Cluedo Escape: Playcations

Leverage Cluedo’s equity and cinematic DNA to launch Cluedo Escape: Treachery at Tudor Mansion. Position Cluedo as an immersive gaming experience for adults and up-aged families and develop a campaign which shows the fun of the collaborative game play of Cluedo Escape.

Cluedo is the OG of immersive mystery and has the brand credibility and awareness to bring this new game to life like no other mystery brand can – in an IRL setting we knew post-pandemic consumers were craving. Our strategy therefore was to position Cluedo as the ultimate immersive mystery makers by bringing the board game to life in the flesh.

‘Cluedo Playcations’ were hosted at a selection of remote forgotten lake houses and mysterious farm-houses. This gave consumers the opportunity to book their very own Cluedo inspired overnight stays, immersing themselves in the shoes of Colonel Mustard and Miss Scarlett as they worked together to find out ‘whodunnit’.

Consumer media from lifestyle, entertainment and national titles were invited alongside key influencers, to attend an exclusive ‘Playcation’ event at the historic Kingswood Tudor Mansion. They took part in a real-life Cluedo Escape experience, capturing the fun and excitement for their audiences: sharing the evening and details of a bespoke booking site for consumers to bag one of three immersive experiences for themselves. The earned amplification was supported by a media partnership with Metro to drive awareness and traffic to the consumer Cluedo Playcations booking page.

Cluedo had a Share of Voice of 74.4% during the campaign period among key competitors – a 14.8% increase YOY. The resulting press coverage had a 100% positive sentiment, proving the power of the brand’s equity and ability to leverage its cinematic DNA. There was a total reach of 531m across 23 pieces of coverage, with the Metro partnership generating 10,500 page views and the article being shared more than 400 times. The Playcations microsite saw over 2.5k unique visits with 750 applications.