Negone. The escape
Phase 1 - No to prison
Briefing:
Negone was an entertainment company that developed, operated, and distributed cutting-edge leisure concepts. They launched MADRID-THE ESCAPE, world's first immersive interactive game, where participants had to break out of a high-tech futuristic prison. As pioneers in this new form of entertainment, they needed a bold and disruptive campaign to capture attention and drive visitors to the experience, specially after investing €16.3m and 4 years to turn the idea into a reality.
Solution:
To generate buzz, we spread a rumor that a real prison was being built in Madrid, sparking outrage among locals. Graffiti appeared with messages like NO TO THE PRISON ON CAPITÁN HAYA ST.! and protesters were encouraged to voice their opposition on www.noalacarcel.com.
The reveal? A message beneath the graffiti that read: Escape the prison on Capitán Haya St.!
To further the experience, media representatives were invited to be the first to attempt an escape, receiving their mission files cleverly hidden inside a loaf of bread.
Results:
7,000
PEOPLE
VISITED NEGONE WITHIN 15 DAYS
ALLOWING THE INVESTMENT TO BE RECOVERED IN JUST ONE MONTH.
ALLOWING THE INVESTMENT TO BE RECOVERED IN JUST ONE MONTH.
100%
OF INVITED MEDIA
ATTENDED THE LAUNCH, GENERATING WIDESPREAD COVERAGE.
Negone. The escape
Phase 1 - Lock them all up
Following the success of the initial campaign, we launched a second phase called Lock Them All Up, aimed at filling available time slots outside of peak weekend hours. Since most visitors played at Negone during weekends, we needed a strategy to attract players during off-peak hours. The solution? Schools.
Solution:
To capture the attention of school decision-makers, we crafted a campaign that tapped into their daily challenges. Through a creative and playful approach, we acknowledged the "difficulties" they faced with their students and invited them to lock them up at Negone during school hours.
Results:
2,600
TICKETS SOLD
AFTER A THIRD OF THE MAILING WAS SENT OUT.
363%
ROI