Ford US and the popular experiential game ‘Escape the Room’ are teaming up to create the first-ever driveable game.

Escape the Room is described as a true to the gaming phenomenon, created by Victor Blake, it has become one of the trendiest entertainment experiences with millennials.

Designed in collaboration with New York State’s I LOVE NEW YORK campaign, puzzle master Blake crafted a ‘consumer experience like no other’. With the Ford Kuga called the 'Escape' in the US, players will attempt to escape multiple rooms in one of New York’s most iconic buildings – Moynihan Station (Penn Station).

At the Station, players will find an expansive, five-room play space, prompting participants to find clues that will guide their journey using only their wits, and various technological tools available in the new Ford Escape/Kuga.

Some of the in-vehicle technologies integrated into the game includes; 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, Enhanced active park assist, Adaptive cruise control and collision warning with brake support as well as use of the Rearview camera and the hands-free, foot-activated tailgate.

Players are sworn to secrecy to ensure the game is fresh for everyone and nobody has an advantage.

“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.

“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.”

The game, open to the public for four days, saw just more than 1,000 consumers sign up in less than 24 hours.

“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” concluded Kasanic.

Escape NYC: An Escape the Room Driving Experience takes place June 23-26.