Twitch has created a four-hour live role-playing escape room to commemorate Porsche’s Formula E debut. The move is a unique experience designed to build interest for potential advertisers and fans of Formula E.

It has been described as a “live RPG, an escape room meets Bandersnatch… a real-life game where viewers control a real-life human being.”

‘Formula E Unlocked’ is set in the Porsche factory and follows an unknown individual who will make decisions controlled by the audience. The end goal is to reveal Porsche’s brand new Formula E car.

Director of custom solutions at Twitch, Adam Harris, said, “It was a hugely complex web of decision trees. We got a community of gamers to help us create nods to gaming they would recognize and built puzzles that are familiar to the audience and work within a live interactive game.”

Harris cited inspiration from multiple gaming influences such as Tomb Raider and Metal Gear Solid, and used these brand activations as motivation for the premise behind the Porsche car reveal.

Harris went on to say, “We had to figure out what a car reveal would look like. Twitch is live, interactive and about community – we don’t just want to do it like anyone else. We, put the car release in the hands of the viewing audience by gamifying it.”

The move marks an exciting look at how advertisers are evolving to incorporate its audience in a variety of mediums. Twitch could be the first in a long line of future developments.