How Reddit turned online culture into IRL experience with a super-sweet baking challenge

Reddit brought the vibrancy of their online baking communities to London with a bold baking competition and creative, play-led interactive experience

The Challenge

• Reddit partnered with Wonderland to bring their thriving online baking communities from subreddit to real-life, designing a live Bake Off.
• The event needed to function as a genuine competition while simultaneously keeping 150+ guests entertained, engaged and immersed in the world of Reddit
• The challenge was to bring the Reddit community offline and into an IRL experience, using the power of play, creativity and competition and converting the spectators into active participants

The Solution  

• The Battle of the Bakes put participation at the heart of the experience, with five Reddit bakers going head-to-head.
• Guests became part of the action through live commentary, Q&As with guest judge Rosemary Shrager and audiences challenges, before seeing the finished bakes presented and a winner crowned.
• Beyond the main contest, playful activations like a Reddit Recipes section and a ‘Is it real, or cake?’ challenge gave guests further ways to interact, play and discover Reddit communities IRL

The Results

• The activation successfully translated Reddit culture from online to real life, bringing communities together through competition, creativity and play.
• The live Battle of the Bakes ran seamlessly, while interactive activations drove participation beyond the main stage and gave guests multiple ways to engage with Reddit’s baking communities.
• Bold creative, playful branded details and high-quality production brought the Reddit identity to life throughout the experience
• 150 guests, 5 Reddit bakers, 4.5 hours of live programming and 2 immersive experience areas

“I honestly can’t say enough good things—your creativity, responsiveness, and grace under pressure helped make this event truly stunning. We’ve received really positive feedback on the experience folks walked through, and it was the absolute right call to kick off this new series in London!” – Reddit client