Creative communications for Thorpe Park
promoting a world of exciting experiences.
As Thorpe Park’s creative agency we have entertained the public and media with a series of mind-bending creative stunts and news generating activities – all designed to sending a huge volume of traffic to the box office.
Dad Dancing at Island Beats
To publicise Island Beats, a teen-targeted festival at Thorpe Park Resort we surveyed the public to find that one of the cringiest things that bothered teens about their parents was dad dancing.
We released a video showing some questionable Dad Dancing during The Vamps set at Thorpe Park Island Beats.
The video released anonymously became an international viral sensation prompting celebrities including Britney Spears and The Vamps to share the video with their followers.
The clip racked up over 10 million views combined from sources including YouTube, Facebook and editorial media players and lead to a series of sell out gigs!
We achieved a 300% uplift in website traffic to the Island Beats tickets page plus 300+ pieces of coverage including in 4 national newspapers, and the Mail Online, Mashable, Metro, Buzzfeed, The Telegraph, Express, Mirror, Huffington Post and The Sun.
Silver Surfers to go coaster crazy
We developed and launched the worlds-first “Old Aged Coaster” pass for over 65’s after noticing a spike in thrill seeking pensioners – giving eligible excitement seekers 50% off tickets to Thorpe Park.
One of the first pensioners to take advantage of the special pass was old-aged rollercoaster enthusiast Emily Barker who stared in a promotional photoshoot alongside other like-minded retirees.
The story generated over 35 pieces of coverage including the Daily Mail, Daily Express, Daily Mirror, Daily Star and City AM.
We drafted in Hollywood star, Rick Genest A.K.A ‘Zombie Boy, to dial up the scare factor for Thorpe Park's ‘Fright Nights’.
Zombie Boy, who has 90% of his body covered in tattoos costing $20,000+, was flown in to ramp up excitement for the new live action maze, PLATFORM 15; billed to be the scariest attraction of its type yet and opened to coincide with the 15th anniversary.
Zombie boy was featured on over 60 different UK outlets generating a potential reach for the Platform 15 campaign of over 570 million!
Derren Brown's Ghost Train
We have also devised and produced a series of stunts, videos and photography projects to promote Derren Brown's Ghost Train.
We released these two terrifying Victorian dolls on commuter hotspots in London in November 2015, leading to numerous posts on social media and the first hint of what was to come – and only revealed as a stunt by Derren Brown ahead of a collaboration with Thorpe Park later on.
Full case study here
We set up a cryptic microsite to promote the announcement and released a series of imagery alongside a seriously spooky video about Derren Brown’s secret project…
Anyone who signed up to mindswanted.co.uk would be first to hear about developments and announcements leading up to the opening of the new ride.
The press release and video can be see here.
Releasing the Demon
A photo and video stunt, giving a frightening new teaser for the attraction, involved us testing the demon on unsuspecting staff on site and at head office.
The stunt staring Derren himself secured coverage across national newspapers and websites including The Sun, The Metro, The Evening Standard Online, The Huffington Post, UniLad, Digital Spy and The Poke.
News of the Demon spread like wildfire with the story appearing in The Daily Star, Mail Online, Metro Online, Sun Online, UniLad, Mirror, Evening Standard Online and Digital Spy to name a few.
We celebrated the opening of Derren Brown’s Ghost Train with a star studded event at Thorpe Park. Journalists from some of the UK’s biggest publications and broadcast channels mingled with celebrities and everyone had an exclusive preview of the new ride.
Guests who walked through the gates included stars from Film, TV and music such as Rupert Grint, Tinchy Stryder, Naughty Boy, Conor Maynard, Gemma Whelan and Sophie Ellis Bextor, bloggers Gemma Styles and Doug Armstrong, presenters including Jennie Falkner, Laura Tobin, Greg Wallis, Matt Edmonson and Lucy Alexander.
We also had over 150 invited journalists in attendance.
Charlotte Crosby was one of the first to try the ride and branded it “the scariest experience of my life”.
There were 40+ pieces of coverage including print features in The Daily Star, Daily Mirror and Financial Times plus features on the independent.co.uk, Digital Spy, Evening Standard Online and LadBible.
Thorpe Park will be notching up the fear-factor with a truly terrifying new direction in 2017.
To publicise this we created a frightening advert… one that was deemed to scary for TV.
After releasing the video on Facebook instead it racked up thousands of views.
National media also jumped on the story and the fact the advert had been banned for being too scary (as intended)! The Express, Mail Online and Sun all featured the advert and story on their websites, with print coverage in the Sun and other high-ranking digital titles including ITV, The Poke and STV.
The reach over the campaign was well over 233 million.