BACKGROUND

Escape the Room has become a popular entertainment activity for millions of millennials around the world. It is based on video games and bringing gaming to life in the everyday — people are locked in a room and have to use elements of the room to find clues, solve a series of puzzles and escape the room within a set time limit.

It is a quintessential Millennial team sport / game, highlighting the ‘we are’ spirit, working together to be unstoppable. 

Overview

Civic Entertainment brought on CLAMOR to help execute the first-ever FORD “Escape the Room” Ride + Drive, the biggest “Escape the Room” experience ever created and the most unique test drive experience ever.

Developed in partnership with ETR’s creator Victor Blake, FORD ESCAPE THE ROOM launched in New York City in June for 4 days at the historic Moynihan Station in Midtown Manhattan allowing media and consumers to navigate the enormous puzzle using the Ford Escape and it’s technology/features to unlock clues and solve puzzles (ie foot activated lift gate, perpendicular park assist (self driving), FordPass app, etc.).

Participants were captured on video throughout the event and provided packaged content of themselves to share via social.

The effort provided Ford the opportunity to showcase its relevancy to a millennial audience by partnering with a culturally popular property like ETR and reinventing the test drive. 

RESULTS

- Over 200 media participated in the event
- Paid influencers generated 5.3MM impressions and 130k engagements - 50+MM total media impressions