We teased out our announcement in various stages, taking every opportunity to build the drama and opportunities for fans to engage.
Nemesis’ mysterious closure was announced in posters around the Resort and through video content across digital channels, all building suspense and excitement. Teaser messages and news angles were shared with the media and exclusive filming opportunities were offered to broadcast.
As part of our fan-first strategy, we launched a competition giving super fans the exclusive ‘last chance to ride’ alongside Nemesis creator, John Wardley – no celebrities, no suits. This gained further press attention and mass social media engagement.
UGC exploded as fans speculated as to what was happening. The hero video was supported by other behind-the-scenes reels and countdowns to build the narrative layer by layer and leave fans wanting more.