Sweeping en-vogue industry events like the South By Southwest (SXSW) Conference, the Escape Space is your attraction getting everybody talking. And it’s not only the participants, since this newfangled love of immersive experience is opening a door to advanced advertising and marketing opportunities, too.
You may inquire. Picture this – you’re in a locked room. You have a couple random clues and you don’t have any clue how to get out. You may think that this is just another plot from among the Saw movie franchises but it’s in reality the makings of an Escape Space experience. This’craze’ entails a group of up to 12 players – based on where you book – that must use psychological and physical agility to unlock door after door, moving from room to room frantically figuring out mysterious clues. The catch? You’ve only 60 minutes to break loose.
Of course this isn’t a new idea but after years of virtual reality parading as the cool big brother in the world of immersive experiences, escape chambers have been working through the experiential ranks to take the name of legitimately’wow’. Unsurprisingly, sharp marketers have monitored this and are now discovering innovative ways to maximize the exposure to the experience. The’tie-in’ style of advertising arrangement appears to be the judgment formula for this.
Famous examples thus far include Disney hosting a pop-up getaway encounter connected with Rogue One: A Star Wars Story. Smart.
Although this kind of marketing is nothing new in itself, what makes it effective is that the goods marry perfectly with the expertise, and we all know that customers are, more than ever, forced to spend their money on’doing’ rather than through conventional advertising procedures, i.e. simply’watching’.
Marketers would release games then host’real world’ experiences: events, interactions and competitions which complimented the gameplay and made it concrete. This is where smart partnering and cooperation comes in. The ideal partnership here would be based on a mutually beneficial business relationship where the escape area business and the IP (or copyright) owners work together to garner maximum exposure and expand the client base, prompting a’win: win’ arrangement.
Escape 60 in Brazil pulled off a blinding example of the in 2015 when they linked up with Ubisoft, the founders of dream behemoth Assassin’s Creed, to get ahead of the game and make an escape area orchestrated around the launch of Assassin’s Creed Syndicate. America’s Escape Game, Marriott Vacations Worldwide and Vistana Signature Experiences also collaborated to deliver the worlds of entertainment and hospitality together, which is now an increasing trend. There’s absolutely not any doubt that this strong alliance will bring the exploding escape room experience to a lot of enthusiasts across the world.”
Fast-forward to 2017, and that same love of immersion compels lots of the elaborate advertising activations we see now in escape rooms. “I believe that the immersion allows for this to be more personal and personalized,” Joanna Scholl, vice president of marketing at HBO stated when quoted in an interview at this year’s SXSW conference. When asked about HBO: The Escape she commented,”Every individual feels like they are a part of this experience, and it leaves more of a memorable note for them.”