To entice customers into tasting its new dark roast, Canadian fast food chain Tim Hortons created a surprise immersive experience.

To entice customers into tasting its new dark roast, Canadian fast food chain Tim Hortons, with the help of JWT Canada, created a surprise immersive experience. A store in Quebec was wrapped in material that blocked all light from the outdoors. Patrons entered warily and, once inside, heard a staff member (who was wearing night vision goggles) guiding them through the dark. At the counter, customers were handed a cup of the dark roast—the brand’s first new blend in 50 years—with the darkness heightening their sense of taste. When the lights came on, the patrons saw they were on camera.

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The #TimsDark Experiment has garnered YouTube views and some press attention, and shows how creatively imagined immersive experiences—one of our 10 Trends for 2014—can encourage consumers to engage with a brand.

Image Credit: Youtube