Amazon Echo: Escape Room
Open the game- Brand
- Amazon
- Year
- 2017
- Objective
- Awareness
- Industry
- Entertainment
- Mechanic
- Puzzle
- Platform
- Installation
- Agency
- AKQA
- With
- UNIT9
- With
- AMAZON
Objective
Amazon launched an immersive activation at New York Comic-Con 2017 to promote the Jack Ryan series on Amazon Prime Video while demonstrating the real-world potential of Alexa voice control in an entertainment context. The campaign targeted tech-savvy attendees and influencers to showcase hands-free AI integration in interactive gaming without traditional controllers or screens.
Solution
A voice-activated escape room experience spanning 1,200 square feet with 5 connected rooms. Players worked in teams using voice commands to control 8 Amazon Echo devices, manage 64 IoT integrations, navigate laser mazes, crack codes through conversational AI, and interact with live actors. The narrative centered on a CIA mystery from the Jack Ryan universe. The experience was engineered with 67 custom Alexa skills, 20 microphones, 16 cameras, and Arduino-controlled lasers. A parallel 3-hour Twitch broadcast featured gaming personalities competing in the escape room.
Results
The Amazon Echo Escape Room was the top attraction at New York Comic Con for four days with thousands of attendees, featured a live Twitch broadcast with prominent eSports personalities, and won recognition from The One Show Awards and The FWA.
