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“Life is a game.”

I’d like to think this is true and when it isn’t I must say I’m not that all interested.

While fellow Denuologist, Tim Harris, gave us a great take on the art of gamification last week, I was able to see it first hand this past weekend.

How did I do this? I’m glad you asked.

I participated in an experience called Accomplice. Billed as part game, part theater, and part tour, it was an immersive activity that utilized the streets of Hollywood as the game board and a group of strangers as the actual game pieces. The best part was that it was actually fun, the primary principle behind gamification.

In order to not reveal any spoilers, imagine Michael Douglas’ The Game. You join your friends and/or strangers that will soon be friends on the most interactive tour found in Hollywood. Instead of sharing seat space on that crowded tour bus with the roof awkwardly cut off, you are armed with limited information, the group’s wherewithal and asked to solve a mysterious mission. If that sounds like your cup of tea, make sure you check it out when you are in NYC or LA next.

From a gamification stand point, I found the experience to be equal parts unique and promising of what the future could hold for marketing campaigns. The mission itself is well written/produced (Neil Patrick Harris’ involvement is obvious) but the way it took advantage of the environment, excellent improv actors and unexpected twists made for a great adventure. The only issue I had was that now that I know the story I can’t do it again.

What struck me as a message to marketers was the inherent curiosity and problem solving itch present in all of us that was effectively scratched throughout the afternoon. No matter the background (as witnessed in diverse group of 10 strangers that included someone from as far as Boston), each person felt compelled to complete the task at hand in their own unique ways. There were multiple duties requiring various skills (again trying not to spoil the experience for those of you planning on doing it) from the group that required ongoing communication and engagement. And my buzz word bingo card tells me those are the exact things that many bright marketing minds across the world are looking to solve for.

The Accomplice was able to do all of this through a made up narrative, make believe personalities and a real world back drop. Now imagine the possibilities if recognizable brand assets were included with traditional mundane tasks such as visiting your local brick and mortar retailer. The opportunities could be endless if integrated with digital capabilities which the Accomplice was surprisingly light on. I’d be willing to bet the perplexing selection of your next automobile takes on new life if integrated with some sort of gamification. In addition, the experience potentially could extend beyond a few hours on a Saturday afternoon to an ongoing interaction.

All of that to say, Accomplice is not only an experience you won’t soon forget but also an experience marketers could learn a few things from because:

“Life is a game.”