Immersive, escape-the-room inspired experience to drive viewership of NatGeo’s Life Below Zero at SXSW over a 3-day span. Integrated series content into (3) custom fabricated arctic tents, where teams of 6 participants had 20 minutes to solve a series of puzzles to successfully escape. Footprint included a frigid photo experience, rustic lounge taxidermy area, and branded bar that served complimentary LBZ signature cocktails. Event received over 95 million impressions with earned placements in The New York Times, Wall Street Journal, Event Marketer, etc. Life Below Zero became the most-watched in the franchise’s history.