We executed the campaign to make each announcement work hard across a number of platforms…
- House Repossessed
The mysterious closure of Duel was announced in repossession notices. We used this to drive intrigue, starting the launch journey with Victorian-themed aged boxes from the ‘repossessed building’ sent to key media, alongside social media posts which gave different clues to the new ride, depending on which platform it was viewed on.
- The Game Begins
Continuing to build anticipation as the ride name was officially announced, mutilated jack-in-the-boxes were sent from Emily to the same key media.
To grow interest amongst enthusiasts and youngsters, we created the world’s first giant and immersive haunted dolls’ house which popped up in London during February half term.
During this period, we also hit fans on TikTok by putting out a video of the dolls’ house, including all the clues and jump scare hidden within it, and asked content creators in the ride’s key demographic to duet with it.
- Here She Comes
As anticipation peaked in the week leading up to the launch, we revealed two key scenes, driving fans wild with excitement. We developed an exclusive feature with ITV Central, allowing them to film selected scenes in the ride.
The launch culminated with Emily ‘possessing’ the Resort’s social channels the night before the ride opened to the public .
For opening weekend, a bespoke Snapchat lens design kept young fans entertained, keeping The Curse at Alton Manor front of mind with this key demographic.
- Haunting Season
To maintain momentum in the weeks following the launch, we ingeniously used a ‘superfan’ case study to keep the ride front of mind.