Spotted! Bad Blood’s intense experiential play

The escape room aims to promote season two of the mafia-themed Citytv show.

Does it feel like you can’t escape fall TV? Well, one returning drama is daring you to literally escape it.

A new promotion for Citytv original Bad Blood and Canadian escape room franchise Escape Manor is aimed at promoting season two of the mafia drama (which premiered Oct. 11).

Running for the next six months, the Bad Blood-inspired escape room launched alongside the opening of Escape Manor’s new 15,000 square-foot King Street venue in Toronto.

Cast in Cell

The partnership involves prodcos New Metric Media and Sphere Media Plus, as well as Rogers Media.

According to New Metric Media president and executive producer of the show, Mark Montefiore, the promotion is all about immersive marketing.

Last words

“We’re always looking for different ways to promote our shows,” he told MiC, explaining that he aims to go beyond the “tried and true” materials such as OOH, TV and radio spots.

The goal, according to Montefiore, is to engage audiences outside of their home by drawing on the connection between Bad Blood‘s mafia theme and the ideology of not being able to escape.


As a result, the escape room has an “escape from death row” theme and features footage of Bad Blood character Declan Gardner, played by Kim Coates, who offers clues to visitors.

The promotion around the escape room, which has been rolled out across all social platforms affiliated with the show as well as Escape Manor, also includes an OOH billboard on the Escape Manor facade. Rogers and the prodcos dealt directly with Escape Manor on the activation.