It Pays to Get Locked Up! Escape Rooms: The Marketers’ New Playground

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One would possibly assume that being locked up is a element of nightmares, well now it’s the brand new cool. Sweeping en-vogue enterprise activities which includes the South By Southwest (SXSW) Conference, the Escape Room is the enchantment getting everybody talking. And it’s not simply the members, because this newfangled love of immersive revel in is beginning a door to innovative advertising opportunities, too.

What precisely is an Escape Room? You may additionally ask. Picture this – you’re in a locked room. You have some random clues and you don’t have any concept outdoor escape room rotterdam the way to get out. You may assume this is just another plot from one of the Saw film franchises but it is in truth the makings of an Escape Room experience. This ‘craze’ includes a group of as much as 12 players – relying on in which you e-book – who’ve to use bodily and mental agility to unencumber door after door, moving from room to room frantically figuring out cryptic clues. The capture? You have just 60 mins to interrupt loose.

Of route this is not a new idea however after years of virtual reality parading as the cool big brother within the international of immersive experiences, break out rooms have been with a bit of luck operating via the experiential ranks to take the identify of legitimately ‘wow’. Not exceptionally, sharp marketers have tracked this and are actually locating innovative approaches to maximize the publicity to the enjoy. The ‘tie-in’ fashion of advertising agreement seems to be the ruling components for this.

Famous examples thus far include Disney web hosting a pop-up break out enjoy connected with Rogue One: A Star Wars Story. The Escape Game in Austin Texas (America’s most popular get away enjoy) being taken over by using FOX in time for the launch of a new series of Prison Break, and HBO setting up a multi-room installation themed round Game of Thrones, Veep, and Silicon Valley. Smart.

Although this style of advertising is also nothing new in itself, what makes it a success is that the products marry flawlessly with the experience, and we recognise that customers are, extra than ever, compelled to spend their cash on ‘doing’ in preference to thru conventional advertising and marketing methods, i.E. Actually ‘watching’.

This fashion may be linked back to the world of video games and eSports. Marketers might launch games then host ‘real world’ reviews: activities, competitions and interactions that complimented the gameplay and made it tangible. This is where clever partnering and collaboration comes in. The ideal partnership right here might be based on a mutually useful industrial relationship in which the break out room corporation and the IP (or copyright) owners work together to garner most exposure and increase the client base, prompting a ‘win: win’ association.

Escape 60 in Brazil pulled off a dazzling example of this in 2015 after they related up with Ubisoft, the creators of fantasy behemoth Assassin’s Creed, to get ahead of the sport and create an escape room orchestrated around the release of Assassin’s Creed Syndicate. America’s Escape Game, Marriott Vacations Worldwide and Vistana Signature Experiences also collaborated to deliver the worlds of hospitality and leisure collectively, that is now a growing fashion. Alex Reece, CEO of America’s Escape Game, commented in an interview at the time (October 2016), “We see a very shiny future of incorporating break out rooms powered via America’s Escape Game in multiple Vistana locations in the coming months and years. There isn’t any doubt that this powerful alliance will carry the exploding escape room revel in to many lovers throughout the world.”

Fast-forward to 2017, and that identical love of immersion drives a few of the intricate advertising activations we see nowadays in get away rooms. “I suppose the immersion allows for it to be extra private and custom designed,” Joanna Scholl, vp of advertising at HBO said while quoted in an interview at this year’s SXSW convention. When requested approximately HBO: The Escape she remarked, “Each man or woman looks like they themselves are a part of that revel in, and it leaves plenty greater of a memorable be aware for them.”

Ryan Coan founding father of organisation Creative Riff, the experiential advertising professionals who were the creators of the Prison Break escape room takeover also commented at the equal occasion: “Experiential advertising is unique because it’s an engagement. It’s some thing fans are selecting to do. Fans are so obsessive over this content, they’re so in love with those characters and their memories, that through letting them step inside that tale and feel like they’re part of it – even for a second – is a without a doubt unique revel in.”