It Pays to Get Secured! Escape Rooms: The Marketing Professionals' New Playground



One may assume that being locked up is a point of nightmares, well now it's the brand-new cool. Sweeping en-vogue sector events such as the South By Southwest (SXSW) Meeting, the Escape Room is the tourist attraction obtaining every person talking. As well as it's not simply the participants, because this neoteric love of immersive experience is opening a door to innovative advertising and marketing possibilities, too.

Exactly what is an Escape Area? You may ask. Picture this - you remain in a secured room. You have a few arbitrary ideas and you have no concept exactly how to venture out. You might think this is just one more story from one of the Saw film franchises however it remains in reality the makings of an Escape Room experience. This 'craze' includes a team of approximately 12 gamers - relying on where you book - who have to utilize physical as well as psychological agility to unlock door after door, relocating from room to room hysterically finding out cryptic hints. The catch? You have simply 60 minutes to break totally free.

Of course this is not a new concept but after years of virtual reality parading as the amazing big brother on the planet of immersive experiences, escape rooms have actually been with confidence overcoming the experiential rankings to take the title of legally 'wow'. Not remarkably, sharp marketing professionals have actually tracked this and also are currently locating cutting-edge means to make best use of the direct exposure to the experience. The 'linkup' design of advertising and marketing arrangement appears to be the judgment formula for this.

Famous instances to date include Disney hosting a pop-up escape experience linked with Rogue One: A Star Wars Story. 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, as well as HBO setting up a multi-room installation themed around Game of Thrones, Veep, as well as Silicon Valley. Smart.

Although this design of advertising and marketing is additionally absolutely nothing brand-new by itself, what makes it successful is that the products marry perfectly with the experience, and also we understand that customers are, more than ever, forced to spend their money on 'doing' rather than through typical advertising and marketing methods, i.e. merely 'seeing'.

This fad can be connected back to the world of video games and also eSports. Marketing professionals would launch video games after that host 'real world' experiences: events, competitors as well as interactions that matched the gameplay and also made it concrete. This is where clever partnering and also partnership is available in. The perfect collaboration right here would be founded on an equally helpful business partnership where the escape space company and also the IP (or copyright) owners interact to gather maximum exposure and broaden the consumer base, motivating a 'win: win' setup.

Escape 60 in Brazil managed a blinding example of this in 2015 when they connected with Ubisoft, the creators of dream leviathan Assassin's Creed, to prosper of the game and also create an escape room managed around the launch of Assassin's Creed Organization. America's Escape Game, Marriott Vacations Worldwide and also Vistana Signature Experiences additionally collaborated to bring the globes of hospitality as well as amusement together, which is currently a growing pattern. Alex Reece, Chief Executive Officer of America's Escape Game, commented in an interview at the time (October 2016), "We see a really bright future of integrating escape rooms powered by America's Escape Game in numerous Vistana locations in the Escape Room NYC coming months as well as years. There is no question that this powerful partnership will certainly bring the exploding escape space experience to many lovers throughout the globe."

Fast-forward to 2017, which 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 customized," Joanna Scholl, vice head of state of advertising and marketing at HBO said when estimated in an interview at this year's SXSW seminar. When inquired about HBO: The Escape she remarked, "Each person feels like they themselves belong to that experience, and also it leaves far more of a memorable note for them."

Ryan Coan founder 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 and marketing is unique because it's an engagement. It's something fans 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 truly special experience."

Layout and also technology is at the center of this wise advertising trend as each room might have a various style or problem level where the clues will certainly additionally be themed around the subject issue of each space. That said, it does not look like this advertising and marketing technique is slowing down up, so look out for the next immersive escape room experience jumping off a display near you soon!


Of course this is not a brand-new principle however after years of virtual reality parading as the trendy large sibling in the world 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 prominent escape experience) being taken over by FOX in time for the launch of a new collection of Jail Break, as well as HBO setting up a multi-room installment themed around Game of Thrones, Veep, as well as Silicon Valley. Escape 60 in Brazil pulled off a blinding instance of this in 2015 when they connected up with Ubisoft, the developers of fantasy leviathan Assassin's Creed, to get ahead of the game and also produce an escape room coordinated around the launch of Assassin's Creed Distribute. Alex Reece, CEO of America's Escape Game, commented in a meeting at the time (October 2016), "We see an extremely bright future of including escape rooms powered by America's Escape Game in several Vistana locations in the coming months and also years. That stated, it doesn't look like this advertising and marketing technique is slowing up, so look out for the following immersive escape room experience jumping off a display near you soon!

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