To launch the 2013 Escape in a never-before-seen way, we combined a reality show with gamified social media, creating the first primetime Social TV experiment: Escape Routes. Six teams took on daredevil stunts, enlisting fans as Virtual Teammates (VTMs) whose real-time support at home determined who won. 40,000+ VTMs registered on escaperoutes.com, earning prizes alongside their chosen team by watching 24/7 live video, playing mini-games, tweeting, & more. iJustine hosted Tweet-up chats & “GameStream”—the first-ever interactive livestream gameshow. @FordEscape followers increased by 1,033%, Facebook fans by 50%, & Escape Routes sent millions of dollars of Fords driving off the lot.