DNA VR is a virtual reality entertainment brand operating VR arcades and escape rooms across three London locations and one in Manchester. With brand awareness as the priority, Terrier Agency designed an influencer engagement programme to bring a steady stream of relevant creators through the doors of all four venues.
Eighty-three influencers across the entertainment and lifestyle space in London and Manchester were recruited to experience DNA VR firsthand, producing 54 immersive posts and 97 stories. The content reached a combined following of 4,199,967 and generated 37,863 engagements, putting DNA VR in front of audiences actively searching for things to do in both cities.
The campaign turned individual venue visits into a sustained, city-wide showcase, positioning DNA VR as a go-to destination for unique experiences.
Turning Venue Visits Into City-Wide Content
Casting 83 creators from the entertainment and lifestyle space across London and Manchester meant briefing each to experience a venue first-hand rather than post about it from a press image, so every piece came from an actual visit to one of DNA VR’s four locations, the in-person structure the existing body already describes as bringing “a steady stream of relevant creators through the doors.” Content was split between 54 posts and 97 stories, a mix suited to entertainment venues where the in-the-moment format tends to outperform a single polished post.
What the Story and Post Split Shows
4,199,967 in combined following and 37,863 engagements across three London locations and one in Manchester is a discovery figure, not a booking or footfall number. It shows the campaign reached people “actively searching for things to do” in both cities, the audience the existing body names as the target, rather than converting a specific number of visits.
