The Ford brand is looking to video games to attract the millennial demographic to the Ford Escape. Instead of a traditional video ad, the automaker has teamed up with puzzle making company Escape the Room. The end-result is a drivable and interactive video game where players must use the latest technological features of the 2017 Ford Escape to find clues and solve puzzles.
The game is set in the Moynihan Station in New York. The objective is for gamers to find their way out of multiple rooms. The interactive experience caters to a younger demographic, which is more digitally-inclined than their predecessors. The idea is to make them participants and not just passive spectators, as is the case with a normal television commercial.
The campaign is a success with more than 1,000 participants signing up in less than 24 hours. Some of the gadgets for the 2017 Ford Escape include remote start and lock with Sync Connect, Sync 3 driver connect, voice-to-text capability, Sync AppLink, and a premium Sony audio system. These features will all be incorporated one way or another into the game.
According to a Ford spokesperson, traditional advertising is becoming less effective, requiring brands to venture in the world of immersive marketing if they hope to connect with the millennial generation and younger.
Though pre-registration is sold out, walk-ins are available. Those who register are also sworn to secrecy not to reveal the contents of the game in order to keep it fresh for gamers that join in at a later time.
The 2016 Ford Escape includes many of the features as the 2017 model, which you can check out at Folsom Lake Ford. Our Ford dealers near Roseville can show you exactly why this is the SUV for every demographic.
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