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



One could assume that being secured is a point of problems, well currently it's the new cool. Sweeping en-vogue market events such as the South By Southwest (SXSW) Conference, the Escape Room is the destination obtaining every person talking. As well as it's not just the participants, because this new-fashioned love of immersive experience is opening a door to innovative marketing possibilities, also.

Just what is an Escape Space? You may ask. Picture this - you are in a secured area. You have a couple of random clues and you have no idea just how to venture out. You may believe this is just another story from among the Saw movie franchises but it is in reality the makings of an Escape Area experience. This 'trend' includes a group of up to 12 gamers - relying on where you publication - who have to use psychological and physical agility to unlock door after door, relocating from space to space frantically figuring out puzzling hints. The catch? You have just 60 minutes to damage complimentary.

Obviously this is not a new principle however after years of virtual reality parading as the amazing big brother in the world of immersive experiences, escape rooms have been with confidence overcoming the experiential ranks to take the title of properly 'wow'. Not remarkably, sharp marketing professionals have tracked this and are currently discovering ingenious ways to make best use of the direct exposure to the experience. The 'tie-in' style of advertising and marketing agreement appears to be the ruling formula for this.

Famous examples to date consist of Disney holding a pop-up escape experience linked with Rogue One: A Celebrity Wars Tale. 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 establishing a multi-room installation themed around Game of Thrones, Veep, and Silicon Valley. Smart.

Although this style of marketing is also nothing brand-new by itself, what makes it effective is that the products wed completely with the experience, as well as we understand that consumers are, more than ever, compelled to invest their cash on 'doing' instead of via typical advertising and marketing approaches, i.e. merely 'enjoying'.

Marketers would introduce video games after that host 'real globe' experiences: events, competitors as well as interactions that enhanced the gameplay and also made it tangible. The best partnership below would certainly be founded on an equally helpful industrial relationship where the escape area business and the IP (or copyright) proprietors work together to amass maximum direct exposure as well as increase the client base, prompting a 'win: win' setup.

Escape 60 in Brazil drew off a blinding example of this in 2015 when they connected up with Ubisoft, the creators of fantasy leviathan Assassin's Creed, to get in advance of the game and produce an escape area orchestrated around the launch of Assassin's Creed Syndicate. Alex Reece, CEO of America's Escape Game, commented in a meeting at the time (October 2016), "We see a very brilliant future of incorporating escape rooms powered by America's Escape Game in several Vistana areas in the coming months and years.

Fast-forward to 2017, and that very same love of immersion drives a lot of the intricate marketing activations we see today in escape rooms. "I believe the immersion permits it to be more individual and also customized," Joanna Scholl, vice Escape Room NYC president of advertising at HBO claimed when estimated in a meeting at this year's SXSW conference. When asked about HBO: The Escape she mentioned, "Everyone feels like they themselves belong to that experience, and also it leaves much more of an unforgettable note for them."

Ryan Coan owner of agency Creative Riff, the experiential marketing experts that were the makers of the Prison Break escape room takeover likewise commented at the very same event: "Experiential marketing is special since it's an involvement. It's something fans are selecting to do. Fans are so compulsive over this web content, they're so crazy with these personalities and their stories, that by allowing them to step inside that tale and also seem like they're a part of it - even for a moment - is a really special experience."

Style and also technology goes to the forefront of this shrewd advertising pattern as each space might have a various motif or trouble degree where the ideas will also be themed around the subject matter of each space. The high quality of the area has to be excellent and the immersion aspect at the fore. The even more the individuals feel like they are 'part of that space' the more of an enduring influence the experience will certainly have. This means competition is strong and also marketers have to be sharper than ever before to discover that ideal 'hook'. That stated, it doesn't resemble this advertising technique is slowing up, so keep an eye out for the following immersive escape room experience leaping off a display near you quickly!


Of training course this is not a brand-new concept but after years of virtual reality parading as the amazing huge sibling in the globe of immersive experiences, escape rooms have actually been with confidence functioning via the experiential rankings 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 series of Prison Break, and HBO setting up a multi-room installation 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 linked up with Ubisoft, the designers of dream leviathan Assassin's Creed, to obtain in advance of the game as well as produce an escape space coordinated around the launch of Assassin's Creed Organization. Alex Reece, Chief Executive Officer of America's Escape Game, commented in a meeting at the time (October 2016), "We see a really intense future of including escape rooms powered by America's Escape Game in numerous Vistana areas in the coming months and also years. That claimed, 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!

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