It Pays to Get Secured! Escape Rooms: The Marketers' New Play Ground



One might believe that being locked up is a thing of headaches, well currently it's the new cool. Sweeping en-vogue market occasions such as the South By Southwest (SXSW) Conference, the Escape Space is the destination getting everyone talking. And it's not simply the individuals, due to the fact that this gimmicky love of immersive experience is opening a door to cutting-edge advertising and marketing opportunities, also.

What precisely is an Escape Area? Image this - you are in a secured space. You might believe this is just one more plot from one of the Saw movie franchises but it is in reality the makings of an Escape Space experience.

Of course this is not a brand-new idea but after years of virtual reality parading as the awesome big brother in the world of immersive experiences, escape rooms have actually been confidently overcoming the experiential rankings to take the title of legitimately 'wow'. Not remarkably, sharp marketing experts have actually tracked this and are currently discovering cutting-edge means to make best use of the direct exposure to the experience. The 'tie-in' design of advertising and marketing agreement seems to be the ruling formula for this.

Famous examples to day consist of 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, and also HBO establishing a multi-room setup themed around Game of Thrones, Veep, as well as Silicon Valley. Smart.

Although this style of advertising and marketing is additionally absolutely nothing new in itself, what makes it effective is that the products marry completely with the experience, as well as we know that consumers are, more than ever, compelled to spend their loan on 'doing' instead of via conventional advertising techniques, i.e. merely 'viewing'.

This trend can be connected back to the globe of computer game and also eSports. Online marketers would release games then host 'real life' experiences: occasions, competitors as well as interactions that complimented the gameplay and made it substantial. This is where creative partnering as well as collaboration can be found in. The best partnership here would certainly be founded on a mutually valuable commercial partnership where the escape room company and also the IP (or copyright) proprietors work together to gather optimal exposure as well as increase the client base, triggering a 'win: win' arrangement.

Escape 60 in Brazil pulled off a blinding instance of this in 2015 when they linked with Ubisoft, the designers of dream behemoth Assassin's Creed, to get ahead of the game and also develop an escape area coordinated around the launch of Assassin's Creed Distribute. America's Escape Game, Marriott Vacations Worldwide as well as Vistana Signature Experiences also collaborated to bring the globes of friendliness and entertainment together, which is now an expanding fad. Alex Reece, CEO of America's Escape Game, commented in an interview at the time (October 2016), "We see an extremely brilliant future of including escape rooms powered by America's Escape Game in multiple Vistana places in the coming months as well as years. There is no question that this effective alliance will bring the blowing up escape area experience to several enthusiasts throughout the world."

Fast-forward to 2017, and that exact same love of immersion drives a lot of the elaborate Escape the room games advertising activations we see today in escape rooms. "I think the immersion enables it to be more individual as well as customized," Joanna Scholl, vice head of state of advertising and marketing at HBO claimed when priced estimate in a meeting at this year's SXSW meeting. When inquired about HBO: The Escape she said, "Everyone seems like they themselves belong to that experience, as well as it leaves a lot more of an unforgettable note for them."

Ryan Coan founder of firm Creative Riff, the experiential marketing specialists who were the makers of the Prison Break escape area requisition likewise commented at the same event: "Experiential marketing is unique because it's an interaction. It's something followers are picking to do. Followers are so obsessive over this material, they're so in love with these characters and also their stories, that by enabling them to tip inside that tale and also seem like they belong of it - also for a moment - is an actually unique experience."

Layout and also innovation is at the forefront of this shrewd advertising and marketing trend as each space may have a different motif or difficulty level where the ideas will certainly additionally be themed around the subject matter of each room. The top quality of the space needs to be exceptional and the immersion aspect at the fore. The more the participants feel like they are 'part of that space' the more of a long lasting effect the experience will have. This indicates competitors is fierce and marketing professionals need to be sharper than ever to discover that best 'hook'. That claimed, it does not look like this advertising technique is bogging down, so watch out for the following immersive escape room experience jumping off a screen near you quickly!


Of course this is not a new concept yet after years of digital fact parading as the trendy big brother in the globe of immersive experiences, escape rooms have been confidently working via 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 example of this in 2015 when they connected up with Ubisoft, the designers of fantasy behemoth Assassin's Creed, to obtain in advance of the game and also develop an escape room orchestrated 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 very intense future of integrating escape rooms powered by America's Escape Game in multiple Vistana areas in the coming months as well as years. That said, it does not look like this advertising method is reducing up, so look out for the next immersive escape area experience leaping off a screen near you quickly!

Leave a Reply

Your email address will not be published. Required fields are marked *