Launching The Traitors Live Experience

At the tail end of 2024, Immersive Everywhere tasked us to launch The Traitors Live Experience: a competitive social experience inspired by the TV show everyone’s talking about.

Our challenge has been to bring Claudia Winkleman’s iconic world of gameplay and betrayal to life through an ongoing full-funnel paid campaign.

The mass fandom was already there. Our job was to turn it into ticket sales.

We launched Lead Gen in January 2025, using Claudia-led video while Season 3 was at its peak. By on-sale day, 69,000 people had signed up, and by the end of the first week, over 25,000 tickets had gone.

We also wanted the experience to stand on its own. Our animated key visuals teased gameplay moments, so it felt real long before anyone stepped inside.

Once doors opened, we boosted content from contestants and celebrity players to show the experience in action. Group-chat-style creative gave friends a nudge to book together.

Over the summer, we tested every creative lever going. Taglines like Banish Your Boss and Sell Out Your Sibling revealed which emotional triggers worked hardest. Cast-led content, animated statics and headline variants sharpened our toolkit ahead of the next TV season.

When The Celebrity Traitors aired in October, ROAS soared: 24 one week, 34 the next, and an unprecedented 55 once bookings kicked in.

Real fan knowledge, sharp strategy and bold creative made for a campaign that was smart, efficient and full of personality. If you’ve seen an ad in the last couple of years with Claudia in, we were probably behind it.

Our team also had the chance to go down and play ourselves, and loved every minute. There was backstabbing and betrayal - but that's all part of the game.

And it isn't over. The campaign is live, and the demand still growing.