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Escapology

Rethinking Play

  • Strategy
  • Creative
  • Organic Social
  • Influencer Marketing

Escapology operates over 100 locations globally. But escape rooms are still often seen as a niche activity, not an obvious night-out choice. Changing that meant positioning Escapology as a go-to night out, with an approach that works globally while still feeling local, immediate and relevant.

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Building a Social-First Content Engine

Rather than treating social as a broadcast channel, we rebuilt it as an extension of the experience itself. Designed to engage people before they even book.

  • Video-first, always-on content: We prioritised short-form video, leaning into the formats already winning on platform.
  • Content that feels native: From trending audio to “come with me” formats, everything was designed to feel like it belongs on TikTok and Reels.
  • Showing, not selling: Creator-led and staff POV content helped demystify the experience, showing exactly what happens in a session and removing first-time hesitation.
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A System, Not Just Content

To make this work at scale, we built a clear set of content pillars that every location could use, ensuring consistency without losing flexibility.

  • Plan Your Escape: Turning Escapology into the obvious answer for “what should we do tonight?”
  • What to Expect: Breaking down barriers for first-timers and widening the audience beyond puzzle enthusiasts
  • The Escapology Moment: Capturing the humour, energy and team dynamics that make the experience memorable
  • Clues & Challenges: Low-production, high-engagement content that keeps audiences interacting between visits
  • Games & Worlds: Showcasing the variety of experiences and giving people a reason to come back
  • Community & Proof: Turning real visits into social proof, from UGC to giveaways and reactions

Mission Accomplished

By shifting from campaigns to a system, we turned Escapology’s social presence into a consistent driver of engagement and revenue across its entire network.

  • 5,967% Engagement Increase: Interactive, gamified content drove a staggering rise in social engagements.
  • 91.1 Million Impressions: Brand visibility expanded by 87% over the previous period.
  • Increase in Tracked Revenue: Generated a 122% YoY increase from organic social revenue and 8% YoY increase in email revenue.
  • 280% Reach Growth: Through video first content.
  • 41% Audience Expansion: Successfully attracted a new wave of puzzle enthusiasts to the brand.

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