AVOIDING THE PITFALLS OF CRINGEWORTHY EXPERIENCES.

This one is going to be gritty. Apologies in advance, but I can feel myself tensing as I write this, simply because the lesson here is not so much something to aim for, but more about what to avoid. And that “thing” is simply cringeworthy and embarrassing. For years, I often visited experiences that left me feeling deeply uncomfortable, yet I couldn’t put my finger on why.

Commitment to the immersion always pays of!

The Awkward Welcome

A classic example would be entering a venue and being welcomed by some kind of staff member. They deliver a mini-spiel that felt off-the-cuff, not something they had been instructed to say. The content doesn't reflect the brand or the expectations of the experience about to unfold. I couldn't explain exactly what it might have been, but I know it wasn’t right. The wording would be inconsistent with the brand identity, like a high-octane scare attraction prefaced with a tongue-in-cheek, friendly but socially awkward check-in. And that’s just the start…

The Experience That Falls Flat

Then, as the experience is about to begin, a staff member might appear in a Primark fancy dress costume, attempting to introduce a story “in character” before abruptly tossing you into an opening scene. It’s akin to an action movie that starts with an upbeat, whimsical title card before whiplashing back into the drama and tension. From that moment on, even a well-crafted set can only be just that. A set. It can never become a true “experience” because it has been undermined from the outset. Worse still, a mediocre production can fall into the realm of “dreadful.” A blunder like this, so early on, ruins everything that follows.

The Concept of Fake Fun

I know all of the above seems like an obvious “nope!” when designing an experience, yet I still witness this, or some variation of it, far too frequently. After one too many disheartening experiences, I finally figured it out: I coined it:

Fake Fun.

Think about it. It’s exactly that. A fundamental part of the experience that leans heavily into the “fake” fiction of it all. However, a narrative only holds its own for as long as it is upheld consistently and taken seriously. So, when its fakeness is exposed, guests disengage, the world falls apart, and all the hard work put into creating that experience goes to waste.

Understanding the Disengagement

To understand this feeling, let’s break down exactly what causes it:

A blatant disregard for the suspension of disbelief.

To some, it might feel awkward to sit in a room that is pretending to be something it’s not. An office that's trying to be a space ship. Or a shipping container pretending to be a pirate ship. But I can assure you that it feels a hell of a lot more awkward when someone tells you it’s just a room, yet proceeds to pretend nonetheless.

Realistically, an experience can only sit on one end of this spectrum or the other. If you can't commit fully to the execution, then don't. You are either all-in on the immersion or all out. Sitting somewhere in the middle or half-assing a core element like acting or scripting is simply disrespectful to the creation itself and will ultimately lead to uncomfortable audiences and frustrated team members. And we all know where that leads.

But it doens't just stop at the personell. It's everything that comes before it. Was the pre-space a batching room full of atmosphere and anticipation? Was it an extension of the theme and narrative? Or was it a sofa and a disjointed wall mural?

Escape rooms are often a victim of this. Sorry... not sorry.

The Importance of Planning

Avoiding the pitfalls of cringeworthy experiences requires careful planning and management of all aspects of an experience. More importantly, it pays to understand what your team and venue are actually capable of, and what they are not. For instance, if you know that the existing team cannot convincingly act or you are unable to recruit and train a cast of actors, then don’t place those individuals in crucial storytelling positions. Instead, a voiceover, narrator, or any other pre-recorded media will do a far better job.

That’s not to say there aren’t effective ways to give customer service personnel more immersive roles without overloading them. However, knowing where the realistic limits lie will save you, your team, and your guests a whole lot of embarrassment.

Environmental storytelling and SFX can accomplish much more than real-life human beings might be able to. Imagine a MI6-style spy experience being let down by a teenager in an oversized suit trying to convince guests that their mission is critical. In contrast, a dark and serious mission briefing room enhanced with clever lighting and an expertly produced video/audio would deliver a far better and more consistent experience. Let that teenager handle some not-so-critical elements.

The Magic Threshold

In such cases, it’s essential to pinpoint your "Magic Threshold" (see my blog on this tool here). In the above example, you remove all immersive responsibilities from the staff and create a clear distinction between reality and fiction. No muddy waters or blurred lines. Just a clear transitional moment.

That said, on the other end of the spectrum, a professional live actor can wield far more authority and create lasting memories. Where you can utilize this art form, do so! Formats like this allow you to truly play with that "Magic Threshold," shifting that line back and forth, sharp or blurred, for the most effective and convincing transitions.

Observing Audience Reactions

Creators, watch your audiences closely. When they are in front of your hosts, actors, or staff, are they leaning in and hanging on every word? Are they bursting into unexpected laughter or shock? Or are they stifling their cringe and hiding behind awkward laughs? Just because they’re smiling along doesn’t mean they’re genuinely enjoying the experience. Figure out what moments are letting the experience down, and either change them or remove them entirely. But at the same time, look for what's working too, and turn those things up to 100.

Adapt your experiences accordingly. Know your audience, what they expect, and how to deliver. But also keep an eye on your competitors. If they’re showcasing professional actors and full commitment to immersion, chances are you will need to rise to that standard too. But whatever you do, don’t straddle the middle ground.

Respect your creation, and your audience will respect your commitment.

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DESIGNING IMMERSIVE.

It's complicated, intricate and specialist. Koncept has it mastered. 

An asset, ally and hidden superpower to creative teams and businesses. I am a specialist in writing and designing immersive attractions that stand out. As the mind behind some of the UKs most critically acclaimed experiences, Koncept Creative has a proven track record of transforming LBE and FEC business's ideas into fully realized, expertly written masterpieces that customers will pay to be immersed in.