The Mystery About Mystery Room

Objective

Mystery Room, opened by Mystery Makers in Copenhagen in 2014, was Scandinavia's first escape room — a category Danish audiences had never encountered and had no reason to seek out on their own. To build awareness and drive bookings for the physical venue, the brand needed a way to explain the concept and give people a reason to try it, so it built a promotional game aimed squarely at pulling players toward the real, offline room.

Solution

Instead of building a separate site, mysteryroom.dk put the promotion directly inside Instagram, meeting people in the feed they already had open on their phones. From there, players work through a short interactive mystery that plays out natively within the platform, with nothing to download or install. The experience is built strictly for a single vertical phone screen, matching how people actually hold their phones while scrolling. Getting through the online mystery doubles as a preview of the real escape room, leaving players with a feel for the kind of puzzle-solving that awaits them if they book a session in Copenhagen.