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



One might believe that being secured is a point of headaches, well now it's the new cool. Sweeping en-vogue market occasions such as the South By Southwest (SXSW) Seminar, the Escape Space is the attraction getting everyone talking. And it's not simply the individuals, because this neoteric love of immersive experience is opening a door to cutting-edge marketing chances, also.

What specifically is an Escape Space? Picture this - you are in a secured area. You could think this is just another plot from one of the Saw film franchises however it is in truth the makings of an Escape Room experience.

Naturally this is not a brand-new idea however after years of virtual reality parading as the cool big brother on the planet of immersive experiences, escape rooms have been confidently working through the experiential ranks to take the title of legitimately 'wow'. Not surprisingly, sharp marketing professionals have actually tracked this and are currently locating cutting-edge means to maximize the exposure to the experience. The 'tie-in' style of marketing contract seems to be the ruling formula for this.

Famous examples to date include Disney organizing a pop-up escape experience related to Rogue One: A Celebrity Wars Tale. 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.

Although this style of marketing is likewise nothing new by itself, what makes it effective is that the items wed flawlessly with the experience, and we know that consumers are, more than ever, forced to spend their money on 'doing' rather than via traditional advertising approaches, i.e. simply 'watching'.

This pattern can be connected back to the globe of video games and also eSports. Marketing experts would launch video games then host 'real world' experiences: occasions, competitions and communications that enhanced the gameplay and also made it tangible. This is where brilliant partnering and also partnership comes in. The excellent partnership right here would be founded on an equally valuable industrial relationship where the escape space firm as well as the IP (or copyright) owners work together to garner optimal exposure and also expand the consumer base, triggering a 'win: win' arrangement.

Escape 60 in Brazil managed a blinding instance of this in 2015 when they linked with Ubisoft, the designers 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 Syndicate. America's Escape Game, Marriott Vacations Worldwide as well as Vistana Trademark Experiences likewise worked together to bring the worlds of hospitality and also entertainment together, which is currently an expanding pattern. Alex Reece, CEO of America's Escape Game, commented in a meeting at the time (October 2016), "We see an extremely intense future of incorporating escape rooms powered by America's Escape Game in several Vistana areas in the coming months and years. There is no question that this effective partnership will bring the blowing up escape area experience to many lovers throughout the globe."

Fast-forward to 2017, which very same love of immersion drives a lot of the sophisticated advertising activations we see today in escape rooms. "I assume the immersion permits it to be more personal and customized," Joanna Scholl, vice head of state of marketing at HBO said when priced quote in a meeting at this year's SXSW meeting. When inquired about HBO: The Escape she remarked, "Each person feels like they themselves belong to that experience, and also it leaves far more of an unforgettable note for them."

Ryan Coan creator of firm Creative Riff, the experiential advertising and marketing specialists who were the developers of the Prison Break escape space takeover likewise commented at the very same occasion: "Experiential advertising Escape games NYC and marketing is unique because it's an engagement. It's something fans are choosing to do. Fans are so obsessive over this material, they're so in love with these characters and also their tales, that by allowing them to step inside that story and feel like they're a part of it - even for a moment - is a really special experience."

Layout as well as advancement is at the leading edge of this shrewd marketing fad as each space might have a different theme or problem degree where the clues will certainly additionally be themed around the subject matter of each space. That claimed, it doesn't look like this advertising approach is reducing up, so look out for the following immersive escape area experience leaping off a screen near you quickly!


Of course this is not a new principle but after years of virtual truth parading as the trendy big brother in the world of immersive experiences, escape rooms have actually been with confidence working through the experiential rankings to take the title of legitimately '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 also HBO setting up a multi-room installation themed around Game of Thrones, Veep, and also Silicon Valley. Escape 60 in Brazil drew off a blinding example of this in 2015 when they connected up with Ubisoft, the makers of fantasy leviathan Assassin's Creed, to get ahead 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 really brilliant future of incorporating escape rooms powered by America's Escape Game in several Vistana locations in the coming months as well as years. That claimed, it doesn't look like this advertising and marketing approach is slowing down up, so look out for the next immersive escape area experience leaping off a screen near you soon!

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