It Pays to Obtain Secured! Escape Rooms: The Marketing Professionals' New Play Area



One may think that being locked up is a point of nightmares, well now it's the brand-new cool. Sweeping en-vogue industry occasions such as the South By Southwest (SXSW) Meeting, the Escape Room is the tourist attraction getting everybody talking. And also it's not simply the participants, since this newfangled love of immersive experience is opening a door to ingenious advertising possibilities, too.

What specifically is an Escape Area? Picture this - you are in a locked space. You might believe this is just an additional plot from one of the Saw movie franchises however it is in fact the makings of an Escape Area experience.

Of course this is not a new concept but after years of virtual reality parading as the cool big brother on the planet of immersive experiences, escape rooms have been with confidence resolving the experiential rankings to take the title of properly 'wow'. Not remarkably, sharp marketers have tracked this and are now locating innovative ways to make best use of the 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 setup themed around Game of Thrones, Veep, and Silicon Valley. Smart.

Although this design of advertising and marketing is also absolutely nothing new in itself, what makes it successful is that the items wed completely with the experience, as well as we understand that consumers are, more than ever, obliged to spend their cash on 'doing' instead of with standard advertising and marketing approaches, i.e. merely 'enjoying'.

Marketers would certainly introduce video games then host 'actual globe' experiences: occasions, competitions and communications that complimented the gameplay as well as made it tangible. The ideal collaboration right here would be started on a mutually valuable industrial connection where the escape space business and the IP (or copyright) owners work with each other to gather maximum direct exposure and also increase the customer base, triggering a 'win: win' arrangement.

Escape 60 in Brazil drew off a blinding example of this in 2015 when they linked up with Ubisoft, the makers of fantasy behemoth Assassin's Creed, to obtain in advance of the game and produce an escape area orchestrated around the release of Assassin's Creed Distribute. Alex Reece, Chief Executive Officer of America's Escape Game, commented in an interview at the time (October 2016), "We see an extremely intense future of incorporating escape rooms powered by America's Escape Game in multiple Vistana places in the coming months and also years.

Fast-forward to 2017, which exact same love of immersion drives a lot of the elaborate advertising and marketing activations we see today in escape rooms. "I assume the immersion permits it to be a lot more personal and personalized," Joanna Scholl, vice head of state of marketing at HBO said when priced quote in a meeting at this year's SXSW meeting. When asked about HBO: The Escape she remarked, "Each person feels like they themselves belong to that experience, and also it leaves much more of a memorable note for them."

Ryan Coan creator of company Creative Riff, the experiential advertising and marketing professionals that were the designers of the Prison Break escape area takeover likewise commented at the same event: "Experiential marketing is special since it's an involvement. It's something followers are selecting to do. Fans are so obsessive over this material, they're so crazy with these personalities and their stories, that by enabling them to tip inside that tale and feel like they're a part of it - even for a moment - is a truly special experience."

Layout and also advancement is at the leading edge of this wise marketing trend as each area might have a various theme or difficulty degree where the ideas will certainly additionally be themed around the subject matter of each room. That said, it does not look like this advertising and marketing approach is reducing up, so look out for the following immersive escape area experience jumping off a display near you quickly!


Of course this is not a new principle however after years of virtual reality parading as the trendy big bro in the globe of immersive experiences, escape rooms have actually been confidently working via the experiential ranks 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 collection of Prison Break, and also Escape Entertainment NYC 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 in advance of the game and develop an escape space managed around the release of Assassin's Creed Syndicate. 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 doesn't look like this marketing approach is slowing down up, so look out for the following immersive escape space experience leaping off a display near you quickly!

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