Insight
A murder mystery experience designed to immerse competition winners in the world of The Thursday Murder Club
The Challenge
- Bauer Media’s 2025 partnership between Magic Radio and EE required a bespoke experiential event, designed to bring the brands’ storytelling and connectivity campaigns to life. The ask was to create an elevated, engaging and interactive experience for competition winners while supporting EE and Magic in generating high-quality branded content.
- Element, the prize and incentives people, were tasked with delivering an exclusive Murder Mystery experience to celebrate the launch of Netflix’s The Thursday Murder Club. EE TV and Magic wanted a premium, atmospheric setting that would delight competition winners while also creating strong social content.
- The event needed to bring guests into the mystery, making them a part of the story. The guests weren’t just spectators: they needed to feel like members of the Murder Club themselves.
The Solution
- To bring the world of The Thursday Murder Club to life, Element transformed Leeds Castle into the setting for a live murder mystery
- As they explored the castle, guests encountered suspects, discovered hidden clues and worked together to unravel the mystery. Every touchpoint was designed to draw them deeper into the story, creating an experience that blurred the line between audience and participant
- The evening culminated in a grand dinner where guests combined their findings to solve the case.
The Results
- A launch experience guests could actively shape and participate in, not just observe
- Deep engagement with the story, brand and setting
- High levels of participation throughout the evening
- Exceptional guest feedback and social sharing opportunities
- Premium content created for Bauer Media, EE and promotional activity
“It was an amazing night – champagne flowed all evening, murder mystery was fun, and our four poster bed was fit for a queen!” – A guest
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