- Ford teams up with visionary puzzle master Victor Blake to design
the world’s first Escape the Room drive experience, integrating
technology from the new Ford Escape in a creative plot that will have
players discovering a whole new side of New York State, and themselves
- Selling out in less than 24 hours, more than 1,000 players signed
up for immersive group gaming experience, to be held June 23-26 at the
Skylight at Moynihan Station in Midtown Manhattan; 35,000-square-foot
venue is more than half the size of a professional football field
- Ford – aiming to connect with millennial buyers – leverages the
experience economy trend to transform a typical test drive into
something culturally relevant for the younger consumer
Designed in collaboration with New York State’s I LOVE NEW YORK campaign, creator and visionary puzzle master Victor Blake crafted a consumer experience like no other. Players will attempt to escape multiple rooms in one of New York’s most iconic buildings – Moynihan Station. Escape NYC: An Escape the Room Driving Experience takes place June 23-26.
“Younger, urban consumers today want to live through experiences and engage with brands that represent their lifestyle,” said Ginger Kasanic, Ford experiential marketing manager. “They are voracious consumers of life – they’re not spectators, they’re participants.
“Escape the Room NYC can be summed up as the experience economy trend putting a unique spin on the traditional test drive,” Kasanic adds.
The event is true to the gaming phenomenon Blake created, which has become one of the trendiest entertainment experiences with millennials, except for the fact it will occupy 35,000 square feet – making Escape NYC 50 times larger than the typical game experience, according to Blake.
“Ford asked if I’d be up for integrating the new Escape into an Escape the Room game, and the end result is unlike anything I’ve created before,” says Blake. “The SUV is packed with tons of advanced technology, and it was an entertaining exercise to integrate things like ultrasonic parking sensors into the puzzles and clues that are iconic to the game.”
At the landmark Moynihan Station, players will find themselves immersed in the hidden treasures of summertime in New York as they navigate the quintessential path of going from humble beginnings to making it big in the film industry. An expansive, five-room play space prompts participants to find clues that will guide their journey using various technological tools available in the new Ford Escape, and their own wits.
Some of the in-vehicle technologies integrated into the game:
- Digital music and streaming radio from iHeartRadio via SYNC® AppLink™
- Voice-to-text capabilities of SYNC 3 driver connect system
- Remote start and remote lock capabilities of SYNC Connect, via FordPass™
- Premium audio system from Sony® with Clear Phase™ and Live Acoustics™
- Enhanced active park assist
- Adaptive cruise control and collision warning with brake support
- Rearview camera
- Seven-color ambient lighting
- Hands-free, foot-activated liftgate
Players are sworn to secrecy to ensure the game is fresh for everyone and nobody has an advantage.Throughout the game, players will discover a whole new side of New York State, and themselves.
The game, open to the public for four days, saw just more than 1,000 consumers sign up in less than 24 hours. Although pre-registration is sold out, walk-in spots will be available each day.
“We’re constantly looking for new ways to connect with consumers and teaming up with Escape the Room allowed us to create a unique and unexpected experience to introduce our new Ford Escape and our technologies,” said Kasanic.
To further raise the profile of hidden gems and key destinations across New York State, Ford and I LOVE NEW YORK are releasing Summer Escape Travel Guides featuring weekend and extended getaways that can be best enjoyed in the 2017 Ford Escape. All participants will receive a custom Escape New York summer guide highlighting the state’s diverse vacation regions to help plan the perfect weekend getaway.