To promote the Sony Pictures film Inferno we created an influencer event that introduced a new generation of fans to the thrilling and mysterious world of Dan Brown.
The “Race To Inferno” was an international event that replicated a Robert Langdon adventure let loose in Singapore. Teams of influencers had to solve clues and perform tasks while traveling through nine metaphorical levels of Hell.
For the digital campaign we hid a secret link at the end of the first teaser trailer. Fans who found and tapped on the hidden YouTube annotation on the "Cerca Trova" flag were then taken to another video.
This hidden video was a 360° experience that went inside Botticelli's "La Mappa dell'Inferno" painting to explore the 9 Layers of Hell depicted in that masterpiece.
The "Race to Inferno" Influencer Stunt picked a group of international influencers who had to work together as competing teams. We created an influencer box that featured a welcome greeting from the film's director Ron Howard. Before they could even begin their journey, the teams had to discover the hidden map on the back of the poster, and use heat to reveal the coordinates of their destination.
The event took place at the Marina Bay Sands resort in Singapore, and featured a day long event where the influencers journeyed through 9 metaphorical levels of hell as they solved riddles, performed tasks, and lived a Dan Brown adventure.
With Dan Brown's feedback and approval, I wrote and directed 9 video clues with Ron Howard. These video clues launched each mission, which then included further ciphers, secret messages, and hidden passages in the resort.
