Become Max, lost in a post-apocalytic desert, and escape from Immortan Joe.

A digital storytelling based on the movie plot.

No mercy, everyone is on his own. The law of the jungle.

Each player has to attack others to steal their ressources (gas, weapons) and stop them for 5 minutes in this ruthless race.

Each attack can be counter if defender has the right item.

Special convoys sponsored by partners (Xbox One) can also be attacked to get ressources.

The player who has been the farthest win the competition and a trip to Australia (Mad Max country).

We decided to run 2 short seasons of 3 days activation, in order to stress the users to play & maximize the Mad Max communication in people's top of mind.

Activation was supported by :

- a website which host the experience

- a twitter bot to animate the game and warn contestants

- branded partnerships on twitter to release codes dedicated to the game

- media campaign (banners, site covering, real newspaper) with codes

- sponsored and organic articles on blogs and news sites

- exclusive codes offered through influencers (large audience)

We coordinated the 12 brands community managers team for dispatching the exclusive codes on specific schedules - which has been seen as a role playing game animation.

More than 42 millions of impressions of #MadMaxPursuit were generated organically on twitter. (as comparison : 60 Millions of impressions for the worlwide official movie hashtag)

The experience engaged more than 2000 players who led more than 80,000 attacks - more than 40 actions per player average, meaning many return to the website and movie exposure.

The activation receive outstanding qualitative feedbacks from the players who thanked Warner for enjoying the advergame experience. As consequence, Warner Bros decided to extend the activation due to its success with people.

The movie won 6 Oscars, but we don't think that we were involved.

From our end, the activation has been awarded with 3 FWA and 2 LOVIE AWARDS.