NORMAL takes gamification to a new level during Black Friday with “The Great Escape”

The Goal

“Normal's goal for Black Friday was to make it feel like an adventure, not a price fight”

Instead of another race-to-the-bottom sale, NORMAL wanted a show that pulls people in, keeps them playing along, and rewards them no matter how they perform.

The mission: transform the chaos of Black Friday into a story-driven, collaborative challenge where viewers actively steer the outcome in real-time and be remembered in the chaos of Black Friday promotion.

The Setup

So how did Normal set up their Black Friday Live?

Welcome to “The Great Escape” where the two hosts Line and Martin opened the show inside a makeshift jail cell. Their cameraman, Mike - who “hates Black Friday” - has locked them in. The only way out? The audience needs to free them. Across the screen are 13 iron bars, each tied to a puzzle that needs to be solved on the live show. Every time viewers crack a riddle, a bar disappears, and the hosts get one step closer to freedom. The challenges ranged from quick math and sequence sorting to Morse code deciphers and a frantic “who gets the iced coffee first?” showdown - short, punchy, and perfect for real-time play.

The setup step-by-step:

• 13 bars to remove: Each bar represented a different puzzle.
• How to play: Every puzzle doubled as a competition. Viewers joined by typing the single keyword or answer to the riddle in the comments.
• You’re not alone (…or are you?): Collaboration was encouraged - but the tension of competing answers kept the chat electric.
• Prizes every step: Each solved puzzle unlocked a prize that a lucky winner could enter a prize draw to receive.
• Grand prize, game-show style: One viewer won the chance to “empty a NORMAL store.” The time limit for that shopping sprint was set by a spinning wheel of fortune, awarding 10 seconds per spin - and all of this was done by the winner phoning in during the show, adding spontaneity and social proof to the experience.

Behind the scenes, the format leaned on live-shopping best practices: tight pacing, clear on-screen prompts, dynamic lower-thirds for rules, and fast host hand-offs to keep the narrative—and the chat—moving.

The Results

A Black Friday people couldn’t stop talking about

“The Great Escape” turned NORMAL’s live show into a must-watch spectacle - a blend of game show, escape room, and shopping spree that converted passive viewers into active teammates. With 13 escalating challenges, prize reveals, and a wild final giveaway, the show delivered:

• Sustained engagement: Viewers stayed to solve all 13 puzzles, not just to catch discounts.
• High chat velocity: One-word entry mechanics made participation instant and inclusive.
• Community energy: Collaboration (and a bit of rivalry) kept momentum high between segments.
• Competitions: Rewards at every level of performance meant nobody left empty-handed - and the grand prize created a share-worthy finale.

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Why it worked

Normal turned Black Friday from noise into a story. The hosts were “trapped,” and only the audience could free them - giving the event a clear plot and a reason to stick around.

The show unfolded through 13 bite-size challenges that created recurring peak moments of attention and reward. Entry was frictionless: viewers typed the keyword and were instantly in.

Real-time social proof kept momentum high as live call-ins and visible winners amplified excitement and credibility. And the finale was win-win: whether viewers aced the puzzles or not, everyone received a gift—keeping sentiment sky-high and the brand top of mind.

• Narrative > noise: A simple story (hosts trapped, audience helps) gave Black Friday a plot - and a reason to stick around - and it differentiated Normal from the normal Black Friday communication.
• Game mechanics that sell: 13 bite-size challenges created recurring “peak moments” of attention and reward.
• Social proof in real time: Live call-in and winners from every competition amplified excitement and credibility.

Take a look at some of the highlights from the live show here: