It Pays to Obtain Locked Up! Escape Rooms: The Marketers' New Play Area



One could believe that being secured is a thing of headaches, well currently it's the new cool. Sweeping en-vogue market occasions such as the South By Southwest (SXSW) Seminar, the Escape Area is the attraction getting every person talking. And it's not just the individuals, due to the fact that this gimmicky love of immersive experience is opening a door to cutting-edge marketing chances, as well.

Just what is an Escape Room? You may ask. Photo this - you remain in a secured room. You have a few arbitrary ideas as well as you have no concept just how to get out. You might believe this is simply another plot from one of the Saw movie franchise business however it remains in fact the makings of an Escape Room experience. This 'trend' includes a team of up to 12 players - relying on where you publication - who have to utilize physical as well as mental dexterity to unlock door after door, moving from room to space desperately identifying puzzling clues. The catch? You have just 60 minutes to break complimentary.

Of course this is not a new concept but after years of virtual reality parading as the awesome big brother on the planet of immersive experiences, escape rooms have actually been with confidence resolving the experiential rankings to take the title of properly 'wow'. Not remarkably, sharp marketers have tracked this and are now finding innovative means to make the most of the direct exposure to the experience. The 'linkup' style of advertising contract seems to be the ruling formula for this.

Famous examples to date include Disney hosting a pop-up escape experience linked with Rogue One: A Star Wars Tale. The Escape Game in Austin Texas (America's most preferred escape experience) being taken control of by FOX in time for the launch of a brand-new collection of Prison Break, and also HBO establishing a multi-room installment themed around Game of Thrones, Veep, as well as Silicon Valley. Smart.

This style of marketing is also absolutely nothing brand-new in itself, what makes it successful is that the products wed perfectly with the experience, and we understand that consumers are, even more than ever before, compelled to invest their cash on 'doing' instead than through typical marketing approaches, i.e. simply 'seeing'.

This fad can be connected back to the world of video games and eSports. Marketers would launch video games then host 'real life' experiences: occasions, competitions as well as interactions that enhanced the gameplay as well as made it concrete. This is where creative partnering and also collaboration comes in. The perfect collaboration right here would be founded on an equally useful commercial partnership where the escape space business and the IP (or copyright) proprietors work together to amass maximum exposure as well as expand the client base, prompting a 'win: win' setup.

Escape 60 in Brazil pulled off a blinding instance of this in 2015 when they linked up with Ubisoft, the creators of dream behemoth Assassin's Creed, to prosper of the game and also produce an escape area orchestrated around the launch of Assassin's Creed Syndicate. America's Escape Game, Marriott Vacations Worldwide as well as Vistana Trademark Experiences likewise teamed up to bring the worlds of friendliness and also home entertainment with each other, which is now an expanding fad. Alex Reece, CEO of America's Escape Game, commented in a meeting at the time (October 2016), "We see a really brilliant future of integrating escape rooms powered by America's Escape Game in several Vistana places in the coming months as well as years. There is no doubt that this effective partnership will bring the blowing up escape area experience to many enthusiasts throughout the globe."

Fast-forward to 2017, and that very same love of immersion drives a lot of the sophisticated advertising and marketing activations we see today in escape rooms. "I think the immersion enables it to be a lot more individual and also tailored," Joanna Scholl, vice president of advertising and marketing at HBO said when quoted in an interview at this year's SXSW meeting. When asked about HBO: The Escape she remarked, "Each person feels like they themselves belong to that experience, as well as it leaves a lot more of an unforgettable note for them."

Ryan Coan owner of company Creative Riff, the experiential advertising professionals that were the creators of the Prison Break escape room takeover likewise commented at the exact same occasion: "Experiential advertising is unique due to the fact that it's an interaction. It's something followers are selecting to do. Followers are so compulsive over this web content, they're so crazy with these personalities and also their tales, that by allowing them to step inside that story and feel like they're a part of it - even for a moment - is a really special experience."

Layout and also advancement is at the leading edge of this wise advertising pattern as each room might have a various style or problem level where the clues will additionally be themed around the subject matter of each room. That stated, it does not look like this advertising technique is slowing up, so look out for the following immersive escape space experience leaping off a screen near you quickly!


Of training course this is not a brand-new concept but after years of virtual reality parading as the amazing large brother in the globe of immersive experiences, escape rooms have actually been with confidence working through the experiential rankings to take the title of properly 'wow'. The Escape Game in Austin Texas (America's most preferred escape experience) being Escape Room NYC taken over by FOX in time for the launch of a brand-new collection of Prison Break, and HBO establishing up a multi-room setup themed around Game of Thrones, Veep, and Silicon Valley. Escape 60 in Brazil drew off a blinding example of this in 2015 when they linked up with Ubisoft, the makers of dream behemoth Assassin's Creed, to obtain ahead of the game and develop an escape space managed around the release of Assassin's Creed Organization. Alex Reece, Chief Executive Officer of America's Escape Game, commented in an interview at the time (October 2016), "We see a really brilliant future of integrating escape rooms powered by America's Escape Game in multiple Vistana areas in the coming months and also years. That said, it doesn't look like this advertising and marketing technique is slowing up, so look out for the following immersive escape space experience jumping off a display near you soon!

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