3D Optical Illusion Shocks London Shoppers in Guerrilla Campaign

3D Optical Illusion Shocks London Shoppers in Guerrilla Campaign
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3D Optical Illusion Shocks London Shoppers in Guerrilla Campaign Guerrilla Marketing Photo

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.”

3D Optical Illusion Shocks London Shoppers in Guerrilla Campaign Guerrilla Marketing Photo

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?

3D Optical Illusion Shocks London Shoppers in Guerrilla Campaign Guerrilla Marketing Photo

3D Optical Illusion Shocks London Shoppers in Guerrilla Campaign Guerrilla Marketing Photo

3D Optical Illusion Shocks London Shoppers in Guerrilla Campaign Guerrilla Marketing Photo

via [Alton Towers] [Daily Mail]

600 Shares Twitter 71 Facebook 84 Google+ 6 Pin It Share 418 LinkedIn 21 StumbleUpon 0 600 Flares ×
Ryan Lum is the founder and editor of Creative Guerrilla Marketing. He is passionate about creative marketing, social media and design. Connect with him on LinkedIn,Twitter or Google+
  • http://twitter.com/AaronCnx Aaron Bowersock

    I’m a huge fan of guerrilla marketing. The creativity of others never ceases to amaze me.

  • http://adstalk.blogspot.com/ Leannekilheeney01

    I love this! Such a simple, reasonably cheap but impactful campaign. I love to laugh at other peoples reactions to things like this and obviously so do the rest of the population! Good job Alton Towers, Cant wait to have a go on the ride! 
    http://adstalk.blogspot.com/

  • http://twitter.com/Radio_Guerrilla Guerrilla Radio

    Hah, very cool. I’ll have to share this. The only critique I had on this was lack of branding. Perhaps a normal elevator advertisement should of been in place accompanied by the copy ‘Don’t look down’.

  • http://twitter.com/hushcolours José Carrilho

    It’s interesting to notice that being anamorphic perspective something that has been used for centuries, only recently its use in advertising has become popular.

  • Natasha

    anyone know the company that created it?