National Geographic Channel’s “Life Below Zero” Escape the Cold at SXSW

BACKGROUND: Partnered with National Geographic Channel to promote the return of “Life Below Zero” at SXSW with an activation that would introduce new viewers to the perils of living in grueling sub-zero conditions while bringing them face to face with the people who do it every day.

EXECUTION: To convey hardship in a fun and engaging way, we created, designed and developed an immersive escape-room style experience that plunged attendees into chilly temperatures inside custom arctic tents at SXSW. In a race against time, participants, working in teams of six, had 20 minutes to solve a series of puzzles that included tapping into wells, ice fishing, digging through snow, preparing rations for winter and tracking animals. Series content was integrated into the (3) rooms in the form of short video clips that placed scenes directly in the palms of consumers hands and gave participants a glimpse into the show itself, while providing clues that connected to gameplay. The experience also featured a rustic lounge area where fans had the opportunity to mingle with show talent, enjoy complimentary LBZ signature cocktails, tree stump seating, taxidermy, fake snow and a DJ to keep up the frosty fun.

RESULTS: The event received over 95 Million impressions with earned placements in The New York Times, Wall Street Journal, Event Marketer, Good Morning Austin and Fox. Helped drive viewership for the new season which became the most-watched in the franchise’s history. Saw a 5% growth from A25-34 who were a prime target of the SXSW activation. The activation won the REGGIE Award, Clio Key Art Silver Award and PromaxBDA Silver.