Content Creation Agency

Social Media Marketing Agency

Brand Positioning Agency

Nemesis Eye – Awakening the Legend

objectives

When Alton Towers Resort challenged Smoking Gun to create a brand defining moment to mark the return of Nemesis, the UK’s original inverted roller coaster, Smoking Gun leapt at the chance to elevate an already packed launch campaign with a show stopping stunt.

Alton Towers Resort tasked us with generating significant media buzz, creating an unfair share of voice for the newly rechristened Nemesis Reborn, and showcasing the revamped look and feel of the iconic ride. Key messages for the stunt included announcing the exact date Nemesis would reopen to the public, providing a crucial incentive for customers to book their tickets online.

Leveraging the dramatic persona of Nemesis herself, Smoking Gun went on to deliver a standout moment that enthralled theme park enthusiasts and casual viewers alike.

Alton Towers’ head of PR, Sian Wilson commented:

“Early in the campaign planning we knew the eye was going to be a focal point of the marketing activity, so wanted to place this front and centre of the stunt activity.

“The location offered something different to previous stunt activations; it was in our heartland and allowed us to resonate with this audience.

“As a result, on the day of the stunt we saw a 43% increase in website traffic compared to the previous day, including a significant spike at 1pm which was more than double the usual rate, as well as an increase in revenue of 47.5% vs previous day.”

strategy

Smoking Gun leveraged the UK's fascination for alien sightings and UFO enthusiasts, by creating a giant, floating replica of the Nemesis Eye and unveiling it at a well known alien hotspot.

Building on the already established Nemesis narrative – that the eponymous creature had been taken away and experimented on, due to return in a thrilling, mutated fashion – the Smoking Gun team built a stunt focused on the core brand assets produced by Alton Towers Resort agency partners TBWA MCR.

These assets, specifically the giant, vengeful digital eye that would later become the hero element in the new Nemesis Reborn, became central to the campaign.

In a tactical media move, Smoking Gun leveraged the UK’s fascination for alien sightings and UFO enthusiasts, by creating a giant, floating replica of the Nemesis Eye and unveiling it at a well known alien hotspot. Combining the intrigue of alien contact with cinema quality visuals, the Nemesis Eye would be the perfect setup for Nemesis Reborn’s official return to Alton Towers Resort in just a few short weeks.

execution

Bringing the Nemesis Eye to life was a feat of technical wizardry, involving diligent planning and coordination across multiple specialist teams. Designers, riggers, sound and lighting technicians, drone videographers, and even park rangers worked together to ensure the stunt’s success.

The eye itself, a custom-designed inflatable, underwent rigorous testing in a secure location to ensure both health and safety compliance and thematic accuracy. Experienced creatives fine-tuned the lighting and theming to match the actual Nemesis Reborn ride.

The chosen location for the stunt was Cannock Chase in Staffordshire, renowned for its alien activity since the 1980s. A specific park site with a dramatic backdrop was selected as the ideal stage for the stunt.

As dawn broke, a team of 15 descended upon Cannock Chase, swiftly inflating, managing, and dressing the Nemesis Eye against the backdrop of the moody landscape. This scene set the stage for our specialist teams to capture breathtaking photos and videos, ensuring cinematic quality assets for the press. With a quick turnaround in less than 24 hours, the Smoking Gun team edited and distributed the stunning assets to the press, igniting a wildfire of anticipation and excitement.

Assets from the shoot were shared with key media via Smoking Gun’s best in class media relations, securing headlines across national and regional media alike. Social optimised images and video exploded across Alton Towers Resort’s social channels, creating waves with roller coaster enthusiasts and casual viewers alike.

results

SOLD OUT opening weekend

following the stunt activation

294 total pieces of coverage

including 19 national, 124 regional, 9 consumer and countless social and blog posts

797 million

estimated reach of press coverage

89% of online coverage

included a link to Alton Towers Resort website

Standout picture led coverage

earning a place in the Evening Standard’s renowned ‘Picture of the Week.’

Website traffic increased by 43%

compared to the previous day, including a significant spike at 1pm which was more than double the usual rate.

Single biggest coverage driving activity

in Nemesis’ 18 month launch campaign

Increase in revenue

of 47.5% compared to the previous day sales