One might believe that being locked up is a thing of problems, well now it's the brand-new cool. Sweeping en-vogue sector events such as the South By Southwest (SXSW) Seminar, the Escape Area is the attraction getting every person talking. As well as it's not just the individuals, because this contemporary love of immersive experience is opening a door to innovative advertising and marketing opportunities, as well.
What exactly is an Escape Room? Picture this - you are in a secured area. You may think this is simply an additional plot from one of the Saw film franchises but it is in reality the makings of an Escape Space experience.
Obviously this is not a new idea but after years of virtual reality parading as the cool big brother in the world of immersive experiences, escape rooms have actually been with confidence overcoming the experiential ranks to take the title of legitimately 'wow'. Not remarkably, sharp marketers have actually tracked this and also are currently discovering ingenious ways to maximize the exposure to the experience. The 'linkup' design of marketing agreement appears to be the ruling formula for this.
Famous examples to day include Disney hosting a pop-up escape experience linked with 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 brand-new series of Prison Break, and HBO establishing a multi-room setup themed around Game of Thrones, Veep, and also Silicon Valley. Smart.
Although this design of advertising is also absolutely nothing new by itself, what makes it effective is that the items marry flawlessly with the experience, as well as we understand that consumers are, more than ever, compelled to spend their money on 'doing' as opposed to through typical advertising and marketing techniques, i.e. simply 'enjoying'.
This fad can be connected back to the world of computer game and also eSports. Marketing professionals would certainly launch games after that host 'real world' experiences: occasions, competitors and interactions that enhanced the gameplay and also made it tangible. This is where smart partnering as well as collaboration is available in. The best collaboration here would be founded on a mutually helpful business connection where the escape space firm as well as the IP (or copyright) proprietors interact to amass optimal exposure as well as broaden the consumer base, motivating a 'win: win' arrangement.
Escape 60 in Brazil pulled off a blinding example of this in 2015 when they linked up with Ubisoft, the makers of dream leviathan Assassin's Creed, to be successful of the game and develop an escape area coordinated around the launch of Assassin's Creed Distribute. America's Escape Game, Marriott Vacations Worldwide as well as Vistana Signature Experiences additionally worked together to bring the globes of hospitality and entertainment with each other, which is currently a growing trend. Alex Reece, Chief Executive Officer of America's Escape Game, commented in a meeting at the time (October 2016), "We see an extremely brilliant future of integrating escape rooms powered by America's Escape Game in several Vistana locations in the coming months and years. There is no question that this powerful partnership will certainly bring the exploding escape area experience to lots of lovers throughout the world."
Fast-forward to 2017, and that very same love of immersion drives most of the sophisticated marketing activations we see today in escape rooms. "I assume the immersion enables it to be more individual and customized," Joanna Scholl, vice president of marketing at HBO stated when quoted in a meeting at this year's SXSW conference. When inquired about HBO: The Escape she mentioned, "Everyone feels like they themselves become part of that experience, and it leaves a lot more of a remarkable note for them."
Ryan Coan creator of agency Creative Riff, the experiential advertising and marketing specialists that were the creators of the Prison Break escape space requisition also commented at the very same occasion: "Experiential advertising is unique because it's an interaction. It's something followers are selecting to do. Followers are so compulsive over this content, they're so in love with these personalities and their tales, that by allowing them to step inside that tale and also feel like they're a part Escape Entertainment NYC of it - even for a moment - is an actually special experience."
Design and innovation is at the center of this intelligent advertising and marketing fad as each room may have a various motif or trouble degree where the hints will likewise be themed around the subject matter of each room. That claimed, it doesn't look like this advertising and marketing method is reducing up, so look out for the following immersive escape space experience leaping off a screen near you quickly!
Of training course this is not a brand-new concept but after years of digital fact parading as the great huge brother in the globe of immersive experiences, escape rooms have been confidently functioning with the experiential ranks to take the title of properly 'wow'. 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 up a multi-room installment themed around Game of Thrones, Veep, as well as Silicon Valley. Escape 60 in Brazil pulled off a blinding example of this in 2015 when they linked up with Ubisoft, the makers of dream behemoth Assassin's Creed, to obtain ahead of the game and develop an escape area managed around the launch of Assassin's Creed Organization. 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 integrating escape rooms powered by America's Escape Game in multiple Vistana areas in the coming months as well as years. That said, it does not look like this advertising method is slowing up, so look out for the next immersive escape area experience leaping off a screen near you quickly!