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the crystal maze

50x ROI for a unique attraction

A legendary gameshow

The Crystal Maze is a TV institution – with its enigmatic host Richard O’Brien, in the 90s it was regularly Channel 4’s highest-rated programme.

The Crystal Maze Live Experience makes YOU the star of the show.  Following a successful London launch, Little Lion Entertainment opened in Manchester in 2017, where the public could explore each famous zone, culminating in the iconic Crystal Dome!

Read on to see how we made The Crystal Maze Live Experience the talk of the town, delivered a fantastic ROI and lived out our childhood dreams…

A unique way to

build a buzz

The brief was clear – create engaging, disruptive content that delivers tangible results (read: sell more tickets).

The big challenge was promoting ticket sales for a physical venue, as the content had to attune with a localised audience.

A venue in London helped to establish an online audience, but these people were all over the globe…so we began thinking about how to reach people living and working nearby.

Of course football runs through the veins of Manchester, so we capitalised on this by making quick-fire, fun content to generate a pre-launch buzz.

A legendary presenter

Our head-to-head tournament saw Manchester City, Leicester City, Oldham, Sheffield United, Wolves and Bolton battle for the ‘Mascot Cup’.

An event of this magnitude needed a host who could not only keep football mascots in line, but also had style and charisma to match Richard O’Brien.

There was one man for the job – Chris Kamara!

A cuddly competition

Shot over one epic day in the Maze, our team filmed each challenge live with a mix of cameras to generate maximum coverage.

Between games, the Aztec Zone provided an atmospheric backdrop for humorous links from Mr Kamara – our cameras never stopped rolling.

The tournament culminated in a face-off in the hallowed Crystal Dome, where the mascots needed to collect as many gold tokens as possible – quite a feat when you’re dressed as a seven foot dragon it seems!

The clips were shown in the run up to the press launch, with Moonchester and Moonshine from Manchester City crowned worthy champions.

The final of the ‘Mascot Cup’ was also played to more than 54,000 fans at the Etihad Stadium during Manchester City vs. Crystal Palace in May 2017, where Moonchester and Moonshine received the trophy!

turning views

into footfall

We also delivered targeted digital advertising to reach prospective visitors directly with vibrant, memorable content.

The campaign needed to be tightly targeted to prospective visitors, using behavioural, demographic and location data across the most popular platforms to maximise returns.

Proven to effectively drive engagement, we produced a series of broadcasts using Facebook Live to widen our available audience.

We created a series of eye-catching images to run a variety of polls where fans had their say on important topics like “Who was the best Crystal Maze presenter?” (two guesses who won that!).

And vote they did! Fans turned out in in their thousands to make their voices heard.

Games are the essence of The Crystal Maze experience, so it only felt right to harness gamification in our content.

After identifying a unique method that capitalised upon the way that animated GIFs are handed by some social networks, we devised a series of frustratingly addictive GIF games.

This gave us the freedom to create shareable content that wouldn’t have been possible within the budget – more importantly, the fans loved them, and raced to be the first to complete the challenge.

No mobedia advertising campaign would be complete without a suite of videos.

Demystification was a vital tool to inform fans that the live experience wasn’t part of a TV show, and somewhere they could actually visit, so we made some easy to digest ‘educational’ videos to help explain the concept.

Focusing on the kitsch feel of the original TV show, we also filmed the Maze Masters as they answered a variety of questions, shared interesting tidbits of maze knowledge, or simply had a sing-a-long to the iconic theme tune!

Reaching the right audience

Though video is the king of content, there was still a vital place for traditional advertising, which became some of our most effective assets.

Early in the campaign we had the spark of an idea around travel adverts; the large billboards seen around major cities advertising the new hot location you can now fly to ‘direct from [insert local airport]’.

The theme of these adverts is ‘look how cheap this is!’ – an almost too-good-to-be-true offer that cleverly seems to undersell higher ticket items.  We extracted this into our adverts.

Sure, tickets are higher priced than other attractions, but it’s not everyday you can stand in the shadow of a huge Aztec temple in north west England!

We designed a series of adverts to present its unique offering in disruptive fashion – themed as ‘travel adverts’ with a comparatively low price clearly marked, these sparked interest from audiences and drove ticket sales.

Making new connections

With up to eight people playing at a time, teams are part of The Crystal Maze Live Experience – and an opportunity to sell more group tickets.

We  created social adverts that gave viewers the opportunity to build their team under the guise of humour – using a range of flattering and no-so flattering personas, people were prompted to tag their friends and family.

This created a huge surge in organic reach, drove awareness amongst target audiences and created a greater buzz around tickets.

Standout results

We delivered an average return of £50 for every £1 spent and helped to increase brand engagement by over 1,420%.

These results were down in no small part to developing an effective sales funnel, and creating a strong blend of rich content, effective remarketing and custom landing pages to grow audiences and drive ticket sales.

Total views

864,049

Total impressions

2,336,538

average roi

50:1

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