After the first event was met with an extremely positive reception, we created the second service in the series - "The Escape Machine". In it, we let people escape to any destination they wanted to by the simple push of a magical red button.We designed three celebrations that emerged out of a 3x3 meter black box that unfolded like a huge jack in the box.

At the end of the YouTube video, people could themselves push the button and experience a first-person view of the "Escape Service". Thus, everybody who saw the video were not just passive viewers, but had the actual chance of escaping as well.

The videos received over 1.5 million views in the first two weeks alone, bringing the total number of views of the campaign up to 5 million views. The new videos also earned another 10 thousand Facebook fans for the brand in the first week alone.

The campaign is on-going, with a third event to be launched in the end of 2011.