You will think that being locked up is a nightmare thing, well, now it’s a new game. Fashion industry events, such as the Southwestern Conference (SXSW), branch rooms are an attraction for everyone to talk at Labyrintoom Labyrintoom Berlin. And it’s not just the participants, because this new love for immersive experiences opens the door to innovative marketing opportunities.

What is a spare room? you can ask. Imagine: You are in a closed room. You have random clues and you don’t know how to leave. You might think this is just another plot of the Saw Film franchise, but it’s actually about creating an Escape Room experience at Escape Room Berlin. This “crazy” consists of a group of up to 12 players, depending on where they are reserved, must use their body and mind to open the door after the agile door, move from room to room to discover crazy mystery clue. capture? You only have 60 minutes to get rid of yourself.

Of course, this is not a new concept, but after years of virtual reality as the world’s big brother of the immersive experience, the escape hall confidently works at the experience level to get “wow” legally. Not surprisingly, marketing experts have followed it and are now finding innovative ways to maximize the exposure to the experience. The “contact” style of marketing agreements seems to be the dominant way in this regard.

Well-known examples to date include Disney’s emerging escape experience associated with Rogue One: the story of Star Wars. The escape game in Austin, Texas (the most popular escape experience in the United States) has been taken over by FOX to launch a new jailbreak series, and HBO is building a game that features multiple themes. , Veep and silicone. Wisdom Valley.

While this marketing approach is not new in itself, the key to success is the perfect combination of product and experience. We know that consumers are more willing to spend money than ever before. Through traditional means. Advertising methods, that is, simply “look”.

This trend may be related to video games and the eSports world. Marketing experts will launch games and then organize a “real” experience: events, competitions and interactions that complete the game and make it tangible. This is where smart collaboration and collaboration come into play. The perfect partnership here will be based on mutually beneficial business relationships, where the company’s exhaust room and intellectual property owners (or authors) are working together to achieve maximum visibility and expand the customer base, resulting in an arrangement. ‘Win: Win’.

60 fleeing to Brazil took a dazzling example of joining Ubisoft in 2015, the creator of the fantastic Giant Assassin’s Creed, taking the first step and creating a carefully planned separation of launching Assassin’s Creed synchronization. The American escape game, the Marriott Vacation Global and the Vistana signature experience have also worked together to unify the world of hospitality and entertainment, which has become a growing trend. In the United States escape game CEO Alex Rees, in an interview at the time (October 2016) said: “We are at a few sites in Vistana to see a very bright future group discussion room drive escape game combination in In the coming months and years, there is no doubt that this powerful alliance will bring explosive growth in the experience of escape to many fans around the world.”

In 2017, many of the well-marketed activities we saw in the evacuation hall were passionate about immersion. “I think immersion makes the experience more personal and personal,” said Joanna Scholl, vice president of marketing at HBO, at an interview at this year’s SXSW conference. When asked about HBO: The Escape commented: “Everyone feels part of this experience and leaves her with more memorable notes.”