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.

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

‍

‍

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.

‍

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.

‍

{{black-friday-live-shopping-playbook}}