Shitty Robots: Cozmo knows about shitty robots because he is NOT one.

This room acted as the hub for Cozmo’s adventures, housing six doors leading to different Karma and Challenge Rooms. Hail Corporate: An “all in good fun” parody of Reddit’s brand hater central complete with post-apocalyptic billboards strewn across the desolate landscape.

The seven rooms were doll house scale replicas of some of Reddit’s most popular subreddits, complete with referential silliness:

It was an event, it was a video game, it was reality TV, it was advertising…and most of all it was a whole lot of fun! The whole thing took place live over 6 hours with 2 million people watching. Their concept was to (brazenly, yet with a healthy dose of self-awareness) engage the traditionally advertising averse Reddit community to spread the word about Anki’s flagship robot.

“Cozmo: Lost in Reddit” was the brainchild of forward thinking robotics company Anki and the advertising mavericks at Wieden+Kennedy’s creative technology arm W+K Lodge. Well, to put it succinctly: a live streaming crowdsourced interactive gameplay commercial brand activation experience in which participants navigated Cozmo the robot through a series of tasks in miniaturized virtual subreddit-based rooms IRL in order to win the game by helping Cozmo escape from the internet. Work: Custom Soundtrack and Live Performance for Experiential Activation What is “Cozmo: Lost in Reddit” ?!

Max for live download reddit