Toy tech brand Anki teams up with W+K Lodge to create a campaign with seven escape rooms to get the attention of the Reddit community

Reddit is one of the few social media platforms with a community that actively rejects brand accounts and their attempts at promotion. Toy robotics company Anki and emerging technology firm  W+K Lodge, however, are looking to court favor with Reddit's readership by promoting their newest toy robot Cozmo. To do so, the team built IRL escape rooms in Portland based on seven of the most popular subreddits. Users can control Cozmo through the rooms to complete six puzzles in six hours in order to make it to the final room, entitled The Front Page, based on Reddit's own slogan. The rooms are based on the subreddits Shower Thoughts, Hail Corporate, Rare Puppers, Shitty Robots, Gaming, What Could Go Wrong and Meme Economy.

There's no guarantee that Reddit users will jump on the idea in a positive way, as Craig Rechenmacher, CMO of Anki, tells AdWeek: “We are familiar with this community—they are vocal, passionate, influential and we’d be silly to not worry about that a little bit. We’re eyes wide open that some things could go wrong, but I think we’re fully embracing the fact that this is advertising [and] we’re not hiding that—we’re not trying to sneak anything by the community.”

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Anki | W+K Lodge

Reddit is one of the few social media platforms with a community that actively rejects brand accounts and their attempts at promotion. Toy robotics company Anki and emerging technology firm  W+K Lodge, however, are looking to court favor with Reddit's readership by promoting their newest toy robot Cozmo. To do so, the team built IRL escape rooms in Portland based on seven of the most popular subreddits. Users can control Cozmo through the rooms to complete six puzzles in six hours in order to make it to the final room, entitled The Front Page, based on Reddit's own slogan. The rooms are based on the subreddits Shower Thoughts, Hail Corporate, Rare Puppers, Shitty Robots, Gaming, What Could Go Wrong and Meme Economy.