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



One might believe that being secured is a thing of headaches, well currently it's the new cool. Sweeping en-vogue industry events such as the South By Southwest (SXSW) Meeting, the Escape Room is the destination obtaining everybody talking. And also it's not just the participants, since this contemporary love of immersive experience is opening a door to ingenious advertising and marketing opportunities, as well.

What precisely is an Escape Space? Photo this - you are in a secured area. You could assume this is simply an additional story from one of the Saw movie franchises but it is in fact the makings of an Escape Room experience.

Obviously this is not a new concept however after years of virtual reality parading as the amazing big brother on the planet of immersive experiences, escape rooms have actually been confidently overcoming the experiential ranks to take the title of legally 'wow'. Not remarkably, sharp marketing experts have actually tracked this and also are currently locating cutting-edge means to maximize the exposure to the experience. The 'tie-in' style of marketing agreement appears to be the judgment 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 prominent escape experience) being taken over by FOX in time for the launch of a new series of Prison Break, and HBO establishing a multi-room installment themed around Game of Thrones, Veep, and also Silicon Valley. Smart.

This style of marketing is also absolutely nothing brand-new in itself, what makes it successful is that the products marry flawlessly with the experience, as well as we understand that consumers are, even more than ever before, obliged to spend their loan on 'doing' instead than with traditional advertising and marketing approaches, i.e. just 'watching'.

Online marketers would certainly introduce games after that host 'real globe' experiences: events, competitors as well as communications that enhanced the gameplay and also made it tangible. The excellent partnership here would certainly be founded on an equally beneficial industrial relationship where the escape area firm as well as the IP (or copyright) owners work with each other to garner optimal exposure and also broaden the consumer base, triggering a 'win: win' setup.

Escape 60 in Brazil drew off a blinding example of this in 2015 when they linked up with Ubisoft, the makers of fantasy behemoth Assassin's Creed, to obtain in advance of the game and also create an escape space orchestrated around the launch of Assassin's Creed Organization. Alex Reece, CEO of America's Escape Game, commented in a meeting at the time (October 2016), "We see a very intense future of including escape rooms powered by America's Escape Game in numerous Vistana locations in the coming months and also years.

Fast-forward to 2017, and that same love of immersion drives a lot of the sophisticated advertising and marketing activations we see today in escape rooms. "I think the immersion enables it to be more individual as well as tailored," Joanna Scholl, vice president of marketing at HBO stated when priced estimate in a meeting at this year's SXSW conference. When asked about HBO: The Escape she mentioned, "Everyone seems like they themselves are part of that experience, and it leaves a lot more of an unforgettable note for them."

Ryan Coan founder of company Creative Riff, the experiential advertising experts who were the creators of the Prison Break escape space takeover likewise commented at the very same occasion: "Experiential advertising and marketing is special because it's an engagement. It's something fans are selecting to do. Followers are so compulsive over this content, they're so in love with these characters as well as their stories, that by enabling them to tip inside that tale and feel like they're a part of it - even for a moment - is a really special experience."

Design as well as development goes to the center of this intelligent marketing trend as each room may have a different theme or difficulty level where the clues will likewise be themed around the subject of each area. The top quality of the area needs to be exceptional and also the immersion variable at the fore. The even more the individuals seem like they are 'part of that area' the even more of an enduring effect the experience will have. This implies competition is fierce and marketers have to be sharper than ever before to locate that excellent 'hook'. That claimed, it does not appear like this advertising method is slowing up, so watch out for the following immersive escape space experience leaping off a screen near you soon!


Of training course this is not a new concept yet after years of digital truth parading as the awesome big bro in the globe of immersive experiences, escape rooms have actually been confidently working via the experiential rankings to take the title of legitimately 'wow'. The Escape Team building activities Game in Austin Texas (America's most popular escape experience) being taken over by FOX in time for the launch of a brand-new series of Prison Break, and also HBO establishing up a multi-room installation themed around Game of Thrones, Veep, and Silicon Valley. Escape 60 in Brazil drew off a blinding example of this in 2015 when they linked up with Ubisoft, the makers of fantasy behemoth Assassin's Creed, to obtain ahead of the game and develop an escape space orchestrated around the launch of Assassin's Creed Distribute. Alex Reece, CEO 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 marketing approach is slowing down up, so look out for the next immersive escape area experience leaping off a display near you quickly!

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