One might believe that being locked up is a plain thing of nightmares, well now it is the new cool. Sweeping en-vogue industry activities like the South By Southwest (SXSW) Conference, the Escape Room could be the attraction getting everybody else chatting. And it's not only the individuals, because this newfangled love of immersive experience is opening a door to marketing that is innovative, too.

What exactly is an Escape Room? You might ask. Picture this - you're in a room that is locked. You've got a few random clues and you have got no idea ways to get down. You may think this is merely another plot from one of the Saw movie franchises but it is in fact the makings of a Escape Room experience. This 'craze' involves a small grouping of up to 12 players - according to where you book - who have to utilize physical and mental agility to unlock home after home, moving from room to room frantically figuring out cryptic clues. The catch? You have simply 60 minutes to break free.

Needless to say this isn't a brand new concept but after several years of virtual reality parading while the cool government in the world of immersive experiences, escape rooms were confidently working through the experiential ranks to just take the title of legitimately 'wow'. Needless to say, sharp marketers have tracked this and so are now finding revolutionary techniques to optimize the contact with the experience. The 'tie-in' design of marketing agreement appears to be the formula that is ruling this.

Famous examples to date consist of Disney hosting a pop-up escape experience linked with Rogue One: A Star Wars tale. The Escape Game in Austin Texas (America's most escape that is popular) being absorbed by FOX in time for the launch of the brand new number of Prison Break, and HBO installing a multi-room installation themed around Game of Thrones, Veep, and Silicon Valley. Smart.
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