Vivid is celebrating the launch of Escape Room: The Game 2 and its new expansion packs through a collaboration with a suite of TikTok creators in a media campaign that makes light of the different personality encountered when trying to solve and Escape Room puzzle.
The campaign was developed in partnership with Norton PR and the team at KidsKnowBest to provide an insight into the stereotypical traits that emerge when people get together to play Escape Room: The Game.
To develop the campaign, group of Gen Z TikTok creators focused on the characteristics that come to light when playing under pressure, including the ‘one who solves everything’, the ‘lazy’ one, the ‘panicker’, the ‘scared’ one and many more, all while focusing on key USPs within the game.
With views to date exceeding original benchmark figures, the timing for the campaign is designed to tap into the growing demand for family games, especially those targeting an older teen demographic. The campaign is also tapping into the new rules around the latest number restrictions of people gathering, highlighting that it can easily be played by up to six players within a household.
“Working with TikTok creators really brought the game to life among this Gen Z audience, appealing to their sense of fun, self-critique and group game play,” said Lucy Vaughan, assistant brand manager at Vivid Toy Group.
“Escape Room: The Game brings out a number of different personalities when played under pressured, challenging conditions against the clock so giving people the opportunity to laugh at themselves and identify with the traits shown on TikTok has generated some hilarious video content which can run and run across the key Christmas buying period.”