The Traitors Experience was conceptualized with the intention of achieving the following objectives:

- To create an in-world experience that generated significant earned media and social conversation, intended to drive awareness and tune in of the IP amongst consumers and influencers fans of the reality star cast

- To give The Traitors talent an organic way to activate their fan bases and tap into the reality TV universe, promoting the series to this dedicated audience.

- To continue to bolster brand awareness and perception through brand-defining show campaigns

To immerse guests, we transformed a Tudor-style Manor into a castle in the Scottish Highlands influenced by the series. The venue was filled with thematic furniture and decor, and our hosts were dressed in authentic Scottish flair inspired by the iconic style of series host, Alan Cumming. The mood was further fabricated with props and lighting, creating an authentic environment for the missions to come to life.

Orchestrated for guests to compete in 5 timed missions during the 45-minute experience, one member within each group was secretly assigned the role of “The Traitor” while the rest were “The Faithful.” The Traitor’s goal was to sabotage each challenge so “The Faithful” could not win. Between each round, The Traitor was tasked with “murdering” a Faithful. In the end, the players convened at the round table, as featured in the show, and deliberated to determine who they believed was The Traitor.

With the goal of directly targeting the rabid fan bases of season 2 contestants via social and earned media, The Traitors Experience kicked off timed to its premiere with two days of previews for press and influencers who were invited to compete in the missions alongside series cast members. The output of this compelling opportunity supported our strategy of driving awareness of the series to the dedicated reality TV audience, while further promoting the activation for the remainder of its run. Following our two opening days, the ticketed experience opened publicly to consumers who also had the opportunity to step into the world of the show, immersing fans further in the IP and generating continued conversation, which resulted in heightened buzz for the newest season.

Open select days from January 11 to January 21, 2024, Press, influencers and over 1400 consumers were welcomed into The Traitors Experience in Los Angeles and taken on an exciting journey filled with a variety of challenges. From finding their way through a corn maze to solving clues in a haunted study, the in-world missions served as shareable moments to help the activation scale well beyond the manor’s walls, reaching fans nationwide. Press and social coverage from the preview days garnered national awareness and drove momentum resulting in a sold-out experience for the remaining dates.

The earned media that came from The Traitors Experience propelled the second season of the series into the cultural zeitgeist. It was covered by top-tier national consumer and trade publications with a cumulative 171 million impressions of earned media across all digital press coverage.Through excitement from our invited influencers, with collective followers totaling over 13 million, the event garnered 54 million impressions across social media.

With a sold-out experience for consumers, there was an uptick in brand sentiment and the activation even had fans returning to the Manor for a second time excited to relive the experience and take their chances at successfully uncovering the Traitor.

As a result of our holistic support across press, social, and talent engagement, The Traitors Experience helped to make season 2 of The Traitors become the #1 unscripted series in the U.S. across all streaming platforms, according to Nielsen.