AWESTRUCK Marketing Group partnered with National Geographic Channel to promote the new season “Life Below Zero” with a breakthrough experience at SXSW. The experience plunged consumers into arctic conditions and tested them with time-sensitive, escape-room challenges. From ice fishing to tracking animals, participants had to work together to escape an artic tent in 20 minutes or less. The activation mirrored the harsh environment and survival skills showcased in the docu-series. An open bar, series trailers and games rounded out the events. Now that’s cool!