With the theme of the 2016 Toronto Silent Film Festival focused on lost or once-forgotten films, the festival took to Instagram and created an “escape room”-style execution, embedding clues within images on its profile. Consumers had to search through the Instagram clues to find hidden reels from actual films being screened at the festival. These provided codes (seven in total, one for each film) to escape the room. In the end, thousands of users searched for clues, and the campaign generated more than 24 million impressions with no money spent on media.