Telling brand stories in a carefully crafted Escape Room.
The business challenge
We launched the latest YouTube Advertising campaign within Google London HQ with a pop up seasonal Alpine Lodge which was loved by all. YouTube wanted to go a step further and ensure that the stats behind the campaign embedded within their sales team and equipped them with a clear story to tell their clients.
Our creative translation
Through developing the wider activation, our team had an in-depth knowledge of the ‘More Than Just Viewers’ campaign stories and stats. Working from a popular format, we got stuck into developing a 15 minute, competitive, team escape room experience – The Zone.
Working with the industry verticals championed in the campaign we devised tricky tasks that needed to be completed to obtain codes for a locked box. Teams needed to tackle a taxing Beauty poem, to follow a Football pundit’s commentary and crack a cryptic Cooking puzzle. Each task provided a 3 digit code to a padlock. Box unlocked, teams were faced with the final challenge – a quiz sheet around the remaining campaign verticals including a hunt around the room for additional stats.
The Zone created a huge buzz with all the registration slots at Google filled within an hour of launch. Feedback was so strong that YouTube then rolled this experience out across their partner media buying agencies – using the Kit of Parts™ we created.
- 15% of sales team engaged directly with the activation
- Upskilled attendees on the campaign facts and figures
- Brought YouTube’s fun nature to life
1 day / 10 teams / 60 people