Our latest event, “DEADINBURGH”, took place earlier this month. In association with LAS Theatre, this experiential show was a massive success – a complete sell-out, with huge PR coverage in the press, on radio and, of course, on social media.

Deadinburgh involved the bringing together of individuals such as artists, scientists and academic specialists in a theatrical setting. These people created an experience, unlike any other, which brought the topic, in this case a “zombie infection”, to life in an inventive way.

Having been inspired by writer Zoë Pearson’s original concept, DEADINBURGH was realised following months of preparation. The aim was to create an experience based on what would happen if a disease, with zombie-like symptoms, plagued the city of Edinburgh.

From the initial concept to design, art direction, copywriting, website creation, social media, production and strategy, the vision of DEADINBURGH was realised. Not forgetting the Edinburgh-based trailer and “blood bag” mailers created by The Gate.

This site-specific event took place at the old veterinary college, Summerhall. Upon entering the venue, it was evident from the army camp outside that chaos had broken out. Attendees were immersed in the experience from the outset. Soldiers were barking orders, protective masks were handed out and infected citizens were on the loose! After being frantically rushed inside, people were divided into six groups and marched around Summerhall by the soldiers in charge.

As the DEADINBURGH attendees were some of the few uninfected citizens, they were tasked with deciding the city’s fate – cull, cure the infected or sacrifice the city. Now there’s a choice you don’t make every day! Scientists from labs, far and wide, such as the Roslin Institute, Wellcome Trust Centre for Cell Biology and Neuroscientists from Edinburgh University guided the “uninfected citizens”, so that together they could make an informed decision. The groups attended various stations where scientists and experts argued their case to either cull, cure or sacrifice. There’s no propaganda in this piece of work – just accurate facts. And there were quite a few surprises along the way! From studying saliva cells in a lab to observing 3D printing for organs to discussing the disease as an eating disorder – the facts were astounding.

As the infected shrieked from cages, curing the disease eventually won the majority vote after a frantic voting process! The night finished up with a well-deserved “Zombier” at the after party. These events can work just about anywhere, from festivals to small or large-scale standalone events. Experiential theatre could be exactly what your product needs to reach its potential.

Perhaps your brand or product could benefit from experiential marketing? With so many media channels, promoting your product or service in an original and exciting way is becoming increasingly difficult.
Rated No. 1 for creativity and innovation by clients in this year’s RAR poll innovative marketing technique, The Gate offers unexpected ways to get more value from your marketing spend. “Experiential theatre” is a new form of public engagement that will get your product noticed – for the right reasons.

Experiential theatre is an alternative marketing concept that lets you re-frame how your public see your product. It’s an experience that will increase awareness, give your product an edge and put your product front of mind for customers.

That’s right, we had a Mad Men inspired day. It was a fun filled affair (we felt the need to say the word affair here to be true mad men). Everyone looked classy and a few Don Drapers, Joans and Bettys emerged from the crowd.

Here are some pictures; knock yourself out.

• TV/Video/Audio Production
• Advertising
• Brand Strategy
• Design
• Creativity and Innovation
• Effectiveness
• Strategic Thinking
• Value for Money
• On Budget

We are really looking forward to attending these award dinners, and hopefully leaving with some hard work recognised.

DEADINBURGH is a unique experiential event created by LAStheatre in
association with The Gate Worldwide.

As Scotland’s capital is ravaged by a mystery pathogen, the people attending DEADINBURGH are some of the few uninfected citizens.

Scientists from labs such as Roslin Institute, Wellcome Trust Centre for Cell Biology and Neuroscientists from Edinburgh University will guide uninfected citizens, so that together they can make an informed decision on how best to deal with the infection.

DEADINBURGH citizens have just hours to save the city, and perhaps the world. You can choose how it ends – reserve a place in the safe zone now! We guarantee an evening of serious fun and infectious ideas.

Will you make it?

Visit www.deadinburgh.co.uk to watch the trailer and find out more about the scientists.

The event runs from 18th-21st April at Summerhall, Edinburgh.

Like us on Facebook and add yourself to the event.

Tweet now to warn everyone about the infection! @TheGateScotland @LAStheatre
#deadinburgh #willyoumakeit

View the emergency broadcast here.

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