While there are few regulations regarding branded content in the U.S., we wanted to make sure that the themes of our execution remained aligned to the PG-13 assigned by the Motion Picture Association of America (parental guidance for children under 13).

To create a successful program on the scale required and expected by young adults, we partnered with MTV and a well-known reality TV production company. This 30-minute show featured four teams of two young adults (one male/one female) competing for the biggest prize ever awarded on a single 30-minute show: $1 million and a new Scion car. Teams completed challenges through an abandoned prison turned maze and wore the same gear as the movie maze runners. After meeting their partners, contestants quickly learned that they would need to work together as a team in order to win the prize.

The Million Dollar Maze Runner became the cornerstone of the movie’s marketing campaign and drove incredible success for Fox in the theaters and MTV in TV, digital and second screen. For the show itself:

- Estimated 38.7 million P2+ On-Air Impressions

- 15.9 million Overall Digital Impressions

- 105 million Social Followers Reached

- Million Dollar Maze Runner full episode made MTV’s Top 15 VOD content 2 days in a row.

Meanwhile Maze Runner won the #1 spot at the box office and became one of the biggest September debuts ever with a total domestic gross over $100 million. The incredible reception for this movie and the Million Dollar Maze Runner ensures incredible momentum for the sequel in September 2015!