escaperoutes.com and the Ford Escape social channels, VTMs could interact with the cast of the television show from their desktop, tablet, or mobile device through virtually all major social channels. Every tweet, comment, share, video view and like directly affected the progress of their team on the show each week in real-time.
Escape Routes Digital Host and YouTube sensation iJustine played a sizable role in the campaign, hosting a live Tweet-up chat after each show aired, and “GameStream”—the first-ever interactive livestream video game show.
Perhaps the most interesting part of the week for the teams and their VTMs were the Interactive Challenges—tasks that had to be accomplished via live video and social media for the teams to advance each week.
The campaign was carefully and strategically integrated and introduced consumers to the vehicle’s awesome features while also allowing them to have a ton of fun interacting with the show and its contestants.
The response to Escape Routes exceeded all expectations and benchmarks. Fan engagement was extremely high and most importantly, Escape Routes sent over $8 million worth of Fords driving off the lot, and the 2013 Escape has outsold all of its previous models to date.
Ford Motor Company
Digital Agency Partner
New York City
Creative, Strategy, UX, Development, Community Management, Public Relations