One might believe that being locked up is a thing of headaches, well now it’s the brand-new cool. Sweeping en-vogue industry occasions such as the South By Southwest (SXSW) Conference, the Escape Room is the attraction getting everybody talking Escape Rooms in San Diego. And it’s not simply the participants, since this popular love of immersive experience is opening a door to innovative marketing chances, too.
Just what is an Escape Room? You might ask. Image this – you are in a locked space. You have a couple of random ideas and you have no idea how to get out. You might believe this is simply another plot from among the Saw movie franchises however it remains in fact the makings of an Escape Room experience. This ‘trend’ includes a group of up to 12 gamers – depending on where you book – who need to utilize physical and imagination to unlock door after door, moving from space to space desperately determining puzzling hints. The catch? You have just 60 minutes to break totally free.
Obviously this is not a new concept but after years of virtual reality parading as the cool big sibling worldwide of immersive experiences, escape rooms have actually been with confidence resolving the experiential ranks to take the title of legally ‘wow’. Not surprisingly, sharp marketers have tracked this and are now discovering innovative methods to make the most of the exposure to the experience. The ‘tie-in’ style of marketing contract appears to be the ruling formula for this.
Famous examples to date consist of Disney hosting a pop-up escape experience linked with Rogue One: A Star Wars Story. The Escape Video game in Austin Texas (America’s most popular escape experience) being taken over by FOX in time for the launch of a new series of Jail Break, and HBO setting up a multi-room setup themed around Game of Thrones, Veep, and Silicon Valley. Smart.
Although this design of marketing is also nothing brand-new in itself, what makes it effective is that the products marry perfectly with the experience, and we understand that consumers are, more than ever, compelled to invest their cash on ‘doing’ instead of through standard marketing approaches, i.e. just ‘watching’.
This trend can be connected back to the world of video games and eSports. Marketers would launch games then host ‘real world’ experiences: events, competitors and interactions that complimented the gameplay and made it concrete. This is where clever partnering and collaboration is available in. The ideal collaboration here would be founded on a mutually helpful commercial relationship where the escape space company and the IP (or copyright) owners collaborate to garner optimal exposure and expand the client base, prompting a ‘win: win’ arrangement.