Gail & Rice
original. experiential.

Ford: Escape the Room

Ford Motor Company: Escape the Room

The Challenge

Ford wanted to build awareness and enthusiasm for the all-new Escape’s technology features among tech-savvy media, influencers and consumers. They knew a traditional auto reveal wouldn’t break through the clutter and were looking for an innovative way to generate buzz about the vehicle.

The Idea

We tapped into the cultural and social trend of escape games and immersive theater to create the first drivable Escape the Room board game at Moynihan Station in New York City. By teaming up with Escape the Room creator, Victor Blake, we created challenges that required players to use the vehicle’s technology features to solve puzzles and advance through the game.

The Result

Not everyone escaped, but everyone did have a blast. An on-site film crew created sharable assets so players could immediately upload content. Attendees went wild on social media. The experience was featured on major digital media sites such as Mashable and Buzzfeed, along with more traditional media including Fortune, Vanity Fair and ADWEEK.