Alton Towers Resort will be opening a new ride on March 24th, 2012 and decided to promote the opening of the new ride at the Southside Shopping Centre in Wandsworth. The resort is preparing for their new Nemesis Sub-Terra roller coaster ride that will leave you screaming for more.
“Nemesis Sub-Terra is by far the most terrifying of our attractions to date and we really wanted to test the limits of the British public to see if they could cope with what it has in store. When creating the illusion inside the lift we considered some our most common fears including heights, darkness and claustrophobia that are also a core part of the new attraction. The reactions of the public were fascinating and we can’t wait to see what happens when people come and experience the new attraction for the first time,” said Katherine Duckworth, head of consumer marketing at Alton Towers Resort.
It’s great because the campaign almost becomes an attraction in itself.
Unsuspecting shoppers were fooled by a 3D illusion on the floor of the lift. One shopper said “A deep, dark lift shaft is not what you expect to see on your average trip to the shops! It gave me a bit of a fright, but I quickly realised the joke was on me! I then had a laugh watching other people’s reactions a they walked past.”
We’ve seen many creative 3d street art examples, but this campaign works exceptionally well because it evokes an emotion that sells the attraction. Often times we see street art or marketing campaigns that are creative, funny or unique, but very few will actually create an emotional link between the campaign and the actual product or service it is marketing.
The campaign also generated a lot of buzz. The youtube promotional video was aired a little over a week ago and has since been viewed over 420k times. Now the real question, would you be scared?