Vice launches BMW X2 Escape Room events series with Vizeum

Youth media company Vice has partnered with Vizeum in launching an experiential campaign promoting the BMW X2.

The announcement:

Welcome to X-Cape Room

WEDNESDAY MARCH 21, 2018 BMW and youth media company VICE, in collaboration with media agency Vizeum, today announce a series of ambitious events, to support the Australian launch of the first ever BMW X2.

Partnering with conceptual artist and HTRK frontwoman Jonnine Standish, unprecedented escape room experiences will take place at large scale, unique venues across Australia—including a cavernous carpark beneath Sydney Opera House.

Rising to cult status in the last decade, escape rooms cover the globe, with thousands of professional and amateur role-players winding their way through themed rooms that challenge their smarts, humour and patience.

Running for just three days in Sydney, and two in Melbourne and Brisbane, X-Cape Room will pose a thrilling and exclusive opportunity to test the minds and dexterity of young Australians across the country, entertaining groups of friends and strangers alike.

Set in 2018, X-Cape Room is centred around a cosmic, lunar theme, with players assuming the role of astronomers battling a devastating black hole. This experience is further enhanced with the use of technology, making puzzles more complex and interactive.

BMW Group Australia General Manager of marketing, Tony Sesto said, “The first ever BMW X2 is a unique proposition for the BMW brand. This partnership with VICE complements the bold and daring vehicle and will generate hype and interest for the striking BMW X2.”

Verity Goold, Client Solutions Director Vizeum, said, “Working collaboratively with BMW and VICE has brought to life the highly engaging X-Cape Room concept, embodying the daring, everyday rebel that is the newest addition to the BMW X Range.”

VICE will also release short form video in support of the launch and event series, designed to represent the modern design of the BMW X2 and give an insight into the feeling of the X-Cape Room experience.

Myki Slonim, Managing Director VICE AUNZ said, “This is the kind of wildly unique and creative collaboration that we live for at VICE. We hope to create an experience that blows minds, gets people talking and drives cosmic love for the first ever BMW X2.”

Entry to X-Cape Room is open to the public through this RSVP page: vice.com/bmwxcape

X-Cape Room Event Details;

Sydney, Opera House Underground Carpark Cave
April 5, 6 & 7: 12pm-10pm

Brisbane, Spring Hill Reservoir
April 12 & 13: 12pm-10pm

Melbourne, 524 Flinders
April 26 & 27: 12pm-10pm

Source: Vice media release


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