gail and rice

ford escape the room

ford escape the room

A test drive for the next generation.

Ford Escape The Room’s objective was to use an experiential event to generate buzz and interest for the new 2017 Escape and amplify it across consumer social media and the spectrum of traditional and online lifestyle media

We tapped into the cultural and social trend of Escape Games and Immersive Theater to create Escape New York, the first ever drivable Escape The Room board game in a massive warehouse in New York City.

Ford wanted to build awareness and enthusiasm for the 2017 Escape’s technology features among tech-savvy media, influencers and consumers in an innovative and memorable way. And they knew that a traditional “auto” reveal would not break through the clutter.

We teamed up with Escape The Room creator Victor Blake to create puzzles that required game players to use Escape’s advanced technology features to solve puzzles and advance. Features they had to use included the SYNC entertainment system … foot-activated liftgate … and active park assist.

We converted an empty warehouse space in NYC into a drivable game board. We secured the permits (which is no small feat in a place like NYC), created and validated the game layout and all logistics, designed and created all environmental and program graphics and staged all set pieces and props that facilitated gameplay. In addition, our logistics staff facilitated participant invitations, registration, scheduling, on-site staff training and hospitality.

We also had a full film production unit making bespoke and sharable assets live on the set so players could immediately upload their bespoke experiences to their social media platforms.

Not everyone escaped but everyone had a blast. And, most importantly, they shared the experience and went wild on social media. Our invited online media, bloggers and influencers reached tens of thousands more.

In addition to Mashable and Buzzfeed, write-ups in traditional media like Fortune, Vanity Fair and ADWEEK accounted for millions of additional media impressions.


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