Linkin Park Meteora 20th Anniversary
Music, Entertainment
It all leads to The Wall: Celebrating two decades of Linkin Park's Meteora with an immersive escape room experience.
Meteora is one of the most influential and far-reaching albums of the 2000's, impacting an entire generation and influencing countless musicians to date. After the success of the previous Hybrid Theory 20th Anniversary Campaign, we knew we had to take celebrating this album to the next level, so we pulled all the stops and built a three-phase strategy to get fans riled up.
Phase One - Tease
LP has one of the most engaged fanbases I've ever seen, so our first play was a hook to reward the super fans and pique the interest of disengaged fans.
We dropped a series of cryptic posts and easter eggs on socials, leading the fanbase to flock to the LP website. They found the site rife with ‘malware’, forcing them to ‘DOWNLOAD A FREE COPY OF LiNkiNgPaRk-nUmB.exe’ to proceed.
Inevitably, they would crash the site, triggering a blue-screen of death and a mysterious countdown timer…
Phase Two - Engage & Reactivate
Once the timer hit zero, fans were met with a week-long interactive ‘escape room’ style experience where they were challenged to collaborate and unlock an mysterious goal.
This 'point-and-click' style game was tough - clues hidden in source code, external puzzles, javascript triggered hints and more - but the fanbase solved them all in record time (and with record engagement).
Phase Three - Reward
The fans nailed every challenge we laid out for them, now it was time to unveil what we'd been building up to: The Warehouse.
We built fans an interactive virtual space centered around the legendary Meteora wall, giving them access to LOADS of never-before-seen audio and visual content, behind-the-scenes footage from the album's creation, limited merch and editioned vinyl, and completely new and unreleased tracks pulled from the archive.
Once all was said and done, we had some wonderfully effective (and beloved) experiences to celebrate. Not only did we blow our previous engagement numbers out of the water, we shattered engagement records on socials, web, D2C and streaming.
