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

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

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

Of course this is not a new concept but after years of virtual reality parading as the cool big brother in the world of immersive experiences, escape rooms have been confidently working through the experiential ranks to take the title of legitimately ‘wow’. Not surprisingly, sharp marketers have tracked this and are now finding innovative ways to maximize the exposure to the experience. The ‘tie-in’ style of marketing agreement seems to be the ruling formula for this.

Famous examples to date include Disney hosting a pop-up escape experience linked with Rogue One: A Star Wars Story. The Escape 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 Prison Break, and HBO setting up a multi-room installation themed around Game of Thrones, Veep, and Silicon Valley. Smart.