A murder mystery experience designed to immerse competition winners in the world of a bestselling mystery story
The Challenge
Magic Radio’s 2025 partnership with 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 a new series, based on a best-selling mystery novel. 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 they were characters in the mystery themselves.
The Solution
To bring the world of best-selling mystery story 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 Magic Radio and EE and for 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
A competitive football experience for celebrities and fans to play, raising awareness for adidas Soccer Aid
The Challenge
ON Event Production Co was brought on as the production partner to JDPL Productions LTD, to turn the creative concept for the adidas Soccer Aid activation into a reliable experience.
We needed to create a live football challenge that celebrities and fans could physically take part in, combining a branded environment, live competition and technology to make the activation engaging, measurable and easy to understand.
The concept brought together several moving parts. A physical football challenge, a drone delivered ball, an obstacle course, goal scoring, automated timing, live results and branded content all needed to operate as one experience. It had to feel simple for the participant while the technology and production worked reliably behind the scenes in a busy live event environment at London Stadium.
The Solution
Participation was the experience. A football was dropped by drone for the participant to collect before they raced through an obstacle course, scored a goal and returned to hit the end buzzer.
The challenge created an F50 versus Predator competition, giving participants a clear team and product story to engage with.
We developed a bespoke application to control the experience, including automated countdowns, live timing and leaderboards. Results and supporting content were displayed on an LED video wall, giving participants and spectators instant feedback and making the competition visible throughout the activation.
Rather than asking people to simply look at the brand, the experience gave them something to do, compete in and share.
The Results
An accessible football challenge that turned adidas product storytelling into active participation
Automated timing and live leaderboards kept the competitive element immediate
LED display extended engagement beyond the person taking part to the surrounding audience
Proud to deliver lasting moments for...
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