It Pays to Get Locked Up! Escape Rooms: The Marketing Experts' 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) Meeting, the Escape Area is the attraction getting everyone talking. And also it's not simply the individuals, because this neoteric love of immersive experience is opening a door to innovative advertising chances, too.

What specifically is an Escape Room? Picture this - you are in a secured space. You might assume this is simply one more story from one of the Saw movie franchises yet it is in truth the ingredients of an Escape Space experience.

Obviously this is not a new principle yet after years of virtual reality parading as the trendy big brother on the planet of immersive experiences, escape rooms have been confidently overcoming the experiential rankings to take the title of legally 'wow'. Not remarkably, sharp marketers have tracked this as well as are currently locating innovative methods to make best use of the exposure to the experience. The 'tie-in' style of advertising and marketing contract seems to be the ruling formula for this.

Famous instances to date include 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 control of by FOX in time for the launch of a new collection of Prison Break, as well as HBO establishing a multi-room installation themed around Game of Thrones, Veep, and also Silicon Valley. Smart.

Although this style of advertising and marketing is also absolutely nothing brand-new by itself, what makes it effective is that the products marry flawlessly with the experience, and also we understand that customers are, more than ever, obliged to spend their money on 'doing' as opposed to via standard marketing techniques, i.e. simply 'watching'.

This pattern can be linked back to the world of computer game as well as eSports. Online marketers would release video games then host 'real life' experiences: occasions, competitors and communications that enhanced the gameplay and made it substantial. This is where clever partnering and also collaboration is available in. The perfect collaboration right here would certainly be founded on an equally advantageous commercial partnership where the escape room firm as well as the IP (or copyright) owners interact to gather optimal exposure and expand the consumer base, triggering a 'win: win' setup.

Escape 60 in Brazil managed a blinding example of this in 2015 when they connected with Ubisoft, the creators of fantasy leviathan Assassin's Creed, to prosper of the game and also create 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 globes of hospitality and enjoyment with each other, which is now an expanding trend. Alex Reece, Chief Executive Officer of America's Escape Game, commented in a meeting at the time (October 2016), "We see a very Team building activities intense future of incorporating escape rooms powered by America's Escape Game in several Vistana areas in the coming months and years. There is no question that this effective alliance will certainly bring the taking off escape room experience to lots of enthusiasts throughout the world."

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 personalized," Joanna Scholl, vice head of state of advertising and marketing at HBO claimed when estimated in an interview at this year's SXSW seminar. When inquired about HBO: The Escape she said, "Each person feels like they themselves belong to that experience, as well as it leaves far more of a memorable 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 additionally 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. Fans are so obsessive over this material, they're so crazy with these personalities and also their tales, that by permitting them to tip inside that tale and also seem like they belong of it - even for a moment - is a really special experience."

Style and innovation is at the forefront of this intelligent advertising and marketing pattern as each space may have a different theme or trouble degree where the hints will also be themed around the subject issue of each area. That stated, it doesn't look like this marketing approach is reducing up, so look out for the following immersive escape room experience leaping off a display near you quickly!


Of program this is not a new principle yet after years of online reality parading as the cool 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 legally '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 Prison Break, and HBO establishing 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 linked up with Ubisoft, the creators of dream leviathan Assassin's Creed, to get in advance of the game as well as create an escape area 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 incorporating escape rooms powered by America's Escape Game in numerous Vistana places in the coming months and years. That claimed, it does not look like this marketing approach is slowing down up, so look out for the next immersive escape area experience leaping off a display near you soon!

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