Fox 'Maze Runner' Home Entertainment Campaign Wins Shorty Award23 Mar, 2015 By: Stephanie Prange
In a first for a home entertainment division, 20th Century Fox Home Entertainment has won a Shorty Award for Best Brand on Snapchat for its Maze Runner campaign, beating out automotive and professional sports campaigns.
The Shorty Awards honor the best of social media, recognizing the people and organizations producing content on Twitter, Facebook, Tumblr, YouTube, Instagram, Vine and the rest of the social Web. Winners are selected by members of the Real-Time Academy of Short Form Arts & Sciences, which is comprised of top experts from advertising, media, entertainment and the Internet.
Fox worked with VaynerMedia to develop a social campaign that would engage The Maze Runner's existing audience and drive awareness of the Digital HD and Blu-ray Disc release.
The team developed an overnight Snapchat challenge that mirrored events in The Maze Runner movie. Dec. 13 @mazemovies hosted an overnight Snapchat battle with social media influencers Kenny Holland and Amymarie Gaertner, who competed in challenges mirroring the movie. Fans voted and helped their favorite influencer complete each challenge using the hashtag #SurviveTheNight. Participating fans were rewarded with links to exclusive content after select challenges. The winner of #SurviveTheNight was the influencer who activated a larger majority of their community and the movie's fan base.
"Our aim was to create a deeper connection with the fans through a social event that would disrupt the day-to-day and capture their attention," said Mary Daily, president and chief marketing officer, worldwide marketing, 20th Century Fox Home Entertainment. "The Snapchat #SurviveTheNight challenge was powered entirely by fans and created a new and interesting way to be part of the Maze Runner world."
Fox’s home entertainment division also earned an honorable mention for best in film for the Secret Life of Walter Mitty campaign.