The Challenge
Hexmoor is an immersive fantasy prison cocktail experience in London, where guests are locked in their own cell, served magical potions and thrown into a live story. A new immersive venue lives or dies on word of mouth in its first months, and the audience that books this kind of night out finds it on TikTok.
Hexmoor partnered with Terrier Agency to launch the experience with creators who could show what a night inside actually looks like.
Our Approach
We put London lifestyle, nightlife and travel creators through the experience and briefed them to film the reveal moments.
- Creators such as Emmy Oughton, Mimi Lou J, Sophie in Kent, FTDadon and Travels by AR covered London nights out, date ideas and things to do
- Briefs focused on the atmosphere, the cell reveal and the potions rather than on plot details, protecting the surprise
- TikTok was the primary platform because immersive experiences are discovered through short, reactive video
- Content was staggered across launch weeks to keep the venue in feeds as booking opened
The TikToks linked from this page show why the format worked: genuine reactions filmed inside the experience.
The Results
The launch campaign delivered 156 pieces of content and 2,702,063 estimated views at a 6.5% engagement rate, an unusually high rate that reflects how strongly the concept landed with a London audience looking for something new.
Why the Engagement Rate Is the Headline
A 6.5% engagement rate is high for any campaign and unusually high for a venue launch. It means viewers were tagging friends and asking how to book rather than scrolling past, which is exactly the behaviour a new immersive experience needs in its first weeks. The 2,702,063 estimated views across 156 pieces of content also gave Hexmoor a run of launch coverage that kept the venue in London feeds as bookings opened.
