Ford Escape is changing the traditional test-drive to lure millenials

Global Business

Ford Escape is changing the traditional test-drive to lure millenials

What do you do when you’re a carmaker trying to woo media-savvy, urban millennials who don’t usually respond to traditional advertising? You team up with the mind behind the hit puzzle game “Escape the Room” to turn a test-drive into the largest escape game experience ever.

CCTV’s Liling Tan spent a day trying to “escape” New York City in a Ford Escape.

Ford Escape is changing the traditional test-drive to lure millenials

Ford Escape is changing the traditional test-drive to lure millenials

People only have minutes to find a key to exit one room and a code to get out and test-drive the new sport utility vehicle Ford Escape in Manhattan's iconic Moynihan Station. CCTV's Liling Tan spent a day trying to "escape" New York City in a Ford Escape.

People clock in and game on and only have minutes to find a key to exit this room and a code to get out and test-drive the new sport utility vehicle Ford Escape, also known as the Ford Kuga in Europe and Asia.

“We’re trying to reach a little of more the elusive customer, one that’s probably not likely to take a traditional test-drive. So that’s probably our millennials. So this is a test drive under disguise where you’re experiencing the features of the car within the context of the game,” Ginger Kasanic, Ford Experiential Marketing Manager said.

The five-course set-up in Manhattan’s iconic Moynihan Station took four days to build and an hour for Liling Tan to escape.