One might think that being locked up is just a thing of nightmares, well now it’s the brand new cool. Sweeping en-vogue industry events including the South By Southwest (SXSW) Conference, the Escape Room could be the attraction getting everyone talking. And it’s not just the participants, because this newfangled love of immersive experience is opening a home to innovative marketing opportunities, too.

What exactly is definitely an Escape Room? You may ask. Picture this – you’re in a locked room. You have a couple of random clues and you have no idea how to get out. You might think this is yet another plot from one of many Saw film franchises however it is in fact the makings of an Escape Room experience. This ‘craze’ involves organization of up to 12 players – depending on where you book – who have to utilize physical and mental agility to unlock door after door, moving from room to room frantically working out cryptic clues. The catch? You have just 60 minutes to break free.

Needless to say this is simply not a brand new concept but after years of virtual reality parading whilst the cool government on the planet of immersive experiences, escape rooms have already been confidently working through the experiential ranks to take the title of legitimately ‘wow’ ;.And in addition, sharp marketers have tracked this and are actually finding innovative ways to increase the experience of the experience. The ‘tie-in’ style of marketing agreement seems to be the ruling formula for this.

Famous examples currently include Disney hosting a pop-up escape experience associated with Rogue One: A Star Wars Story. The Escape Game in Austin Texas (America’s hottest escape experience) being bought out by FOX with time for the launch of a brand new group of Prison Break, and HBO establishing a multi-room installation themed around Game of Thrones, Veep, and Silicon Valley. Smart.

Although this form of marketing can also be nothing new alone, what makes it successful is that these products marry perfectly with the experience, and we realize that people are, a lot more than ever, compelled to spend their money on ‘doing’ rather than through traditional advertising methods, i.e. simply ‘watching’ ;.

This trend may be linked back to the entire world of video games and eSports. Marketers would launch games then host ‘real world’ experiences: events, competitions and interactions that complimented the gameplay and caused it to be tangible. This is where clever partnering and collaboration comes in. An ideal partnership here would be founded on a mutually beneficial commercial relationship where in actuality the escape room company and the IP (or copyright) owners interact to garner maximum exposure and expand the consumer base, prompting a ‘win: win’ arrangement.

Escape 60 in Brazil pulled off a blinding example of the in 2015 if they linked up with Ubisoft, the creators of fantasy behemoth Assassin’s Creed, to have ahead of the game and create an escape room orchestrated across the release of Assassin’s Creed Syndicate. America’s Escape Game, Marriott Vacations Worldwide and Vistana Signature Experiences also collaborated to create the worlds of hospitality and entertainment together, that will be now an increasing trend. Alex Reece, CEO of America’s Escape Game, commented in an interview at the time (October 2016), “We view a very bright future of incorporating escape rooms powered by America’s Escape Game in multiple Vistana locations in the coming months and years. There’s no doubt that powerful alliance provides the exploding escape room experience to numerous enthusiasts throughout the world.”

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