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



One may assume that being locked up is a point of problems, well now it's the brand-new cool. Sweeping en-vogue sector events such as the South By Southwest (SXSW) Seminar, the Escape Area is the attraction getting every person talking. And it's not just the individuals, due to the fact that this gimmicky love of immersive experience is opening a door to cutting-edge marketing chances, also.

What exactly is an Escape Room? Picture this - you are in a locked space. You may believe this is simply one more story from one of the Saw movie franchise business yet it is in reality the ingredients of an Escape Area experience.

Certainly this is not a brand-new concept but after years of virtual reality parading as the cool big brother in the world of immersive experiences, escape rooms have been confidently overcoming the experiential ranks to take the title of legally 'wow'. Not surprisingly, sharp marketing professionals have tracked this as well as are currently discovering cutting-edge means to make best use of the exposure to the experience. The 'tie-in' style of marketing agreement seems to be the ruling formula for this.

Famous instances to day consist of Disney organizing 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 establishing a multi-room setup themed around Game of Thrones, Veep, as well as Silicon Valley. Smart.

Although this design of advertising is also nothing brand-new by itself, what makes it effective is that the products marry perfectly with the experience, and we understand that customers are, more than ever, forced to invest their money on 'doing' rather than through traditional advertising and marketing approaches, i.e. just 'viewing'.

Marketers would certainly launch video games then host 'actual world' experiences: events, competitors and communications that complimented the gameplay and also made it concrete. The excellent partnership below would be founded on an equally beneficial business relationship where the escape area company and also the IP (or copyright) owners function together to gather optimal exposure and also expand the consumer base, prompting a 'win: win' setup.

Escape 60 in Brazil pulled off a blinding instance of this in 2015 when they connected up with Ubisoft, the developers of dream leviathan Assassin's Creed, to obtain ahead of the game and produce an escape area 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 an extremely brilliant future of including escape rooms powered by America's Escape Game in multiple Vistana places in the coming months and also years.

Fast-forward to 2017, which same love of immersion drives a number of the intricate marketing activations we see today in escape rooms. "I think the immersion enables it to be extra personal and personalized," Joanna Scholl, vice head of state of advertising and marketing at HBO said when estimated in a meeting at this year's SXSW conference. When inquired about HBO: The Escape she remarked, "Everyone seems like they themselves become part of that experience, and it leaves much 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 additionally commented at the exact same event: "Experiential advertising is unique because it's an interaction. 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 enabling them to step inside that story as well as seem like they belong of it - also for a moment - is a truly unique experience."

Style as well as development is at the leading edge of this wise marketing trend as each area might have a various style or problem level where the clues will certainly likewise be themed around the subject matter of each room. That said, it does not look like this advertising technique is slowing up, so look out for the following immersive escape area experience leaping off a screen near you soon!


Of course this is not a 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 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 new collection of Jail Break, and HBO establishing up a multi-room setup themed around Game of Thrones, Veep, Escape games NYC 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 in advance of the game and also produce an escape room coordinated 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 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!

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