It Pays to Get Secured! Escape Rooms: The Marketing Professionals' New Playground



One may assume that being locked up is a thing of headaches, well currently it's the new cool. Sweeping en-vogue industry occasions such as the South By Southwest (SXSW) Conference, the Escape Space is the attraction obtaining every person talking. As well as it's not just the individuals, since this new love of immersive experience is opening a door to ingenious advertising opportunities, also.

What specifically is an Escape Room? Photo this - you are in a secured room. You may assume this is just an additional story from one of the Saw movie franchise business yet it is in truth the ingredients of an Escape Room experience.

Of course this is not a new concept but after years of virtual reality parading as the awesome big brother worldwide of immersive experiences, escape rooms have actually been confidently working through the experiential ranks to take the title of legitimately 'wow'. Not remarkably, sharp marketing experts have actually tracked this as well as are now locating ingenious ways to take full advantage of the direct exposure to the experience. The 'linkup' design of advertising and marketing arrangement seems to be the ruling formula for this.

Famous examples to date include Disney holding a pop-up escape experience related to Rogue One: A Star Wars Story. 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 series of Prison Break, as well as HBO establishing a multi-room installment themed around Game of Thrones, Veep, as well as Silicon Valley. Smart.

This design of marketing is also absolutely nothing new in itself, what makes it successful is that the products marry perfectly with the experience, as well as we know that consumers are, more than ever, urged to invest their cash on 'doing' rather than through traditional advertising methods, i.e. merely 'enjoying'.

This pattern can be linked back to the globe of computer game as well as eSports. Marketers would certainly introduce games after that host 'real world' experiences: events, competitions and communications that matched the gameplay as well as made it tangible. This is where brilliant partnering as well as collaboration can be found in. The best partnership below would certainly be founded on a mutually valuable industrial connection where the escape room business and the IP (or copyright) proprietors collaborate to garner optimal exposure and also broaden the customer base, motivating a 'win: win' arrangement.

Escape 60 in Brazil carried out a blinding example of this in 2015 when they linked with Ubisoft, the developers of dream behemoth Assassin's Creed, to prosper of the game and also produce an escape area orchestrated around the launch of Assassin's Creed Syndicate. America's Escape Game, Marriott Vacations Worldwide as well as Vistana Trademark Experiences likewise teamed up to bring the worlds of friendliness and also entertainment with each other, which is currently a growing pattern. Alex Reece, Chief Executive Officer of America's Escape Game, commented in an interview at the time (October 2016), "We see a very brilliant future of including escape rooms powered by America's Escape Game in multiple Vistana places in the coming months and also years. There is no question that this powerful partnership will certainly bring the exploding escape space experience to many lovers throughout the globe."

Fast-forward to 2017, which same love of immersion drives much of the elaborate advertising and marketing activations we see today in escape rooms. "I assume the immersion permits it to be more personal as well as tailored," 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 asked about HBO: The Escape she mentioned, "Everyone feels like they themselves belong to that experience, and also it leaves far more of a memorable note for them."

Ryan Coan founder of company Creative Riff, the experiential advertising professionals that were the creators of the Prison Break escape room takeover likewise commented at the exact same occasion: "Experiential advertising and marketing is unique due to the fact that it's an engagement. It's something fans are choosing to do. Followers are so compulsive over this content, they're so in love with these characters and their stories, that by allowing them to step inside that story as well as seem like they're a part of it - even for a moment - is a really special experience."

Design and development is at the leading edge of this wise advertising pattern as each space might have a various style or problem degree where the hints will certainly likewise be themed around the topic of each space. The high quality of the space needs to be exceptional as well as the immersion aspect at the fore. The even more the individuals seem like they are 'part of that room' the even more of a long-term influence the experience will certainly have. This indicates competition is fierce and marketers need to be sharper than ever before to locate that excellent 'hook'. That claimed, it does not appear like this advertising technique is slowing up, so watch out for the next immersive escape room experience leaping off a screen near you quickly!


Of course this is not a new principle however after years of virtual fact 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 prominent 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 setup themed around Game of Thrones, Veep, as well as Silicon Valley. Escape 60 in Brazil pulled off a blinding instance of this in 2015 when they linked up with Ubisoft, the creators of dream behemoth Assassin's Creed, to Escape the Room NYC get in advance of the game as well as create an escape area managed around the release of Assassin's Creed Organization. Alex Reece, CEO 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 up, so look out for the following immersive escape space experience leaping off a display near you soon!

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