Sony Pictures Creates 360 Ad Campaign for Psychological Thriller Escape Room

Escape room games have become not only highly popular with virtual reality (VR) fans but have also spilled over into real life location-based entertainment (LBE) experiences. It’s the latter which has inspired the recent release of psychological thriller Escape Room by Sony Pictures Entertainment (SPE) in theatres. To promote the film, SPE has teamed up with VR/AR ad platform OmniVirt and creative agencies Pretty Big Monster and Stradella Road, for a 360-degree advertising campaign.

The online campaign is an interactive 360 experience where you have to explore three rooms from the film for clues. Upon finding the clue you can then unlock the door to the next area. And to add some incentive to complete the challenge, successful players will be able to enter their details into a sweepstake to win a trip to Los Angeles and a chance at winning $1 million USD.

The competition is open online until 31st January 2019, and only applicable to US residents age 13 and over. For full terms and conditions follow this link.

Escape Room is a movie about a group of strangers who are trapped in elaborate rooms and have to solve deadly puzzles to escape. By creating an interactive 360° experience in our ads we were able to bring the immersive and intricate detail of each room to life into our marketing campaign,” said Rose Phillips, SVP of Digital Marketing for Sony Pictures Entertainment’s Motion Picture Group in a statement.


Sony Pictures worked with OmniVirt to distribute 360° advertisements across relevant media sites to target movie audiences, running 360° display banner ad units that link to the 360° Escape Room experience.

“Using 360° interactives to market entertainment properties is a great opportunity for studios,” said Jason Steinberg, Managing Partner of Pretty Big Monster. “The experiences immerse audiences in the story, while being widely accessible in today’s market. It’s a fresh and unexpected way for consumers to encounter content, and the response metrics are proof of their engagement. The performance is simply outstanding.”

OmniVirt’s previous collaborations have seen it work with Disney to help promote the Broadway musical version of Disney’s  Aladdin. 

Escape Room is out now in theatres. For further updates on 360 ad campaigns, keep reading VRFocus.