Dive Brief:

• Outdoor apparel brand North Face put customers in challenging situations at some stores in South Korea. 
• The stunt— developed by South Korean agency Innored—literally pulled the floor out from under unsuspecting North Face shoppers forcing them to utilize the rock climbing walls. 
• After the floor is removed, a North Face item lowers from the ceiling and a 30-sec timer starts ticking down forcing the visitors to try and use their athleticism to seize the item, and the result is fun video for the brand that's had nearly 2 million YouTube views. 

Dive Insight: 

This North Face video taps into one of the golden rules for viral videos, which is to make people feel something. It will be worth following North Face to see if the brand decides to try out challenging stunts to customers of other countries.