| Titolo | Unlocking Merge Mansion |
| Brief | Since Merge Mansion's release in 2020, the mansion's doors have remained locked, leaving 45 million fans wondering what's inside. After countless hours of gameplay, in the game's biggest update yet, it was time to open the mansion’s doors – both in the game and in real life."Unlocking Merge Mansion" was an immersive experience that brought the game's characters and mysteries to life. The surreal adventure blurred the line between entertainment and reality as participants crawled through fireplaces, dug through pies for clues, and solved escape room style puzzles to uncover Grandma Ursula's secrets. Part live-action theatre, part escape room, and part Instagrammable lore-museum the experience provided ample possibilities for content generation. In addition to user-generated content, we released a post-event cinematic film giving fans worldwide a glimpse inside the mansion and the call to action to download Merge Mansion for a chance to develop their own theories of what Grandma Ursula is hiding.Fans and media alike were dying for more of the lore-filled Merge Mansion universe. With over 1 billion collective impressions, fans worldwide were obsessed with the campaign, joining the investigation to search for answers and share their theories, even igniting rumors of an actual Merge Mansion Movie. |
| Agenzia | Reaktor Helsinki |
| Campagna | Unlocking Merge Mansion |
| Cliente | Metacore Games |
| Marca | Merge Mansion -mobile game |
| Data di Prima Diffusione/Publicazione | 2023 / 3 |
| Settore | Consolles per Video Games |
| Trama | Merge Mansion is a simple, relaxing mobile game all about renovating a condemned family mansion that Grandma Ursula gifts to her granddaughter. As players progress the family’s secrets are slowly revealed, painting a dark portrait of all involved. This juxtaposition of light-hearted renovation and gardening-themed merge puzzles paired with dark and mysterious lore has resulted in 45+ million downloads. |
| Tipo di Media | Case Study |
| Digital Agency | Reaktor Creative |
| Design Company | Scout Expedition |
| PR Agency | R&CPMK |
| Casa di Produzione | Bacon |
| Post Produzione | UNIT9 |
| Casa di Produzione | JFI Productions |
| Chief Creative Officer | Shelley Elkins |
| Managing Director | Tom Michael |
| Executive Creative Director | Murray Wyse |
| Creative Director | Kali Heitholt |
| Executive Producer | Travis Craw |
| Senior Account Director | Kristen Villarreal |
| Director of Strategy | Ben Peters |
| Strategist | Polly Fong |
| Video Editor | Ethan Salzberg |
| Senior Manager, Awards & Content | Tilona Moore |
| Creative Director | Jan Sederlöf |
| Creative Team | Akseli Kouvo |
| Art Director | Elisa Konttinen |
| Project Director | Roosa Ketola |
| SVP | Susan Yin |
| Vice President (VP) | Park Daniel |
| President | Melissa Schumer |
| SVP | Michael Jacobsen |
| Associate Producer | Kari White |