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



One may believe that being locked up is a thing of nightmares, well now it's the new cool. Sweeping en-vogue market events such as the South By Southwest (SXSW) Conference, the Escape Space is the destination getting every person talking. And it's not just the participants, due to the fact that this popular love of immersive experience is opening a door to cutting-edge marketing opportunities, as well.

Just what is an Escape Room? You may ask. Photo this - you remain in a locked room. You have a couple of random hints and also you have no suggestion how to get out. You may believe this is simply another plot from one of the Saw film franchises however it remains in reality the makings of an Escape Room experience. This 'trend' includes a team of approximately 12 gamers - depending on where you book - who have to utilize physical and also psychological agility to unlock door after door, moving from space to space anxiously identifying cryptic clues. The catch? You have simply 60 mins to damage cost-free.

Naturally this is not a brand-new idea however after years of virtual reality parading as the great big brother worldwide of immersive experiences, escape rooms have actually been with confidence working through the experiential rankings to take the title of properly 'wow'. Not remarkably, sharp marketers have tracked this and are now finding innovative ways to make the most of the exposure to the experience. The 'tie-in' style of marketing agreement appears to be the judgment formula for this.

Famous instances to day consist of Disney hosting a pop-up escape experience related to Rogue One: A Celebrity Wars Story. The Escape Game in Austin Texas (America's most popular escape experience) being taken over by FOX in time for the launch of a new collection of Prison Break, and also HBO setting up a multi-room setup themed around Game of Thrones, Veep, and Silicon Valley. Smart.

This design of advertising is also nothing brand-new in itself, what makes it effective is that the items marry flawlessly with the experience, and also we understand that customers are, even more than ever before, obliged to spend their loan on 'doing' instead than with standard marketing approaches, i.e. merely 'enjoying'.

This trend can be connected back to the globe of video games and also eSports. Marketing professionals would certainly release games then host 'real life' experiences: events, competitions and also interactions that complimented the gameplay and also made it concrete. This is where clever partnering and also partnership comes in. The excellent collaboration here would certainly be founded on a mutually beneficial business connection where the escape room business and the IP (or copyright) proprietors work together to gather maximum direct exposure and increase the customer base, motivating a 'win: win' arrangement.

Escape 60 in Brazil managed a blinding example of this in 2015 when they linked with Ubisoft, the creators of dream leviathan Assassin's Creed, to prosper of the game and also create an escape space coordinated around the release of Assassin's Creed Organization. America's Escape Game, Marriott Vacations Worldwide and Vistana Trademark Experiences additionally worked together to bring the globes of hospitality and enjoyment with each other, which is now an expanding 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 multiple Vistana places in the coming months and also years. There is no doubt that this powerful partnership will bring the blowing Escape the room games up escape area experience to many lovers throughout the globe."

Fast-forward to 2017, which same love of immersion drives many of the fancy advertising activations we see today in escape rooms. "I assume the immersion allows for it to be much more personal as well as tailored," Joanna Scholl, vice president of advertising and marketing at HBO stated when priced estimate in a meeting at this year's SXSW meeting. When asked about HBO: The Escape she said, "Everyone seems like they themselves are part of that experience, and it leaves a lot more of an unforgettable note for them."

Ryan Coan owner of firm Creative Riff, the experiential marketing specialists who were the developers of the Prison Break escape space requisition likewise commented at the very same occasion: "Experiential advertising and marketing is unique because it's an engagement. It's something fans are picking to do. Followers are so compulsive over this web content, they're so crazy with these personalities and their stories, 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."

Style as well as development is at the forefront of this intelligent advertising and marketing pattern as each space may have a different motif or trouble degree where the hints will certainly likewise be themed around the subject matter of each room. That claimed, it does not look like this advertising method is reducing up, so look out for the following immersive escape space experience leaping off a screen near you quickly!


Of program this is not a new idea yet after years of digital truth parading as the awesome large sibling in the world of immersive experiences, escape rooms have actually been with confidence working via the experiential rankings to take the title of legally 'wow'. The Escape Game in Austin Texas (America's most popular escape experience) being taken over by FOX in time for the launch of a brand-new series of Prison Break, and also HBO establishing up a multi-room installation themed around Game of Thrones, Veep, and Silicon Valley. Escape 60 in Brazil drew off a blinding example of this in 2015 when they connected up with Ubisoft, the designers of fantasy leviathan Assassin's Creed, to obtain ahead of the game and also produce an escape room coordinated around the launch 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 including escape rooms powered by America's Escape Game in several Vistana locations in the coming months and also years. That claimed, it does not look like this advertising method is slowing down up, so look out for the next immersive escape area experience leaping off a display near you quickly!

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