A house does not have to be just a home, it can also become the stage of a reality show. This is the case in the new real estate proposal Culminawhich has created a contest to give visibility to its housing promotions among the young public seeking to connect with the public through entertainment.

“Culma Escape – The Key of Your Destination” has been devised by the agency Be a lion And it is a company’s commitment to the Brand Entertainment, experiential marketing and content generation audiovisual. It is an online contest for couples -family, friends, colleagues, etc. – conducted by presenter Joaquin Prat and in which the real estate will test the complicity, mental speed and ingenuity of the participants through various challenges.

The company has made it known with a promotional audiovisual piece that it has published in its social profiles and digital platforms. As can be seen, he has resorted to file images and others artificially generated, including that of Joaquin Prat himself.

It is not the first occasion that culminates resorts to artificial intelligence, since only a few months ago he presented Cintia, a virtual presenter who conducts her audiovisual format “a day with culmina”, with which he reviews the actuality of the sector.

As the company has reported in a statement, “Culma Escape” will develop in three phases. The first, which has already begun, is the launch of the call to find participating couples. To register, they must fill in a form upload a presentation video to the contest website before July 31.

Among all the videos received, a first selection will be made, which will pass to a second phase of online casting. From there the nine couples will go to the semifinal and who must perform a series of tests and elimination challenges, resulting in three finalist couples. These will participate in a final test: escape in the shortest possible time of a housing overcoming Challenges, enigmas and riddles as an escape room.

According to culmina on the web enabled for the contest, the participation will be seen rewarded With 5,000 euros for each member of the winning couple. The other two finalist couples will receive 1,000 euros (500 euros each).
The contest recording will be in Madrid. On September 16, 2025, the semifinal will take place, and the 18th final.

In this sense, during the month of August the finalists will be chosen and in September the final phase of challenges will be developed. All chapters and winners of this challenge will be announced in the social channels of culmia between the months of September and October.

The company understands the new format as an evolution of its commitment to the exploration of new communication territories. The objective is, on the one hand, to connect with people from more emotional, participatory and relevant initiatives, and on the other, to publicize the product differently.

“Our commitment to entertainment and experiential contents, such as Culma Escape, is a natural evolution of a strategy that has always sought to go beyond the commercial message, approaching our clients where they are and in the language they consume”Cristina Ontoso, Commercial Director and Marketing of Culmia said.”This action represents a new way of understanding how a brand can contribute value from innovation, closeness and entertainment”

In addition to the participation of the presenter Joaquin Prat, and with the intention of amplifying the scope of the project, Culma will have the collaboration of influencers and content creators, as Xuso Jones or Ale agulló.