Ford Escape Routes

Objective

Ford introduced a new Escape SUV alongside NBC's primetime reality series 'Escape Routes' in March 2012. The company sought to create a breakthrough branded experience that merged linear television with social media engagement, enabling viewers to participate in competitive gameplay in real time while watching the show—moving beyond passive viewership.

Solution

Rokkan designed the world's first Social TV experience: viewers visited the campaign website to select one of six teams to support throughout the season while the show aired live on NBC. Real-time game mechanics played out simultaneously with broadcast episodes on Twitter and Facebook. Players competed to earn prizes including a new Ford Escape, trips, cameras, and bikes. The gamification platform Badgeville powered the interactive mechanics.

Results

The premiere generated 16 million impressions on Twitter and achieved a 1.0 rating share in the 18-49 demographic, ranking fourth among broadcast networks in its time slot. Engagement metrics exceeded those from Ford's prior online-only series, Focus Rally.