Cracking the creator code: 'How I built a gamified escape room to engage my audience'

When planning how to celebrate Creator Day this year, I wanted to create something that felt both fun and purposeful.

I began exploring ways to bring more play into my marketing, and that’s where the idea of a website-based escape room first came to life.

I didn’t just want a lead magnet. I wanted to build an experience that would feel like a tour through my digital world – inviting, surprising, and personal.

Something that could stop the scroll on social media, spark curiosity, and help new visitors feel like they were part of something right from the start.

From 'Escape the 9 to 5' to Creator Day

My campaign had a working title: Escape the 9 to 5. From there, it was a quick decision to create an escape room experience. I imagined players solving clues, clicking through a digital trail, and earning a certificate of completion at the end. I wanted something light-hearted, rewarding and opt-in friendly.

The welcome page introduced the story and positioned the first clue as a key to unlocking the door. The clues needed to be simple enough to solve but interesting enough to keep people clicking. My goal was to build momentum without overwhelming anyone.

At the same time, I wanted the game to mark something bigger. This year is the 20th anniversary of YouTube, a platform I have used for years to work with riders on freestyle routines and to archive personal memories with my horses.

That milestone brought back a wave of nostalgia and reminded me how creative platforms can be deeply personal. I wanted to celebrate that feeling and create something that would resonate with my audience.

No code (well, almost)

I started brainstorming clue formats and visual hooks and landed on a phrase that stuck: Crack the Creator Code. It felt fun and fit beautifully into a crossword graphic I designed for the first step of the game.

I built the escape room using my Kajabi website and did my best to avoid writing code. That said, I did use a quiz tool that required a small snippet to be pasted into a code block, but nothing technical or intimidating. It was all accessible, built with the tools I already had.

Each clue led to a new page. If the player chose the wrong option, they would be redirected to a gentle encouragement page. Think choose-your-own-adventure books, but simplified. It was important to me that the player experience was smooth and intuitive.

Building connection through play

Once the escape room was complete, I thought more carefully about the closing stage. I didn’t want it to end too abruptly. I added a second step: a quiz that invited players to reflect on their creator identity.

This part served two purposes.

It playfully encouraged self-reflection and also helped me segment my audience into categories, such as coach, brand, or creative explorer. That insight meant I could follow up with friendly, relevant emails that offered free resources and signposted opportunities to explore more.

Rather than pushing a product, I wanted to build a bridge between curiosity and connection. The automated emails that followed were warm, conversational, and tailored to the answers people gave in the quiz.

What I learnt and why it matters

This campaign let me explore digital marketing through a different lens. It reminded me that lead generation doesn’t have to be transactional or slick to be successful. Sometimes, the best connection starts with a spark of playfulness.

As a creative coach, mentor and content curator, I believe in remembering how to play as well as how to connect. The right digital environment and a thoughtful strategy can turn inspiration into something truly engaging. Whether it's a campaign, a course, or a content plan, your ideas have the power to become something innovative and memorable when you permit yourself to explore.

That’s what Creator Day meant to me. A celebration of what’s possible when creativity leads and community follows.

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