Challenge
Drive PR coverage for a new audible book that can be experienced in the real world primarily through sound. With no assets and no access to talent.
The “Less Ordinary” Solution
An exclusive immersive code breaking experience for media and consumers to be part of the alien-themed mystery, by putting guests at the heart of the action and bringing them up close and personal with extra-terrestrial life forms including Flukeman!
Hosted at the disused Old Post Office Tunnels guests made their way through a series of rooms and tunnels by finding and solving clues to crack the mystery, all delivered through the Audible audiobook narrative.
Once they had solved all the clues and made their way out of the tunnels they joined a Q&A with former Ministry of Defense and UFO expert Nick Pope, a self-confessed ‘real life Fox Mulder’ and Audible director Dirk Maggs.
Results
1 – 120 attendance
9 – 175,160 Influencer Instagram reach
90 – 142 million OTS