Brief: Ford needed to launch the new Escape to press and millennials, a generation who prefers participation over passivity.

Solution: We partnered with Escape the Room to create the first-ever drive-through ETR experience, “Escape NY,” resulting in the most unique test drive ever. Attendees used the vehicle’s technology to unlock each NYC-centric puzzle in order to move on, resulting in consumers not just having fun, but learning how the new Escape would help their unique New York Lives be more Unstoppable.

Consumer Experience: Each room unfolded a chapter in the story of a New Yorker’s life: from waking up, to getting their boss coffee, working at a dull office job, attending an art opening in Bushwick, and finally, arriving at a film festival where they watched their very own film captured throughout the test drive.

Results: An instantly sold out three-day experience with over 122 MM+ impressions, and a press frenzy with 35+ outlets including more than 200 members of the media and their guests from the likes of Mashable, E! News, People.com, Fortune, Nylon, CNN, and AdWeek.

Agency: Civic Entertainment Group