It Pays to Obtain Locked Up! Escape Rooms: The Marketing Professionals' New Play Ground



One might assume that being locked up is a point of nightmares, well currently it's the new cool. Sweeping en-vogue sector events such as the South By Southwest (SXSW) Meeting, the Escape Space is the destination getting every person talking. As well as it's not simply the participants, due to the fact that this neoteric love of immersive experience is opening a door to innovative advertising opportunities, as well.

What exactly is an Escape Space? You may ask. Photo this - you are in a locked area. You have a few arbitrary hints and also you have no concept just how to go out. You could believe this is simply another story from one of the Saw movie franchises however it is in truth the makings of an Escape Area experience. This 'trend' entails a group of approximately 12 players - relying on where you book - that have to utilize physical and also mental dexterity to unlock door after door, relocating from area to area hysterically determining puzzling ideas. The catch? You have simply 60 minutes to damage cost-free.

Obviously this is not a brand-new concept however after years of virtual reality parading as the cool big brother on the planet of immersive experiences, escape rooms have actually been confidently overcoming the experiential rankings to take the title of legitimately 'wow'. Not remarkably, sharp marketers have tracked this and also are now discovering cutting-edge ways to optimize the direct exposure to the experience. The 'tie-in' design of marketing contract appears to be the ruling formula for this.

Famous examples to day include Disney hosting a pop-up escape experience related to Rogue One: A Star Wars Tale. The Escape Game in Austin Texas (America's most preferred escape experience) being taken over by FOX in time for the launch of a brand-new collection of Prison Break, as well as HBO establishing a multi-room installation themed around Game of Thrones, Veep, as well as Silicon Valley. Smart.

Although this design of marketing is likewise absolutely nothing new in itself, what makes it effective is that the items marry completely with the experience, and also we know that consumers are, more than ever, forced to spend their cash on 'doing' as opposed to via conventional marketing approaches, i.e. simply 'enjoying'.

This trend can be linked back to the globe of computer game and eSports. Online marketers would certainly release games then host 'real life' experiences: occasions, competitions and communications that matched the gameplay and also made it tangible. This is where smart partnering and also collaboration is available in. The best collaboration here would be founded on a mutually helpful business relationship where the escape space business and also the IP (or copyright) proprietors work together to gather optimal direct exposure and also expand the client base, triggering a 'win: win' setup.

Escape 60 in Brazil drew off a blinding instance of this in 2015 when they connected up with Ubisoft, the creators of fantasy behemoth Assassin's Creed, to get ahead of the game and create an escape room orchestrated around the release of Assassin's Creed Distribute. Alex Reece, CEO of America's Escape Game, commented in an interview at the time (October 2016), "We see an extremely brilliant future of integrating escape rooms powered by America's Escape Game in several Vistana areas in the coming months and also years.

Fast-forward to 2017, which very same love of immersion drives much of the intricate advertising and marketing activations we see today in escape rooms. "I assume the immersion permits it to be extra individual and also tailored," Joanna Scholl, vice head of state of advertising and marketing at HBO claimed when quoted in a meeting at this year's SXSW meeting. When asked about HBO: The Escape she remarked, "Everyone seems like they themselves become part of that experience, and also it leaves far more of a remarkable note for them."

Ryan Coan owner of firm Creative Riff, the experiential advertising and marketing professionals that were the makers of the Prison Break escape area requisition additionally commented at the very same occasion: "Experiential advertising is unique since it's an interaction. It's something fans are selecting to do. Fans are so obsessive over this content, they're so in love with these characters and their tales, that by permitting them to tip inside that tale and also seem like they belong of Escape the room games it - even for a moment - is a truly special experience."

Design and innovation is at the forefront of this wise advertising and marketing trend as each space might have a various motif or difficulty level where the hints will certainly likewise be themed around the subject of each area. The top quality of the space needs to be outstanding as well as the immersion aspect at the fore. The more the participants seem like they are 'part of that area' the more of a lasting impact the experience will certainly have. This suggests competitors is strong as well as online marketers have to be sharper than ever to find that ideal 'hook'. That said, it doesn't resemble this advertising and marketing approach is bogging down, so watch out for the next immersive escape room experience jumping off a display near you quickly!


Of course this is not a new concept yet after years of virtual truth parading as the trendy big bro in the world of immersive experiences, escape rooms have been confidently functioning via the experiential ranks to take the title of properly '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 Prison Break, and HBO establishing up a multi-room installation themed around Game of Thrones, Veep, and Silicon Valley. Escape 60 in Brazil pulled off a blinding example of this in 2015 when they connected up with Ubisoft, the makers of dream leviathan Assassin's Creed, to get ahead of the game as well as develop an escape area coordinated around the release of Assassin's Creed Syndicate. Alex Reece, CEO of America's Escape Game, commented in an interview at the time (October 2016), "We see a very intense future of including escape rooms powered by America's Escape Game in numerous Vistana areas in the coming months and years. That said, it doesn't look like this advertising and marketing approach is slowing up, so look out for the next immersive escape space experience leaping off a screen near you quickly!

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