PSE&G's Great Energy Escape Room Mobile Tour
- New Jersey
- Brand Activations
- Public Utility
Masterfully Crafted Energy Education
THE CHALLENGE
A New Spin on Energy Education
PSE&G sought a partner to develop a dynamic mobile tour experience designed to inform and inspire customers about energy efficiency. The ideal solution would not only educate consumers about PSE&G’s residential energy efficiency programs, rebates, and discounts, but also foster excitement around energy savings.
To achieve this, the experience needed to generate enthusiasm for PSE&G’s overall service offerings and motivate attendees to take immediate steps to reduce their energy consumption. The mobile trailer would be deployed at various outdoor locations throughout New Jersey from August to October of 2024, with activations resuming the following spring and summer.
THE SOLUTION
Saving Energy, One Puzzle at a Time
Impact XM, in collaboration with ICF, created an immersive and educational escape room that featured two identical experiences within one trailer.
Inside the fully furnished 53-foot mobile trailer, participants were immersed in a realistic home environment. Teams raced against the clock to solve engaging puzzles and uncover valuable energy-saving tips. Guided by a brand ambassador, they navigated through living, office, kitchen, and utility areas, searching for clues and solutions.
With a focus on quick, non-linear gameplay, the experience maximized both engagement with PSE&G’s energy efficiency initiatives and educational impact.
Impact XM developed 13 captivating puzzles, including two innovative digital challenges integrated into a faux window and a picture frame. The remaining puzzles were creative analog designs, such as a lampshade revealing LED light bulb benefits, refrigerator magnets displaying optimal temperature settings, and a washer/dryer unit concealing a math logic puzzle related to water usage. There was even a stack of faux toast that held hidden clues about toasters and convection ovens.
To optimize participant flow, two identical escape rooms were created within the mobile trailer, allowing for concurrent groups. This fast-paced, interactive experience effectively blended entertainment with education, leaving participants with practical energy-saving knowledge.
THE IMPACT
The Escape Room Mobile Tour experience successfully engaged over 150 participants at its first event, exceeding the team’s expectations. By combining fun and education, the interactive format effectively conveyed PSE&G’s energy efficiency message. Participants were thrilled, and the activation significantly boosted PSE&G’s brand image as an innovative and customer-focused energy provider.
Spanning six street fairs and festivals in late summer and fall of 2024, the Escape Room Mobile Tour experience delivered impressive results:
- 830 escape room participants*
- 27% engagement rate*
- 79 leads generated
- 90% of participants planned to apply what they learned at home**
Based on its success and overwhelmingly positive customer feedback, the activation has been extended through 2026 as a key marketing outreach initiative.
