SXSW INTERACTIVE 2015
LIFE BELOW ZERO
National Geographic Channel’s “Life Below Zero:
Escape the Cold” experience stood out as one of the
better brand activations at SXSW Interactive. The
pop-up was a series of pods that simulated the icy
conditions of Alaska inside. Visitors taking part were
asked to sit in the pods and complete challenges and
tasks as the temperature dropped to freezing.
We’ve seen this a lot recently. Experience-hungry
Millennials have progressed beyond wanting novelties
such as immersive cinema (Future Cinema).
Increasingly there’s a desire for experiences to be
challenging, uncomfortable or even scary for bragging
rights. “Life Below Zero” is a good example of this.