Life Below Zero is a series documenting the challenges people face living in the harsh conditions of the Alaskan wild. To connect should-be viewers to the experience of the show we created an escape room event to drive awareness of the series amongst influential consumers at SXSW. We integrated series content into (3) custom arctic tents, dropped the temps (30) degrees and invited teams of (6) to solve a series of challenges and escape the cold in (20) minutes or less.

Game design included challenges like ice fishing, animal tracking, and well-building to connect to authentic life in Alaska and put players directly into series content. Twitter challenges and socially connected photo ops seamlessly amplified the live event on social media and we rounded out the experience with rustic lounge furniture, social games, authentic taxidermy, and a branded bar that served complimentary LBZ signature cocktails all weekend long. 

With zero paid support, the event received over (95) million impressions with earned placements in The New York Times, Wall Street Journal, Event Marketer and more. The Life Below Zero season premiere became the most-watched in the franchise’s history.