This room acted as the hub for Cozmo’s adventures, housing six doors leading to different Karma and Challenge Rooms. Hail Corporate: An “all in good fun” parody of Reddit’s brand hater central complete with post-apocalyptic billboards strewn across the desolate landscape. The seven rooms were doll house scale replicas of some of Reddit’s most popular subreddits, complete with referential silliness: It was an event, it was a video game, it was reality TV, it was advertising…and most of all it was a whole lot of fun! The whole thing took place live over 6 hours with 2 million people watching. Their concept was to (brazenly, yet with a healthy dose of self-awareness) engage the traditionally advertising averse Reddit community to spread the word about Anki’s flagship robot.

“Cozmo: Lost in Reddit” was the brainchild of forward thinking robotics company Anki and the advertising mavericks at Wieden+Kennedy’s creative technology arm W+K Lodge. Well, to put it succinctly: a live streaming crowdsourced interactive gameplay commercial brand activation experience in which participants navigated Cozmo the robot through a series of tasks in miniaturized virtual subreddit-based rooms IRL in order to win the game by helping Cozmo escape from the internet. Work: Custom Soundtrack and Live Performance for Experiential Activation What is “Cozmo: Lost in Reddit” ?!

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