An Adventure in the New Marketing Playground – the Escape Room
Imagine being locked up in a room, which most people may find a frightening experience, but not anymore today because there is a modern way of making it a cool experience. There is now a trend in and industry making the so-called escape room gets everyone talking, both by participants and making it a marketing opportunity as well.
You may ask what an escape room exactly is about. Picture yourself for a start being in a locked room, with few random clues, and yet still no idea how to get out from the room. A group of up to 12 players would comprise the plot of this new craze, and they will have to use their agilities in terms of physical and mental in order to unlock door after door, while moving frantically from room to room with cryptic clues on hand, and given only 60 minutes to break free.
After many years of development in virtual reality, this craze is not actually a new concept, but only after several experimentations that the world has come to consider it as a legitimate exciting game. There is a further maximization of the exposure to this experience, and this is due to the sharp marketers who unsurprisingly have tracked the activity and are finding innovative ways. The ruling formula of this new craze is the so-called tie-in style of marketing agreement.
This style of marketing is nothing new in itself though, and what makes it successful today is that the products blend in well with the experience. Consumers as we know today are more leaning on spending their money on doing rather than the simple watching in a usual advertising mode.
One can link back this trend to the world of video games and other similar games. GAmes will be launched by marketers and then they would host experiences in the real world such as events, competitions, and interactions that will compliment the gameplay thus making it realistic and tangible. Here, there is should be a clever partnering and collaboration setting in. There is a strive for perfect partnership in this situation which is founded on mutual and beneficial commercial relationship. With a foundation that is on a mutually beneficial commercial relationship, both escape room company and copyright owners work together to get maximum exposure and expand their clientele, leading to a win-win situation.
Each room in this new marketing trend will have design and innovation as its forefront, with different level and theme, and clues revolving around the subject matter of the room.